Email Marketing Blog

Make sure your delivery rate does not fall

Many people may have a lot of work to do in this area, but even if your rates have stayed relatively unchanged, there are still major opportunities to improve your deliverability and increase revenue.
Here is how:
Stay ahead of the deliverability curve — The rules of deliverability are complex and always changing. The constant cat and mouse game between spammers, internet service providers and spam filtering companies ensure that there will always be new methods to sort the good senders from the bad ones.
Analyze your deliverability data — Deliverability decisions are data driven, and it can be challenging to find out exactly why you’re seeing inbox failure. Doing deeper analysis on your subscriber engagement data can yield huge results. For example, some segments of your subscribers may be more tolerant of higher frequency where others may not.
Monitor your reputation — It sounds simple, but in most cases managing one’s email marketing reputation is not that straightforward. Remember, it’s the marketer’s job to manage his or her own sending behavior since most deliverability issues occur from a breakdown in subscriber engagement and feedback.

Building your Newsletters

For the creation of your newsletters, you have several options of how to create them so they can look very professional and always be catchy. Here we give you several options of programs that you can use to create your email marketing newsletters:

• Dreamweaver: Excellent to create HTML and build your newsletters.

• Fireworks and Photoshop: For the creation of the sketch these are the ideal tools. Even once finalized and approved the design, you can generate HTML that will help the final construction.

• Email Standards Project: This web site is definitely the ultimate for any inconvenience mail programs.

• Inline Styler: if you have designed your newsletters with CSS styles in the header of the HTML, you can transfer them to inline styles.

• Emailbrain Editor: With our editor you can select a template and modify it to your style.

• Designed by a professional: in Emailbrain we have professionals who can create your newsletter design based on your needs. For more information click here.


How often and how early should I email my clients?

Too frequent is too much and too late is too late. Don’t harass your subscribers with emails, do not follow them every hour with an email asking them to buy your products.

Often, toning down frequency if you are a regular mailer improves response rates. Don’t send newsletters in an untimely manner like super late or super early - like 10pm at night or 3am the morning, this could cause them to not take your emails into consideration in the appropriate times. Consequently, they might simply forget about your offer.


Recommendations on How to Avoid Email Marketing Complaints

Spam email is any email which the recipient never asked for. However, even where people have signed up for an email, they may still use the “report spam” button if the emails they get are not what they expected, or if the recipients forget about the original opt-in.

Here a list of things you can do to prevent your emails from getting marked as SPAM:
  • .: Only send email marketing messages to people who explicitly requested it.
  • .: Don’t buy email addresses, as these people are not expecting email from you.
  • .: Ensure your sign-up forms and pages let subscribers make an informed and a clear choice to join a list and explain what kind of emails they can expect.
  • .: Don’t wait too long to send out your first email (no more than 2 weeks after a subscriber signs up to your list) and make sure new subscribers always get an immediate welcome message.
  • .: Don’t leave more than a few weeks between any sends thereafter.

The delivery of your newsletters

Some of the most common reasons why your email marketing campaigns did not arrive in your client’s inbox are:

1) Bounces:  These are usually categorized as “hard” and “soft”. A hard bounce means a permanent problem with the delivery, such as when you send an email to an address that does not exist. A soft bounce refers to a temporary problem, for example, if the recipient’s inbox is full.


Use a Template for your Newsletters

Many people may think that it makes sense to use a template for sending your newsletters, but believe it or not there are still people who do not use it and believe that by using a background color is sufficient. But here you will see a  few reasons why you should use a template in your email marketing campaigns.
1. Your customers will recognize the newsletter.
2. Your customers will know what to expect.
3. It will make your newsletter organized and professional.
4. When you are editing your newsletter every week /every other week /month, it will be much easier and faster to edit. Lastly, I advise you to have standard template to use most of the time, but also to have some alterative templates for special occasions, that way you can show a little creativity and personalization.

Differentiate Promotions with Informative Campaigns

When a company first implements email marketing strategies, the first thing that comes to their mind are email promotions. Basically, when somebody buys your product or service, you tend to put something like “tick here to be added to our mailing list”.
Many companies, once they obtain permission from their clients, they will start only sending promotional emails to their clients, and they forget about the informative emails. When you send a promotion your are not really building a long term relationship (which is what email marketing is about). While promotions are geared towards making a quick sale, an Informative Newsletter is usually design to provide your clients with information, which they will value, and get attached to your company. Make sure that when you send a promotional email, your clients have opted in to receive your emails, and not only to receive your email newsletters. Because chances are they will probably feel tricked.
It is really important that you know the difference between signing up for a promotional email, or signing up for a email newsletter, in which you are expecting to receive information on the industry that you signed up for or the company. Make sure you send your clients what you wish to receive, and do not offend them by sending the promotions that they do not wish to receive.

Say no to SPAM


Try to avoid advertising your address on any websites and forums where you do not have complete control of your own privacy. If for some reason you would need to include an email address, try to obscure it for spam bots.

Make sure you unsubscribe: A good email marketing company will ensure that their users include unsubscribe options in all email headers and /or footers. With that said, many people believe that clicking an unsubscribe link actually confirms to a spammer that the user exists/actively reads their mail.

It is a must that you read the fine print and privacy policy when signing up for anything. Often there is a text box that you need to select to opt out of receiving email marketing material from the company in question.

Create separate addresses for core communications and disposable ones for general use: It would be a good idea to have one email account for your banking, mortgage, e-statements and so on – all of your essential life necessities.

Mark unwanted mail as spam: Email services such as Hotmail and Gmail will create a filter to automatically spot all future mail from that source as junk and it will submit a complaint against the network that sent the mail to reputation monitoring services

Do not submit your email address to websites or companies that you are unfamiliar with and / or have no reason to trust. You wouldn’t think of giving your mobile number to strangers, after all – the same justification applies to your email address.

A disposable address is an inbox that you will typically use when a store asks you to fill out your details for purposes such as future specials, club membership or anything that’s not important to you or that you want to specifically keep separate.


Use a Template

You may think it is logical to have to use a template for your newsletters , but believe it or not there are still people who do not use it and believe that with using a background color is sufficient . So we give a few reasons why you should use a template in your email marketing campaigns :

  • Your customers will recognize the newsletter.
  • Your customers will know what to expect.
  • It will give  organization and professionalism to your newsletter .
  • When you are editing your newsletter each week / month, it will be much easier and faster to edit.
  • Finally, I advice having a standard template to use most of the time , but also have a special occasion alternative template in order to show a little creativity and customization.

If you use a Yahoo email address to send, your newsletter delivery rate can drop…


Yahoo began executing a stricter email policy that may unfortunately result in your newsletters landing up in the spam folder or being returned to you as bounced mail.

According to WordToTheWise Yahoo is doing this since, "there's been an ongoing attack against Yahoo users attempting to compromise their accounts and then send email from that Yahoo user to their contacts. Yahoo is telling other systems to not accept mail from Yahoo users if it doesn't come through Yahoo controlled servers. This includes the mail from the attackers, but also mail from regular Yahoo users."

If you're already sending through Emailbrain, you have a much higher success rate at having your emails delivered – we ensure optimal deliverability with feedback loops and we're a member of ReturnPath. However, if you send from a personal Yahoo address, your newsletter send will be made look fraudulent, even if it is not – due to the changes implemented by Yahoo.

These changes will affect receiving servers who respect DMARC policies, including Gmail, Hotmail, and others.

In order for you newsletter not be received in the spam folder or bounced back the best thing to do is send from an email address other than your personal Yahoo, if you have a different one. However, best practice is to set up a custom business domain for your sends. You may also create a free mail custom address on another email provider instead.






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