Best Practices for Email Content | Improve Deliverability

The look and feel of your emails still play a crucial role in determining whether your email ends up in the spam folder or the inbox. The content of your emails is a significant factor in email deliverability because email providers strive to deliver only relevant and desired emails to their users. If your content is deemed spammy or irrelevant, your emails may be filtered into the spam folder or even blocked altogether. Therefore, creating high-quality content is essential to ensure that your emails reach the inbox.

Following best practices for email content is vital as it helps improve email deliverability, maintains your domain reputation, and ensures that your recipients stay engaged with your emails. The ultimate goal is to create valuable and enjoyable emails for your readers. So, how can you create email content that is most likely to reach the inbox?

Here’s a helpful acronym to remember what’s important when it comes to content – WILF:

Words: Focus on writing authentic emails that are concise and to the point. Keep your language clear, relevant, and personalized when possible. Avoid using excessive punctuation, spammy words, or heavily used marketing phrases that may trigger spam filters.

Images: Use high-quality, relevant images that enhance your message, but don’t overdo it. Too many images can make your email look promotional or cluttered and slow down loading times. Include descriptive “alt text” for your images in case they don’t load properly or for recipients using screen readers.

Links: Limit the number of links and only include trustworthy and relevant ones. Avoid using link shorteners and use descriptive anchor text for your links. Ensure that the linked sites are not on any blocklists and have positive reputations.

Formatting: Keep your email formatting clean and easy to read. Use short paragraphs, bullet points, and headers to break up your content. Stick to a simple, consistent font and color scheme. The more your email looks and feels like a personally written email, the better the chance of landing in the primary inbox.

By following these best practices for email content, you can improve your email deliverability and keep your recipients engaged and satisfied. If you’re interested in a Content Review, let us know, and we’ll be happy to assist you.

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