Deliverability Improvement Playbook

1. Send Your Emails to Engaged Segments

▢ Send your emails to the most engaged users (This increases the chances of people opening your emails, thus improving deliverability overall).

▢ Monitor your metrics.

▢ Once you achieve an OR above 25% from the campaigns, increase the number of profiles.

At Zoronto, we have different Engaged Segments depending on the number of days of engagement.

For example:

Z | Engaged 90 D.
Here are the conditions which can be used to make the above segment:

2. Clean Your Email List

▢ Determine who your most inactive and unengaged users are (Anyone who isn’t engaged isn’t worth keeping on the mailing list. If you keep sending to users who are not interested, your bounce rates will increase. Some unengaged users might even mark your emails as junk or spam).

▢ Once this is done, go through your mailing list every six months to do a ‘clean out.’ In other words, look for subscribers who don’t open your emails and suppress/remove their email addresses from the list.

▢ Make sure your emails have an unsubscribe button.

3. Use Email-based Segmentation

We cannot address deliverability issues the same way for all the accounts, because this is like a disease treatment for a human. Not everything will work the same on one another. But there are some things we can repeat that will help us create our improvement strategy. These things are:

▢ Exclude the unengaged segments created from all our campaigns

▢ Use Email-based engagement segmentation (This step is like the one before, but now we are targeting people that have engaged with our email in X number of days. To do so we use the condition OR instead of AND cause we want to include people that have done at least one of the conditions and not all of them at the time).

4. Additional Things to Do –

▢ Send Campaigns Gradually
▢ Send text-based emails instead of HTML templates
▢ Reducing the number of emails sent per week
▢ Only send emails if they are adding value to the subscribers

Write Engaging Subject Lines

▢ Proofread your subject lines to ensure that you’re not using spammy or clickbait(y) subject lines (These types of SLs trigger spam filters and send your emails to the spam folder).

Words to be avoided are:

• Free
• Click Now
• Risk-free
• Double Your Income
• Get Debt-free
• X% off (where X is a number)
• Cheap
• Access now
• Get it now
• Do it now
• Don’t hesitate
• Exclusive deal
• Hurry up
• Limited time
• Order now
• This won’t last
• Urgent
• Free
• Winner
• 0% risk
• 100% off