8 things that could be destroying your email deliverability

December 2, 2015



Here’s a question to think about: Are your emails being delivered? Of course they are, right? I mean, you just put together some killer waiver wire targets and sent them out to a list of “engaged” subscribers that you believe will read and share and talk about with their friends. All that’s left is waiting for the kudos to come rolling in.  Waiting. Waiting. Waiting. So back to the original question: Are your emails being delivered?


This is the simplest question when it comes to email marketing. Yet, it’s probably the most complicated to answer. By its elementary definition, email deliverability is a way to measure whether an email gets into the subscribers’ inboxes. The email marketing landscape is in constant change, and so too are the rules that govern whether or not your hot DFS picks land in your customers’ inboxes or their spam folders. Here are a few things you unknowingly may be doing that are challenging your email deliverability.


1. Treating email marketing as a one-night stand

Obviously, a solid, permission-based email list is the first step in successful email marketing. And there are so many ways to acquire that list, most centered on well-executed lead generation tactics. But then what?


A well-crafted welcome email is a good start and introduces your subscribers to your offerings. It should encourage engagement and gets your subscribers used to connecting with you and your community from the first day. But if someone subscribes to your emails and they don’t receive an email from your business for weeks, they’ve probably forgotten about you.


You have to send emails regularly and consistently. In the fantasy sports industry, daily emails can be the norm. But there’s certainly nothing wrong with a weekly recap, depending on your services. However, stick to a consistent distribution schedule. In other words, don’t send daily emails for two weeks and then scale back to once a week. Consistency will pay off.


2. Being okay with a single opt-in

Double opt-in means that once someone signs up to receive your email, they receive a confirmation email they must use to confirm their subscription. Double opt-in lists see better results in regards to important engagement analytics (open rates, click percentages, etc.). And an engaged list equals better sending reputation.


3. Sending from a free domain

Okay, seriously – you’re not sending from a Yahoo, Gmail or Outlook.com address, are you? Actually, you might be surprised at how many fantasy sports businesses are. Every part of your email campaign needs to communicate who you are and what business you’re associated with. That starts with your sender email address. If you are using a free domain to send, STOP NOW. Otherwise, you can assume that the bulk of your subscriber-based email is going directly into spam.


4. Crafting TRRible subject lines

Your subject line is most likely the first words your subscribers see. It’s also the most challenging to craft, especially in our industry. If you truly optimized your subject lines to get past the majority of spam filters on the market, you would have to avoid words that are key to the fantasy sports world. For example: 100% free, Guarantee, Free, Money, Performance, Million. So if you have to use these words, use them extremely cautiously and sparingly.


Also, avoid excessive punctuation (!!!) and special characters (@, $). And whatever you do, never use ALL CAPS.


Your subject line should match your content. If you mislead your readers, they’re likely to hit the spam button in their email platform and future emails will start to go into the spam abyss.


5. Incorporating too many images

Don’t get me wrong, images are good in an email. Just don’t overuse them. Historically, spammers would send emails with one large image and very little text in order to bypass spam filters that were based on spam keywords.


Design your emails with a balance of images and copy. And remember that not everyone downloads the images when they open an email. So make sure your email makes sense and is engaging even if the images are never seen.


6. Using tiny.urls, bit.lys or other URL shorteners

URL shorteners are great in social campaigns, but can kill your email campaign. Using URL shorteners like tiny.url and bit.ly is an infamous technique used by spammers to hide actual URL destinations. Avoid them in your emails to ensure better email deliverability.


7. Protecting your unsubscribe with a zone defense

In other words, don’t hide your unsubscribe link. A subscriber shouldn’t have to search through your email or sift through 8pt. font in order to opt-out. The more difficult you make it to unsubscribe, the more likely your subscribers will simply mark your email as spam. In turn, this will alter your deliverability significantly.


8. Not breaking up with your subscribers

Look, we understand. Breaking up is hard to do. But if a subscriber isn’t opening your emails, it’s time to bid them farewell. Low open rates are a clear indication to ISPs that your recipients are not engages with your brand. Lack of engagement is a factor in delivering future emails. So pay attention to your analytics. If a subscriber is consistently not opening an email, drop them.


Need help with your email marketing campaigns? Contact FantasyMeter today at info@fantasymeter.com, or (817) 729-8771.

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