How often and to whom to send

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Equally important is the correct frequency of the mailing , because even the best dessert can become disgusting if you eat it too often. However, a longer period of time is also not suitable, because some recipients may forget that they gave you consent in the meantime and report your email as spam. At Včelište, we have already gathered some experience regarding the frequency and timing of mailings and shared it in the article Is there an ideal frequency and timing of emails?

Last but not least, pay attention to your email list and don't be afraid to remove inactive customers. They unnecessarily reduce your open and click rates , and they may also contain invalid addresses, which increase your bounce rate . All of this then reduces your reputation and consequently your deliverability . Some emailing tools can automatically remove addresses from the list that repeatedly fail to deliver emails (for example, Drip ).

For different types of emails (corporate, transactional, marketing), use addresses created specifically for that purpose and also consider a 3rd-level domain .

Test deliverability before sending an email
Before you start sending out emails, it's a good idea to test how they will line database be judged by email clients' spam filters. Some emailing tools allow this testing in one of the last steps of creating a newsletter.

In SmartEmailing, you can perform the check within the Preview function:

Preview feature in SmartEmailing
The result of a spam test might look like this:

Spam test result in SmartEmailing
In Ecomail you will find the Testing section directly:

Testing features in Ecomail
Spam test results in Ecomail
If your tool does not have an antispam function, use the Mail Tester application (free), for example. Simply send a prepared message to the specified address and then press a button to get a rating and therefore an idea of ​​what the problem may be . The assigned pictogram clearly shows you your chances of passing the spam filter.

Sample from the mail tester tool
Mail Tester will provide fairly detailed results with recommendations on what to do:

Example of detailed evaluation in mail tester
Check deliverability continuously
Use the Feedback Loop (FBL), which allows senders to get feedback on who marked their messages as spam . The higher the number of complaints, the more likely it is that email providers will block your messages or deliver them to the spam folder. By checking the FBL, you can analyze which messages are getting the “red card” and establish a strategy to address the problem.

Google's free Postmaster Tools service works even better . It provides an overview of how your domain or IP address is doing, shows the reasons why your messages aren't getting where you need them to, and shows information about your DNS records.

With good deliverability and efficiently
Now that you know what will help you increase your email deliverability, find out how to do email marketing effectively. It's all possible with low costs and minimal time.