Links:
- Guide to B2B Cold Email Deliverability
- B2B Cold Email Platform
- Sign up for free Replyify account
Key Takeaways:
- Deliverability is crucial: Getting your cold emails into the primary inbox is fundamental for success.
- No quick fixes: Achieving good deliverability requires a systematic approach and ongoing optimization.
- Technical setup matters: Proper DNS settings (SPF, DKIM, DMARC), IP reputation, and domain reputation significantly impact deliverability.
- Engagement is key: High open, click, and reply rates demonstrate a positive sender reputation to email providers.
- Content optimization is necessary: Avoid spam triggers, personalize messages, and maintain a clean email design to prevent being flagged as spam.
Technical Setup:
- DNS Records:SPF: Specifies authorized mail servers, helping prevent spoofing.
- DKIM: Adds a digital signature to emails, verifying authenticity.
- DMARC: Builds upon SPF and DKIM, allowing senders to control how email providers handle authentication failures.
- IP Reputation:Use reputable email providers like Gmail (Google Workspace), which generally maintain good IP reputations.
- Regularly monitor IP reputation using tools like Mail-Tester, IsNotSpam, GlockApps, Mxtoolbox, Blacklistalert.org, and Talos Intelligence.
- Address any blacklisting issues promptly.
- Domain Reputation:Age: New domains are inherently suspicious. Warm up new domains by gradually increasing sending volume and encouraging engagement.
- Classification: Domains associated with certain industries (e.g., gambling) may face stricter scrutiny.
Email Warming:
- New Domains:Gradually increase sending volume over 2-3 weeks, starting with a few emails per day to known contacts.
- Encourage replies and engagement to build a positive reputation.
- Changes to Email Setup:Any modifications to DNS settings or email configuration require a new warm-up period.
Optimizing Deliverability:
- Personalization: Use recipient names and other relevant data to personalize emails.
- Content:Avoid spam trigger words (e.g., "free," "urgent," excessive punctuation).
- Keep emails concise and focused.
- Maintain a high text-to-image ratio (60/40 or better).
- Limit the number of links (ideally one per email).
- Avoid attachments or link to them instead.
- Sending Practices:Don't send large volumes of emails immediately after setting up a new account or domain.
- Spread out sending times to avoid triggering spam filters.
- Monitoring and Testing:Regularly test emails using tools like SpamAssassin, Cloudmark, Barracuda, Spamhaus PBL, and AbuseAt.
- Track open, click, and reply rates to gauge engagement and identify potential issues.
Important Considerations:
- Dedicated IP: Using a dedicated IP address can provide more control over reputation but requires careful management.
- Separate Domain: Consider using a separate domain exclusively for cold emailing to isolate reputation.
Quote:
"Spam complaint rates above 0.2% are considered high, and may result in poor deliverability." - Sendgrid
Conclusion:
By implementing the technical recommendations and best practices outlined in this document, you can significantly improve the deliverability of your cold emails and increase your chances of reaching the intended recipients. Remember that email deliverability is an ongoing process that requires continuous monitoring and optimization.
