E-mail newsletters are a hugely popular form of marketing for engineering businesses and there are countless providers of both software and services in this sector now. However, there is a long running debate on how to ensure deliverability is as high as possible. I thought you might appreciate a few tips on this subject, particularly as I’ve devoted my Wednesday updates to social media marketing for some time now, neglecting e-mail marketing a little bit. So here goes, my top five tips on e-mail deliverability:

- Ensure your recipients have opted in. Ideally, you will be using a list you have created organically made up of people who have requested your e-mail or have bought from you in the past.

- Make sure your e-mail is available in both plain text and HTML

- Don’t use any words likely to be banned by e-mail clients or servers (here’s a pretty good, if quite old, list). If you are using words like ‘free’ embed them in a graphic – and don’t name the graphic ‘free widgets’ either!

- Use consistent ‘from’ information; if your e-mail appears to be constantly coming from different addresses, it is more likely to be marked as SPAM.

- Be sure to remove bounces from your list. ISPs track the percentage of your e-mails that are deliverable and use this information to block senders.

Of course, this is just the tip of the iceberg. I imagine a quick Web search for ‘top 100 e-mail deliberately tips’ would probably yield a fair few results! However, as with most forms of marketing, you are better off doing something to ensure deliverability than nothing. So, if you start with these tips and build on them as time goes on, you will find your success rate begins to increase slowly but surely.

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