Email deliverability
Thursday, February 5th, 2009I often get asked how to guarantee deliverability on the many email campaigns we work on. Unfortunately there are no guarantees to hit every inbox 100% of the time, but you can make sure that you give it the best chance. We have rigorous testing for all email campaigns and follow best practices in our own designs. Some examples of these are:
- Correct balance of text over imagery
- Call to action in the preview pane
- Rendering tests for online and offline email clients
- Testing against spam filters
- Live tests on our own email accounts and clients
- Subject line testing
But even then you can’t always guarantee it will reach the user. One example of this is an email newsletter I receive from www.returnpath.net, a company specialising in email monitoring and deliverability. Ironically, this email always goes into my junkbox time and time again.
I’ve never marked it as ‘not junk’ just to see if it ever lands in my inbox correctly without my intervention.
