Email marketing: 13 tips for higher relevance & better delivery

Email marketing: 13 tips for higher relevance & better delivery

Email marketing is still one of the better channels when it comes to return on investment. According to John Thies of Email on Acid, every dollar spent on email marketing generates 40 dollars. Subscribers who sign up for the newsletter are interested in what the organization has to offer. It is therefore important that the sent e-mail reaches the recipient’s inbox and that the e-mail can also be read by the recipient, regardless of the device. But how do you do that?

Reach the inbox

For the delivery of e-mails to the inbox 2 terms are often used: delivery and deliverability. Delivery is whether the recipient accepts the e-mail or not. Deliverability is where the e-mail eventually ends up when it is accepted. For example in the inbox, a spam folder or another folder. The e-mail marketer is responsible for placing the e-mail in the inbox. There are many techniques that can help you with this, such as SPF, DKIM and DMARC. These technical settings can be arranged together with the e-mail software supplier and the IT department. It is also recommended to make use of an email verification service such as, for example, TheChecker. This kind of service helps you to get rid of email bounces and reach more customers.

Do not purchase email lists

Buying e-mail lists is a trick. There is a good chance that there are fictional e-mail addresses from, for example, internet providers. These fictional e-mail addresses are used to identify spammers. If an e-mail is sent to such a fictional address, there is a good chance that the message will not arrive at the recipient.

Ensure interaction

If there is little interaction with a sent e-mail, it will not end up in the inbox of the recipient. Hotmail and Gmail recognize this and will place the sent e-mail in the spam folder.

Ensure good design & strong content

Even the e-mail design and the content have an influence on reaching the inbox. Avoid sending e-mails with only images. In terms of content, it is advisable to use at least 500 characters. Regarding the e-mail size, it is advisable not to make the message larger than 100kb.

Also always test what the e-mail in text-only format looks like. Not every recipient reads the formatted HTML e-mail. Furthermore, it is also not recommended to use Bitly or other URL shortener links in your e-mails. Spammers use Bitly links to hide fake links. Chances are that emails will be blocked if you use such links.

Sender, subject and preheader

As an email marketer, you have three options for having the recipient open the email:

Subject line
Preheader text

Always use a recognizable and reliable name as the sender. No less than 47% of the recipients open an e-mail based on the subject line only. It is therefore important to keep it simple. Most subject lines have a length between 41 and 50 characters. It is best to keep the subject line between 61 and 70 characters. This increases the chance that the e-mail will be read.

email subject line length

Emoji are popular

Nowadays many companies use Emoji in the subject line. 45% of all companies that use Emoji in e-mail see an increase in the number of opens.

Optimize the preheader text

In addition, many companies can make a profit if they optimize the preheader text. In many e-mail programs, the preheader is visible next to or below the subject line. It is the first piece of content from the e-mail. For example, if there is a link at the top of the e-mail template that allows you to view the online version, this will be preheader text. By using the correct HTML snippet you prevent this and you can create your own preheader text.

Test your e-mails

Personalizing a subject line or preheader can lead to a 29.3% increase in e-mail opens. To find out what works for your e-mail, it is wise to A / B test the sender name, subject line and preheader. You create multiple variants of the e-mail, send these different variants to a small group of recipients and see which one performs best. You then send this email to the other recipients.

Provide simple content

Always start the e-mail with the most important message. You have about 8.25 seconds to attract attention. An e-mail is opened on average between 5 and 15 seconds. Keep the content simple and write in clear language. Use short sentences and simple words. Tell a story and take the recipient on a journey.

Design for accessibility

Prevent an email from being created solely from images and add alt text to each image. Keep fonts readable, at least 14 pixels and with light fonts even 16 pixels.

Contrast ratio

The use of the correct contrast ratio of a background color and a font is important for accessibility. For a normal text the contrast ratio must be at least 4.5: 1 and for a large text (24 pixels or larger, for bold text 18 pixels or larger) 3: 1. Below are some examples of good and bad contrast ratios. With this website you can calculate the contrast ratio yourself.

email color combinations

For the accessibility of the e-mail, links can best be underlined. Avoid centered alignment of text. People with dyslexia have difficulty reading centered text. Large pieces of text are best left-aligned.

Accessibility on mobile

For mobile accessibility, consideration must be given to how the receiver interacts with the device. Most recipients will use tapping on a screen, but there are other options that you should take into account. For example, it is possible to activate VoiceOver in iOS and for Android TalkBack. This functionality on mobile devices reads what is on the screen. E-mails can also be read out with Siri.

It is therefore important to have an optimized preheader in addition to a sender and subject line. Short sentences are often used for preheaders. Siri reads the first 499 characters from the e-mail. This will therefore consist of the beginning of the preheader and then the rest of the e-mail content.

With the arrival of smart speakers, this functionality will be used more. It is therefore important that e-mails sound good when they are read out.

The end of landing pages

It is very likely that landing pages will no longer be needed in a few years and interactions via e-mail are going to take place via speech.


About Donald Colvin 5 Articles
Although Donald got a late start to his writing career, he quickly learned the ropes and today, is regarded as one of the best. Donald has a unique style that is informative, reader-friendly, and intriguing. Because of this, his following is growing and loyal. Donald has been married to his wife Dana for over 28 years and together, they love hosting both formal and informal gatherings for family and friends.

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