Get your emails into a user’s primary inbox

1. Develop an effective email marketing strategy by defining your company's goals.

Creating an email marketing plan is essential to ensure consistent emails that relate to your company’s goals. Well-developed emails that are relevant to your audience increase open and engagement rates. Drip marketing campaigns are some of the most widely used strategies to keep in touch with users throughout their buying journey.

2. Segment your audience to target your prospects according to their previous searches, behavior, past purchases, and interests in order to send more relevant campaigns.

Email blasts are an essential part of marketing strategies. Therefore, you want to send the right emails to the right audience. Segmenting your email list helps keep it organized and will ensure you send relevant emails to your audience, increasing open rates.  Examples for segmenting your email list: Demographics, such as age, gender, education, income, or work industry. Behaviors, such as purchase history, recent website visits, or conversions. Geographic location.

3. Ensure your emails are personalized to the recipient by mentioning their first name in the body of the email and subject line using merge tags.

Addressing the recipient by name makes the email more personal, and people are more likely to notice their name and open the email when included in the subject line. Use the Merge Tag Tool within Mailchimp or your preferred email marketing program to automatically personalize email blasts.  Example: Subject: Welcome {First Name} to the Marketing Club! Hi {First Name},  Welcome to our weekly newsletter. We are excited to share recent marketing trends and updates with you and look forward to hearing about how it helps in your role as {Job Title}.

4. Create emails with limited HTML or use plain text email formatting.

Emails that contain a lot of HTML are often flagged by Gmail’s algorithms as automated, hence sending it to the Promotions tab. Tips to help your emails avoid landing in Promotions:  Use fewer images in your emails. Avoid using too many links in your email. Ideally, use only one or two.  Manually type emails directly into your email client.

5. Create short, informative emails to send to subscribers and increase engagement rate.

When composing email campaigns, remember quality over quantity because your subscribers opted-in to receive valuable content. Therefore, focus on sending high-quality emails that your email list will enjoy reading.

6. Avoid using spam trigger keywords that identify the email as a promotion.

Gmail and email programs like Outlook detect keywords often used in spam and block those emails from going into the primary inbox. For example: Free offer. Get paid. Click here. Buy. Price of items or services. Act now.

7. Improve email deliverability by checking the authentication of your emails.

Authentication helps mail servers verify sent emails to prevent spoofing. Google recommends enhancing email security and deliverability by using: DKIM: DomainKeys Identified Mail signature verifies the ownership of an email message. SPF: Sender Policy Framework record identifies the domains you send emails from by verifying the sender’s IP address. DMARC: Defining how your domain handles suspicious emails, it uses information from DKIM and SPF to verify emails’ authenticity.

8. Ask your email list to add you to their contacts to increase deliverability to the primary inbox.

Having a quality email list with verified working email addresses who regularly engage with your emails is essential for better deliverability. Therefore, it is important to ensure your subscribers are seeing your emails. In your welcome email, ask recipients to add your email address to their contact list to help ensure future emails do not end up in promotions folders or tabs.