1. Target the right prospects: Reach out to prospects who actually might be interested in your product/ service rather than sending blanket outreach emails. It is always a bad idea to pull a list of 1000 emails and send them a completely generic email with no targeting or personalization.
2. Make it easy for the prospects to opt out. A simple way to reduce the likelihood of you being reported as spam is to make it easy for your prospect to unsubscribe. Provide unsubscribe links at the top/ bottom of your emails, so that your prospect can quickly and painlessly opt out with having to mark you as spam.
3. Maintain a consistent volume. Start with a small volume of 40-50 emails and warm up your reputation over a period of time. Also, send consistent volumes of email every day. This is especially important if you have created a new email id for cold emailing.
4. Use email automation carefully. If you are using an outbound sales automation software to send mail merges or cadences, set it up such that there is a reasonable interval between emails. Sending 100 emails in a minute is a signal that you may be a bulk emailer. At Klenty, we use an interval of 2 minutes.
5. Minimize bounces. The more bounces you get, the more your email id reputation suffers. The number of bounces that you get is a strong feedback signal to your service provider. Use email verification services like Briteverify or Findthatlead or proofy.io to validate your emails addresses.
6. Keep track of your email reputation. Use a tool like Sender Score by Return Path to keep track of whether your domain/ IP’s reputation is moving up or down over a period of time.
7. Setup your email infrastructure properly. If you are setting up an SMTP server on dedicated IP using a service provider then you need to add the appropriate SPF records and DKIM records and verify ownership of your domain – so that the recipient can trust the emails sent by you.
8. Avoid short URLs. In general short URLs and any form of link tracking tend to have an impact when your recipient has advanced spam filters.
9. Don’t add any attachments. Attachments usually have a negative impact on deliverability. So it would be a good idea to hold off on sending attachments in your first email. Instead, provide the link to the attachment.
10. Draft your email template carefully. If it appears overly salesy, has too many exclamation points !!!! , CAPS, multiple colors, too much html etc. These are all indicators that this might be a spam email and increases the likelihood of it being filtered out.
Use a tool like Mail-tester to check whether your template looks spammy and what is the likely deliverability of your emails before sending them.
Any other points to improve cold email deliverability?