Author: Valentino Arnawa

In the age of digital marketing, emails are more than just a mode of communication—they’re a powerful marketing tool capable of reaching thousands of customers with the click of a button. But there’s a catch: email deliverability. Studies indicate that about 20% of emails never make their way to the intended inbox (source), caught in the web of spam filters and regulations. This raises the question: how can we ensure our emails reach their inbox? Email deliverability isn’t about luck; it’s about strategy. From adhering to regulations to crafting compelling content that escapes the dreaded spam folder, there are actionable steps you can take to enhance your email’s journey from sent to seen. Let’s dive into the ins and outs of email deliverability and unlock the full potential of your email marketing campaigns. Complying with Email Regulations Navigating the maze of email regulations is your first task in safeguarding your deliverability. This actually involves more than just adding an unsubscribe link. It is important to fully understand the scope of laws for emailing in a specific region. For instance, CAN-SPAM in the US requires that your subject lines accurately reflect the content of your email, while GDPR in EU mandates explicit consent before sending emails. Best practices include: By embracing these regulations as part of your strategy, you not only avoid penalties but also build a foundation of trust with your audience, which is invaluable for long-term engagement. Dodging the Dreaded Spam Filters The battle against spam filters is ongoing, and understanding the nuances can significantly improve your deliverability. With how many email providers becoming more strict with the increase of AI-generated mass emails, it is important to ensure your emails are well equipped to avoid the spam filters. Here are more detailed strategies: The Art of Personalized Mass Emails Personalization does not stop at inserting a recipient’s name. It involves thoughtful segmentation and content relevance. Implementing these deeper strategies can enhance personalization: Optimizing Subject Lines and Previews First impressions are important, and your emails’ subject lines and preview texts are the first thing your prospects see when your email arrives in their inboxes or their phone notifications. Optimizing this is very important. If you don’t grab their interest as soon as they see your email in their inbox, you can wave your email goodbye as it gets flooded by hundreds of similar emails. Many articles online will give you their best “Subject lines and previews can dramatically increase your open rates”, but the truth is a one-size-fits-all approach does not work here. Instead, look into your target’s psychology; what topic can instantly grab their interest? Here are some examples to get you started: However you would like to approach this, it is always important to keep this in mind: ALWAYS make it relevant to the overall email. Obvious? Perhaps. It is still important to mention, as many fall to the trap of wanting instant increase in open-rate. You don’t want to improve your email deliverability with the cost of affecting your email overall health. Don’t put the cart before the horse! Data-Driven Continuous Optimization Lastly, it’s not enough to stay complacent with your emailing methods and formatting. With the advent of AI-assisted lead generation, the process of data processing and analyzing became more streamlined by the day. This means that the way people prefer to be approached will rapidly change throughout the years as businesses continue to test emails that have AI-assisted drafts, personalized drafts or a mixture of both. In order to keep up, fine-tuning your approach through continuous testing and optimization based on performance ensures your strategy evolves alongside changing consumer behaviors and technological advancements. Consider these methods: Putting it All Together By immersing yourself in these detailed practices, your email deliverability won’t just improve; it will thrive. Optimizing this paves the way for more meaningful connections with your audience, driving conversions for your marketing campaigns. Email marketing is a powerful tool, and by optimizing your deliverability, you’re unlocking its full potential. Each email sent is an opportunity to connect, engage, and convert. So, take the time to craft your messages thoughtfully. Always keep your audience in mind, and watch as your email marketing campaigns soar to new heights. Find what you’re reading useful so far? Read more of our posts as we cover the topic of B2B Lead Generation and stay updated with current practices every week! Ready to read more? Click here!

In the vast digital expanse where millions of emails are sent every second, standing out in someone’s inbox can be very difficult. Especially when it comes to cold emailing, where the recipient has no prior relationship with you, crafting an email that doesn’t immediately find its way to the trash can is both an art and a science. In this comprehensive guide, we delve deep into the essence of cold emailing, offering potent strategies that promise to not only get your emails opened and read but also acted upon. Introduction to Cold Email At its core, cold email is a personalized pitch sent to a potential client or partner who isn’t expecting your message. The objective? To introduce yourself, offer value, and prompt some form of engagement, be it a reply, a subscription, or a sales inquiry. A well-structured email is incredibly important when reaching out to someone cold. It’s your foot in the door, your first impression, and in many cases, your only shot at initiating a conversation. While this may sound like a huge weight on your shoulders, the challenge and the beauty of cold emailing lie in its potential to turn a complete stranger into a committed client or collaborator. Every drafted cold email requires three main elements. They include: Efforts for Personal Connection Show genuine interest in them as an individual first to capture their interest. No one likes to be treated as a means for an end, and this applies to every cold prospect you would likely contact. Including information on something relevant within their work that you admire or mentioning a shared connection can go a long way in establishing rapport Mutually Beneficial Results “What’s in it for me?” Is the kind of idea that is usually adapted into emails and for a good reason. Having an email that focused on offers and solutions instead of focusing on what the cold prospect pain points is usually a quick way to the spam box. Understanding the needs of a cold prospect prior to sending an email to them is a necessity in today’s age where spam calls and messages are widespread. Clarity of Intention It goes without saying that the end result in a cold email is that you want them to do the actions you included in your Call-to-Action (CTA). A common mistake in cold emails is overemphasizing CTAs in the mid to end sections, leading to a disconnected from the early to mid part of the email. Having clarity in why you’re reaching out and what you hope you and the prospect achieve by the end of the communication from start to finish is important. Cold Email Psychology Why do some cold emails yield impressive responses while others are forever unseen? Understanding the recipient’s psychology is key. As we briefly touch in the previous segment, successful cold email speaks directly to the reader’s needs, interests, or pain points. Craft your outreach with only them in mind, transforming a “cold” email into a warm conversation starter. In order to achieve this, it is crucial to tailor your message to highlight how your offering plugs directly into their current situation or goals. Here’s some core ideas to get you started: Empathy is Key Aside from mentioning the likely pain points they face, also show genuine understanding and concern for the challenges they face. One of the biggest weaknesses of cold email is the lack of expression of non-verbal cues such as tone of voice. This can lead to messages without empathy expressed in writing ended up received as “salesy” at best and condescending at worst. Mutual Benefit Communication is a two-way street, and the end result of cold emails should too. By the end of your prospect reading your message, they shouldn’t feel like they have anything to lose in engaging with your CTA. It is important to highlight the reciprocal value of what you’re proposing in your cold email, suggesting a partnership rather than a one-sided ask. Effective Subject Lines Your subject line is your first (and possibly last) impression. Here’s where you must intrigue, entice, and promise value. It is important to underline that a level of personalization here is a necessary element. Mentioning their brand or even their name alongside the kind of challenges and value you can bring them can make your subject line irresistible to open for the right recipient. Here’s some point of thinking that may help: Leverage Data What makes cold email still effective and mass email less appealing is one thing; data. Collect enough data on each prospect’s needs and interests before sending cold emails, ensuring an effective approach. With the advent of AI, more and more tools that allows the data collection process to be faster and more efficient. Avoid Jargons “Unlock”, “Superboost”, “Amplify” used to be popular to include in emails to increase interest. Nowadays, it is not only reduced in effectiveness, it also served as an indication that your emails can be considered as AI generated with no human touch. Prospects receive hundreds of these types of cold email everyday, so make sure to send one that can stand out! Making Effective Email Body A compelling email body is where the magic happens. Here’s what it should include: Start with Personalization: Begin by mentioning something specific to the recipient, like a recent achievement or a shared interest. Having this kind of personalization can help in building rapport. Be Concise and to the Point: Long-winded emails lose attention. Highlight your proposition’s value succinctly. A Clear Call to Action (CTA): What do you want the recipient to do? Make sure it’s clear, easy, and actionable. Personalization for Different Audiences Personalization goes beyond “Dear [Name].” Research your recipient. Understand their business or professional challenges. Align your message with their interests or requirements, and show that you’ve done your homework. Demonstrate genuine interest in providing value. It is also important to keep in mind that a one-size-fit-all approach rarely works. With how different each audience in different