How to Win with Strategic Digital Marketing: Strategies for Success — Part 2
In Part 1 of this series, we provided the Top 5 “must-dos” for success regarding digital strategies for engaging the provider community. Next, we’ll go over five email deliverability tips to help you sail through spam filters and minimize bounce rates.
1. Keep code clean
Extra tags, messy code and code pulled from word processing software can trigger spam filters. Make sure your code is clean or, even better, use templates that are already tested for deliverability to create your emails.
2. Use optimal image sizes
To avoid triggering spam filters, make sure that image file sizes are optimized. In general, it’s a good idea to keep the total sum of images in an email between 600 and 800k, and know which file type to use when:
JPEGs – Work well for photos that don’t contain text because they are the most compressed
PNGs – Work better for images that contain text or have sharp edges, but this file type is larger than the same file saved as a JPEG
GIFs – Enable you to animate your images, but don’t show as many colors as other file types
Did you know?
Most readers won’t notice a loss of image quality, so it may be better to choose the lower-quality format to save data usage.
3. Follow ideal text-to-image ratio
Spam filters block email messages that are heavy on images or images only. Ideally, your text-to-image ratio should be close to 80:20. There should be enough text in your message so that recipients understand the purpose of the email even if they have images turned off.
4. Use quality lists
Work with a trusted partner to assemble email lists that are targeted and clean to minimize bounce rates. Ask them what steps they take to ensure good list hygiene. It’s important to cultivate and manage opt-in subscribers and remove inactive email addresses from your lists.
5. Send emails on a consistent basis
Spam filters compile data over time to assess email messages. It helps to send messages on a consistent cycle rather than in bursts. As you begin an email marketing campaign, you may want to start with a lower volume and slowly increase the size of the list over time.
Email marketing campaigns only work if the emails are delivered. To maximize engagement, it helps to ensure that you have explored all the ways to improve email deliverability as part of your overall campaign strategy.
MMS can help
With over 500 million sends and a consistent 98% deliverability rate, MMS can help you connect directly with your target recipients and ensure that your message gets exactly where you want it to go: their inbox. Contact us today to discover how email deliverability is at the core of what we do.