April 29, 2024

How can I use HubSpot's tools to improve our email deliverability rate?

Hubspot logo

Step 1: Clean Up Your Contact List

  • Remove bounced email addresses from your list.
  • Segment out unengaged subscribers (those who haven't opened or clicked in several months).
  • Ensure that you have clear opt-in processes so you're only sending to willing recipients.

Step 2: Use Double Opt-In

  • Enable double opt-in for your sign-ups. This requires new subscribers to confirm their email address, ensuring it's valid and that they genuinely want to receive your content.

Step 3: Regularly Monitor Deliverability Metrics

  • Regularly check your email dashboard for delivery rates, bounce rates, and spam reports.
  • Look out for sudden drops in open rates which might indicate a deliverability issue.

Step 4: Avoid Spam Trigger Words

  • Review your email content to ensure you're not using words or phrases commonly flagged by spam filters.
  • Use HubSpot's email optimization features to get suggestions on content improvements.

Step 5: Authenticate Your Email Sending Domain

  • Set up email sending domain authentication within HubSpot. This involves setting up DKIM (DomainKeys Identified Mail) and SPF (Sender Policy Framework) records.
  • Authenticating helps verify that your emails come from a trusted source.

Step 6: Keep a Consistent Sending Schedule

  • Avoid sending large volumes of email sporadically. Instead, maintain a consistent sending schedule.
  • This helps ISPs (Internet Service Providers) recognize your sending pattern and increases trust.

Step 7: Implement HubSpot's Smart Send Times

  • Use HubSpot's predictive sending feature to send emails at times when recipients are most likely to open them.
  • This can improve open rates and reduce the chance of being flagged as spam.

Step 8: Regularly Test Email Previews

  • Use HubSpot’s email preview feature to see how your emails look across different email clients and devices.
  • Ensure that all emails are mobile-optimized.

Step 9: Monitor Feedback Loops

  • Set up feedback loops with major ISPs. This allows you to get notifications when a recipient marks your email as spam.
  • Use this feedback to adjust your email strategies.

Step 10: Educate Your Subscribers

  • Include a brief note in your emails reminding subscribers why they're receiving the email (e.g., "You're receiving this because you signed up for XYZ newsletter").
  • Encourage subscribers to whitelist your email address.

Step 11: Evaluate the Performance in HubSpot Reports

  • Dive into HubSpot's email analytics to assess which campaigns have the best deliverability rates.
  • Adjust future campaigns based on the findings from the analytics.

Step 12: Regularly Update Your Strategy

  • As you continue to send emails, make it a routine to check HubSpot's recommendations and best practices.
  • Stay updated with any changes in email deliverability standards and adjust your tactics accordingly.