Deliverability is the share of your emails that reach the inbox rather than spam or nowhere at all. Great content is wasted if it is never seen.
1. Authenticate your domain
Set up SPF, DKIM and DMARC records. Major providers like Gmail and Outlook increasingly expect them, especially from bulk senders.
2. Send from your own domain
Use an address like info@yourbusiness.co.zw rather than a free webmail address.
3. Only email people who opted in
Purchased lists generate complaints and bounces that damage your sender reputation.
4. Keep your list clean
Remove hard bounces immediately and re-engage or remove subscribers who have not opened in months.
5. Make unsubscribing easy
Include a clear unsubscribe link; frustrated readers otherwise click “spam”.
6. Write like a person
Avoid all-caps, excessive exclamation marks, misleading subject lines and image-only emails.
7. Send consistently
Sudden large bursts after long silence look suspicious. Warm up new domains gradually.
8. Monitor results
Watch bounce rates, spam complaints and opens. Google Postmaster Tools shows your reputation with Gmail.
9. Use reliable infrastructure
Use a reputable email marketing service, and make sure your hosting and email setup is correctly configured.
Need help with this in Zimbabwe?
Web Entangled has been helping Zimbabwean businesses grow online since 2002. Explore our business email and hosting services, or request a free quotation and we will get back to you with a clear, itemised proposal.
