Don’t Let Bad Street Cred Bring Your Deliverability Down

Don’t Let Bad Street Cred Bring Your Deliverability Down

It’s 2018 and while thousands of communication channels have come to fruition, email remains a highly effective medium for B to C outreach.


Because email is universal. From your bratty 16-year-old sister to your beloved 70-year-old grandma, every Tom, Dick and Harriet has an email address. It’s extremely low cost and helps you create campaigns that deliver the right message, to the right person, at the right time.

Our staggering results in the real estate vertical have proven that email is an incredible platform to build relationships, market stock and nurture contacts in the industry.

Unfortunately, abuses such as spam and phishing have made it difficult for legitimate senders to cut through the noise and deliver relevant messages to their target audience.

That’s where deliverability comes in…

Deliverability is a complex equation of factors such as list quality, reputation, content and spam identification that act as gatekeepers; either inhibiting or permitting a message to land in a subscriber’s inbox.

Here are some tips to take you from the spam box to the forefront:

Consider the source:

It all starts with your database. To initiate engagement you need to ensure that your mailing list is genuinely interested in your offering and will interact with the content you produce. As a general rule, the first introduction should not be via email and adding email addresses from contests and giveaways is poor practice.

Segment your list:

Not all your recipients share the same interests, so your email campaigns should be relevant to the people who receive them. Personalising your email imbues a human touch that will make your contacts feel more connected to your brand, so target them with what they love.

Prune your list:

Emailing people who are uninterested in your communication may be damaging your sending reputation. Instead of wasting time on unengaged contacts, consider periodically removing them from your list using re-engagement campaigns.

Make it consistent:

Erratic sending patterns are considered a marker of spam, so it’s important to make sure your timing is consistent. It’s worth outlining what users will receive during the opt-in process so they know when to expect you in their inbox.

Increase Your Open Rates:

When it comes to email deliverability, low open rates signal that your contacts are uninterested in the content you are sending which can lead to blocked campaigns. High open rates tell ISPs that you send legitimate mail that your recipients welcome. Sprucing up your subject lines may help with this.

Check your reputation:

Don’t let bad street cred bring you down. You can check your sending reputation on Sender Score to see how you’re tracking and make sure that you’re still in the good books. It’s also a good idea to register for a feedback loop so you know when your recipients mark your email as spam.


Vanity metrics don’t make you money but can cost you big time when your deliverability is compromised by low engagement and high bounce rates.

Reaching your customer’s inbox is about keeping your messages engaging, relevant and valuable to the recipient.


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Clarke Stewart
Responsible for the implementation and support of ActivePipe’s promotional efforts, Clarke is constantly exposed to all facets of the business, giving him a unique understanding of what goes into creating and utilising industry leading marketing technology. When he’s not busy getting ActivePipe’s name out into the world, you’ll find him either shooting hoops or surfing somewhere along Victoria’s expansive coastline.