Email marketers often ask: “Why did my email end up in spam?” Deliverability remains a mysterious and difficult subject to tackle. Three key factors influence your deliverability: identification/authentication (your infrastructure), reputation (a receiver’s rating of your sending domain and IP addresses), and content. What’s the easiest to control? Your content.
Writing for email may be one of the most difficult jobs in marketing. Different segments require different messaging. The devices your subscribers are using affect the perceived value of your copy. (What’s helpful on desktop may be long and laborious on mobile.) And subject lines? You have just a few short words to compel your subscribers to open, otherwise all that copy you wrote has significantly less impact. The words we choose matter.