Content: How Much Does It Impact Deliverability?

Jun 16, 2020

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Over the last few episodes, we’ve brought up the topic of content and have essentially talked around it. This show is about deliverability, but it’s surprising how much the content aspect of your emails and website can impact overall deliverability.

Creating personal and engaging content for your emails cannot be overstated. Since your sender reputation has a lot riding on subscriber engagement, it’s critical that the content you provide is enticing and meaningful enough that people engage with it.

In this episode, we talk about how your content should align from subject line to CTA, giving your subscribers what they want, testing, and more!

Main Takeaways

The subject line should set the scene for what’s inside the email, and the content of the email should deliver on that promise. Have a clear CTA and make sure it’s relevant to the content and the subject line.
What made your subscribers sign up in the first place? Try to understand what your subscribers want to learn from you, the value you can provide them, and lean on that in order to be less promotional.
Running A/B tests for your emails is a great way to test content, layout, CTAs, and more. Don’t be afraid to send content-rich tests to ensure that you’re getting the most out of your testing.
Don’t rely on images. Even if images don’t load, people should still be able to understand exactly what your email is about, what you're saying, and what they should do. It’s good practice so that your entire email isn't ruined if images don't load. Also, make sure that your emails do not exceed 100kb.
Make sure your sender name and email are easily recognizable by your subscribers.

“Your end goal shouldn't be having the highest open rates possible. It really should be having the highest conversion rates possible. And that happens through sending great content, building a relationship with your audience, and providing value to them.” ~ @alyssa_dulin

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