Email Marketing: Deliverability and Performance
Email marketing delivers the highest ROI of any digital marketing channel. It enables direct, owned communication without algorithm dependency. Success requires strategy, list health, deliverability management, and continuous optimisation.
Deliverability Fundamentals
- Authentication: SPF, DKIM, DMARC correctly configured
- Sender reputation: monitor complaint rates and engagement
- List hygiene: remove unengaged subscribers and invalid addresses regularly
- Volume warming: gradually increase sending volume for new IP addresses
Performance Optimisation
- Subject line testing: highest-leverage optimisation
- Segmentation: relevant emails outperform broadcast by 2-3x
- Personalisation: use subscriber data to personalise content and recommendations
- Send time optimisation: test send times for audience segments