How does your email message and content affect your inbox placement?

Hey everyone, Matt here – the Chief Revenue Officer at Mailyser!

I’m excited to dive into an essential aspect of email marketing today, focusing on how the content and messaging of your emails play a pivotal role in landing those emails right into your subscribers' inboxes. With my background, including founding Kickdynamic and steering it towards its successful acquisition by Litmus, I've spent over 15 years helping brands maximize their email marketing ROI. And today, I’m here to share insights on why your email content could be your ticket to better inbox placement, perhaps even more so than your technical setup.

In the world of email deliverability, two main elements determine whether your emails hit the inbox or miss the mark: your sending infrastructure and, importantly, the actual content of your emails. While the technical side is crucial, today, I want to highlight the significance of your message and its content.

Why is content king for inbox placement? It all boils down to your reputation with ISPs like Gmail, Yahoo, or Hotmail. Your email engagement—how subscribers interact with your emails—shapes this reputation. Engagements can be positive, like opens, clicks, and forwards, which bolster your standing. However, it’s worth noting that with some ISPs automatically opening emails, the impact of opens on your reputation may not be as clear-cut as before.

Negative engagements, such as a lack of interaction or marking an email as spam, can tarnish your reputation. It’s a misconception that a subscriber's initial interest guarantees ongoing engagement. Hence, it's crucial to craft content that not only resonates but encourages positive interactions, driving them towards your site or landing page.

How do you ensure your email content is engaging? Start with its presentation. Whether you’re sending visually rich emails or text-based messages, they need to look impeccable across all devices. Tools are available to test and ensure your emails look great, helping avoid the dreaded spam label.

Next, focus on the copy. It should capture attention, maintain interest, and encourage action. Consistency with subscriber expectations is also key. A sudden shift in content type, like switching from a newsletter to event promotions unexpectedly, can lead to disengagement.

Lastly, your emails should unmistakably reflect your brand. Consistent branding reassures subscribers of the email's legitimacy, enhancing engagement. The look, feel, and tone of your emails should align with your overall branding, ensuring subscribers can instantly recognize and connect with your messages.

In closing, prioritizing the content and messaging of your emails is not just about maintaining your brand’s voice; it’s a strategic move to enhance inbox placement. By fostering positive engagements through compelling content and consistent branding, you’re not just avoiding the spam folder; you're building a solid reputation with ISPs, ensuring your emails reach where they belong.

Remember, each email is an opportunity to strengthen your relationship with your subscribers and enhance your deliverability. Make it count!

Feel free to schedule a chat with Alex, Pepe or me to talk anything deliverabilty using this link: https://calendly.com/mailyserteam/intro.