Countless companies don’t craft emails that offer good deliverability rates. Unfortunately, that means their content is more likely to end up in spam folders instead of subscriber inboxes. Yet, the right kind of email marketing for plumbing contractors is a highly effective way to expand their business with potential new leads.
So, consider the information below if you’d like to learn how to improve email deliverability for your plumbing service for more successful marketing efforts.
#1 Double-check Your Email Domain’s Authentication
Online, people aren’t likely to trust websites they deem uncredible due to unauthenticated domains, and emails aren’t any different. Don’t you want to prevent someone from creating and sending a fake or malicious email using your plumbing company’s email domain? Enable Sender Policy Framework and DomainKeys Identified Mail.
Using DKIM and SPF will authenticate your email by proving to ISPs that your company is credible. It helps you send legitimate emails to your existing and potential customers. Without authentication, your email deliverability rate will suffer, as will your credibility with target audiences.
#2 Create a Dedicated Email IP Address That Speaks To Your Position as a Valued Service Provider
Plumbing email campaigns could have humble beginnings, but it is essential to invest in a solid, scalable email infrastructure to accommodate growth. By the time you’re generating over 20,000 emails a day, you will need a dedicated IP address to remain credible and trustworthy to ISPs (and avoid spam complaints).
However, although you should eventually use a dedicated email IP address, it’s best to warm it up. New IP addresses won’t have a reputation score until after you send emails from them. So, at first, send small batches of emails and regularly increase this volume so that you don’t risk a decrease in your email deliverability.
#3 Write Compelling Subject Lines That Don’t Sound Spammy
Writing enticing subject lines for emails is a great way to increase email open rates. Don’t fall into the trap of writing headlines or subject lines that instantly fall into the spam category, like “FREE pipe repair.” An ISP’s spam filters will likely flag a subject line with “free” in it.
However, the sophistication of modern ISP filtering systems means you can craft legitimate subject lines with spam-like words without negatively impacting your deliverability rate. So, create unique subject lines but don’t sound too pushy.
#4 Give Audiences a Simple Opt-In Process
Before you can learn how to improve email deliverability, you have to learn how to collect email addresses from potential customers. With an optimized opt-in process, you can cultivate a great email list with engaged users who know of your business and are more likely to open your emails. If you add random emails to your list, people will mark you as spam, causing ISPs to deem you as non-credible.
#5 Make a Preference Center
Though some new, existing, and potential clients may want to receive emails from your plumbing business, they might not want them all the time. Keep recipients happy and engaged by allowing them to control how often they receive emails. For instance, if you send emails daily as part of your marketing campaign, your preference center could include daily, weekly, or monthly opt-in choices.
#6 Stay Off Spam Lists By Managing Your Database
Spammy headlines aren’t the only way to end up in a spam folder or decrease your email’s deliverability rate. ISPs and online organizations have several methods for identifying those who send unwanted emails to the public. The best way to avoid finding your plumbing company on a deny list for spam is to regularly remove unengaged or inactive email addresses from your list.
Also, avoid buying email lists.
#7 Appeal to Email Recipients and ISPs
Above all, it’s important to create emails that recipients will love to read! If you can engage readers, ISPs will boost your email deliverability.
Craft the Perfect Email Campaign for Your Plumbing Business
Mammoth Marketing is the go-to source for creating plumbing content for email marketing, among other digital marketing services for plumbing contractors. Our dedicated digital marketing experts focus solely on helping plumbing companies improve their business through effective marketing.
Know how to improve email deliverability without triggering spam filters—request a free consultation with Mammoth Marketing at (206) 590-4689 today!
