Mastering Email Deliverability in Salesforce Marketing Cloud

In today’s world of digital marketing, an email's journey from your campaign to your subscriber's inbox is an important aspect that has a bearing on the success of your efforts. Salesforce Marketing Cloud (SFMC) provides a strong set of tools to design & execute email campaigns, but ensuring high email deliverability requires a strategic approach. In this blog, we dive into the details of email deliverability in Salesforce Marketing Cloud and list best practices to streamline email campaigns.

Understanding Email Deliverability - Email deliverability is a lot more than just sending emails; it's about ensuring that the emails reach the intended recipients' inboxes. Several factors determine deliverability, such as sender reputation, content quality, subscriber engagement, and following industry best practices.

Key Components of Email Deliverability in Salesforce Marketing Cloud

1. Sender Authentication - Implementing sender authentication protocols such as SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) is important. These protocols verify the legitimacy of your emails, lowering the chances of them being marked as junk.
2. Maintaining Sender Reputation - Your sender reputation directly impacts deliverability. SFMC studies sender behavior, such as bounce rates, spam complaints, and engagement metrics. Emails with appropriate & customised content help maintain a positive sender reputation.
3. List Hygiene – Businesses need to review their subscriber list. Remove incorrect or non-existent email addresses, manage bounces effectively, and respect subscriber’s wishes. An updated and clean list enhances deliverability & ensures your emails reach the desired audience.
4. Content Optimization - Craft engaging and relevant content that resonates with your audience. Avoid using spam-triggering words, inaccurate or meandering subject lines, or excessive punctuation. SFMC's content tools help in optimising your emails for deliverability.
5. Engagement Monitoring - Proactively track subscriber engagement metrics like open rates, click-through rates, and conversions. Low engagement may signal to email service providers that your content is not worthy, potentially affecting deliverability.

Don't forget to check out: How to Build an Email Using Content Builder in Salesforce Marketing Cloud 

Best Practices for Email Deliverability in SFMC

1. Segmentation and Personalisation - Leverage SFMC's segmentation capabilities to send focused & customised content. Relevant emails enhance engagement and contribute to a positive sender reputation.
2. A/B Testing - Experiment with different elements of your emails, including subject lines, content, and send times, through A/B testing. Analyze the results to refine your strategies and enhance overall engagement.
3. Preference Centers - Allow subscribers to manage their preferences through preference centers. This helps in reducing unsubscribes and spam complaints, as subscribers have control over the frequency and type of emails they receive.
4. Feedback Loops - Take advantage of email service provider feedback loops to receive notifications of spam complaints. Promptly address and investigate any complaints to maintain a positive sender reputation.

Check out another amazing blog by Alok here: Top 6 Qualities of Salesforce Consulting Partners to Look Out For in 2024

Email deliverability is a dynamic and multifaceted aspect of email marketing in Salesforce Marketing Cloud. By implementing best practices, monitoring engagement metrics, and staying informed about industry changes, marketers can optimize their email campaigns for maximum deliverability. Remember, it's not just about sending emails; it's about sending the right emails to the right people at the right time, ensuring a positive and impactful connection with your audience.

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