One of the most important factors in successful email marketing is deliverability—making sure your emails land in the inbox. In Salesforce Marketing Cloud (SFMC) – now Marketing Cloud Engagement, deliverability isn’t just about sending; it’s about sending the right content to the right people in the right way.
In this guide, we’ll walk you through actionable strategies to boost your sender reputation, increase inbox placement, and reduce bounce rates.
SFMC Deliverability Tips: Best Practices to Reach the Inbox
1. Use Opt-In Methods for Email List Capture
- Always use confirmed opt-in (double opt-in) to build a clean subscriber list.
- Ensure your “From” name and subject lines are clear, branded, and professional.
- Avoid spammy language like “FREE,” “ACT NOW,” or “GUARANTEED.”
2. Follow CAN-SPAM Compliance Guidelines
To maintain trust and legal compliance:
- Include a clear opt-out (unsubscribe) link in every commercial email.
- Display your company’s physical mailing address in the email footer.
- Never use misleading subject lines or deceptive sender information.
- Do not harvest email addresses or send emails via open relays.
3. Avoid Spam Filters
- Make sure your emails look and feel like they’re expected by the subscriber.
- Avoid tactics that trigger spam filters, such as using excessive images, caps lock, or suspicious links.
- Keep your complaint and bounce rates low to maintain a positive sender reputation.
4. Use an Address Book Strategy
- Encourage subscribers to add your email to their address book or safe sender list.
- This can help improve inbox placement across major ISPs and filters.
5. Confirm Subscriber Permission
- Only email subscribers who have explicitly opted in to receive communications from you.
- Log and store the opt-in details as proof, especially for compliance and trust-building.
6. Manage Your Bounce Rate
- Remove hard-bounced email addresses automatically.
- Use tools in SFMC like Remove Subscribers with Hard Bounces to maintain a bounce rate below 10%.
7. Optimize Subject Line and Sender Identity
- Include your brand or company name in the subject line for instant recognition.
- Use a familiar and trustworthy “From” name and email address to avoid being flagged as spam.
8. Add Clear Opt-In Reminders
- At the top of your emails, include a short line like:
“You’re receiving this email because you subscribed on our website.” - This reduces confusion and helps prevent complaints.
- You can also add an unsubscribe link at the top for transparency and ease.
9. Clean Up Inactive Subscribers
- Use the Unengaged Subscribers Report in SFMC to identify inactive users.
- Remove or re-engage contacts who haven’t opened your emails in the past 6 months.
10. Control Frequency and Content
- Stick to your promised email schedule—don’t overwhelm your subscribers.
- Ensure your content is relevant, timely, and valuable to the recipient.
11. Authenticate Your Emails
- Use Sender Authentication Package (SAP) in SFMC to verify your domain and improve deliverability.
- Authentication helps prevent your emails from being flagged or redirected to junk folders.
In conclusion,
Improving email performance in Salesforce Marketing Cloud takes consistency and care. By following these SFMC deliverability tips, you can increase the chances of your emails making it to the inbox, keeping your subscribers engaged and your campaigns effective.
Need expert help optimizing your SFMC deliverability? Contact us to get started.
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