Deliverability is something you'll hear the Email By Design team talk about often. So important for email, yet so fragile, maintaining good deliverability is like a game of chess. That's exactly why we always recommend putting your trust in our team when you're looking to maximise performance.
Over Black Friday you'll be sending more than usual, so deliverability can quickly go askew. It may seem counterintuitive, but giving customers the choice to opt out of your Black Friday emails is one of the best moves you can make. Here's why.
First of all, what is deliverability?
Deliverability is how well your emails land in inboxes, and just as importantly, where they land: the primary inbox, the promotions tab, or the spam folder.
Good deliverability relies on strong opens, clicks and placed-order rates, alongside low spam complaints, unsubscribes and bounces. Your job as an email marketer is to balance these:
How can opt-outs improve deliverability?
Here's the counterintuitive bit. In a perfect world, everyone who didn't want your Black Friday emails would have opted out already. In reality, some will miss that messaging. Without an opt-out in the actual sends, their only exit is the unsubscribe button, and that's where the damage happens:
The opt-out catches the customer who'd otherwise have unsubscribed. That's the whole trick.
Beyond that safety net, an opt-out option works on four metrics at once:
Improved click rates
An opt-out is unusual, so it draws attention. A clear enough button gets clicked, pushing click rates up.
Reduced unsubscribes
Those still receiving your emails mostly agreed to. They're less likely to reach for unsubscribe.
Fewer spam complaints
People who opted in (or chose not to opt out) rarely mark you as spam. Healthy gaps between sends help too.
Increased open rates
An opt-out email can also tease that something exciting is coming, priming customers to open what's next.
An opt-out click is a customer choosing to stay. An unsubscribe is one choosing to leave. Give them the first option.
Let's protect your deliverability this Black Friday.
We understand deliverability like the back of our hands, and we're here to help your emails perform this Black Friday. Need support elevating your campaigns? Book a free consultation with our experts.
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