Deliverability is something you’ll hear the team at Email By Design speak about often. So important for email yet so fragile, maintaining good deliverability is like a game of chess, and for this reason, we always recommend putting your trust in our team when you’re looking to maximise your email performance.
Over Black Friday, as you’ll likely be sending more emails than usual, deliverability is one of those things that can quickly go askew. While it may seem counterintuitive to give customers the choice of whether or not they receive your Black Friday emails, we’re here to tell you that an opt-out option is one of the best choices you can make. Keep reading to find out just why.
First Of All, What Is Deliverability?
Deliverability refers to how well your emails are landing in inboxes. Beyond this, it refers to where emails are landing in inboxes, be it the primary box, promotions box or the spam folder. Improving your chances of good deliverability relies on great opens, clicks, and placed order rates as well as low marked spam rates, unsubscribes rates and bounces.
Your job as an email marketer is to find the balance of these metrics to ensure your deliverability is performing as best as possible, as this increases your chances of getting in front of more eyes and making more sales.
How Can Opt-Outs Improve Deliverability?
As we mentioned above, giving customers the option to opt out of marketing over a sales period can work wonders for your deliverability in more ways than one. Some reasons why it can save your deliverability include:
Improved Click Rates
Giving customers the option to opt-out will likely generate traction as it’s something customers are not used to receiving. With a clear enough opt-out button, customers will click the link, pushing up click rates and helping your email perform well.
Reduced Unsubscribe Rates
The customers receiving your Black Friday emails will mostly be those who have agreed to accept them. This means they are less likely to get frustrated and click that unsubscribe button, which can harm your deliverability.
Remember, in a perfect world, all the customers who wanted to opt out of promotional marketing would have. However, in a real-world scenario, you will have customers who missed the opt-out messaging and who don’t want to receive Black Friday promotions. Giving these customers the opportunity to opt out even during Black Friday promotional sends can lead them to click this button instead of unsubscribing.
Reduced Marked As Spam Rates
Like unsubscribe rates, people who have received your Black Friday emails would have opted into receiving them (or not opted out). This can, again, stop people from marking your emails as spam, which can, otherwise, be harmful to future deliverability. Continuing to provide a basis to opt out and creating healthy gaps between send times can also ensure those who have opted in don’t have a harsh change of heart.
Increased Open Rates
Opt-out emails primarily serve to keep your database happy over heavy send periods. But that’s not all a Black Friday opt-out does. These emails can also notify customers that something exciting is coming soon. It can make your audience more primed to open your emails, increasing open rates, as they are excited to learn more about your discount.
The Email By Design Team Are Experts In Deliverability
We understand deliverability like the back of our hands and are here to help you ensure your emails perform well this Black Friday. Need some support elevating your campaigns? Book a free 15-minute consultation with our experts.
