E-mail marketing remains one of the most effective marketing strategies. Several software options are available to make the process efficient, such as Mailerlite, Mailchimp, Active Campaign, Webpigeon, MailPoet, and more.
Despite the many options for customization and optimization of e-mail marketing campaigns, there may still be instances where your newsletters need to receive the expected level of engagement. This issue can stem from either marketing or technical reasons.
This article will focus on the technical aspect and provide a checklist for improving the opening rate of your newsletters. The steps are listed in order of importance for maximum impact.
Use Domain E-mail Addresses
It’s essential to send newsletters from domain e-mail addresses, not Gmail or other non-domain e-mail addresses. This is a professional solution for businesses and entrepreneurs. From a technical standpoint, sending newsletters from non-domain e-mail addresses limits control over delivery settings and increases the likelihood of being marked as spam.
Setting up a domain e-mail address is quick and easy if you have a website. If you prefer using Gmail, consider using Google Workspace instead.
Proper DNS Records in the E-mail System
Before sending newsletters, ensure your e-mail system’s DNS records are set properly.
The most common e-mail systems, including Gmail and Freemail, filter incoming e-mails to avoid spam. The filters run two DKIM and SPF tests to determine if the e-mail should be marked as spam.
To avoid this fate, ensure your e-mail system has the appropriate DKIM and SPF codes in place. If you’re using your host’s e-mail system, check for the codes in the DNS zone editor in cPanel.
If you need help finding them, contact an expert to set them up. If you use Google Workspace or Microsoft 365, look for the e-mail authentication section in the settings and follow the instructions.
Additionally, it’s important to set up a DMARC record
To do this, add the following record to the DNS zone editor:
Name: _dmarc.domain.com (replace domain.com with your own) TTL: 3600 Type: TXT Record: v=DMARC1; p=none; rua=mailto:email@example.com (replace the e-mail address with your own)
- Include Newsletter Software in DNS Records
After completing the previous step, set up your newsletter software as the program that sends e-mails on behalf of your domain. Use DKIM and SPF records for this purpose. Every newsletter software has an authentication setting where you can find these records. For example, in Mailerlite, go to My Account > Domains > Authentication.
Add the DKIM record to your hosting’s DNS records by following the instructions. For the SPF record, expand the existing one with the code found in the authentication setting. If you need more clarification, consider seeking the help of an expert.
By completing these technical steps, you have set the conditions for sending well-performing newsletters. You’re ready to put together your newsletter, knowing that the technical aspect is well taken care of.