Boost your email deliverability
1. Improve your sender reputation
Measure how you are doing compared to other IP addresses and email domains in terms of deliverability, open rates and engagement. These resources provide measurement and diagnostics so you can identify problems and action solutions: https://sendgrid.com/blog/5-ways-check-sending-reputation/.
2. If you’re automating your requests
When using a 3rd party mail tool, authenticate your domain
If you are sending through 3rd party tools like MailChimp or Hubspot, your emails will generally perform much better if you authenticate your domain in your DNS records. In short, it will tell your clients’ email provider that, for example, Mailchimp has permission to send from your email domain – and that it is not spam. You can find information on updating your DNS records on MailChimp here: https://mailchimp.com/help/about-email-authentication/. If you use a different CRM, they should have resources specific to them.
Alternatively, consider automating with Zapier
Better still, using a tool like Zapier will allow you to create automations, based on triggers that you define, that send directly from your email provider (like Gmail or Outlook, say). This will make it more likely that you end up in your clients’ primary Inbox, rather than Promotions or Social, as it avoids the mass-email look.
3. Keep it personal
The more personalised your emails are, the less likely they are to be flagged as marketing and end up in a Promotions folder. This means, if possible, send from your email address.
4. Target your emails
At the conclusion of a matter, an email should follow
If you are looking to start off with a bulk survey
- If you have not yet done any research on your client-base, then it makes sense to retrospectively do so to identify improvements you can immediately action. Once done, you can conduct end-of-matter surveys, client-by-client.
Restrict your survey requests to active or recent clients (i.e. within the last 12 months). If you email everyone you have ever done business with, it increases your chances of:
- unsubscribes (when people no longer want to receive your emails);
- bounces (when people no longer work for a client organisation); and
- being marked as spam (when people forget who you are)
All these things will affect your domain reputation, email deliverability, and therefore your survey complete rate.