5 Common Mistakes Hurting Your Email Deliverability

email deliverabilitySimply writing an email and pressing “send” doesn’t mean your email will reach its destination. You can have succinct and enticing email copy, wonderfully branded templates, and catchy subject lines, but none of it will matter if you cannot ensure email deliverability.

“Deliverability is the silent killer of email ROI,” said Jennifer Henshaw, a deliverability specialist at Velma. “If your messages are not getting in front of your contacts, every other investment you make into your email program is irrelevant.”

With more stringent laws, increasingly sophisticated spam filters, and consumer cynicism toward email marketing, it’s important to know everything that could affect whether your email gets through. For example, many lenders buy email lists of consumers who have had a recent inquiry on their credit. Your borrower could be getting deluged with emails from other lenders, which means your messages could get lost in the mix.

What is email deliverability?

Email deliverability measures the success of your marketing emails in reaching the inbox of its intended recipient without bouncing, or being marked as spam. If you have issues with high bounces, flagging spam filters, or low engagement, you may have email deliverability issues.

5 Email Deliverability Killers

1) Know the nuances of each email client when using HTML. Did you know that all email clients render HTML in different ways? What Yahoo! might accept without question, Gmail may alter, or Outlook may completely eliminate. Understanding the nuances of each email client and using email templates designed to reach everyone, regardless of their choice of email client, is undoubtedly one of the biggest contributors to your deliverability, recipient consumability, and ultimately, your marketing email reputation. Add to that the fact that a great percentage of today’s consumers read their email from a smart device, one must be conscious of using HTML templates that respond to the environment from which they are opened – regardless of email client or device.

2) Avoid ALL CAPS and exclamation points!!! Not only will these trigger spam filters, but they are tacky and a total turnoff. You’ll also want to try and avoid using URL shorteners and sending emails with too many images.

3) Make your message engaging. To help your email rise above the clutter, use a subject line that is short but offers some context, something like – “Information about your home loan.” In the body of the email, consider including a question or statement that encourages the borrower to respond to you. Try something simple like, “Contact me today to review the guaranteed best rate I have put together for you.”

4) Get to the point. Chances are you’ve opened emails before but never read them because they were too long. Effective emails don’t meander, they are succinct. The ideal length of a marketing email is about 500 characters. That might seem short, but there are tools available that can keep loan officers from going over that length.

5) Avoid trigger words. What triggers spam? Here are some common examples:

email deliverability

Don’t let these common mistakes hurt your deliverability and keep email marketing from being your most effective tool. Learn more about how to get the most out of email in our recently released ebook – An Email Marketing Guide for Mortgage Lenders.


Chris BackeAbout the author: Chris Backe is the director of financial services at Velocify, and a sales automation expert with more than 20 years of experience offering technology solutions to multiple industries. Chris has spent the last 10 years in the financial services industry, holding various positions at industry leading technology companies including Ellie Mae and Salesforce. He can be reached at cbacke@velocify.com.

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