When reaching out to your contacts via email, there is a lot you can do to make sure your email is well received! That's why we've put together a list of industry accepted best practices for sending mass email, for your convenience.
About Mass Email Credibility and Spam
Mass email credibility (also known as sender reputation) is a score that an individual ISP (Internet Service Provider) assigns, and uses to determine if an email is inbox-worthy. ISPs are companies that providers email service to your email recipients, like Gmail or Yahoo.
The higher your credibility, the more likely your message will be delivered to the inbox of your recipient instead of ending up in spam or another folder. Our recommendations below can help you keep your credibility score high, and maximize the chances of your message reaching your recipient.
Note: Every ISP uses different rules to determine credibility, which are not shared with the public. As a result, when sending mass email from any platform there will always be a chance of some messages ending up in spam, even if all recommendations are followed.
Best Practices for Designing E-blast Templates
Clean your text before copying and pasting it into the E-blast
Sometimes you might use a different program to type out the text that you'd like to insert into your E-blast. You're definitely welcome to copy and paste this data into your Keela E-blast!
However, our recommendation is to first clean the text to remove any formatting code before you do. Other email systems and text editors (e.g. MailChimp, Microsoft Word) apply invisible formatting code to your text to define text styles such as font name, colour, alignment, etc. Copying text from these systems often brings the formatting code with it, and this code is not always compatible with Keela - which can cause formatting issues or errors.
To remove formatting code from your text before bringing it into Keela, you can clean it easily using a code removal tool like this one.
Keep your E-blast short and concise
Try to avoid sending long emails with big blocks of text to your recipients, as this can be very overwhelming to read. Also, some email providers (such as Gmail) clip emails that appear in an inbox if they are over a certain size.
Here's how you can ensure that your recipients reading experience is easy and reduce the chances of your message being clipped:
- Limit the number of Rows that you use (around 6 or 7) - this will also ensure that your recipient is not overwhelmed with content.
- Avoid large chunks of text - Instead, use a "Read More" link that can redirect the reader to your website where full information can be read.
- Use Image Cards - Combining text and images into one Image Card can reduce the size of your E-blast.
Include an Unsubscribe link
Including an Unsubscribe link within your E-blast will ensure that your recipients have an option to opt out of future emails. If you don't include this option, they are more likely to report your E-blast as Spam instead.
We've automatically included an Unsubscribe button in the Footer Content Block within the template builder to make this easier for you!
Ready to get started? Click "Create an e-blast template" in your Keela account and read on to learn how to create your own personalized template!
Best Practices for Sending E-blasts
Send from a familiar email address
When you create your Keela account, you and your Organization will automatically be given your own Keela email addresses to send messages from.
If you have your own email domain that you've used for sending messages in the past, we'd recommend integrating your domain with Keela so that you can continue sending messages from your own email address. Seeing your message come from a familiar email address will assist your recipients in recognizing your E-blast in their inboxes, so that they will be less likely to mark it as spam.
You can integrate your email domain with your Keela account using our SendGrid integration.
Use specific, relevant Subject Lines
The subject line may be the first thing that your recipients view when they receive your E-blast. Your Contacts will be more likely to open your E-blast if they can determine from the Subject Line that this email will relate specifically to them. Avoid "clickbait" subject lines which encourage the user to click on the message without telling them what's inside.
You'll see options for setting your Subject Line when Creating your E-blast.
Begin with a Warm Up Campaign
When starting out with mass emails, we recommend starting with small, targeted mailings (such as 50-100 contacts) to build up your mass-email credibility. You can then gradually move up to larger mailings over a few weeks.
This is known in email marketing as a "warm-up campaign". In Keela, sending small mailings can be done by sending messages to Tags or a Smart List, rather than to all your contacts.
- Tags are groups of contacts you've created manually or via import or integration
- Smart Lists are groups of contacts created by Keela automatically based on criteria you select
You'll see options for choosing your Recipients when Creating your E-blast.
Test your E-blast before sending
Before you send your E-blast, we recommend using the "Test" feature. This will send a copy of the E-blast to the email address that you use to access Keela. You can check this to ensure that the links, images, alignment etc. of your E-blast are appearing as expected.
Note: Not all features of E-blasts are functional in Test mode. To learn more, review the "Test your E-blast" section in this article.
Best Practices for Managing Rejected E-blast Recipients
Globally Unsubscribe rejected email addresses
Not every email list is perfect! After you've sent your E-blast there may be rejected emails listed in the E-blast Statistics. We recommend Globally Unsubscribing these emails so that you can avoid sending E-blasts to them in the future. This will assist with ensuring that your mass email credibility is not reduced by repeatedly sending to rejected addresses.
Navigate to your Sent E-blast > Click on the rejected statistic
Click on the Gear icon > Click Globally unsubscribe contacts
Note: When contacts are Globally Unsubscribed, they won't receive E-blasts but can continue to receive direct emails sent from Keela. You can learn more about Subscription Status here.
If you'd like to learn more about the reasons why a specific E-blast was rejected, you can review errors in our Manage Email Errors tool.