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Email Deliverability Best Practices

Email deliverability is often an after-thought crippling organizations as they try to grow with diminishing returns.

Deliverability depends on a few key factors like bounce rate, spam block rate, open rate, and click rate. In most automation scenarios, especially if emailing people for the first time, you will want to turn off click tracking, on those series of emails. Spam guards on email servers are changing all the time, but you want to watch out for inbox filters like mimecast.

In the event of getting a lead from an sort of inquiry(event registration, form fill) you will want to automate a first email with no links to see if you make it past the guards. If it gets delivered without a bounce then follow-up with something a bit more rich.

Why do this?

  • Because it gives new readers context. What are you about? Why should they read your blog?
  • Because it will help you focus your own ideas about your blog and what you’d like to do with it.

The post can be short or long, a personal intro to your life or a bloggy mission statement, a manifesto for the future or a simple outline of your the types of things you hope to publish.

To help you get started, here are a few questions:

  • Why are you blogging publicly, rather than keeping a personal journal?
  • What topics do you think you’ll write about?
  • Who would you love to connect with via your blog?
  • If you blog successfully throughout the next year, what would you hope to have accomplished?

You’re not locked into any of this; one of the wonderful things about blogs is how they constantly evolve as we learn, grow, and interact with one another — but it’s good to know where and why you started, and articulating your goals may just give you a few other post ideas.

Can’t think how to get started? Just write the first thing that pops into your head. Anne Lamott, author of a book on writing we love, says that you need to give yourself permission to write a “crappy first draft”. Anne makes a great point — just start writing, and worry about editing it later.

When you’re ready to publish, give your post three to five tags that describe your blog’s focus — writing, photography, fiction, parenting, food, cars, movies, sports, whatever. These tags will help others who care about your topics find you in the Reader. Make sure one of the tags is “zerotohero,” so other new bloggers can find you, too.

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