Address Book Additions Boost Email Deliverability

When it comes to email deliverability, we used to talk about big issues: opt-in email list and list hygiene, ISP whitelisting, sender authentication, and email newsletter design. These factors play a very important role in the email delivery process and are worth our attention Email1and1 . However, there is one more simple yet effective tactic – get added to the recipient’s contact list or address book. It seems obvious but often times it’s overlooked by email marketers.

When people add someone’s email address to their address books or contact lists, they are letting know their ISPs that they want to receive emails from that person. ISPs rely on those personal contact lists when sorting incoming emails and deciding whether to deliver the emails, reject, or move them to the spam folder of the recipient. To protect their users from unwanted messages, ISPs will deliver only those emails their users want to receive in the first place.

With all that said a request to add your email to the subscriber’s address book should be an integral part of your opt-in and email marketing process. It should begin on your subscription confirmation page and continue through all the initial stage of your email marketing campaign. Here are a couple of tips that will help you get added to your subscribers’ address books or contact lists:

Don’t wait until the subscriber confirms his subscription. They may not do this if your confirmation email is lost among other spam messages in the recipient’s trash folder. Emphasize your request and be sure to tell your subscribers that a confirmation or welcome message is on the way to them in order they don’t forget to check their mailboxes. Even better, if you can provide whitelisting instructions for different email clients directly on your confirmation or “thank you” page. This will make the whitelisting procedure quicker and easier.

Putting the “add-to-address-book” request on the “Thank you” page is a good practice but it’s not enough. Your confirmation email and welcome message should also contain this request. You can place your request in the top line of your confirmation and welcome email where it will catch your new subscriber’s attention.

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