In Follow Up Boss, you can send personalized emails to groups of people using batch emails. You can easily market your open houses, invite people to your holiday party or send a price change to interested buyers. But before you go sending your emails, check out these best practices.
Make your audience excited to hear from you
The best thing you can do to protect the deliverability is to send emails to leads that are expecting and wanting to hear from you. Remember that you are a guest in the recipients' mailbox.
Remove Unengaged Recipients
Sending emails to recipients who no longer engage with your messages damages the future deliverability of your messages. Use Smart Lists and tags to filter out those that are unengaged. Addresses that never open or click on your messages are more likely to mark your messages as spam. Additionally, unengaged recipients can lower your open rates, which make your messages look unwanted.
Avoid spam-like content
Spam filters are constantly evolving and while it is impossible to know what all factors will be applied for your email, there are some best practices to follow and mistakes to avoid.
Spam filters look for particular content, so make sure to avoid using all capital letters, too many exclamation marks, and spam-like words or phrases ("click now!", "hottest", "limited time offer!" etc).
For subjects, add personalization with merge fields and be careful of overusing emojis. Don't use deceptive subject lines such as "RE: Hello" when it is not a true reply. Keep subjects simple and to the point.
For your body content, make sure all links are valid and avoid link shorteners; avoid excessive links and images
Have a good text to image ratio
If you include images (it can be better for spam filters to not include images at all), do not send any image-only emails and include at least two lines of text for every image.
Test your email content
Before you send a batch email, be sure to test your content so you don't send emails with broken links or images.
Use reports to steer future emails
By viewing the click, open, reply, and unsubscribe rates of previous batch emails, you can gain knowledge of what kind of content is successful and what to avoid for future content.
Get off blacklists
If your email server is on a blacklist, it becomes extremely difficult to reliably send email.
The first step is to check if your email server is on a blacklist. Following are a few free services:
If you find that you are on a blacklist, you will need to follow up with the website that has added you to their blacklist. That information is provided by the tools listed above.