What’s Email’s Best Ability?

Email deliverability! (Dad joke?)

Over 360 billion emails are sent and received daily. If you work in eCommerce marketing, you know your subscribers’ inbox is overflowing with promotions, coupons, etc.

How are your email campaigns collecting dust in a junk folder?

Most emails sent today are spam, resulting in fewer sales. That neglects email marketing’s superpower – delivering the right message at the right time to the right person.

You checked all the technical aspects, and they’re spot on. It’s your email copy. Your messaging annoys your subscribers because your list isn’t segmented right, or your copywriting isn’t getting it done. Or worse, it’s both.

Stop panicking. We can increase the likelihood of your email landing in their inbox. Then 2x your ROI using these simple copywriting tips.

Basics of Email Deliverability

Don’t get bounced. Landing in your subscriber’s primary inbox is the first step to 2xing your email campaign’s ROI. The Domain-based Message Authentication, Reporting & Conformance (DMARC) uses Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM) to evaluate your email campaign’s authenticity. Spam filters are complex and analyze your:

  • Subject line
  • Preview text
  • Body copy
  • Images
  • Links

After you’ve written your email copy and the image is in place, double-check your email to bypass email deliverability issues. Of course, make sure there are no spelling or grammar errors but also limit your:

  • Links
  • Images
  • Videos
  • Gifs

Do this to ensure your sender score is good enough to stay out of the spam folder.

Email Deliverability Tips

Avoid the spam folder at all costs. Follow the spam laws and email permissions to deliver your messaging with no issues. Certain phrases are spammy and will set off the spam filter. Here’s a list.

The best thing to do is to build trust with your subscribers. To do this:

  • Send from a trustworthy “from” name
  • Craft “curiosity gap” subject lines
  • Send relevant and interesting content
  • Have a function design

….Ensure that your sender email address is your business email…


To avoid the spam folder, don’t use:

  • Multiple special characters in a subject line
  • All caps
  • Image-only emails

Overly large emails will set off spam filters, so a mixture of email copywriting and images/gifs is a requirement.

Segmentation leads to Personalization

In 2021, 71% of marketers sent more emails than they did in 2020. Other CBD brands are battling for your subscribers’ attention so to stand out, your email copy has to be personalized. It’s the best way to increase your delivery rates because it will engage your customers. To create the most personalized email copy, you must know your audience – using your segment data gives you the most information.

Sender Names & Subject lines & Preview Text

Your subject line, the preview text, and the sender name combine to entice your subscriber to open your email. As the second most important part of your email campaign, they must be well-written.

Use a consistent “from name” or your subscriber will ignore your email’s subject line. The subject line’s job is to get the body copy read. Follow these four tips to craft a compelling subject line.

Examples of “from names” from various CBD eCom brands

Tease the value of what’s inside the email with your subject line and preview text.

Examples of subject lines from various CBD eCom brands

Pull them in..

The body of your email needs personalized copywriting and imagery paired together to encourage a click. Use dynamic content blocks based on your segmentations to get the subscriber’s interest to turn into desire. You have to create an experience that grabs their attention long enough for them to get the key messaging.

Examples of email body copy from various CBD eCom brands

Create a skimmable story your subscriber can relate to with subheadlines and small blocks of text. They become buyers when they feel the powerful and active language combined with visual elements like:

  • Beautiful headers
  • Images
  • Videos
  • Graphics
  • GIFs

Here’s an example from Prima. View the full email here.


Describe the value of what happens next. If you don’t, the rest of the email elements didn’t do their job. The result you want is action.

Focus your messaging around your call-to-action, and match your call-to-action with your subject line. Use active verbs ad create urgency.

Examples of call-to-actions from various CBD eCom brands

69% of marketers rarely create landing pages for their email campaigns. Which could lower your delivery rates because the messaging may not match if you use a generic landing page. Resulting in losing your audience’s trust. Make sure those clicks lead to landing pages crafted for that specific campaign.

Wrapping up Email Deliverability

Email marketing is competitive in the CBD industry because of the marketing restrictions from state to state. Drive your audience to your email list, and then send personalized campaigns you know will get delivered. Increase your deliverability with personalized segmented copywriting that leads to clicks and sales.


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