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Hur man minskar e-postavvisningsfrekvensen och förbättrar leveransbarheten


After all the sweat, blood, and tears you gave to craft a valuable email for your subscribers, it’s finally time to hit the send button. But, after you send them, a large chunk of your subscribers end up not getting it. Can you even imagine the horror?

Bounced emails aren’t a new kid on the block when it comes to e-post marknadsföring. Whether your subscribers no longer have access to their emails or the email server is under construction, it happens.

The higher the email bounce rate you have, the higher chances it’ll hurt your email deliverability. According to a studie, the accepted benchmark for email bounce rate is around two percent. It means for every 100 emails you send, it’s normal to see two emails be returned to you. Meanwhile, if you see your email bounce rate is over five percent, it’s time to bring that number down to a healthier range by taking some actions.

Fortunately, reducing the email bounce rate doesn’t have to be a head-scratcher. Here are some powerful ways to make sure your emails land smoothly in your subscribers’ inboxes.

1. Update and Clean Your Email List Regularly

One of the most common reasons your emails bounce is that a subscriber no longer has access to the email account. In this situation, you can avoid it by updating your email list regularly. It doesn’t mean that you have to remove email addresses from that list and build a new one from scratch regularly.

It’s about getting rid of inactive users and subscribers who never opened your emails to keep your list healthy and active. This way, it’d be much easier for you to focus on the subscribers who really have an interest in your brand and email campaigns. Below are some handy ways to constantly update and clean your email list:

  • Request feedback on every email you send so you know which email address worth keeping in
  • Ask your subscribers to let you know if anything changes with polls or forms.
  • Request another opt-in for the least-engaged subscribers.
  • Make it easy to unsubscribe so the unengaged subscribers won’t have to report your emails because the process is too difficult.

2. Avoid Alerting the Dreaded Spam Filter

A report shows that 80 percent of daily emails are spam, resulting in an estimated 140 billion spam emails sent every single day. So, it should come as no surprise that your bounced emails end up in subscribers’ spam folders. The reason is that the spam filter detected your emails as spam and might even unconsciously be falling into them.

Without you even knowing, you might’ve included some content or even phrases on your emails that trigger the spam filter to identify you as a spammer. Broken images, too many länkar, inappropriate terms can easily put the spam detector on red alert. Emails that are poorly structured and have terrible formatting can also end up in the spam folder.

Here are some actionable tips to prevent emails from going to spam and maximize your email deliverability:

  • Use a trusted IP address to send your emails.
  • Always warm up a new IP address slowly with a low send volume before sending many emails at once with it.
  • Pay attention to your email format, content, and layout. Always avoid including spam-related elements and try not to put all the content in one email.

3. Use Your Verified Own-Custom Domain

Consider investing in an own-custom domain that represents your organization and avoid using free domains like Gmail or Yahoo. Not only does custom domain make you more professional and authoritative, but it also helps you tell the receiving email server that you’re a legitimate sender — which can make it easier for your emails to reach subscribers’ inboxes.

After you get your own custom domain, it’s crucial to authenticate or verify it. Domain authentication helps you verify that the domain used in your email address is all under your control. That way, it can prevent others from sending emails on behalf of you without your permission, helping you protect your subscribers from phishing scams, attacks, and spammers.

There are three primary methods of email authentication to reduce your bounce rate:

  • Sender Policy Framework (SPF). It’s a mechanism that specifies specific servers/ hosts authorized to send an email for a domain on your behalf.
  • Domain Key Identified Mail (DKIM). It uses an encrypted signature to verify if the email sender is who they say they are. It also gives the key to the recipient to check back your DNS records.
  • Domain-Based Message Authentication Reporting and Conformance (DMARC). It compiles the signals from SPF and DKIM to accurately identify whether an email is authorized or not.

4. Rely on A/B Split Testing

Not all emails perform and are created the same. Some of your emails might give you a better result than others. That’s why you need to test out which subject lines, CTA buttons, email copy, content your subscribers engaged in the most with A/B split testing.

To do an A/B split testing, you should create two versions of an email to see which one performs best and see if it helps you reduce your bounce rate at all. With the comparison, you’ll get solid insight into which areas you need to double down on or need some improvements in.

Here are some elements you need to pay attention to while performing A/B testing so you can steadily improve your email quality and minimize the bounce rate:

  • The length of subject lines
  • Word order
  • Email content
  • Visual content (including infographics, photos, explainer videos, etc.)
  • Call-to-actions buttons or text

Wrapping Up:  Keep Track of Your Email Bounce Rate and Deliverability

A higher email bounce rate won’t only hurt your overall email deliverability but also hurt your reputation as a sender. If you don’t pay closer attention to your email bounce rate and deliverability, you’ll see a decrease in engagement levels, open rates, lower click-through rates — which all can lead to a lower number of sales.

Hopefully, the best practices mentioned above give you an understanding of how to create emails that reach your subscribers’ inboxes so you can reap all the benefits you deserve from your email marketing campaigns. Best of luck with your next email marketing campaign!

Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).



10 briljanta ämnesrader för e-post för att öka dina öppna kurser



Most people involved in email marketing know the importance of a brilliant email subject line. Seeing that you only get a few seconds to nail your email’s first impression, the subject line obsession is more than justified.

That is why crafting poor email subject lines is one of the biggest email marketing mistakes, regardless of how established your brand might already be.
Apart from nailing that first impression, your email subject line is the most decisive factor for recipients to open your email and engage with its content. Even worse, it’s what could get your email marked as spam and harm your sender’s reputation. 

The numbers seem ruthless, but we reassure you there is a way out. All you need is a talented marketing team and a bit of creativity. We know you already have the first part, so all we need to do is help you with the second part. Continue reading to discover how to create clever email subject lines that get noticed – and, most importantly, opened.

What Makes a Great Email Subject Line

Creating email subject lines that grab readers’ attention and serve your marketing objectives should be your top priority. To achieve that, there are certain elements that subject lines should have, no matter what. Let’s check them out:

  • Make it brief. Email subject lines are meant to be short and show the email’s value beforehand. That is even more important, seeing that many recipients will open your emails on mobile devices. Fortunately, most ESPs like AWeber and the most reliable AWeber alternatives allow you to preview how your emails look on different device types and check the components you must improve.
  • Get to the point. Email recipients are busy people looking for the benefits that come with the emails delivered to their inboxes. To stand out in such a crowded space, you need to share what valuable insights your emails have in store for them. So, if you can help your audience see outstanding results and want to spread the news, your email subject line is the appropriate place. 
  • Keep it relevant. Your email subject line could be clever, unique, and precise. But if it doesn’t match the email content, it will do more harm than good. Your subject lines should be aligned with your email objective so that readers know what to expect and if they are interested in reading more. The last thing you want is to make a promise you won’t keep and make them feel misled.
  • Personalize and conquer. Most subscribers have received tons of emails and have grown weary of emails without personalization elements. They need to feel special and that your brand has done its homework about who they are and what they want. Use the recipient data you have at your disposal to show them you care and give a human touch to your email promotions.
  • Avoid spammy tactics. Would you open an email with a subject line that is fully capitalized and includes spam-triggering words? Probably not, and neither will your subscribers. To stay away from spam, avoid too many special characters, excessive capitalization, and spammy words like “buy,”, “money,”, or “click”. 

Brilliant Email Subject Line Types That Get Opened

There are several approaches to catching your email recipients’ attention, from employing humor to piquing their curiosity. But putting in that creative spirit is a whole different matter, right? That’s why we compiled a list of the most brilliant email subject line examples to spark your inspiration and help you increase your open rates.

Generate urgency

When you include an element of urgency in your email subject lines, your recipients will open your emails in no time. Consumers tend to prioritize their purchase decisions based on the time sensitivity of the offer, and recipients are no different. Words like “now” or “limited time” can work wonders for your open rates, triggering subscribers to open and click through your email. So, if you have a time-sensitive offer, choose your marketing messaging wisely to highlight it in your email subject line. However, don’t overdo this type of promotion since receiving too many limited-time-only deals could get the opposite results and annoy your subscribers. 

Subject line: Limited-time offer: free premium wristband with any Steel HR purchase.

Resource: Nokia

Nokia is a brand that knows how to influence its subscribers to take the desired action and move down the försäljningstratt. This Valentine’s email promotion leverages time-sensitive language to create urgency. Not only that, but they made sure to include all the necessary information for readers to know what the deal is about. Recipients appreciate it when you save them time, and they can tell if they are interested in your promotion beforehand. 

Highlight your personality

Most experienced marketing professionals are aware of the benefits personalization brings to the table. But while tweaking email elements to the recipient’s preferences is of utmost importance, getting personal isn’t just about that. Subscribers love authenticity and unique marketing messages that stand out from the crowd. Your email subject lines must reflect your brand personality, no matter the email objective. But for this tip to work, you must establish your brand’s tone of voice. You can play it funny, witty, professional, or whatever characteristic fits your business objectives. So, get your creative juices flowing as long as you keep it relevant and consistent with your overall branding.

Subject line: Your cart is sobering up

Resource: Whisky Loot

Abandoned carts are an integral part of a successful e-commerce email marketing strategy, and it’s an excellent field to showcase your brand personality. From start to finish, the email copy is brilliant and reveals the personality behind the brand. Liquor Loot uses a clever pun in the subject line related to the product left behind. The email content is aligned with the subject line and the overall brand tone. Even if recipients don’t click on that “Treat yourself” CTA, they will open the email and relate the tone to the brand the next time they get an email from them. 

Show value

Email subject lines that announce exclusive deals, one-time offers, or special discounts are usually the ones with the highest open rates. That’s because they lead with the benefits, letting readers know what they can gain from opening and reading the email content. By being clear with your recipients from the start, you build a trusting relationship with them. When your email delivers on the promise in the subject line, you are one step closer to building customer loyalty. So, if your product or service solves an everyday challenge and helps them meet their goals, your email subject line should give readers a hint. To successfully follow this tip, make sure the language you use is actionable and precise, urging them to take action.

Subject line: Get a free handcrafted gift when you

Resource: Starbucks

This email subject line from Starbucks does much more than just mention a specific offer. They keep the recipient hanging on by stopping mid-sentence, almost forcing them to open the email and learn on what occasion they get the free drink. It’s straightforward, precise, and worth their while. From the benefits-oriented verb to the actionable email CTA, this email is about the reader taking the desired action within the specified time limit.

Ask a question

Posing questions is a popular content optimization strategy. Questions come with a double benefit: they increase recipients’ engagement and pique their curiosity. When subscribers come across a question in your subject line, it forces them to stop and think about the answer. To draw recipients into your email content, opt for intriguing questions that could open up a conversation rather than one with a simple yes or no answer. The sky is the limit here, but try to keep up with rising audience trends while staying on-brand. Their natural curiosity will be more than enough for them to want to learn more about it. 

Subject line: How much do you know about sleep?

Resource: Casper

Casper’s subject line isn’t just posing a question. The email subject line takes it one step further by giving them an idea of what the email is about. That way, recipients know exactly what’s in it for them and expect to find helpful information regarding their sleeping habits once they open the email. This email subject line example ticks all the boxes by combining an intriguing question that picks recipients’ interest and valuable content that addresses their pain points. 

Catchy Email Subject Line Examples

When it comes to email subject lines and the elements you could include to grab your readers’ attention, the sky is the limit. To stir your creative juices, we will present some of the most catchy email subject line examples that left us no choice but to open the emails.

  1. Subject line: Forget FOMO—see what’s waiting for you (Nike)

Looking for ways to leverage FOMO (Fear Of Missing Out) in a subject line to catch your recipient’s eye? FOMO is a psychological factor that many marketers rely on to motivate their target audience. Nike is our winner here. Readers know the email content addresses their needs just by reading the subject line. By asking recipients to forget about FOMO, Nike makes them feel included and that they are about to enter a world of exclusive deals and compelling product recommendations.

  1. Subject line: Få historien bakom varumärket (Drizly)

Du kan ta en sak för given: människor älskar berättelser. Mottagarna har tröttnat på att företag går och fortsätter om sina säljförslag. Att dela historien bakom ditt varumärke ger en mänsklig touch till dina e-postmeddelanden. Dina prenumeranter är nyfikna på hur allt började. Drizlys ämnesrad är uppmärksammad och okomplicerad. E-postmottagare uppskattar att veta vad de kommer att läsa i förväg – i det här fallet insiderinformation som får dem att känna sig delaktiga i Drizlys spännande resa.

  1. Subject line: Frågesport: Vilken duschdoft passar dig bäst? (Harrys)

Frågesporter är bland de mest effektiva elementen som marknadsförare kan använda för att öka engagemanget. Även om en mottagare inte är intresserad av att köpa, kommer ordet frågesport i ämnesraden att få din e-post att sticka ut i en fylld inkorg. Det är därför Harrys ämnesrad belyser frågesporten som ingår och vad det handlar om. Frågesporten är relaterad till märkets produkter, så mottagarna kommer att uppmanas att ta det och hitta vilken duschdoft som matchar deras personlighet. Och varför inte köpa den, kan vi tillägga.  

  1. Subject line: Din korg har problem med att överge … 🙁 (Jack Wills)

Humor är, per definition, ett avgörande element att inkludera i en catchy e-postämnesrad. Företag som använder det i sina ämnesrader ser hur öppet priser och mottagarengagemang ökar. Den här e-postens ämnesrad från Jack Wills är smart och rakt på sak. Det sätter ett leende på läsarens läppar och motiverar dem att öppna e-postmeddelandet, gå tillbaka till sina övergivna föremål och fortsätta med köpet. 

  1. Subject line: Du frågade, vi svarade: Vad får jag som medlem? (Frodas)

Vi kan inte nog betona detta; din publik älskar att veta att du bryr dig om dem istället för att bara sälja. Ännu mer när du hör dem och är villig att ta itu med deras problem. Det är just därför den här ämnesraden från Thrive är så framgångsrik. Det ger exakt information om vad läsarna kommer att läsa i e-postmeddelandet, vilket betyder fördelarna de får som medlemmar. Prenumeranter uppskattar alltid att få svaren de bad om, och "Du frågade, vi svarade" är så kundcentrerat som det bara kan bli.

  1. Subject line: Dela dina tankar och få chansen till ett presentkort på $200! (Everlane)

Att inkludera undersökningar i dina e-postmeddelanden rekommenderas starkt för att öka mottagarnas engagemang. Undersökningar får kunderna att känna att deras åsikt är viktig och kan forma din marknadsföringsstrategi. I det här e-postmeddelandet är Everlane inte begränsad till att be prenumeranter att svara på enkäten. Varumärket tar det ett steg längre genom att lägga till ett övertygande incitament och framhäva det i e-postens ämnesrad. Mottagarna är ivriga att ge feedback till ett varumärke de redan har interagerat med. Ännu mer när det kommer med en chans att vinna ett presentkort på $200.


En e-postämnesrad är en kritisk komponent i varje e-postkampanj, vilket ger marknadsförare huvudvärk varje gång de börjar skapa en e-postkampanj. Det beror på att denna lilla del av innehållet uppmanar eller avskräcker e-postmottagare från att öppna ett e-postmeddelande. Och eftersom de får massor av e-postmeddelanden varje dag, måste du få den begränsade texten att räknas.

För att göra det, se till att studera din målgrupp och använda en varumärkeston som träffar deras mjuka fläckar. Skapa tidskänsliga erbjudanden, ställ frågor som de gärna svarar på och kom alltid ihåg att visa varför ditt e-postmeddelande är värt mödan. Vad du än gör, se till att du övervakar hur dina e-postämnesrader presterar. 

Allt du behöver är pålitlig programvara för e-postmarknadsföring med A/B-testning funktioner som låter dig kontrollera vad som fungerar och vad som inte fungerar. Även om du upptäcker att dina ämnesrader träffar målet, vila inte på dina lagrar och använd dessa insikter för att fortsätta att justera dina ämnesrader för att skapa långsiktig framgång. 


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