How to Boost WordPress Email Deliverability

Emails, utmost widespread means of communication online, are amongst the most effective web marketing techniques. Even if some marketers disagree with this statement, the benefits of this method are clear.

Emails increase customers’ loyalty, convert website visitors into clients, encourage users to make additional purchases, and, most significantly, this advertising technique saves the company money. Not only do emails advertise, but they also deliver WooCommerce order notifications and security alerts or provide verification codes to users when they register. That is why emails must reach your users.

Nearly 40% of all websites use WordPress nowadays. It is therefore not surprising that such a popular CMS has built-in functionality for sending emails. Of course, not everything is as simple as it appears to be. Sending emails places a considerable burden on the hosting server, and as a result, there’s a chance your emails will be marked as spam by the hosting provider.

To avoid your emails ending up in the spam folder, you may use various plugins and mailing services as alternatives to sending emails directly from WordPress. To improve the performance of your website, you should seek the help of development professionals and marketers. Involving remote development teams, which will provide you with specialists while also allowing you to cut costs, would be an even more beneficial choice.

What Is WordPress, and Why Is It So Popular?

WordPress is without a doubt the most popular PHP-based open-source content management system. In general, this system enables you to design a website of any type, manage it and publish content on it. You may use this CMS to create a blog, an online store, a media source, a portfolio website, an online business card, or any other type of corporate web resource.

WordPress has grown in popularity for a reason: it is distinguished by the ease of implementation and usage.

Managing this CMS does not require programming knowledge, but it does allow you to apply code. Therefore, it is not vital to seek proficient remote IT seniors or even leading programmers worldwide for unpretentious usage of WordPress. This CMS attracts developers by its simplicity, but this does not depreciate that it is a decent quality tool.

Why Do You Need to Improve Email Deliverability?

Email deliverability is essential for any business because it, at least, influences user interaction with your website and services.

The risk of emails getting into spam is not the only reason to think about and consult with an experienced marketer and software development team. Getting into the spam folder is not the worst thing that can happen to your emails, because according to the SendGrid service statistics, 20% of emails do not reach users at all.

If the letters never find their recipient, the company directly loses time and money, missing potential customers and revenue. Furthermore, WordPress email allows you to send urgent alerts, provide information concerning registration, changing passwords, and change privacy settings to your users.

How to Boost WordPress Email Deliverability?

That said, let’s explore the numerous ways to help your WordPress email notifications land in users’ and customers’ inboxes.

Test your email deliverability regularly

There are many tools, including free ones, through which you can test if your emails get sent at all. Popular free plugins include MailTester and MailPoet.

Examine your email statistics

It is essential to consider not just the number of conversions but the number of complaints as well while doing the analysis. Customers who are dissatisfied with the emails may mark them as spam, which will impact future deliverability.

Send to engaged subscribers

Deliver emails to the most interested customers and allow them to modify their preferences.

Firstly, this way, your emails will reach people who are more likely to be responsive. Secondly, users will be able to adjust preferences for their needs.

Improve deliverability through WordPress

If you use only WordPress to send emails and no other plugins, you may apply the simple mail transfer protocol to deliver them to your users.

To avoid potential email delivery difficulties, you have to go through the authentication process if you send emails from your server. Please make sure your From email address and Reply-to email address are monitored.

Use SMTP plugins and enhanced email services to send emails

Such services include SendGrid, Mailgun, Amazon SES, Sendinblue, etc. These extensions make it easy to send large volumes of messages.

We recommend sending WordPress emails via these email SMTP providers with the help of Simple WP SMTP Mail plugin. This will override the default PHP Mai function used in WordPress configuration and use your dedicated email server to deliver emails.

Avoid spam words

Words like “money,” “free,” “cheap,” “discounts,” “no spam,” “read,” and “subscribe” are frequently seen in spam emails. You run the danger of your email being filtered out by the spam filter if you use them. You should also avoid:

  • Writing in all caps
  • Using red font
  • Sending emails that contain HTML errors
  • Overusing exclamation points

Check out how to follow HTML coding standards.

Do not send emails containing only one picture

If your email does not contain text but only images, the user may not see it. This sort of communication is also typical of spammers.

If you happen to insert multiple images into the email template, make sure to fill in alt text so that the recipients can see what they’re all about. Many email clients by default block image displays and only show them when viewing in the browser.

Take special care of email typeface

It is a must to use email-safe fonts. Furthermore, you should pay attention to these qualities when choosing a representative email font for your email templates:

  • Clarity: Your email typography has to be clear and concise enough to help the customers get it from the first glance.
  • Brand profile: It should reflect your company atmosphere and go hand in hand with your logo and slogan design.

Update your contact database gradually

It should be done so that your provider does not suspect unusual activity. To avoid getting blocked, add new contact addresses in small batches.


Email deliverability is a factor that has a significant impact on the success of your company’s website. Unfortunately, it’s not the first thing WordPress development teams and website administrators look at when something goes wrong with your site’s productivity.

We hope this information has helped you clarify why email deliverability is essential and how you may impact its positive dynamics.

9 Email Marketing Types to Monetize Your Audience

Email marketing might seem a relatively old-fashioned method of marketing your business these days with new kids on the block like Instagram and TikTok often being touted as the best way to advertise brands and make online sales in the modern market.

However, taking a look at the current statistics still says otherwise with email-based transactions being over three times more profitable than paid advertisements and boasting forty times the conversion rates of social media outlets.

There’s a much greater potential for creating more personal and trusting relationships developed over time with email subscribers, which in turn correlates with higher conversion rates and all-importantly, more profitable transactions. By boosting things such as brand awareness, driving traffic to your website and also generating direct sales, marketing your business via email is a highly effective method of monetizing it. The latest studies show that over half of the adult population worldwide are subscribers to at the very least one email newsletter which is a huge pool of potential customers to target.

So how should you go about drawing them in? Here’s the fun part. If you plan well from the outset, emailing your potential customers can become a totally automated process so you can literally sit back and watch the purchases come rolling in.

There are various different types of email to familiarize yourself with first such as broadcasts which are one-off pieces such as a tailored welcome letter. Then there are the autoresponders or drip-sequence types which consist of a pre-scheduled calendar of multiple emails due to being released over a set period of time. You can also play with triggered emails which as the name suggests, are pre-composed emails triggered to be sent after the subscriber takes a certain action. As simple as it is to send these types of emails out to your mailing list at the merest click of a button, however, it is important to consider exactly what that email contains if you want it to have any pulling power in terms of making sales. With that in mind, here are my top nine email marketing tips:

1. Sell Your Own Product or Service

Firstly, know what you want to sell. This may sound blindingly obvious but having a clear business plan and knowing your product well enough so that you can honestly, thoroughly market it to the correct audience ensures that you are not wasting your time from the get-go.

Get creative with what kind of products, packages or services you can offer for purchase online; these can range from physical objects for shipping, to virtual things such as ebooks and membership subscriptions or even the more intangible offerings like coaching and workshops.

2. Sell Via Affiliation

Selling your own product is not the only avenue available for making money via emails however. You can also monetize by selling via affiliation, which basically means selling other people’s products and services. For this, you will receive a percentage commission from the company whose products you are promoting.

However, you must be careful only to recommend products that you know will be relevant and interesting to your subscribers, otherwise, you risk alienating them with too much obvious hard-sell and spam-like content.

Genuine recommendations that tie in with your business and go hand in hand with your own products are worth exploring though, and may even lead to reciprocal arrangements with other companies providing affiliate links to your website too.

3. Go Premium With Your Product Lines

Once you have an established client base via email, you can start to up-sell your existing products. A great way to improve returns on products is to offer the option to upgrade to an exclusive, premium version for an extra fee at the point of transaction. You can incentivize these upgrades in a wide variety of ways such as adding tempting freebies to a premium package or a more personalized approach.

4. Make Use Of Cross-Selling

Gradually expand your offering in order to sell customers originally interested in one of your products, another different product that you think they might be interested in. You can use the data you collect from existing purchases to gain insight into your customers here and predict what they are likely to be open to purchasing. This is best done one to three weeks after the customer’s first purchase, which you can time via an automated email.

5. Get Them Coming Back For Seconds

Use your emails to encourage repeat purchases from existing clients. This obviously works best if you have the kind of product or service that is recurring, seasonable or perishable. You can easily schedule timely reminders to be sent out to your clients in case the option of using your business has slipped their mind. And to really push the boat out, you can even offer discounts and coupons as rewards for loyalty, giving them an opportunity to book in or set another reminder.

6. Gentle Encouragement and Timely Reminders

One area in which many online sales are lost is right at the final hurdle. We’ve all been there, with the products in the shopping basket, only for something distracting to happen and we end up never making the purchase.

Well, fortunately, technology has advanced far enough for our computers to be able to detect when this happens to our customers, and we can send out a triggered cart abandonment email. This type of email should gently remind the buyer to complete their purchase, again providing another opportunity to communicate with them just why they should do so!

7. Sell Space In Your Emails For Advertisements

Emails might seem like a dull marketing method to the unassuming, but they are such a blank canvas of opportunity. Not only can you earn from selling your own products, but if you have white space left over you can sell it for advertising much like billboard space.

Again, be careful not to overdo it as your customers will not appreciate being bombarded, but the advertisement of other well-chosen products can really help earn you that little bit extra every time you hit send.

8. Make The Copy Convincing

All of this said, none of the above tactics is likely to work well unless you invest time and energy into creating good copy, or money into hiring somebody who can do so for you. The ideal marketing email needs to be attention-grabbing, relatable, personalized and possibly even humorous unless you are trying to sell funeral plans.

Your copy needs to include a call to action that encourages the reader to follow through with their purchases from you. The more quality content you offer for free in your emails, the more interested your subscribers will be in purchasing content or products that they need to pay for.

Most newspapers now utilize this method of selling their journalism now that most of their readership has moved online in an effort to be greener. Offering great, informative writing in regular newsletters will keep consumers coming back for more and eventually will hopefully lead to invested readers feeling prepared to pay extra via a paywall for special access to premium content.

9. Invest In High-Quality Design

The same can be said for ensuring your emails are well-designed. Clients can lose interest before even opening an email in this era of twenty four seven marketing from all angles.

As result, ensure that your subject line and pre-header look good, as well as the email address that you use appearing genuine. Once the email has passed this test, make sure that your design is mobile-friendly as most people check their emails from their phones these days.

If your email content is not compatible with this screen format then it is unlikely that your client will spend the time transferring to a laptop or monitor in order to take a second, proper look. After that, you need to consider how eye-catching and professional your content appears, being careful to always include consistent branding and smart logo placement.

Wrapping Up

Once you do start selling as a result of your email marketing strategy, be sure to ask your clients to leave good reviews and spread the word about your business. Nurturing your online relationship with your subscribers goes a long way, and those who feel well informed and experience consistent, friendly communication from you are likely to develop a greater sense of trust in your brand and therefore be more likely to purchase again from you, to make bigger purchases in the future or to encourage their friends and family to make purchases from you.

While it may seem an intimidatingly complex kind of marketing campaign to get off the ground, with myriad ways of approaching your target audience and potentially only one chance to get your email read and after that, liked, once you have successfully navigated your way through these nine top tips you’ll find that your efforts are amply rewarded.

Guest Author

Lauren Groff writes about all things tech for Assignment Help business blog. Groff specializes in marketing via email.


20+ Tips To Optimize Your WordPress Lead Capture Forms

Underestimating the influence of lead capture forms can result in lower conversion rates.

Although a form seems like a non-issue, it is crucial when it comes to turning visitors into customers. That being said, applying optimization techniques to your WordPress lead capture form can also optimize your conversions.

Here are some tips on how to optimize your WordPress lead capture forms:

  • Place your form at the top of the page;
  • Distract with a purpose;
  • Align a copy;
  • Ensure strong call to action;
  • Keep the form short;
  • Consider the number of fields;
  • Stop asking too many questions;
  • Mark the required fields;
  • Be transparent;
  • Have a clear message;
  • Make the form mobile-friendly;
  • Do thank;
  • Ensure privacy;
  • Split test;
  • Aim for design quality;
  • Add a personal touch;
  • Make your form interactive;
  • Insert visuals;
  • Offer something in exchange;
  • Create popup forms;
  • Use captchas to block spam;
  • Include social proof;
  • Create a multistep process.

Place Your Form At The Top

According to the research, people spend 74% of the viewing time above the fold. When a page first loads, this refers to the part of your site that visitors can see without scrolling. Therefore any crucial action you want your audience to take should be placed right there (your WordPress lead generation form included).

Distract With A Purpose

Another good practice is to embed a form in the middle of the article so you double benefit: readers have a chance to get themselves familiar with your content and you still collect data without irritation.

Align The Copy

One of the key components of effective lead generation form is an alignment with the rest of the content, like keeping design and language (also the use of keywords) consistent. In that case, your form will achieve a greater impact on visitors with a persuasive message that creates a sense of moving forward (without interrupting the flow).

When in synergy, relevant call-to-action, body text, and a headline are aligned not only with your audience’s expectations but also with best search engine optimization (SEO) practices.

Ensure Strong (And Persuasive) CTA’s text

If your form is the cornerstone of the lead generation process, your CTA (call to action) is the cornerstone of your form. Your CTA should instruct people on how to complete an action you want them to take. Think of a CTA as a specific campaign with a single purpose.

A tip here: the text of your button should tell what will happen next once a visitor clicks. A small (yet creative) tweak in the copy can massively impact the click-through rate.

Keep It Short

Don’t indulge in long forms to achieve the primary goal of the form. You want your form to convert, that is why so crucial is to keep it short, engaging, and concise. The less you ask, the more likely visitors give away their personal information.

Put it simply, you need to ‘kill your darlings’ – eliminate any unnecessary fields (like an alternative phone number, etc.).

Consider The Number Of Fields

The number of fields included in your form depends on multiple things. You need to define at what stage of your sales funnel you are going to reach out to your potential leads and what is the main goal of the particular form as a part of your conversion rate optimization efforts.

After that, the remaining is to consider what personal data is absolutely necessary to ask.

But still, the shorter the form, the more likely visitors won’t resist it.

Stop Asking Too Many Questions

Long forms irritate because they create a feeling that a brand is asking for too much. When time and attention are the most valuable resources, you should keep people engaged throughout the process of filling the form.

Mark The Required Fields

Optional fields will make it easy to leave data even for those who are not very motivated while you will still collect the desired information. If you have both required and optional fields, you can either mark required fields with an asterisk or name optional ones right inside the field.

Be Transparent

If your form still requires to be a long one, introduce transparency into it. Show your potential leads how much time they need to invest in and display a progress bar to stimulate the process.

People are more likely to give up the task if they haven’t made any progress there.

Have A Clear Message

Clear communication doesn’t end with a straightforward copy and a strong what-will-happen next call to action. It also requires to align the form and the rest of the landing page and display users’ mistakes when misentering information or skipping fields.

To get more clicks and stimulate the right decision, your form should be simple and easy to understand.

Make The Form Mobile-Friendly

According to the recent data, half of all people who have access to the Internet use mobile devices to view websites. That’s why creating a site (and a form) optimized for mobiles is the rule of thumb, so you convert mobile users as well. To achieve these two aims at once, go for a website builder that ensures built-in auto responsiveness.

Because having an unresponsive form can hurt your conversion rate optimization efforts, you can also prevent it by sticking to a one-column layout, and skipping captchas for those using mobile devices.

Do Thank

Include a ‘Thank you’ message after visitors fill out the form. Thanking is a great way to show you value everyone who comes across your page – not only existing customers.

Because strong long-lasting relationships with your audience should be built as early as possible, let them know you appreciate their time and attention they have spent answering.

Ensure Privacy

It’s crucial to inform your visitors about how you are going to use their personal information to convince them to share one. Being transparent can reduce visitors’ hesitation, gain trust and credibility in your brand.

You can link to your privacy policy either at the very bottom of your form or include a checkbox asking for permission to use given data.

Split Test

Do test your forms. This is a great practice to keep abreast of whether your form (and its optimization) works or not.

You can perform split tests (also called A/B tests) by using a free Google Optimize tool by Google. It can help you to determine if and how you can optimize the conversion rate of your form by changing its position, the color of your CTA button, and more.

Aim For Design Quality

A well-polished form can increase your brands’ credibility because people associate the quality of the design with your company’s trustworthiness.
Some of the best practices to enhance the appearance of your form is to allow white spaces, follow color psychology principles, and use relevant eye movement patterns (visual hierarchy) when designing the form.

Add A Personal Touch

Decisions are often empowered by emotions that guide thinking and actions. Personalizing the design and the copy of your web form humanizes your brand. Human language and authentic appearance are what makes a form stand out and increase peoples’ willingness to come back to your website.

For example, instead of presenting an empty name field, include ‘Hi, my name is *your name*, what’s yours?’ in there.

Make Your Form Interactive

Making your form as interactive as possible will create a positive user experience and add a human touch to your form. An ability to interact and engage with a form increases its value to users which results in a higher probability for you to convert valuable leads.

Insert Visuals

The psychology behind successful UX of web forms states that pairing textual information and visuals makes it easier to recall the form (and therefore your brand) and also attract more visitors by being perceived as easier to use.

Offer Something In Exchange

One of the best ways to reinforce people’s desire to fill out a lead capture form is to present a statement of benefits or create a giveaway. Offering something in exchange, for example, a checklist or a free ebook, can boost form submissions and result in higher conversions.

Create Popup Forms Instead

Popup forms are another controversial strategy to capture leads. While it’s proven they do work, some people abandon and ignore information presented that way. To avoid it, you need to create a user-friendly popup form. This can be done by studying the behavior of your audience to set the right popup trigger and an appropriate format.

Use Captchas To Block Spam

Captchas can either drag down the conversion rate or increase it. Yet people are easily getting frustrated when encountering long forms or captchas, these security services prevent robots from completing your form.

You can put captchas at the very end of your lead capture form to eliminate spam submissions and make your subscribers feel safer while interacting with your site.

Include Social Proof

The behavior of an individual is often influenced by other people. The same can be applied when it comes to building trust in your brand and engaging people to share their data. The phenomenon of social proof is a very powerful marketing approach to motivate your audience – people are more likely to act if others are doing so.

Illustrate the benefits of your product via customers’ quotes or highlight a number of people who have already filled out the form.

Create A Two-Step (Or More) Process

There are two required components for people to give away their personal information: permission and trust in your brand.

To gain credibility, avoid scaring visitors with one large signup form and create a multi-step process instead (break up the form into several stages). Start by asking very basic questions and aim for more in further steps.


Not optimizing your WordPress lead capture forms could hurt your conversion rate optimization efforts.

To get the best out of it, use a simple formula: minimize all that can irritate visitors and maximize the perceived value by turning peoples’ decision-making process into an effortless and easy-to-accomplish task.

When applied, these proven strategies help your potential leads to build trust in your brand and remove any doubts about giving out their personal information. In exchange, you will get a stream of high-quality leads and enhance your conversion experience.



Paula is a passionate content creator & marketing specialist at Visual Composer. She believes that words can empower like nothing else.