Email deliverability checklist for ASX-listed companies

• Authenticate and clean your email list to ensure messages are trusted and reach active, engaged investors.
• Craft personalised, well-designed content that resonates with your audience and avoids spam triggers.
• Continuously monitor metrics and test strategies to refine email performance and stay compliant with regulations.

 

Ensuring your emails reach investors’ inboxes remains a top priority as we step into another year of dynamic investor relations. Email is one of the most effective communication tools for ASX-listed companies, enabling you to deliver time-sensitive announcements, financial updates, and other critical information. However, even the most compelling content is ineffective if it ends up in spam folders or goes undelivered. 

Email deliverability is more than just a technical concern—it directly impacts your ability to maintain trust and transparency with shareholders and potential investors. This year, as regulations evolve, and email filtering becomes more sophisticated, prioritising email deliverability is essential to staying ahead in investor engagement.

Use this checklist to ensure your emails are optimised for success and consistently land in your investors' inboxes.

1. Authenticate your emails

✅ Set up SPF (Sender Policy Framework).

✅ Implement DKIM (DomainKeys Identified Mail).

✅ Configure DMARC (Domain-based Message Authentication, Reporting & Conformance).

Why: Authentication builds trust with email providers and enhances your domain’s reputation.

2. Maintain a clean email list

✅ Remove invalid or inactive email addresses regularly.

✅ Activate multi-factor authentication to verify legitimate subscribers.

✅ Avoid sending emails to outdated lists.

Why: A clean list ensures emails reach engaged recipients and reduces bounces.

Authenticate your emails.

3. Craft relevant and engaging content

✅ Segment your audience by preferences or investor type.

✅ Personalise subject lines and body content.

✅ Avoid spammy language (e.g., all caps or excessive exclamation marks).

✅ Include clear, concise subject lines.

Why: Tailored content improves open rates and keeps your emails out of spam folders.

4. Optimise email design and formatting

✅ Ensure emails are mobile-friendly.

✅ Use a balance of visuals and text.

✅ Test readability across devices and email clients.

✅ Avoid heavy image use and maintain proper formatting.

Why: Well-designed emails enhance readability and user experience.

Maintain a clean email list.

5. Monitor key metrics

✅ Track open rates and click-through rates.

✅ Monitor bounce rates and spam complaints.

✅ Use email delivery tools like IRM Newsroom for insights.

Why: Monitoring metrics highlights areas for improvement and ensures ongoing success.

6. Stay compliant with email regulations

✅ Include an unsubscribe link in every email.

✅ Respond promptly to opt-out requests.

✅ Adhere to the Australian Spam Act 2003 and other relevant laws.

Why: Compliance protects your reputation and prevents legal issues.

7. Test and refine your approach

✅ Conduct A/B testing on subject lines, content, and sending times.

✅ Preview emails across devices before sending.

✅ Stay updated on industry trends and email filtering standards.

Why: Testing ensures your email strategies remain effective over time.

Craft relevant and engaging content.

Simply put

By ticking off this checklist, your ASX-listed company can optimise email deliverability and foster better investor engagement. For seamless communication, tools like IRM Newsroom can streamline email delivery and provide performance insights. 

Need help? Contact us on +61 2 8705 5444 or clientrelations@irmau.com for expert guidance.