Decreased Deliverability - Email Marketing

What is Email Deliverability?

Email deliverability refers to the ability of an email to successfully land in a recipient's inbox. Deliverability is influenced by several factors including the sender's reputation, the quality of the email content, and the technical aspects of the email infrastructure.

Why is Deliverability Important?

High deliverability rates are crucial for the success of any email marketing campaign. If your emails aren't reaching your recipients' inboxes, your messages won't be seen, reducing engagement rates and potentially harming your brand's reputation.

Common Causes of Decreased Deliverability

Several common issues can cause decreased deliverability rates:

Spam Filters: Emails that trigger spam filters will end up in the spam folder.
Poor Sender Reputation: ISPs monitor your sender reputation. A poor reputation can result in emails being blocked or sent to spam.
Content Issues: Emails with spammy language or excessive graphics can be flagged by spam filters.
List Quality: Sending emails to outdated or purchased lists can lead to high bounce rates and spam complaints.
Technical Misconfigurations: Issues like incorrect DKIM, SPF, or DMARC settings can impact deliverability.

How to Diagnose Deliverability Issues?

Here's how you can diagnose deliverability problems:

Monitor Bounce Rates: High bounce rates can indicate issues with your email list or sending domain.
Spam Complaints: Track the number of spam complaints to identify potential content or list issues.
Email Testing Tools: Use tools like Mail-Tester or Litmus to test your emails for deliverability issues.
Feedback Loops: Sign up for ISP feedback loops to get notified when recipients mark your emails as spam.

Best Practices to Improve Deliverability

Implementing best practices can significantly improve your email deliverability:

Clean Your List: Regularly clean your email list to remove inactive or invalid email addresses.
Authenticate Your Emails: Ensure your emails are authenticated with DKIM, SPF, and DMARC.
Personalize Content: Use personalization to make your emails more engaging and less likely to be marked as spam.
Monitor Sender Reputation: Use tools like Sender Score to keep track of your sender reputation.
Segment Your Audience: Segment your audience to send more relevant and targeted emails.

Conclusion

Decreased deliverability is a common issue in email marketing, but it is not insurmountable. By understanding the causes and implementing best practices, you can significantly improve your email deliverability and ensure your messages reach your audience's inboxes.