What is Email Deliverability?
Email deliverability refers to the ability of an email to successfully reach the recipient's inbox rather than landing in the spam or junk folder. It encompasses various factors such as the sender's
reputation, content quality, and compliance with
email standards.
Why is Email Deliverability Important?
High email deliverability rates are crucial for the success of any email marketing campaign. If your emails are not reaching the intended audience, your
open rates and
conversion rates will suffer, impacting your overall
ROI. Ensuring high deliverability improves customer engagement and brand trust.
Authenticate your emails with SPF, DKIM, and DMARC protocols to prove that your emails are legitimate.
Maintain a clean and updated
email list by regularly removing inactive or invalid addresses.
Craft high-quality, relevant content that provides value to the recipient and avoids spammy elements.
Ensure
compliance with CAN-SPAM and GDPR regulations to avoid penalties and maintain trust.
Monitor your sender reputation using tools like Return Path or Sender Score.
Advanced
analytics and reporting tools to track deliverability metrics.
Automated list management to keep your email list clean.
Built-in authentication and compliance tools to ensure your emails meet industry standards.
Dedicated IP addresses to isolate your sending reputation from others.
What Role Does Content Play in Deliverability?
Content quality significantly impacts deliverability. Emails that are overly promotional or contain too many
links and images are more likely to be marked as spam. Focus on creating engaging, relevant, and personalized content that encourages interaction and reduces the risk of being flagged.
What is a Sender Score?
A
Sender Score is a numerical representation of your sender reputation, usually on a scale from 0 to 100. A higher score indicates a better reputation, leading to higher deliverability rates. Factors influencing the Sender Score include complaint rates, bounce rates, and engagement levels.
Use
bounce rate reports to identify and address issues with invalid email addresses.
Track
open rates and
click-through rates to gauge recipient engagement.
Employ deliverability testing tools like Litmus or Email on Acid to preview how your emails will appear in different inboxes.
Regularly review feedback loops to understand why recipients are marking your emails as spam.
Return Path for reputation monitoring and consulting services.
Sender Score by Validity for tracking your sender reputation.
Litmus for testing email appearance across different clients and devices.
Mailgun for comprehensive deliverability tools and analytics.