What is Email Delivery?
Email delivery refers to the successful transmission of an email from the sender's email server to the recipient's email server. It is a crucial aspect of
email marketing because no matter how well-crafted your email campaigns are, they won't make an impact if they don't reach your subscribers' inboxes.
Authenticate your emails with SPF, DKIM, and DMARC.
Maintain a clean email list by regularly removing inactive subscribers.
Personalize your content to increase engagement and reduce spam complaints.
Segment your audience to ensure relevant content is sent to the right people.
Monitor your sender reputation and take steps to improve it if necessary.
What is the Role of Email Authentication?
Email authentication involves using protocols like
SPF (Sender Policy Framework),
DKIM (DomainKeys Identified Mail), and
DMARC (Domain-based Message Authentication, Reporting & Conformance) to verify that an email is genuinely from the sender it claims to be. This not only helps in preventing spam but also improves email delivery rates.
Why is Sender Reputation Important?
Your sender reputation is a score that ISPs (Internet Service Providers) assign to your domain, based on various factors like spam complaints, bounce rates, and how often your emails are marked as spam. A high sender reputation increases the likelihood of your emails being delivered to the inbox rather than the spam folder.
How Do Spam Filters Work?
Spam filters analyze incoming emails using algorithms that look for specific criteria such as suspicious content, large volumes of emails sent in a short period, and lack of proper authentication. Emails that fail to meet these criteria are often marked as spam, reducing their chances of reaching the inbox.
How Can You Monitor Email Delivery?
Most ESPs provide analytics that allow you to monitor delivery rates, bounce rates, and other key metrics. By regularly reviewing these reports, you can identify issues that may be affecting your email delivery and take corrective actions.
What is a Bounce Rate?
Bounce rate refers to the percentage of emails that are not successfully delivered to the recipient's inbox. There are two types of bounces:
hard bounces and
soft bounces. Hard bounces occur when the email address is invalid or does not exist, while soft bounces happen due to temporary issues like a full inbox.
Use double opt-in methods to ensure high-quality subscribers.
Avoid using spammy words and excessive punctuation in your subject lines.
Regularly update and clean your email list.
Test your emails before sending them to identify potential issues.
Use a reputable ESP with a good track record of email delivery.