Drop in deliverability - Email Marketing

What is Email Deliverability?

Email deliverability refers to the ability of an email to reach the recipient's inbox without being blocked or sent to the spam folder. It's a critical aspect of email marketing as it directly impacts the success of your campaigns.

What Causes a Drop in Deliverability?

Several factors can cause a drop in email deliverability. These include:

Poor Sender Reputation: Your IP address and domain reputation play a significant role. Sending emails to invalid addresses or having a high bounce rate can negatively impact your reputation.
Content Quality: Emails containing spammy content, misleading subject lines, or too many images vs. text can trigger spam filters.
List Hygiene: Not keeping your email list clean by removing inactive subscribers can lead to higher bounce rates and complaints.
Authentication Issues: Lack of proper email authentication protocols like SPF, DKIM, and DMARC can cause deliverability issues.
Frequency of Emails: Sending too many emails in a short period can overwhelm recipients and increase the likelihood of them marking your emails as spam.

How to Diagnose a Drop in Deliverability?

To diagnose a drop in deliverability, follow these steps:

Analyze Bounce Rates: High bounce rates can indicate problems with your email list or sender reputation.
Check Spam Complaints: Monitor the number of recipients marking your emails as spam. A high complaint rate is a red flag.
Review Open and Click Rates: A sudden drop in these metrics can indicate deliverability issues.
Audit Your Email Content: Ensure that your emails comply with spam regulations and contain relevant, non-spammy content.
Use Email Testing Tools: Tools such as Mail-Tester or Litmus can help identify issues with your emails.

How to Improve Email Deliverability?

Improving email deliverability involves several best practices:

Maintain List Hygiene: Regularly clean your email list by removing inactive or invalid email addresses.
Authenticate Your Emails: Implement SPF, DKIM, and DMARC to authenticate your emails and improve your sender reputation.
Monitor Engagement: Track open and click rates to gauge recipient engagement and adjust your strategy accordingly.
Optimize Sending Frequency: Find a balance in your email sending frequency to avoid overwhelming your recipients.
Personalize Content: Personalize your emails to make them more relevant and engaging for your audience.

Conclusion

Understanding and addressing a drop in email deliverability is crucial for the success of your email marketing campaigns. By maintaining a good sender reputation, ensuring content quality, and keeping your email list clean, you can significantly improve your email deliverability and achieve better engagement with your audience.