What is Email Deliverability?
Email deliverability refers to the ability of an email to successfully reach the recipient's inbox. A high deliverability rate means that a large percentage of your sent emails are reaching their intended targets, ensuring that your
email marketing campaigns are effective and your messages are seen by your audience.
Why is High Deliverability Rate Important?
Maintaining a high deliverability rate is crucial because it directly impacts the success of your email marketing efforts. If your emails are consistently landing in
spam folders or are being blocked by email service providers (ESPs), your campaign's reach and engagement will be significantly reduced. High deliverability ensures better
open rates, click-through rates, and ultimately, higher conversion rates.
How is Deliverability Rate Measured?
Deliverability rate is typically measured as the percentage of sent emails that successfully arrive in the recipient's inbox. It can be calculated using the formula:
Deliverability Rate = (Number of Delivered Emails / Number of Sent Emails) * 100
For instance, if you send 1,000 emails and 950 of them are delivered, your deliverability rate would be 95%.Factors Influencing Email Deliverability
Several factors can influence the deliverability rate of your emails, including: Sender Reputation: The reputation of your sending domain and IP address plays a significant role in determining whether your emails are delivered or marked as spam.
Email Content: Poorly crafted emails with spammy words, heavy use of images, or a lack of text can trigger spam filters.
Recipient Engagement: Higher engagement rates (opens, clicks, replies) indicate to ESPs that your emails are wanted and relevant.
Email List Quality: Sending emails to an outdated or unverified list can lead to high bounce rates, which negatively impact deliverability.
Best Practices for Improving Deliverability
To achieve a high deliverability rate, consider implementing the following best practices: Use Double Opt-In: This ensures that only genuinely interested recipients are added to your email list, reducing the likelihood of spam complaints.
Perform Regular List Cleaning: Regularly remove inactive subscribers and undeliverable addresses to maintain a healthy email list.
Monitor Your Sender Reputation: Use tools to monitor the reputation of your sending domain and IP address, and take corrective actions if needed.
Personalize Your Emails: Personalization can enhance recipient engagement, signaling to ESPs that your emails are valuable.
Test Your Emails: Before sending, use
email testing tools to check for potential issues that might affect deliverability.
What to Do If Your Deliverability Rate is Low?
If you notice a drop in your deliverability rate, take the following steps to diagnose and resolve the issue: Analyze Bounce Reports: Look at bounce reports to identify and address the causes of email bounces.
Check Spam Complaints: Investigate spam complaints and adjust your email content and frequency accordingly.
Review Your Content: Ensure that your email content adheres to best practices and avoids spammy elements.
Consult with Your ESP: Reach out to your email service provider for insights and recommendations specific to your account and sending practices.
Conclusion
A high deliverability rate is essential for the success of your email marketing campaigns. By understanding the factors that influence deliverability and implementing best practices, you can ensure that your emails reach the intended recipients and achieve the desired outcomes. Regularly monitor your deliverability metrics and be proactive in addressing any issues that arise to maintain a strong email marketing strategy.