What is Email Deliverability?
Email deliverability refers to the ability of an email to reach the recipient's inbox. It's crucial for the success of
email marketing campaigns because if your emails don't get delivered, your audience won't even have the chance to open or engage with them.
Why is Low Deliverability a Problem?
Low deliverability can severely impact your
email marketing efforts. When emails fail to reach the inbox, it leads to reduced engagement, lower
click-through rates, and ultimately, decreased conversions. This can also damage your
sender reputation, making it even harder for future emails to be delivered successfully.
Common Causes of Low Deliverability
Spam Traps: Email addresses that are specifically created to catch spammers. Sending emails to these addresses can get you blacklisted.
Poor List Hygiene: Using outdated or purchased email lists can result in high bounce rates and spam complaints.
Content Issues: Emails with spammy words, too many links, or suspicious attachments can trigger spam filters.
Authentication Issues: Lack of proper email authentication protocols like
DKIM,
SPF, and
DMARC can make your emails look suspicious.
High Complaint Rates: Frequent marking of your emails as spam by recipients can lead to low deliverability.
How to Improve Email Deliverability?
Improving email deliverability involves several best practices: Maintain a Clean List: Regularly update your email list to remove inactive or invalid addresses. This reduces bounce rates and improves engagement.
Use Double Opt-In: This ensures that subscribers genuinely want to receive your emails, reducing the chances of spam complaints.
Monitor Engagement: Track metrics like open rates, click rates, and unsubscribe rates to gauge the health of your email campaigns. Adjust your strategy based on this data.
Authenticate Your Emails: Implement email authentication protocols like
DKIM,
SPF, and
DMARC to build trust with ISPs.
Optimize Email Content: Avoid spammy language, excessive links, and suspicious attachments. Ensure your content is relevant and valuable to your audience.
Tools to Monitor Deliverability
There are several tools available to help you monitor and improve email deliverability. Some popular options include: Mailgun: Provides deliverability tracking and analytics.
SendGrid: Offers tools for deliverability monitoring and improvement.
Litmus: Helps test and optimize emails to improve deliverability.
Conclusion
Low deliverability can be a significant hurdle in achieving the goals of your email marketing campaigns. By understanding the causes and implementing best practices, you can improve your email deliverability and, consequently, your overall marketing performance. Regularly monitor your campaigns and make necessary adjustments to ensure your emails reach the intended recipients.