What is Email Deliverability?
Email deliverability refers to the ability of an email message to successfully reach the recipient's inbox. It’s not just about sending emails but ensuring that they land in the intended place rather than being diverted to spam or junk folders. High deliverability rates are crucial for the effectiveness of
email marketing campaigns.
Why is Monitoring Deliverability Important?
Monitoring deliverability is essential because it directly impacts
engagement rates and the overall success of your email marketing efforts. Poor deliverability can result in emails not being seen, which in turn affects
open rates,
click-through rates, and ultimately,
conversion rates. By keeping a close eye on deliverability, you can identify and rectify potential issues before they significantly impact your campaign’s performance.
What Metrics Should Be Tracked?
Several key metrics need to be monitored to ensure optimal deliverability: Bounce Rate - Measures the percentage of emails that couldn't be delivered. High bounce rates can affect your sender reputation.
Open Rate - Indicates how many recipients opened your email. Low open rates can be a sign that your emails are landing in spam folders.
Spam Complaints - Tracks the number of recipients who marked your email as spam. High spam complaints can damage your sender reputation.
Click-Through Rate - Shows how many recipients clicked on the links within your email. This can help assess the effectiveness of your content and
call-to-actions.
Unsubscribe Rate - Measures how many recipients opted out of your mailing list. High unsubscribe rates can indicate that your content isn’t resonating with your audience.
How Can You Improve Email Deliverability?
Improving email deliverability involves several strategies: Segmentation - Segmenting your email list ensures that your emails are more relevant to the recipients, which can improve engagement rates.
Authentication - Implementing email authentication methods like DKIM, SPF, and DMARC can help improve your credibility with email service providers.
Content Quality - Crafting high-quality, relevant content can help reduce spam complaints and unsubscribes.
List Hygiene - Regularly cleaning your email list by removing inactive or invalid email addresses can help maintain a high sender reputation.
Sender Reputation - Establishing a positive sender reputation with ISPs (Internet Service Providers) can improve your chances of landing in the inbox.
What Tools Can Help Monitor Deliverability?
Several tools can assist you in monitoring and improving your email deliverability:How Often Should You Monitor Deliverability?
Regular monitoring of email deliverability is crucial. Ideally, you should review your metrics after each campaign to quickly identify and address any issues. For ongoing campaigns, a weekly or bi-weekly review can help maintain optimal performance.