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Email Deliverability: What It Is and How It Works

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The best channel for marketing your business is through email. This is because most users today use email as a platform to read promotional messages. Most of us even check our email inbox first thing in the morning.

It doesn’t matter who you are or where you live - the email notification you receive will always be more critical than other application notifications on your phone. And for ten consecutive years, email marketing has generated the most return on investment (ROI) for marketers.

But email marketing isn’t just about writing an email and hitting the send button. You have to make sure email service providers trust you, and each message you send gets past spam filters. These are only some of the factors that affect email deliverability.

Let’s dive deeper into what email deliverability is and why you need to learn to achieve marketing success.

What Is Email Deliverability?

Email deliverability is a complex process of delivering an email from a business to its subscribers’ inboxes. It is often misunderstood by being the same as the email deliverability rate.

Deliverability rate is just a part of email deliverability. Factors like data transfer processes, security protocols, content wording, sender reputation, frequency, timing, receiver engagement, delivery rate, and email type make email deliverability a whole.

Why Should You Care About It?

By monitoring the metrics of your campaign deliverability, you can identify problems, fix them, and prevent your marketing emails from being blocked, bounced, or sent to the spam folder, as well as drive higher engagement rates. This increases your email deliverability in return.

The higher the deliverability rate of your campaigns, the stronger your business is in your niche market. Through this, you outperform your competitors who are also inside your leads and customers’ inboxes but don’t pay attention to their email deliverability.

Some of your customers come back because they love your content and service. So they will want to be updated on what’s new in your store. But no matter how excellent and well-made your email campaigns are, if you don’t follow email deliverability guidelines, your emails will mostly never reach your customer’s inbox.

If you strive to improve your email deliverability, you make sure that your customers get the latest offers, announcements, and promotions from your brand without being annoyed. This ensures a positive user experience, and more leads will convert to your sales funnel because you have better services offered.

This also shows that you care deeply for customer experience. All of this will eventually drive huge marketing successes.

How Deliverability Works

Email deliverability works when you combine the process of:

        Letting your customers confirm their subscription to your mailing list by sending a confirmation email.

        Writing a non-sales email.

        Following a strict email delivery schedule.

        Using an SMTP relay server when sending emails.

        Sending the campaigns from a well-reputed email account.

        Sending the campaigns using an ISP and ESP-authenticated IP address and domain.

        Sending email campaigns that are relevant to the users’ interest.

        Sending campaigns with proper timing to the right users.

        Sending campaigns that will receive high engagement rates.

5 Factors That Affect Email Deliverability

1. Campaign Frequency

Following a strict schedule for delivering email campaigns is essential. The schedule should also reflect your subscribers’ receiving preference. If your campaigns are timed randomly, your users will not get the chance to open your emails because they’re busy.

Worse, the customer experience will be ruined, users will be annoyed, and your emails will be labeled as spam because they didn’t receive your email at times they want to.

2. Proper Authentication

Many cyber criminals impersonate businesses or forge emails to steal information and money from unsuspecting users. That’s why email service providers double-check the sender domain and IP address in the emails to know if the messages do come from who and where it claims to be.

By authenticating your sending domain and IP address, you make sure your emails go straight to your customers’ inboxes because you have registered your domain and IP address to be trusted.

3. Content of the Email

An email with a high deliverability rate should be written with a witty yet calming subject line instead of a sales one with ridiculous amounts of annoying punctuations. The same goes for its contents.

Avoid using irritating words like “guaranteed, pitch, cheap, coupon, promotion, and more.” You’ll only make your customer feel like they're a cash cow and would encourage them to unsubscribe from your mailing list.

4. Message Sender’s Reputation

ISPs assign a score to email senders. It can be that the score is assigned to the sender’s email account, IP address, of their domain. When the score is high, the chances of having the email sent directly to a recipient’s inbox is also high. If the score is low, emails are automatically blocked, bounced, or sent to the spam folder.

A sender’s reputation is determined by factors such as the number of spam complaints the recipients make against the organization’s emails or unsubscribe rates from the organization’s email list.

5. Confirmation Email (Double-Opt-In)

Confirmation emails prevent bots from subscribing to businesses’ mailing lists. If there are many bots subscribed to a mailing list, this increases stagnant rates, which ruins a sender’s reputation and messes with deliverability metrics.

You should have an automated confirmation email system so that you can carefully monitor subscription and engagement rates and gain user information that is important for list segmentation and making personalized messages.

Conclusion

Email deliverability is an important concept to learn because it teaches you how to increase engagement rates and your niche market presence. Email marketers who don’t know what proper email deliverability is will only waste their time and effort in their email campaigns.

This is because they’re paying email marketing platforms huge monthly subscriptions to find their emails aren’t reaching their customers’ inbox.

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