Email marketing remains a popular way to distribute the message, generate leads or retain customers. In this regard, marketing efforts depend on whether the electronic letter would arrive in a specific box. It is the reason why email deliverability continues to be a pillar of any successful email campaign today.
How to achieve the best email deliverability and affect the conversion? Marketers should consider IP’s conditions, contacts’ email quality, gateway control, to name a few. They should keep in mind many things, being aware that their actions influence the subsequent companies.
Read this post to explore factors affecting email mechanisms and get some tips on how to improve email deliverability.
What is a Good Email Deliverability Rate?
To start with, email marketing data varies from industry to industry. At the same time, any marketer would agree that a decent deliverability rate is around 90%.
Nonetheless, you should draw a line between the email marketing delivery rates and deliverability rates. Yes, the difference between these two notions is vivid. The first corresponds to how servers of the internet service providers (ISPs) accept messages forwarded to subscribers.
In its turn, the deliverability rate considers those emails that arrive at the recipient’s primary inbox.
For instance, the email can reach the target audience but happen to stay in the spam box. Under this, the email delivery rate would be high, opposed to the deliverability rate.
As one can see, the second concept appears to be more critical for defining the campaign’s effectiveness.
How to Measure Email Deliverability?
Certain factors and elements that ordinary users usually do not notice have a significant effect on email deliverability. The measurement of email deliverability seems to be pretty straightforward. First, it contemplates dividing the number of the sent emails in the inbox by the volume of all emails forwarded. Next, one should multiply the result by 100 to have the percentage.
Yet, best email deliverability is always about emails going straight to the inbox of the recipient. Many marketers refer to it as inbox placement, underlining that the recipients fail to open emails ending up in spam or promotions. Thus, the deliverability becomes worse.
Spam or inbox: Factors behind
In this regard, there are plenty of mechanisms that define whether the message would be placed in the inbox or spam box. They don’t affect the measurement but impact the results. In particular, the deliverability can depend on gateways and senders.
The senders may refer to the spammers, certification providers or legitimate businesses. The latter may have a bad IP reputation or unclear intentions, making gateways or providers believe incoming email is trash.
Thus, the gateways are the ones defining the deliverability of emails. The gateways are mainly concerned with internet service providers (ISP) and the systems. They are used to set the limits.
What limits? ISPs, as the actors controlling the emails’ delivery, use specific techniques to control the information and tackle spamming. For example, there are sending limits, blocks and blocklisting. To achieve the best email deliverability, the sender should know how to avoid these blocks and impact their score.
Deliverability Improvement: Emails Lists, Engagement, Score, and Frequency
As the providers impact deliverability significantly, one should understand what can be done to increase the chances of the email arriving at the primary inbox. Before all, the ISP sees specific actions as positive and negative concerning the reputation or score.
Therefore, the success of the campaign may enhance your rating. But, at the same time, the low email marketing delivery rates after an unsuccessful action can lower your score.
You probably wonder how to improve the sender score or increase the chances of an email being delivered. The particular tips can help positively affect the reputation or increase the prospects for a message being delivered.
Watch your email list
The quality of the email list ensures that your deliverability is high. How? The excellent list contains the email addresses that are valid, meaning that emails will not bounce off.
That is why people use an email address verifier like this one:https://getprospect.com/email-verifier. They assess the status of an email so that a sender is sure that the email will find the recipient. Such a tool can save effort and organize lists.
Be careful with sending in bulk
Simultaneously, certain email deliverability services allow the marketers to send the emails in bulk. It may be efficient. Yet, it poses threats to the score of the domain. Usually, the ISPs automatically direct incoming emails to the spam box. That’s why it is better to use sending messages in bulk wisely and only if strategy requires.
Avoid spam elements in the emails
Another way to avoid the spam trap is to design a good message. Providers try to identify spam emails based on their headings and contents. For instance, if your subject line has capital letters only or many exclamation points, the email will likely be moved to the spam box.
Besides, if you insert certain links that seem untrustworthy, it will negatively impact the deliverability as well. Lastly, overuse of CTAs or word combinations that sell something can make email go to the Promotions part of the inbox. In this regard, you can analyze your content using a spam checker or any other email testing tool.
Look after domain reputation
Simultaneously, your domain score is the first thing that providers identify. The best email deliverability is impossible without an excellent domain. It gives an email more chances to get into the inbox of the recipient. The domain rating can be decreased due to spam complaints or activity.
Because of that, a marketer can start a habit of checking their domain rating. The email deliverability services can facilitate you in this. Mailchimp or any other email service allows using different subdomains.
Spamhaus has data on spam records, while the services regarding domains from Yahoo, Google or Microsoft can offer details on your domain reputation. Also, be sure that the IP address you are sending emails from is not used for shady purposes.
Try to engage with the readers
If you succeed in engaging with the reader, it will improve your image in the eyes of the providers. In what way? As the reader reacts to the email, opens it, or even clicks the links, providers see that the email is valuable. Eventually, it will increase the trust in the domain.
Also, be careful with the frequency of the emails, as it is an individual thing. For some, your updates or follow-ups can be annoying. So, experiment with the frequency or use some software for the sending management.
Leave a chance to unsubscribe
When you reach your customers, leave them a choice whether to continue or stop the communication. Unsubscribe button can be somewhere at the bottom of the email. If the recipients have no such an option before them, they can report your message as spam. That way, it will only diminish your sender score.
Personalize your emails
Personalization is important for encouraging the recipient to open the email or click the link inside. Thus, it is to enhance open or click rates established by the objectives.
Regarding email marketing delivery rates, it helps to increase engagement. In its turn, it is likely to raise the sender score and boost email deliverability. Yet, many brands today use personalization and standing from a crowd can be a challenge.