Email Deliverability
Have you ever crafted and sent an email that seemingly got lost in the digital void? Of course you have.
Luckily, this doesn’t have to become a regular occurrence.
Enter email deliverability — a crucial part of successful email marketing.
Read on as we cover everything you need to know about getting your emails into the right inboxes. We'll cover the definition of email deliverability, take a look at why it's important, what affects it, and how to improve it.
What is Email Deliverability
Email deliverability is an email marketing term that refers to the ability of an email to successfully reach the recipient's inbox.
This concept is becoming increasingly important to email marketers as email service providers continue to enhance their filtering algorithms.
The importance of Email Deliverability
Email deliverability is a key determinant of whether your message reaches its audience.
Your subscribers or customers have opted in to receiving product updates, newsletters, account information, and so much more from you… a failed delivery means that they will not receive what they are expecting. This can lead to a breakdown in communication as well as increased support tickets for your company if certain emails are failing to reach their required destination.
Poor deliverability ultimately means wasted effort and resources on emails that never engage your intended audience.
A lose-lose for both your company and your customers.
What affects Email Deliverability?
There are several factors that influence email deliverability. These include:
Sender Reputation: This is determined by historical email activity and the quality of the email content.
List Quality and Engagement: The more your recipients open and engage with your emails, the more likely their email client is to assume they are hoping to receive your next message.
Technical Aspects: Take the necessary steps to authenticate your emails (SPF and DKIM).
There is no perfect solution to email delivery. The safest bet is to always send emails that your recipients are expecting and excited to open. Avoid sending spam-like emails or sending to a list that you did not acquire organically.
What is a good Email Deliverability rate?
We’d all love a deliverability rate of 100%. Unfortunately, that isn’t always realistic.
A good email deliverability rate is typically a rate of 95% or above.
This rate means that out of every 100 emails sent, 95 would have reached the recipient's inbox.
Improving your Email Deliverability rate
Do you have an email deliverability rate that is lower than you would like? That’s okay, as long as you take action. Improving email deliverability involves several strategies.
Maintain a Clean Email List: Remove inactive or unengaged subscribers regularly so that you are only sending emails to those who truly wish to receive them.
Use Double Opt-in: Require new subscribers to confirm their email address so that you are positive that you are sending emails to an active email address as well as an engaged subscriber.
Avoid Spam Triggers: There are countless words that can land your emails in a recipient’s spam folder. Avoid them at all costs.
Maintain a Consistent Sending Schedule: Send emails on a consistent and expected basis so that your recipient’s can be more engaged.
Ensure that your emails are Responsive: More and more recipients are viewing emails on their phones or tablets than ever before. It’s important that they are able to view and engage with these emails without any issue.
Remember to regularly monitor your email campaign metrics as they can provide insights into deliverability issues and areas for improvement.
As you begin to work on the action items above, you should begin to see upticks in your email deliverability rate.
Email Deliverability vs Inbox Placement
Email deliverability and inbox placement are two similar but slightly different concepts in email marketing.
We highlighted above that email deliverability is when an email successfully reaches the recipient’s inbox. This doesn’t specify where the email actually ends up (primary inbox, promotions folder, etc).
Inbox placement does.
Inbox placement is important to measure alongside email deliverability because it measures whether or not your email reaches your recipient’s primary inbox or not.
Reaching your recipient’s inbox is great. Reaching their primary inbox is even better.
Key Takeaways
Email deliverability refers to the ability of an email to successfully reach the recipient's inbox.
Email deliverability is a crucial factor in determining the success of your email marketing campaigns.
A good deliverability rate ensures that your emails are seen and engaged with, impacting overall campaign effectiveness.
Striving for a deliverability rate of 95% or higher is a good benchmark.
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Have you ever crafted and sent an email that seemingly got lost in the digital void? Of course you have.
Luckily, this doesn’t have to become a regular occurrence.
Enter email deliverability — a crucial part of successful email marketing.
Read on as we cover everything you need to know about getting your emails into the right inboxes. We'll cover the definition of email deliverability, take a look at why it's important, what affects it, and how to improve it.
What is Email Deliverability
Email deliverability is an email marketing term that refers to the ability of an email to successfully reach the recipient's inbox.
This concept is becoming increasingly important to email marketers as email service providers continue to enhance their filtering algorithms.
The importance of Email Deliverability
Email deliverability is a key determinant of whether your message reaches its audience.
Your subscribers or customers have opted in to receiving product updates, newsletters, account information, and so much more from you… a failed delivery means that they will not receive what they are expecting. This can lead to a breakdown in communication as well as increased support tickets for your company if certain emails are failing to reach their required destination.
Poor deliverability ultimately means wasted effort and resources on emails that never engage your intended audience.
A lose-lose for both your company and your customers.
What affects Email Deliverability?
There are several factors that influence email deliverability. These include:
Sender Reputation: This is determined by historical email activity and the quality of the email content.
List Quality and Engagement: The more your recipients open and engage with your emails, the more likely their email client is to assume they are hoping to receive your next message.
Technical Aspects: Take the necessary steps to authenticate your emails (SPF and DKIM).
There is no perfect solution to email delivery. The safest bet is to always send emails that your recipients are expecting and excited to open. Avoid sending spam-like emails or sending to a list that you did not acquire organically.
What is a good Email Deliverability rate?
We’d all love a deliverability rate of 100%. Unfortunately, that isn’t always realistic.
A good email deliverability rate is typically a rate of 95% or above.
This rate means that out of every 100 emails sent, 95 would have reached the recipient's inbox.
Improving your Email Deliverability rate
Do you have an email deliverability rate that is lower than you would like? That’s okay, as long as you take action. Improving email deliverability involves several strategies.
Maintain a Clean Email List: Remove inactive or unengaged subscribers regularly so that you are only sending emails to those who truly wish to receive them.
Use Double Opt-in: Require new subscribers to confirm their email address so that you are positive that you are sending emails to an active email address as well as an engaged subscriber.
Avoid Spam Triggers: There are countless words that can land your emails in a recipient’s spam folder. Avoid them at all costs.
Maintain a Consistent Sending Schedule: Send emails on a consistent and expected basis so that your recipient’s can be more engaged.
Ensure that your emails are Responsive: More and more recipients are viewing emails on their phones or tablets than ever before. It’s important that they are able to view and engage with these emails without any issue.
Remember to regularly monitor your email campaign metrics as they can provide insights into deliverability issues and areas for improvement.
As you begin to work on the action items above, you should begin to see upticks in your email deliverability rate.
Email Deliverability vs Inbox Placement
Email deliverability and inbox placement are two similar but slightly different concepts in email marketing.
We highlighted above that email deliverability is when an email successfully reaches the recipient’s inbox. This doesn’t specify where the email actually ends up (primary inbox, promotions folder, etc).
Inbox placement does.
Inbox placement is important to measure alongside email deliverability because it measures whether or not your email reaches your recipient’s primary inbox or not.
Reaching your recipient’s inbox is great. Reaching their primary inbox is even better.
Key Takeaways
Email deliverability refers to the ability of an email to successfully reach the recipient's inbox.
Email deliverability is a crucial factor in determining the success of your email marketing campaigns.
A good deliverability rate ensures that your emails are seen and engaged with, impacting overall campaign effectiveness.
Striving for a deliverability rate of 95% or higher is a good benchmark.