Understanding Email Deliverability

Created by Carrie Despaux, Modified on Tue, Oct 3, 2023 at 11:52 AM by Carrie Despaux

Email deliverability is a crucial aspect of email marketing, impacting how and where your emails land in the recipients' inboxes. It's essential to have a clear understanding of email deliverability to ensure your email marketing efforts are successful. This article delves into the nuances of email deliverability, helping you grasp its importance and the factors affecting it.

Delivered vs. Deliverability

At first glance, "Delivered" and "Deliverability" might seem synonymous, but they represent different metrics in email marketing.

  • Delivered: This metric represents the emails that reach the recipient's mail server. However, it doesn't guarantee that the email landed in the inbox; it could land in the spam, promotions, or other folders. A good delivery rate is 98%+, as anything less indicates the emails were rejected or bounced by the receiving mail server.

  • Deliverability: Unlike Delivery, Deliverability measures the emails that land in the recipients' inboxes as opposed to other folders like spam or promotions. It's a vital metric as it directly influences the visibility and engagement level of your emails.

Factors Affecting Deliverability

Several factors come into play when it comes to email deliverability. Understanding these factors can help improve your email marketing strategy:

  • IP and Domain Reputation: Your IP and domain reputation significantly impact your email deliverability. Maintaining a good reputation by adhering to best practices is crucial for ensuring your emails land in the inbox.
  • Authentication: Properly configuring DNS records like SPF, DKIM, and DMARC is essential for authenticating your emails, which in turn improves deliverability.
  • Domain Age: New domains lack history and reputation, so it's advisable to start slow with email sending and gradually build up a good reputation.
  • Subject Line and Body Copy: Avoiding spammy words and phrases in your subject lines and body copy can help improve deliverability.
  • Blacklistings: Being on a blacklist can severely impact your email deliverability. It's advisable to check and ensure your domain or IP isn't blacklisted.
  • Link Types and Reputation: The links you include in your emails can also impact deliverability. Ensure that you only use reputable and trusted links in your email content.
  • Text to HTML Ratio: Maintaining a good text to HTML ratio is advisable. A general rule is a 60:40 ratio, leaning towards text.
  • Volume and Consistency: Sending emails in a consistent volume and frequency helps maintain a good sender reputation, improving deliverability.
  • Recipient Email Behavior: How recipients interact with your emails also affects your deliverability. Encouraging positive interactions like opens and clicks can help improve your sender reputation and deliverability.

In conclusion, focusing on the factors that influence email deliverability and adhering to email marketing best practices can significantly enhance your email marketing campaign's effectiveness. By understanding and optimizing for deliverability, you can ensure your emails reach your recipients' inboxes, fostering better engagement and achieving your marketing goals.

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