How to Improve the Email Deliverability of Your Campaigns

Email marketing campaigns are one of the most effective and widely-used digital marketing strategies by companies today. Emails provide a direct communication channel with the target audience and are useful for nurturing leads, generating sales, and improving ROI rates. However, email marketing campaigns need to deliver the expected results, and an important factor to ensure this is email deliverability. In this article, we will discuss what email deliverability is, how it works, practices to improve it, and more.

What is Email Deliverability?

Email deliverability refers to the process of delivering an email to the recipient’s inbox. However, several factors influence whether a person successfully receives an email in their inbox, without errors or blockages by the recipient’s provider. The most common reasons why an email does not reach its intended recipient are hard bounce and soft bounce. Hard bounce errors are permanent, and occur when an email no longer exists or is invalid. Soft bounce errors are temporary and happen when the server is down or the user’s inbox is full. Even if the email provider says that the email was delivered, there is no way to be sure that it actually made it to the recipient’s inbox, as the sending may have been blocked by an email filter anti-spam or have landed in the spam folder.

The Importance of Good Email Deliverability

Good email deliverability is crucial for an email marketing campaign to be successful. In addition to good deliverability, the recipient needs to open the email and engage with it. The better the deliverability, the higher the chances of getting the email to reach the recipient’s inbox. The more emails that reach the inbox, the greater the chances that they will be read, leading to increased engagement and conversions.

How Does Email Deliverability Work?

When an email is sent from a sender to a recipient, it goes through a series of analyzes by the recipient’s server, which receives the message delivery request and performs checks on the authenticity of the sender and its reputation. If everything is okay, the email is delivered, either to the inbox or the spam folder.

Assessing Email Deliverability

To assess email deliverability, compare sending history over time and evaluate delivery rates on the sending platform, as well as the quantities of sendings and leads acquired in a given period. Domain reputation is also essential, as it is constantly evaluated by email providers, who assign a score to the domain. The higher the score, the healthier the reputation, and the more likely emails will make it to the inbox.

Factors That Affect Email Deliverability

Several factors can negatively affect email deliverability, including many reports for spam, a contact list with invalid emails, low engagement rate with emails, high sending frequency, high hard and soft bounces rates, not having a reliable domain, and too many requests for unsubscribes.

Tips to Improve Email Deliverability

To improve email deliverability, keep the contact list updated, segment the list, use double opt-ins, avoid spam trigger words, personalize the emails, use a clear and concise subject line, avoid attachments, and test the email before sending. It is also essential to follow email marketing best practices and monitor email deliverability rates regularly.

In conclusion, email marketing campaigns are still effective, but email deliverability is essential to their success. By understanding email deliverability, assessing it, and implementing best practices, marketers can improve email deliverability and increase the chances of getting their emails to the recipient’s inbox.