The Importance of Email Deliverability in Email Marketing

Email Marketing and Deliverability 

Email Marketing is quite possibly the most convincing manner by which businesses can reach their customers. Email Marketing makes it possible for a company to reach thousands and millions. In fact, these days, businesses focus more on email marketing, marketing their products and services, marketing their brand. The main thing that matters in the picture is "e-mail", but attached to this is a very fine point that is always subtle, mostly ignored, and consists of email deliverability.

What is Email Marketing?

It's through email marketing that businesses communicate with a population via email sending a commercial message to the public. This mostly hormones or nurtures relationships with existing customers and helps induce the behavior of taking more purchases and loyalty to the brand. Besides, emails invite students and customers-to-be to receive various gifts, discounts, and fresh product announcements, using them as bait for new customers.

The greatest asset of email marketing is the connection it makes with people. There is no other medium that allows direct address by a marketer to his potential customers other than through the door that email opens. Hence with this directness, it is one of the most effective means of getting customers to complete an action when they seek to know more or make a purchase.

Why is Email Deliverability Important?

This is where the real essence of email deliverability comes in. Deliverability is actually getting your email into the recipient's inbox rather than the dreaded "spam" folder. Extremely highly touted messages become worthless if they never even reach the audience to which they are addressed because they suffer from poor deliverability.

Deliverability indeed is a key part of the entire email marketing process. It is the first hurdle to cross before you can even begin to think about open rates or click-throughs or conversions. When emails don't land in the inbox, all your work goes to waste. That is the reason marketers understand email deliverability and optimize it.

How can Email Deliverability be Improved?

Having a good deliverability rate in emails is vital to a successful email marketing campaign. But what are the key factors that usually determine whether or not emails can get to the inbox? Let us go through some of the important features that determine good deliverability.

1. Sender Reputation

Your sender reputation is one of the most important factors in delivery of emails. ISPs such as Gmail, Yahoo, Microsoft etc track the frequency with which users mark your emails as spam, the volume of emails sent by you, and the number of opened emails. If, at any time, your emails are marked by users as spam or opened less frequently, your reputation may go bad. A poor reputation will then have your emails ultimately landing in spam, which is the opposite of what you're hoping for.

2. Authenticate

Authenticating your email is mandatory. This includes establishing protocols such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail) and DMARC (Domain-based Message Authentication, Reporting & Conformance). These methods verify that the email you are sending does not read like a malicious purport trying to pose as your domain but rather comes from a trusted source.

3. List Quality

The quality of your email list then goes on to determine your deliverability. A list filled with inactive or invalid or even non-existing addresses simply damages your sender reputation. Cleaning up your email lists regularly by weeding out inactive subscribers from your email lists or invalid email addresses means deliverability rates will improve and so will your sender score.

4. Spam Keywords and Spam Filters:
Spam filters read the contents of the email and give it the status of whether it is a spam or non-spam item. Generally, specific key terms like 'free', 'buy now', or 'limited time offer' in the subject line or body of your email can set off spam filters. It is thus important to be sure that such spammy terms and phrases are not present in the email to avoid spamming.

5. Engagement

Engagement is that other very important factor that is directly affecting the email deliveries. ISPs track how different people respond to their mails in terms of opening them, sometimes clicking them, or even sending them to other recipients. If a majority of people go through the mails, ISPs consider those mails to have value and thus are sent to the inbox.

6. Bypass Spam Trap

Spam traps are those types of email addresses purposely made in order to collect spammers. Such an email address does not necessarily belong to an actual human being and can reduce the points from your sender reputation if you send emails to such an address. Therefore, it becomes important that spam traps be avoided by cleaning your email lists regularly and by not sending emails except to those subscribers you have opted-in to get the email correspondences.

Impact of Email Deliverability on Your Business

Indeed, poor deliverability can impact on any business greatly. This means that even if the open rate of your emails is sky-high, there are many of the target recipients that would never see the email because of poor rates of deliverability. This really makes your marketing goals way tougher, whether that is bringing traffic to your website, executing a sale or converting higher amounts.

In contrast, higher delivery rates on emails indicate that your target audience is in tune with the availability and could be reached through an email stream, therefore paving way for conversion and higher return on investment for marketing.

Conclusion

Email is a powerful marketing tool, but for it to really work, you have to make sure it actually gets into your recipients' inboxes. Here is where email deliverability becomes important. By focusing on best practices such as maintaining a good reputation as a sender, authenticating your emails, cleaning your email list, avoiding spam traps, and keeping the content engaging, you will boost your deliverability rates and become increasingly successful in your email marketing campaigns.

Great email marketing begins with great deliverability. Therefore, before you start with creating your next campaign, ensure that your emails will reach the intended recipient’s inbox.

To check your email deliverability, use the Inbox Placement Test on Mailreach.co to see where your emails are going.