Email Deliverability: Ensuring Your Marketing Emails Get Seen in 2024

What is email deliverability?

Email deliverability refers to the ability of your marketing emails to reach the inbox of your intended recipients. In other words, it’s a measure of how successful you are at getting your emails past the various barriers that ISPs and email providers have in place to prevent spam and other unwanted messages from reaching their users.

What factors influence email deliverability?

Several factors can influence your email deliverability, and it’s important to be aware of them in order to maximize the chances of your emails being seen by your target audience.

Email sender reputation

Your sender reputation is a score that ISPs use to determine whether your emails are likely to be legitimate and wanted by their users. Factors that can affect your sender reputation include the frequency of complaints, the number of emails marked as spam, and the percentage of emails that are opened.

IP reputation

The reputation of the IP address from which you send your emails can also have a significant impact on your deliverability. If the IP address has been associated with spam in the past, it will be more difficult to get your emails into inboxes.

Spam traps

Spam traps are email addresses that are specifically created to catch spammers. If you send emails to these addresses, it can harm your sender reputation and make it more difficult for your emails to be delivered in the future.

Email list quality

The quality of your email list is also important for deliverability. If you have a high percentage of invalid or inactive email addresses on your list, it can signal to ISPs that your emails are not wanted.

Email volume

Sending a large volume of emails in a short period of time can trigger spam filters and harm your deliverability, especially if your list is not properly maintained.

Open rate

The percentage of recipients who open your emails can also affect your deliverability. If your open rate is low, it can signal to ISPs that your emails are not engaging or relevant to their users.

Bounce rate

The percentage of emails that bounce (i.e., are returned as undeliverable) can also impact your deliverability. High bounce rates can be a red flag to ISPs that your list is not well-maintained.

ISP Infrastructure

The infrastructure and algorithms used by ISPs to filter and deliver emails can also influence your deliverability. Understanding how different ISPs operate can help you optimize your email campaigns for better deliverability.

Tips for improving email deliverability

Now that you understand the factors that can influence email deliverability, here are some tips for improving it:

Authenticate your emails

Use SPF, DKIM, and DMARC authentication to verify that your emails are coming from a legitimate source.

Write high-quality email content

Create engaging, relevant, and valuable content that encourages recipients to open and interact with your emails.

Maintain good email list hygiene

Regularly clean and update your email list to remove invalid or inactive addresses.

Segment your email list

Segment your list based on recipient behavior, preferences, and demographics to send more targeted and relevant emails.

Send emails on a consistent schedule

Establish a consistent sending schedule to build trust with ISPs and recipients.

Implement a double opt-in process

Require recipients to confirm their subscription to your list, reducing the likelihood of spam complaints and invalid addresses.

Craft compelling subject lines

Create subject lines that are clear, engaging, and accurately reflect the content of your emails.

Make it easy for recipients to unsubscribe

Include a clear and easy-to-use unsubscribe link in every email to reduce the likelihood of spam complaints.

Include plain text versions of your emails

Provide plain text alternatives to HTML emails to ensure that all recipients can access and read your content.

Use effective email marketing tools

Invest in reliable and reputable email marketing platforms and tools to ensure the deliverability of your emails.

Email deliverability FAQ

What is good email deliverability?

Good email deliverability means that a high percentage of your emails are reaching the inboxes of your intended recipients, and that your sender reputation is strong.

What is the common reason for bad deliverability?

The most common reasons for poor email deliverability include sending to unengaged or outdated email lists, using spammy content or tactics, and not following best practices for authentication and list hygiene.

How can you monitor your email deliverability performance?

Use tools and services that provide insights into your email deliverability, such as inbox placement rates, open rates, bounce rates, and spam complaint rates.

How does email deliverability affect my email campaigns?

Poor deliverability can significantly impact the success of your email campaigns by reducing your reach and engagement, and ultimately, your return on investment.

Do email deliverability best practices vary for transactional and marketing emails?

While the core principles of deliverability apply to both transactional and marketing emails, there are specific considerations and best practices for each type of email that should be taken into account.