Factors that Affect Email Deliverability
TABLE OF CONTENTS
For any business looking to maximize their email marketing campaigns, understanding the factors that influence deliverability is critical.
Delivering emails without fail—and in as rapid a manner as possible—is essential for sustaining relationships with existing customers and acquirings new ones.
In this blog post, we’ll explore the various components that have an effect on your emails reaching their intended destination (or not).
From size of lists used to sender reputation and ISP regulations, we’ll take a detailed look at the elements that can inspire your success or downfall.
Email deliverability is the process by which an email successfully reaches the recipient’s mailbox. It determines if your email will end up in the inbox, in the spam folder, or if it will bounce back and never reach the recipient.
Email deliverability is one of the most important email marketing success factors because if your ad campaigns don’t reach contacts, you have no way to measure their effectiveness.
1. Subtract the number of emails delivered with errors from the total number of emails sent.
2. Divide the received data by the total number.
3. Multiply the final result by 100%.
A good email deliverability rate is typically considered to be around 95% or higher. This means that out of every 100 emails sent, at least 95 of them are successfully delivered to the recipient’s inbox.
However, it’s important to note that email deliverability rates can vary depending on a variety of factors such as your sender reputation, the quality of your email list, the content of your emails, and the email service provider you use.
To improve your email deliverability rate, you should focus on building a high-quality email list with engaged subscribers, sending relevant and valuable content, using a recognizable and consistent sender name and email address, avoiding spam trigger words, and following best practices for email marketing.
It’s also important to regularly monitor your email deliverability metrics, such as open rates, click-through rates, bounce rates, and spam complaint rates, to identify any issues and make necessary adjustments to your email campaigns.
The reputation of the sender’s email address and domain plays a crucial role in email deliverability. If your email address has a history of sending spam, your emails may be blocked or sent to the spam folder.
The content of your emails can also impact deliverability. Emails that contain certain keywords, excessive capitalization or punctuation, or are overly promotional in nature may trigger spam filters and prevent your emails from reaching the recipient’s inbox.
Email service providers monitor subscriber engagement, such as open rates and click-through rates, to determine the relevance and quality of your emails. Low engagement can negatively impact your email deliverability.
The quality of your email list is critical to email deliverability. Email addresses that are invalid, outdated, or fake can trigger spam filters and damage your sender reputation.
Email authentication protocols such as SPF, DKIM, and DMARC can help verify that your emails are legitimate and not spoofed. Implementing these protocols can improve email deliverability.
Internet Service Providers (ISPs) often use filters to identify and block spam. Your email may be filtered based on the recipient’s ISP, their spam filter settings, or their personal preferences.
Spam filters. Spam filters are designed to identify and block unwanted or unsolicited emails. If your emails trigger spam filters, they may be sent to the spam folder or blocked entirely.
Bounce rates. Bounce rates occur when your emails are returned to you because they were undeliverable. High bounce rates can negatively impact your sender reputation and email deliverability.
Blacklisting. If your email address or domain is blacklisted, your emails may be blocked or sent to the spam folder by ISPs and spam filters.
Unengaged subscribers. Unengaged subscribers who do not open or click on your emails can negatively impact your email deliverability by signaling to ISPs and spam filters that your emails are not relevant or valuable.
Poor sender reputation. Your sender reputation is based on your email sending practices, such as the frequency of your emails, the content of your emails, and the engagement of your subscribers. A poor sender reputation can negatively impact your email deliverability.
Email list quality. If your email list contains invalid or fake email addresses, your emails may bounce or trigger spam filters, negatively impacting your email deliverability.
Technical issues. Technical issues such as server downtime or email configuration problems can also impact email deliverability.
Improving email deliverability is not an easy task, in order to achieve good email deliverability follow our tips.
1. Build a high-quality email list. Focus on building an email list of engaged subscribers who have given you permission to email them.
2. Use a recognizable sender name and email address. Use a sender name and email address that your subscribers will recognize and trust.
3. Implement email authentication protocols. Implement SPF, DKIM, and DMARC protocols to authenticate your emails and prevent spoofing.
4. Avoid using spam trigger words. Avoid using words that commonly trigger spam filters, such as “free,” “discount,” or “limited time offer.”
5. Use a clear subject line. Use a clear and concise subject line that accurately reflects the content of your email.
6. Segment your email list. Segment your email list based on subscriber preferences or behavior to ensure that your emails are relevant and targeted.
7. Monitor email engagement metrics. Monitor your email engagement metrics such as open rates, click-through rates, and unsubscribe rates to identify issues and improve your email content.
8. Optimize email content for mobile. Optimize your email content for mobile devices, as the majority of emails are now opened on mobile devices.
9. Test your emails. Test your emails to ensure that they are rendering correctly and not triggering spam filters.
10. Follow email marketing best practices. Follow best practices for email marketing, such as providing a clear opt-out process and honoring subscriber preferences.
By implementing these tips, you can improve your email deliverability and ensure that your emails are reaching the inbox of your subscribers.
Email deliverability services can help you improve your email deliverability by providing you with insights and tools to monitor and optimize your email campaigns. Here are a few ways that an email deliverability service can help:
Provide email authentication. Email deliverability services can help you implement email authentication protocols such as SPF, DKIM, and DMARC to verify the legitimacy of your emails and prevent spoofing.
Monitor deliverability metrics. Email deliverability services can monitor your email deliverability metrics, such as open rates, click-through rates, and bounce rates, to identify any issues and help you improve your email content and targeting.
Identify deliverability issues. Email deliverability services can identify deliverability issues such as blacklisting, spam traps, or poor sender reputation and provide guidance on how to address these issues.
Offer deliverability testing. Email deliverability services can provide deliverability testing to ensure that your emails are rendering correctly and not triggering spam filters.
Provide deliverability consulting. Email deliverability services can offer consulting services to help you improve your email deliverability and optimize your email campaigns.
By using an email deliverability service, you can ensure that your emails are reaching the inbox of your subscribers and maximize the effectiveness of your email marketing efforts.
Read also – How to improve deliverability with email deliverability tools
Warmy.io can help you fix email deliverability issues and improve email deliverability by providing you with a comprehensive email outreach solution that is designed to engage your target audience while avoiding spam filters and other common email deliverability issues.