Deliverability is the term used to describe how successful an email marketing campaign is in terms of actually reaching the inbox of the intended recipient. A number of factors can affect deliverability, but the two main ones are the quality of the email list being used and the actions of the email service provider (ESP).

What Is Email Marketing Deliverability?

Deliverability refers to the percentage of messages that are successfully delivered to the intended recipient's inbox. A high deliverability rate means that your messages are more likely to be seen by your intended audience, while a low deliverability rate means that your messages are more likely to be blocked or filtered as spam.

There are a number of factors that can affect your deliverability, including your sender's reputation, the content of your messages, and the configuration of your email server.

Why Is Email Deliverability Important?

Email deliverability is important because it affects your ability to reach your intended audience. If your messages are not delivered to the inbox, they will not be seen by your subscribers. This can have a negative impact on your business, as you will not be able to communicate with your customers or promote your products and services.

How Does Email Deliverability Work?

Email Deliverability Work

Email deliverability is the process of delivering email messages to the inbox of the intended recipient. This process involves a number of steps, including the email server sending the message, the recipient's email server receiving the message, and the message being delivered to the inbox.

Ways to Improve Email Deliverability

Here are a few ways that can help in improving deliverability:

1. Keep the Email Short

If your emails are too long, your recipients may not be able to read them entirely, which could lead to lower deliverability rates. Don't send customers long pieces of content in your newsletters or emails asking them to take action. Instead, try to keep it short and to the point.

2. Send Emails Consistently

You don't want to overwhelm your subscribers with too many emails, but you also don't want to send them too few. Find a happy medium and send your emails on a regular basis. For example, if you send a monthly email newsletter, it should be sent at the same time each month.

3. Keep Your Emails Relevant

Your subscribers will only stay subscribed to your emails if they find them relevant. Keep your emails focused on a single topic and only send information that your subscribers will find useful.

4. Personalize Your Emails

Your subscribers are more likely to engage with your emails if they feel like they are being addressed personally. Use your subscribers' first names in the subject line and throughout your email to make them feel special. You can also make use of to personalize Emails.

5. Use a Call to Action

Your emails should always have a call to action (CTA) so that your subscribers know what to do next. Your CTA could be something like "Click here to learn more" or "Buy now."

6. Use an Email Signature

An email signature is a great way to promote your brand and make your emails appear more professional. Include your company logo, contact information, and social media links in your signature.

7. Test Your Emails

Before you send your emails to your entire list, be sure to test them first. Send a test email to yourself and to a few other people to see how it looks and make sure that all the links work.

8. Monitor Your Email Analytics

Finally, you need to monitor your email analytics to make sure that you're getting the results that you want. Take a look at the open and click-through rates for your emails and see if there are any trends that you can spot. If you're not getting the results that you want, make some changes to your strategy and try again.

Factors That Affect Email Deliverability

There are a number of factors that can affect the deliverability of your emails. Here are some of the important ones:

1. IP Address

Your IP address is a number that identifies your device on the internet. It can be used to see your location and track your online activity. If you're sending a lot of emails, your IP address could get blacklisted. This means that your emails will be blocked by some email providers. To avoid this, you can use a service like MailPoet to send your emails. MailPoet uses a shared IP address, so your emails are less likely to get blocked.

2. Email Content

Your email content can also affect deliverability. If you're sending spam or promotional emails, your emails are more likely to get blocked. To improve deliverability, you should focus on sending high-quality, relevant, and informative emails.

3. Email Frequency

If you're sending too many emails, your emails are more likely to get blocked. To avoid this, you should limit the number of emails you send.

4. Email List Quality

The quality of your email list can also affect deliverability. If you're sending emails to people who haven't opted-in to your list, your emails are more likely to get blocked. To improve deliverability, you should focus on building a high-quality mailing list.

5. Email Service Provider

An email service provider (ESP) is a company that provides email marketing and related services to customers. The services provided by ESPs can include email deliverability, campaign management, analytics, and more. ESPs are often used by businesses of all sizes to send newsletters, promotional emails, and other types of email communications. There are many ESPs to choose from, and the best one for your business will depend on your specific needs and preferences.

6. Blacklisting

Blacklisting is the process of adding a sender or email address to a list of people or organizations that are not allowed to send email to a particular recipient. This can be done manually by the recipient or automatically by an email service provider (ESP). Blacklisting can occur for a variety of reasons, including spam complaints, bounced emails, and more. If you are blacklisted, it can be difficult to get your messages delivered to your recipients.

7. Consistency

Sending consistency is a key factor in maintaining a good sender reputation. Your reputation is based on how often you send an email, how many people open and click your messages, and how often your messages are marked as spam. To keep your reputation high, it's important to send emails regularly and to avoid sudden spikes in email volume.

8. Sender Score

Sender Score is a reputation metric that ranges from 0 to 100. It's based on a number of factors, including deliverability, spam complaints, and more. A high Sender Score indicates a good reputation, while a low Sender Score indicates a poor reputation.

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9. Spam

Spam is unsolicited email, typically sent in large volumes. It's often commercial in nature and can be difficult to block. Spam can damage your sender's reputation and make it difficult to deliver your messages to your recipients.

10. Send Volume

The volume of your messages is an important factor in your sender's reputation. If you're sending a lot of messages, you need to make sure they're high quality. Senders with high complaint rates or poor engagement are often flagged as spam. If you're sending a lot of messages, make sure they're valuable to your recipients.

Why Should You Keep Track of Your Email Deliverability?

Track Email Deliverability

Email deliverability is important for any business that relies on email to communicate with customers. If your emails aren't being delivered, you're missing out on opportunities to engage with your customers and drive sales.

Email deliverability is also a good indicator of your sender's reputation. If you have a good sender reputation, your emails are more likely to be delivered. If you have a poor sender reputation, your emails are more likely to be blocked or sent to spam. To keep track of your email deliverability, you can use a tool or software like MailSend. MailSend will track your email deliverability over time and alert you if there are any problems.

The following pointers shall answer the question as to why one should keep track of their email deliverability:

1. Make It Easy to Unsubscribe

When someone unsubscribes from your email list, make it easy for them. Don't make them go through a long process or ask them to provide a reason. Just let them unsubscribe with one click.

If you make it difficult to unsubscribe, people will mark your emails as spam, which will hurt your deliverability.

2. Send Relevant Content

If you want people to stay subscribed to your email list, make sure you're sending them content that's relevant to their interests. If you're constantly sending irrelevant content, people will unsubscribe and mark your emails as spam.

To make sure you're sending relevant content, segment your email list. That way, you can send different content to different groups of people based on their interests.

Wrapping Up

Email deliverability is important if you want your emails to reach your subscribers. By following the tips in this post, you can improve your email deliverability and make sure your emails reach the people who want to read them.

If you need an automated email sender, use MailSend. This is an email marketing software that can help you get better results for your email deliverability.

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