Basics of Email Marketing: Make sure your Emails get delivered

Email marketing is just part of the process, where we create interesting emails for specific people. But if these emails don't reach the right inboxes, all our work is wasted.

The next step is email deliverability, making sure emails get to the people we send them to and don't end up in the spam folder. Lots of things affect this, like how good our reputation is as senders and what Internet companies think of us.

In this article, we'll explain what email deliverability is, why it's important, and what affects it. Making sure emails get where they need to go is really important for successful email campaigns. Good SMTP Service Providers help a lot with this by making sure emails smoothly reach people's inboxes.

Email Deliverability: What is it?

Email deliverability is the process of ensuring that emails successfully reach recipients' inboxes. While it seems straightforward, it's more than just adding subscribers and sending promotions. Various factors influence email delivery, with Internet Service Providers (ISPs) playing a crucial role. ISPs evaluate sender reputation, domain credibility, and adherence to best practices before determining email placement. Additionally, user feedback, such as marking emails as spam, impacts deliverability.

Consider using a reliable SMTP server for email marketing to optimize email deliverability. This server ensures emails are sent securely and efficiently, enhancing the chances of landing in recipients' inboxes. By prioritizing deliverability and utilizing the right SMTP Server For Email Marketing, businesses can improve their email marketing effectiveness and reach a broader audience.

What distinguishes delivery from deliverability?

Even if you have a healthy delivery rate, you could still experience deliverability problems. Even though one affects the other, these are indeed two separate measurements.

An email reaches the recipient with a guaranteed delivery record. It has not bounced because the recipient's mailbox is offline or there is another reason. The high bounce rate of your sender can influence negatively your reputation and, as a consequence, your deliverability. The scope of the problem with email list maintenance will be disclosed in this section.

The term "Email deliverability" refers to the target where emails get after reaching the receiver, they could be in the inbox or the spam folder. Deliverability is a multi-faceted concept that is affected by different factors like spam complaints, sender and domain reputation, and email authentication. Below, we'll explore in more detail each of them.

The importance of email deliverability

Here are a few explanations why effective email deliverability is essential to your email program's success. It facilitates:

Access the inbox

We have discussed above how you can assist your email recipients' inboxes by improving email deliverability. You should meet your responsibility to make sure that there is somebody who receives your emails if they subscribe to your email list.

Consider the following scenario: a subscriber joins your email list and that of the competition. At the same time, your email lands in the recipient's inbox, and the opposition's message ends up in the spam bin. That means the user can wallow in the spam world and still be interacting with your rival.

Keep your sender's reputation positive

You don't want ISPs or recipients to think of you as a spammer. Deliverability will suffer if certain signals, which we'll explain below, start to harm your sender's reputation, which will then harm your reputation. Avoid getting sucked into this loop.

Reach your marketing objectives

The goal of your email campaign will be achieved when you accomplish a particular purpose, such as generating sales, downloads, signups, and so on. On the other hand, when the deliverability of your emails is poor, your subscribers are unable to receive them and therefore, you will never be able to achieve your expected results. The deliverability of emails has to be good for the optimum chance of conversions of subscribers into buyers or any other intended action.

What factors influence email delivery?

Deliverability is not solely influenced by the content and design of emails; there are other significant factors at play as well. Background operations related to sender reputation and list management also heavily impact deliverability.

Here are some key factors that can affect deliverability, along with advice on how to address them.

Upkeep of email lists

By regularly cleaning up your email list, you may lower the number of hard bounces and unread emails, which ISPs track. Here are a few ideas for maintaining a clean email list.

Address disinterested parties

Do some of your email receivers ignore or delete them? Try the following strategies:

Try a re-engagement campaign to ask these users how frequently they would like to hear from you or to unsubscribe if they are no longer interested.

Lessen the number of emails you send to these users.

Any outdated email addresses that didn't respond to your re-engagement effort and ignored your communications should be deleted.

Eliminate erroneous addresses

Hard bounces are often due to invalid email addresses (e. g. a former employee's work email address) or email addresses that were typed in incorrectly.

It is irrespective of the origin of these untrue email addresses, clean them out regularly to avoid hard bounces, which you intend to have no more than 0. 5 percent. This will let ISPs know that you are sending emails to genuine addresses intentionally instead of any methods that may be interpreted as spam.

Reduce the frequency of emails that you send out to these people. All the old email addresses you sent re-engagement to that didn't respond and ignored all your communications should be removed.

Use a tool for email validation

Using an email validation tool, you can ensure you only include valid email addresses in your list. T the Email Address Validation API may spot bogus data, including incorrectly written, dormant, or nonexistent email addresses. To reduce hard bounces, provide email validation when users sign up for your list.

Email verification

Senders can prove to ISPs that they are actual senders and not spammers or spoofers by using a few authentication protocols. Deliverability may suffer if you don't use these protocols for authentication.

Among these protocols are:

The Sender Policy Framework (SPF): allows it to determine which mail servers are authorized to deliver emails from a specific domain.

Domain Keys Identified Mail (DKIM): Using a digital "signature" verifies that a message was approved and sent by the sender responsible for the domain.

Domain-based message authentication (DMARC): reporting and conformance enable senders to designate how ISPs should respond to emails that are not verified using the aforementioned techniques