Introduction
Email deliverability is the process of making sure your emails actually reach your recipients. It sounds simple enough, but there are a lot of factors that can affect whether or not an email makes it to its intended destination.
There are a number of things you can do to improve your email deliverability, and in this blog post we’ll go over some of the most important ones. By following these tips, you can be sure that more of your emails will make it into your recipients’ inboxes.
Four Pillars of Email Deliverability
Email deliverability is the process of making sure that your emails arrive in the inboxes of your recipients. It’s a complex process, but there are four key pillars that you need to focus on in order to improve your chances of successful email delivery:
1. Email authentication: Make sure that your emails are coming from a verified sender address and that they include all the necessary SPF and DKIM information.
2. IP reputation: Keep an eye on your IP address reputation score and take steps to improve it if necessary. A good IP reputation is essential for successful email delivery.
3. Email content: Pay close attention to the content of your emails and make sure that they’re not likely to trigger spam filters. Avoid using excessive keywords, images, and links, and focus on providing valuable content that your recipients will appreciate.
4. Email list quality: Keep your email list clean and up-to-date by regularly removing inactive or invalid addresses. This will help improve your overall delivery rate and ensure that your messages are reaching the people who want to receive them.
Reputation
The reputation of your email is one of the most important factors in deliverability. Your email reputation is based on a number of factors, including the quality of your list, the frequency of your emails, and the engagement of your subscribers.
There are a few key things you can do to improve your email reputation and deliverability:
1. Keep your list clean and updated. Remove bounced addresses and unsubscribes regularly. This will help keep your list engaged and prevent complaints from non-active subscribers.
2. Monitor your open and click rates. If you see a sudden drop in engagement, it could be an indication that your emails are not being delivered. Make sure to investigate and take action to improve delivery if necessary.
3. Use a double opt-in process for new subscribers. This helps ensure that only people who really want to receive your emails are on your list, which reduces the chances of complaints and improves deliverability.
4. Avoid using spammy words or phrases in your subject lines or content. This can trigger spam filters and result in your emails being blocked or sent to recipients’ junk folders
Authentication
Email authentication is a method used to verify that an email message is really from the sender it claims to be from. This is done by verifying the message’s headers, which contain information about the sender and the route the email took to get to your inbox.
There are three main types of email authentication: SPF, DKIM, and DMARC. SPF (Sender Policy Framework) checks whether the sender’s IP address is authorized to send emails on behalf of the domain. DKIM (Domain Keys Identified Mail) uses a digital signature to verify that an email wasn’t changed in transit. DMARC (Domain-based Message Authentication, Reporting & Conformance) is umbrella protocol that combines SPF and DKIM, and provides a way for senders and receivers to report on whether messages being authenticated correctly.
Using one or more of these methods can help improve your email deliverability making it more likely that your messages will pass spam filters and delivered to the recipient’s inbox.
Content
Email deliverability is the process of getting emails into recipients’ inboxes. It’s a complex issue, but there are some basic steps you can take to improve your chances of success.
First, make sure you’re using a reputable email service provider (ESP). They will have the necessary infrastructure in place to ensure that your emails are delivered successfully. Second, avoid using spammy keywords or phrases in your subject lines or content. These will trigger spam filters and decrease your chances of successful delivery. Third, keep your list of recipients up-to-date by regularly removing inactive users. This will help improve your overall deliverability rate. Finally, monitor your bounces and unsubscribe rates so you can identify any potential problems early on.
Following these simple steps, you can improve your email deliverability and increase the chances that your messages will seen their intended recipients.
Engagement
When it comes to engagement, there are a few key things to keep in mind. First, make sure your emails are relevant and targeted to your audience. No one wants to receive irrelevant emails, so make sure you’re only sending messages that will interest your recipients. Secondly, keep your emails short and to the point. No one wants to read a long, drawn-out email – they’ll likely just delete it without even reading it. Keep your messages concise and clear so that people will actually read them.
Finally, include a call to action in every email you send. What do you want people to do after reading your email? Include a link or button that directs them to take the desired action, whether it’s signing up for your newsletter or making a purchase on your website. Following these tips, you ensure that your emails engaging and more likely to read your recipients.
How to Improve Your Sending Reputation
There are a number of things you can do to improve your sending reputation and, as a result, your email deliverability. Below are some tips:
1. Use a reputable email service provider (ESP). This will ensure that your emails are properly formatted and delivered to the recipient’s inbox.
2. Follow best practices for email list management. This includes maintaining a clean list of subscribers, using confirmed opt-ins, and removing inactive users on a regular basis.
3. Avoid using spammy keywords in your email content. This can trigger spam filters and result in your emails being blocked or sent to the recipient’s junk folder.
4. Monitor your bounce rate and unsubscribe rate. If either of these rates is high, it could an indication that your emails not being well-received recipients. Make sure to address any issues that could be causing this before continuing to send emails.
5. Pay attention to the overall engagement of your emails. If people regularly opening and clicking through your emails, it’s a good sign that they’re interested in what you have to say. On the other hand, if engagement is low, it could be an indication that your content is not relevant to your audience or that they’re not finding it valuable.
More Email Marketing Resources to Improve Deliverability and More
Email deliverability can be a complex and sensitive topic. The best way to ensure your messages delivered is to partner with an email service provider (ESP) that specializes in deliverability. However, there are a number of things you can do to improve your email deliverability on your own.
Here are some additional resources to help you improve your email deliverability:
-The Ultimate Guide to Email Deliverability from SendGrid
-7 Ways to Improve Your Email Delivery Rates from HubSpot
-How to Improve Email Deliverability from Constant Contact
-Email Deliverability 101 from AWeber
