Deliverability is part of email marketing that’s all about getting your emails into the inbox. It’s a measure of how well an email campaign performs, taking into account things like spam filters, bounce rates and recipient engagement. Deliverability is more than just sending emails, it’s the whole process of getting the emails sent and opened by the recipient.
Deliverability is key for businesses and marketers as it affects the success of their email campaigns. A high deliverability rate means more emails are getting to the intended audience and more chances of engagement and conversions. A low deliverability rate means many emails are getting lost in transit, being marked as spam or bouncing back and missing out on engagement and sales.
Deliverability is not a single concept but a combination of several components, each contributing to the overall deliverability rate. These components are sender reputation, email content, recipient engagement, and technical factors like IP and domain reputation.
Sender reputation is the trustworthiness of the sender’s email address. It’s determined by factors like the number of emails sent, frequency of sending, number of spam complaints and number of bounced emails. A good sender reputation means more emails get delivered to the recipient’s inbox.
Sender Reputation
Sender’s reputation is a key part of email deliverability. It’s a measure of how trustworthy an email sender is based on their past email-sending behavior. Internet Service Providers (ISPs) use sender’s reputation to decide whether to deliver an email to the recipient’s inbox, or spam folder or not deliver it at all.
Several factors contribute to a sender’s reputation, number of emails sent, frequency of sending, number of spam complaints received, number of emails marked as spam and number of bounced emails. Having a good sender reputation is key to high deliverability rates.
Email Content
Email content also plays a big part in deliverability. Emails with spammy or poorly formatted content are more likely to be marked as spam or not delivered. So make sure your emails are well-written, relevant, and provide value to the recipient.
Also, using certain words or phrases, excessive use of capital letters or exclamation marks and too many links or images can trigger spam filters. So be mindful of your email content and design to get high deliverability rates.
