Email Deliverability Tips to Optimize your Email Campaign

Email remains the channel that delivers the highest ROI out of all other marketing options. It would be a missed chance not to optimize the power of email for your business. You need to understand the most crucial aspect of email to create the best campaign is deliverability.  

Email deliverability is an essential metric of any email campaign. It determines whether your emails end up in your target audience’s inboxes. Although your deliverability rates seem good on paper, this may not be reflected in your results. And why is this? Email deliverability is determined by more than a specific factor, some of which is out of your hands. 

Let’s discuss email deliverability and how it affects email campaigns, including the best tips for optimizing for successful results. 

What is email deliverability?

The goal of email deliverability is to ensure that your email is sent. However, it’s more complex than it sounds. Assume your most recent email evaluation report shows you have a 99% deliverability rate. That seems like a great score, yet the deliverability rate can be deceiving. One crucial point is missing.

You don’t only want your email delivered. You want your email to land in your customer’s inbox. The ultimate purpose of email deliverability is to get high inbox placement. Spam emails are still considered delivered. Therefore, the delivery rate needs to reveal something regarding inbox placement. Try not to be misled by high delivery rates and concentrate on inbox placement. So, what is the best way to achieve good inbox placement? To answer, you must first understand the entire email path.

Soft bounce and hard bounce

The majority of your emails will be delivered. Some, however, will be suppressed, implying that no attempt is made to send them. There could be several explanations for this. Perhaps the targeted recipient has withdrawn their consent. When your ESP prepares to send the email, it evaluates approval and suppresses it for that address.

Most of the emails that are successfully sent should be delivered. That is, they should reach their intended recipient. Those that have not been soft or hard bounced.

A soft bounce might happen for a variety of reasons. If you tried to email someone with a full inbox in the past, you might have received a soft bounce. Most email service providers now give considerably larger inboxes; thus, this is rarely the cause of a soft bounce.

A hard bounce indicates that you attempted to email an invalid, non-existent address. If you get a lot of hard bounces, ISPs will assume your mailing list needs to be cleaner. You can purge your list by performing email validation. 

Suggested Read: How To Promote Your Events With Email Marketing?

How does email deliverability affect the achievement of an email marketing campaign?

Since email deliverability measures the success of your emails reaching the inbox without being bounced or flagged as spam, it is a vital aspect of any email campaign. 

Your email deliverability is directly linked to your sender reputation, a score assigned to an entity that sends emails by an Internet Service Provider (ISP). The higher your score, the more likely an ISP will send emails to recipients in their network’s inboxes. Suppose the score falls below a specific level. In that case, the ISP may route the message to the recipient’s spam folders or reject it entirely, meaning your intended recipients may not even receive your emails in the first place.

Ending up in spam folders can substantially negatively impact your sender’s reputation. An ISP-owned spam trap is an unregulated email address. This email address could be an abandoned one reclaimed by an ISP or a fresh new one created purely for spam trapping. In any case, it should not be on your mailing list. Good email hygiene is another essential part of ensuring successful email campaigns.

How to optimize email deliverability?

Every business should focus on a few main factors to optimize email deliverability. While not every aspect of email deliverability is in your control, playing around with these elements is entirely up to you.

Your mailing list

Your email list quality is always crucial, but if you’re a new sender or have a unique IP address, that’s all the ISP knows about you.

Your content

Although spam messages from a high-reputation sender will have fewer delivery concerns than valuable ones from a low-reputation sender, it’s best to avoid using tactics that could land your emails in the spam folder. 

Relevance and Frequency

ISPs will be more rigorous with you if you send emails every day. In this instance, you must segment your mailing list. Is your message the same for everyone? Do you personalize your content? Relevance to your subscribers will significantly impact engagement and, as a result, delivery. 

Conclusion

Your engagement will benefit by ensuring you follow the best practices to improve your email deliverability. Email deliverability is an essential metric, and once you understand how it is measured, put the tips into action and see how quickly your campaign’s reach improves. 

Also Read: 5 Practical Hacks To Enhance Your Email Marketing Campaigns