Understanding bad email deliverability and how to fix it is essential since it is perhaps the most crucial part of email marketing—no need to panic if this all seems too much to take in.
To help you increase the proportion of sent emails that are read, we’ve put together this simple tutorial.
One of the most profitable marketing strategies is email advertising, which can generate as much as a $36 ROI.
But if your emails aren’t being delivered to recipients’ inboxes, it won’t matter how great your content is, how beautiful your design is, how tempting your offers are, or how extensive your email list is.
For this reason, it’s crucial to ensure and enhance email deliverability via rigorous testing. In this piece, we’ll discuss how to analyze your email’s deliverability and what you can do to enhance it.
Read on to find out how to ensure your communications reach your subscribers instead of their dreaded spam folders.
The difference between sending an email and having it read by a human being is “deliverability.” If your emails aren’t making it into your recipients’ inboxes, your “deliverability rate” is low. It’s the proportion of sent emails that get opened.
This aspect is not the same as the pace at which emails are delivered. The email delivery rate is the proportion of messages sent to your subscribers successfully received by their email providers’ servers.
So, let’s examine methods for analyzing and bettering email deliverability.
Table of Contents
- How to Make Sure Your Emails Get Sent
- Authentication of Email
- Stay away from spam filters.
- Divide the subscribers into two groups: the active and the inactive.
- Include a valid and easily recognized sender address.
- Watch out for your sender’s credibility.
How to Make Sure Your Emails Get Sent
1. Study opening rates.
If you see a decline in your email’s open rates, it may be an early warning sign that your deliverability is failing. It’s important to compare your findings with current email marketing standards since what seems like a low open rate can be the average for your area.
One may determine a campaign’s open rate by dividing the number of unique openings by the total number of emails delivered (not including email bounces).
A low average open rate might indicate that your emails aren’t being delivered to the intended recipients’ inboxes, prompting you to investigate this issue further.
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2. Use a test email to your inbox
Inbox preview is a fast and easy method to test the appearance of your new email campaign without spending any money. A word of caution, though: an email that reaches your inbox may end up in someone else’s spam bin.
3. Email deliverability testing software
Spam content, HTML issues, email authentication, and a return route for bounced communications may all be inspected using one of the many available email testing tools.
4. Ensuring the layout and responsiveness are checked.
What factors in most is how your subscribers respond to your emails. Testing for factors like mobile responsiveness and how the email appears in dark mode might increase its deliverability.
5. Email inbox location
The proportion of your emails that end up in the inbox instead of the spam bin may be calculated using an inbox placement tool. Some services will check how well your emails display in many inbox programs.
When in doubt, test again before hitting the “Send” button. It would be best if you verified your professional credibility by using a deliverability tool.
6. Maximizing your message’s potential to reach its intended recipient
If deliverability is an intermittent problem, you need not worry. The most important thing is to send relevant and timely emails to those who have opted into your list. Listed below are some preventative measures you may take to ensure your emails reach their intended recipients.
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Authentication of Email
How can recipients of your email messages verify that you are who you pretend you are?
Internet service providers (ISPs) like Gmail and Outlook employ email authentication methods to determine the authenticity of an email sender and block spam.
Your domain’s DNS (Domain Name Server) records should contain the protocols SPF (Sender Policy Framework), Sender ID, DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance).
Tools like these go further by comparing IP addresses to confirm that the email address provided matches the domain from which it was sent.
For convenience, a single authentication with an ESP is required to send email from your domain. That way, the servers everywhere will know that the email address you’re using is yours. Because of this, fewer of your messages will be marked as spam or garbage.
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Stay away from spam filters.
Internet service providers (ISPs) act as gatekeepers, continually monitoring and filtering suspicious, spammy, and phishing emails from customers’ inboxes. Because of this, you need to put extra effort into ensuring your emails look and read well to win favor with the recipient.
Spam filters, such as SpamAssassin, examine many aspects of your email’s content to determine if it’s spam or a legitimate message from one of your subscribers.
Divide the subscribers into two groups: the active and the inactive.
Do you want more individuals to read your emails? Create targeted, tailored campaigns and use subscriber behavior to divide your audience into subsets to provide more relevant messages. While your current subscribers may be satisfied with the status quo, you may find success with a win-back email campaign targeting your inactive subscribers.
If recipients aren’t opening or clicking through your emails, it’s generally better to stop sending them. As part of your standard procedure for maintaining your email list, you should prune your contact list periodically.
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Include a valid and easily recognized sender address.
In addition to helping others recognize who you are, this also helps spam filters do their job.
Always sign off with your or consistent brand name when sending promotional emails. Permit users to respond to preexisting email addresses from your domain, such as [email protected] As a result, the success rate of business emails is higher than that of consumer ones.
Watch out for your sender’s credibility.
ISPs will give you a score for your sender reputation behind the scenes based on several criteria. The quality of your email marketing, the regularity of your mailings, the size of your subscriber list, and your subscribers’ engagement are all examples.
Your email domain’s reputation improves as the score rises. If your sender’s reputation is poor or unfavorable, the system may sort your emails into spam or garbage folders if they ever make it that far.
ISPs are essential allies for you to have as an email marketer. Maintaining a trustworthy online profile through email is time-consuming and simple to damage, in the same vein as a genuine credit rating.
A good reputation ensures that you are only contacting those who have specifically requested to receive your newsletters through email.
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