According to the data available on google, 74 trillion emails are sent every year. Among these emails, 50% of emails are delivered to the spam folder. This is a huge number and trouble-making in one way or another.
Table of Contents
- What is email deliverability?
- Why email deliverability is important?
- It will not let you become a spammer
- It boosts the conversion rate
- What is an email bounce?
- Soft bounce
- Hard bounce
- Email deliverability best practices
- Build trust and relationship
- Keep your email list healthy
- Choose the best email marketing platform
- Conclusion
It means that a huge chunk of the audience will not receive your emails failing of time, effort, and money. Sending messages in the inboxes is highly important for marketers to make the email marketing campaign successful. If you are unable to land in the mailbox of the users, you will be on the losing side.
Email delivery and email deliverability are two different things. Sending emails is not enough for you to get the results. For example, if you are sending emails that are delivered in the spam or junk folder, what will be the use of them?
Users do not read the emails in the spam folder, rather, they delete them even without opening them. In order to avoid failure, maintain your deliverability rate. If the users report you as spam, it will damage your reputation.
When the emails are in the spam folder, they will reduce the conversion rate, resulting in low sales. Now, what do you need to do to improve email deliverability? This is what we shall discuss in the article.
What Is Email Deliverability?
Email deliverability is the ability to land in the mailbox of the users. Along with it, the number of emails accepted by the ISP (email service provider) determines your email deliverability. It is not easy as it looks, because your message needs to be passed through the check posts like spam filters.
Over time, the spam filters, set up by various ESPs (email service providers) have become so sophisticated as they do not let pass through any unnecessary information, marking the message as spam.
If you send anything that is not according to the terms of the spam filters, it will be destined to land in the social, promotional, junk folder, or mailbox, this phenomenon is known as email reputation checks.
Why Email Deliverability Is Important?
Email deliverability is important to boost sales. When the emails land in the mailbox, the open and click-through rate automatically increases. If the users are opening up your emails it means that they will make some purchases.
On the other hand, if the emails are going to the junk folder, they will remain there for a while, and then will be sent to the delete folder. Moreover, email deliverability is highly important for the below-mentioned reasons:
It Will Not Let You Become a Spammer
If the email deliverability rates are higher, it will not let you become a spammer. As we already know, spam filters are set up by the ESPs, that determine the future of your email marketing campaign.
Ensure that you follow the best practices of sending emails to the inbox.
It Boosts the Conversion Rate
We are well aware of the fact that around 50% of the emails are never seen by the users. If you will be part of that 50% that is going in the junk folder, you need to revisit your email strategy. Your email will be opened only when it will be placed in the primary folder, i.e., inbox.
With the advent of email marketing automation software, it has become easy to track your email campaign performance. You can check if the emails are going to the inbox or junk folder. By keeping an eye on the performance of your email deliverability, you can change your strategy when needed.
What Is an Email Bounce?
Email bounce means the failure to deliver emails in any of the folders including, inbox, promotional, or junk folder.
Two types of email bounces will be discussed in the upcoming lines:
Soft Bounce
A soft bounce is when your messages are not being delivered to the audience temporarily. There could be many reasons behind this including full mailboxes, the servers being down, or the file size being too large.
Initially, the space issues were one of the top reasons for the soft bounce because only a limited number of messages could be received. Today, although space issues are not so overwhelming, if the number of messages increases suddenly, that might become the issue.
Hard Bounce
A hard bounce is when you send your emails to email addresses that do not exist. Most of the time it happens when a person adds a fake email address or some kind of typos. If the email address is wrong, your will message will not be delivered, resulting in a hard bounce, and this issue is permanent.
The best practice in this regard is that you need to delete the hard-bounced email addresses and keep your email list healthy. If you will keep sending messages to these email addresses, it will damage your email sender's reputation, and decreases email deliverability.
Email Deliverability Best Practices
Email deliverability depends upon various factors. It is more about reputation but it doesn’t mean reputation is the only factor that is responsible for email deliverability. The content of the email is equally important in this regard.
Here are some of the fundamentals you need to keep in mind if you want to hit the mailbox:
Build Trust and Relationship
Relationship building is the most important factor to improve your email marketing. If you fulfill the expectations of the users, they will remain intact with you, otherwise, vice versa.
Sending timely and relevant emails will give you a chance to penetrate the hearts of the users. Your users will keep opening the emails, which will increase credibility and deliverability.
Keep Your Email List Healthy
A healthy email list will give you more and more success. Keep an eye on the email spam and bounce rate. Never hesitate to clean your email list to increase deliverability.
Choose the Best Email Marketing Platform
Chose the best email marketing automation tool that helps you design and sends your email campaigns right in the inbox.
Conclusion
To conclude, email deliverability is something that measures the success of your email campaign. All you need is to follow the best practices and choose a reliable email marketing automation tool to ensure your success.
