In the ever-evolving landscape of digital communication, mastering the art of email deliverability is paramount for any marketer.
As marketing enthusiasts, our dedication shines through as we invest considerable time meticulously planning every facet of our campaigns.
We painstakingly curate impeccable copy, delve into the intricacies of fonts, colours, and spacing, and engage in thoughtful discussions about personas, target audiences, and messaging
As we navigate the intricacies of the inbox, the key to unlocking unparalleled success lies in 10 quick and effective tips meticulously curated to enhance your email deliverability.
In this comprehensive guide, we will delve into the nuances of sender reputation, authentication protocols, and content optimization.
Table of Contents
- What Do You Mean By Email Delivery
- Email Deliverability vs Email Delivery
- Improving Email Deliverability
What Do You Mean By Email Delivery?
Email delivery refers to the successful transmission and reception of an email from the sender to the recipient’s mailbox. It involves sending an email message and ensuring it reaches the intended recipient without being bounced back or flagged as spam.
The term “delivery” pertains to the acceptance of your message by the recipient. It involves verifying the existence of the domain or email address and ensuring your IP address is not blocked.
For instance: If an email is sent and successfully reaches the recipient’s inbox without being bounced or marked as spam, it is considered a part of successful email delivery.
How to Calculate Email Delivery Rate
Calculating an email delivery rate involves assessing the percentage of emails that were successfully delivered to recipients’ inboxes, excluding bounced or undelivered emails. The formula for calculating the email delivery rate is as follows:
Delivery Rate=(Number of Delivered Emails/Number of Sent Emails)×100
Here’s a step-by-step guide on how to calculate the email delivery rate:
- Determine the Number of Sent Emails
- This represents the total number of emails sent as part of your campaign. It includes both successful deliveries and any bounced or undelivered emails.
- Identify the Number of Delivered Emails
- Count the emails that successfully reached the recipients’ inboxes without bouncing or being marked as spam.
- Apply the Formula
- Use the formula mentioned above to calculate the delivery rate. Multiply the ratio of delivered emails to the total sent emails by 100 to get the percentage.
- Interpret the Result
- The result will be a percentage representing the proportion of emails that successfully reached the intended recipients.
Here’s an example:
If you sent 10,000 emails and 9,500 were successfully delivered, the calculation would be: Delivery Rate=(9,500/10,000)×100=95%.
In this case, the email delivery rate is 95%, indicating that 95% of the sent emails were successfully delivered to recipients’ inboxes. Monitoring delivery rates is crucial for assessing the effectiveness of your email campaigns and ensuring that your messages reach the intended audience.
Several factors contribute to the effective delivery of an email:
- Sender Reputation
- Email service providers (ESPs) assess the sender’s reputation based on factors like past sending behaviour, user engagement, and spam complaints. A positive reputation increases the likelihood of successful email delivery.
- Authentication Protocols
- Content and Formatting
- Emails must comply with industry standards and best practices. Proper formatting, relevant content, and adherence to spam regulations contribute to successful delivery.
- Recipient’s Inbox Configuration
- The recipient’s email server settings and filters play a crucial role. Emails may be filtered based on content, sender reputation, or other criteria set by the recipient or their email service provider.
- List Quality
- Maintaining a clean and engaged email list is essential. Regularly removing inactive or bouncing email addresses helps prevent issues with email deliverability.
- ISP Relations
- Establishing good relationships with Internet Service Providers (ISPs) is crucial. Some organizations send large volumes of emails, and having direct relationships with ISPs can facilitate smoother delivery.
- Monitoring and Analytics
- Regularly monitoring email delivery metrics, such as open rates, click-through rates, and bounce rates, helps identify potential issues and areas for improvement.
- Opt-In Practices
- Ensuring that recipients have opted in to receive emails helps maintain a positive sender reputation and reduces the likelihood of being marked as spam.
Effective email delivery is a critical aspect of email marketing and communication, ensuring that messages reach the intended audience in a timely and reliable manner.
Email Deliverability vs Email Delivery
Email Deliverability
Referred to as inbox placement, this term characterizes the final destination of a delivered message. In essence, deliverability determines whether your email will be situated in the inbox, spam folder, or another designated folder.
It is a measure of how well an email sender can navigate various technical and behavioural factors to ensure that their messages are not only delivered but also reach the intended recipients’ inboxes.
Metrics: Metrics associated with email delivery include bounce rates, open rates, and click-through rates. It provides insights into how well emails are reaching and engaging recipients.
Factors: Key factors influencing email delivery include sender reputation, authentication protocols (SPF, DKIM, DMARC), content quality, and recipient server configurations.
Comparison Between Both Concepts
- Overlap: Both concepts are related, and successful email delivery is a subset of good email deliverability. An email must be delivered to be considered in the deliverability equation.
- Scope: Email delivery is more focused on the technical journey of an email from sender to recipient, while email deliverability extends to factors influencing whether the email is perceived as legitimate and valuable by the recipient and email service providers.
- Metrics Depth: Deliverability metrics offer a deeper understanding of the email campaign’s success by considering factors beyond basic delivery, providing insights into user engagement and sender reputation.
How to Improve Email Deliverability
Improving email deliverability is essential for the success of your email marketing campaigns. Follow these tips to enhance your email deliverability:
1. Build and Maintain a Healthy Email List
Use Double Opt-In
Require subscribers to confirm their email addresses by sending a confirmation email after sign-up.
Set up your email sign-up forms to trigger a confirmation email to new subscribers.
Create Engaging Sign-Up Forms
Design sign-up forms that communicate the value of subscribing and make it easy for users to join.
Optimize form fields, use compelling copy, and consider offering incentives like discounts or exclusive content.
Segment Your List from the Start
Categorize subscribers based on initial preferences or source of sign-up to facilitate targeted communication.
Use custom fields in your sign-up form to gather additional information for segmentation.
Utilize Social Media and Other Channels:
Promote your email list on social media, your website, and other marketing channels.
Share sign-up links, run campaigns, or use social media ads to drive traffic to your sign-up forms.
Host Webinars or Events
Offer webinars or events and encourage attendees to subscribe for updates.
Include a sign-up option during event registration and follow up with additional content post-event.
Regularly Clean Your List:
Remove inactive or bouncing email addresses to improve deliverability.
Conduct periodic list audits and remove subscribers who haven’t engaged within a specific timeframe.
Run Contests or Giveaways:
Organize contests or giveaways with the condition of subscribing to your email list.
Use dedicated landing pages for the contest, and capture email addresses for participation.
2. Authenticate Your Emails
Sender Policy Framework (SPF)
SPF helps prevent email spoofing by allowing the owner of a domain to specify which mail servers are authorized to send emails on behalf of that domain.
- Implementation
- Add an SPF record to your domain’s DNS settings.
- Specify the authorized mail servers in the SPF record.
DomainKeys Identified Mail (DKIM)
DKIM adds a digital signature to your emails, allowing the recipient to verify that the message was sent by an authorized sender and has not been tampered with in transit.
- Implementation
- Generate a DKIM key pair (public and private key).
- Add the DKIM public key to your domain’s DNS settings.
- Sign outgoing emails with the private key.
3. Monitor and Manage the Sender’s Reputation
- Regularly check your sender reputation using tools like SenderScore or similar services.
- Avoid sending emails in large volumes abruptly, as it may trigger spam filters and harm your sender’s reputation.
4. Optimize Email Content
- Craft clear and engaging content while avoiding spam triggers like excessive punctuation or all-caps text.
- Write compelling subject lines that accurately reflect the email content, encouraging recipients to open and engage.
5. Segment Your Email List
- Segment your audience based on preferences, behaviour, or demographics for targeted and relevant content.
- Send personalized product recommendations to a segment of subscribers who have shown interest in similar items.
6. Encourage Subscriber Engagement
- Include a call-to-action (CTA) in your emails to prompt engagement.
- Invite subscribers to click on a link to explore a new product, participate in a survey, or access exclusive content.
7. Manage Bounces and Unsubscribes
- Regularly clean your email list by removing bounced and unsubscribed addresses.
- Set up automated processes to handle bounces and unsubscribes, ensuring your list is up-to-date and accurate.
8. Provide an Easy Unsubscribe Option
- Include a visible and easy-to-use unsubscribe link in every email.
- Add a clear and concise unsubscribe button in the footer of your emails to give subscribers an easy way to opt out.
9. Test and Monitor Deliverability
- Conduct A/B testing for different elements of your emails to identify what resonates best with your audience.
- Test variations of subject lines, content, or sending times to understand how these factors impact deliverability and engagement.
10. Follow Best Sending Practices
- Adhere to industry best practices, such as gradually increasing email volume and avoiding spammy practices.
- Implement a consistent sending schedule and avoid using misleading subject lines or deceptive tactics.
By implementing these tips and maintaining a proactive approach to email deliverability, you can optimize your campaigns, reach your audience effectively, and build a positive sender reputation over time.
Looking for more insights on Email Deliverability tips and tricks? Stay tuned to DigiXL’s Blog for in-depth articles and valuable information!