Deliverability email marketing

Deliverability is a crucial aspect of email marketing that refers to the ability of an email to successfully reach the intended recipient's inbox. Here are some key concepts and strategies related to deliverability:

What affects deliverability?

  1. Domain reputation: The reputation of the sending domain (e.g., your company's domain) can impact deliverability. If your domain has a poor reputation, emails may be flagged as spam.
  2. IP address: The IP address used to send emails can also impact deliverability. If an IP address has a poor reputation, emails may be blocked or flagged as spam.
  3. Content: The content of the email, including subject lines, sender names, and body copy, can affect deliverability. Spam filters may flag emails with certain keywords, phrases, or formatting.
  4. List quality: The quality of the email list, including the accuracy of email addresses and the consent of recipients, can impact deliverability.
  5. Sending frequency: Sending too many emails too frequently can lead to deliverability issues.
  6. Authentication: Authentication protocols like SPF, DKIM, and DMARC can help verify the authenticity of emails and improve deliverability.

Best practices for improving deliverability

  1. Verify and validate email addresses: Use tools like email validation services to ensure email addresses are accurate and valid.
  2. Use a clear and relevant subject line: Avoid using spammy keywords or misleading subject lines.
  3. Use a legitimate sender name and email address: Use a recognizable sender name and email address to build trust with recipients.
  4. Use a clear and concise body copy: Avoid using overly promotional or spammy language in the body of the email.
  5. Use a clear and visible unsubscribe link: Make it easy for recipients to unsubscribe from your emails.
  6. Monitor and adjust your sending frequency: Avoid sending too many emails too frequently, and adjust your sending frequency based on recipient engagement.
  7. Use authentication protocols: Implement SPF, DKIM, and DMARC to verify the authenticity of your emails.
  8. Monitor your domain reputation: Regularly check your domain reputation and take steps to improve it if necessary.
  9. Use a deliverability-focused email service provider: Choose an email service provider that prioritizes deliverability and offers tools to help improve it.
  10. Test and optimize your emails: Test your emails regularly and optimize them based on recipient engagement and feedback.

Common deliverability issues

  1. Spam filters: Emails may be flagged as spam by spam filters, which can prevent them from reaching the recipient's inbox.
  2. Blacklisting: Emails may be blocked by ISPs or email providers due to a poor domain reputation or IP address reputation.
  3. Bounces: Emails may bounce due to invalid or non-existent email addresses.
  4. Complaints: Recipients may mark your emails as spam or report them as unwanted, which can negatively impact your domain reputation.
  5. Unsubscribes: Recipients may unsubscribe from your emails, which can impact your list quality and deliverability.

Deliverability tools and services

  1. Email validation services: Services like Clearbit, Hunter, and NeverBounce help verify and validate email addresses.
  2. Deliverability-focused email service providers: Providers like Mailchimp, Constant Contact, and Klaviyo offer tools and services to help improve deliverability.
  3. Spam filter testing tools: Tools like SpamAssassin and SpamFilter help test and optimize emails for deliverability.
  4. Domain reputation monitoring tools: Tools like SenderScore and Domain Reputation help monitor and improve domain reputation.
  5. Email deliverability consultants: Consultants like Deliverability Pros and Email Deliverability offer expert advice and services to help improve deliverability.