Marketers have long struggled with email deliverability – the challenge of getting their emails seen and opened by their intended recipients. Poor rates often equate to poor campaign performance, and it’s essential to maintain a high rate if you’re to have any chance of success. But how do you make sure your emails get through? In this article, we’ll look at deliverability, the factors that influence it, and outline what professional email deliverability solutions can do to help.

Defining Email Deliverability

Email deliverability is a measure of how successful an email sender is in getting emails delivered to their intended recipients. It refers to the ability of an email message to make it through spam filters and other email server security measures, as well as to not be blocked by the recipient’s ISP. A number of factors can affect deliverability, including the sender’s reputation, content quality, and IP address blacklisting.

Why Email Deliverability Matters

Email deliverability is a telltale indicator of how effective a marketing campaign’s implementation is going. High rates mean that most messages are making it through to their respective audiences, while low ones suggest that emails aren’t getting the chance to be seen at all. The latter is a big problem if left unaddressed, as it reduces the potential impact and conversions of campaigns overall. With fewer people seeing your messages, you’ve automatically got a smaller pool of people to engage and likely lesser returns. Not only that, but poor email deliverability can also waste time and resources – why put all that hard work into your campaign if it’s just going to fall on deaf ears?

In this sense, a good deliverability rate ensures that you’re maximizing your potential reach and getting the most bang for your buck. It’s also a good indicator of how well you’re managing your email program, as high deliverability rates signify that you’re avoiding spam traps and other pitfalls.

What Goes Into Improving Email Deliverability?

Improving email deliverability starts with understanding the factors that affect it. The following are some of the most important considerations to keep in mind.

Sender Reputation: The sender’s reputation is one of the most important factors in determining deliverability. It’s based on various factors such as email hygiene, spam complaints, and IP address reputation.

Content Quality: Content that’s seen as spammy or irrelevant can be flagged by spam filters, so it’s important to make sure your content is relevant and engaging while avoiding any words or phrases that could trigger the filters.

SMTP Authentication: SMTP authentication helps to ensure that the emails you’re sending are actually coming from your domain and not a spoofed address.

IP Address Blacklisting: IP addresses can become blacklisted if they are associated with sending out spam or other malicious activity.

Other practices, such as domain warm-up and list segmentation can also help to improve deliverability and ensure that your emails get through. These can be done manually if you’ve got the time and patience or automated with the help of email deliverability services.

Read Also: 5 Reasons Why Email Marketing Is Still The Best Strategy For Ecommerce Companies In 2021

What Are Email Deliverability Services?

Email deliverability services are tools that help you to monitor and improve your email deliverability rates. They provide a suite of features designed to simplify the process of managing deliverability, such as automated list segmentation, domain warm-up, IP address blacklist monitoring, and more.

These services are particularly helpful if you don’t have the time or resources to manually manage your deliverability. They consolidate all of the essential practices you’d need to implement in order to improve the metric into one hands-free, easy-to-use platform.

What Are The Benefits Of Email Deliverability Services?

Some marketers are hesitant to get started with email deliverability services, pointing out that they come at an added cost. But when compared to what it takes to improve deliverability yourself, the return on investment is more than clear. Consider the following benefits.

Improved Inbox Delivery

The most obvious benefit of an email deliverability service is improved inbox delivery. This means that more of your emails will be delivered straight to the inbox instead of ending up in junk or spam folders.

Better Reputation Management

Having a good reputation with ISPs allows you to achieve higher email deliverability rates and ensures your emails don’t end up in recipients’ junk folders. A deliverability service makes this process easier, providing you with expert advice and feedback on how to improve your reputation.

Increased Automation Options

Many email deliverability services offer additional automation features that can help you manage campaigns more efficiently – like automatic bounce management, delivery optimization, and automated testing. All of these features can save you time and effort, giving you more resources to focus on other aspects of your email marketing initiatives.

Expert Insights And Analytics

Email deliverability services provide marketers with valuable insights into the performance of their campaigns. This includes data on open rates, click-through rates, unsubscribes, and other metrics that can help you better understand and optimize your efforts.

Email deliverability should never be overlooked for its potential to improve a campaign’s ability and overall success. By understanding the factors that affect it and using services to automate certain processes, you can ensure that your emails get seen by their intended recipients.

Looking for somewhere to start? Growbots provides powerful email deliverability services to help you get the most out of your campaigns.

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