Email deliverability is a top-of-mind topic for email marketers. How can you be sure your messages end up at their intended destination?
We're talking email deliverability, which means the percentage of your emails that land in the recipients' inboxes instead of recording a bounce or hitting the spam folder. Several factors can impact email deliverability. Understanding and managing these factors is crucial for successful email marketing and communication. Here are some key factors affecting email deliverability.
BTW tinyAlbert handles all of these essential components, so you can send worry-free campaigns and automations.
tinyAlbert sender reputation
The reputation of the sender's domain and IP address plays a huge role in email deliverability. Email service providers (ESPs) and internet service providers (ISPs) use sender reputation to determine whether an email should be delivered to the inbox or marked as spam. A good sender reputation is built through consistent, relevant, and engaging email practices.
Not all server managers care about their reputation or the email content sent from their systems.
Email authentication
Implementing email authentication protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) helps verify the legitimacy of the sender and prevents email spoofing and phishing.
List quality
The quality of your email list is crucial. Maintain a clean and engaged list by regularly removing inactive subscribers, invalid email addresses, and spam traps. Avoid buying email lists, as they often contain outdated or low-quality email addresses.
Engagement metrics
ISPs monitor engagement metrics like open rates, click-through rates (CTR), and spam complaints to determine the relevance and value of your emails. High engagement signals a positive sender reputation, while low engagement may lead to deliverability issues. One way to keep the rates high is to avoid using a sender email address that comes from a free email service provider (like Yahoo and others).
Content and spam triggers
Emails with spammy content, excessive use of capital letters, misleading subject lines, or certain keywords can trigger spam filters. Use relevant and valuable content, and avoid common spam triggers to improve deliverability.
Frequency and consistency
Sending emails at irregular intervals or bombarding subscribers with too many messages can lead to decreased engagement, potential deliverability issues, and a few nasty messages from irate readers. Maintain a consistent sending schedule that aligns with subscriber expectations.
ISP filtering
Different ISPs have varying filtering algorithms. Emails that pass one ISP's filters might not do well with others. Monitor deliverability across various ISPs and adjust your email practices accordingly.
Bounce handling
Manage bounce rates effectively. Soft bounces (temporary delivery failures) may be retried, while hard bounces (permanent failures) should be removed from your list immediately.
List segmentation
Segment your email list based on subscribers' preferences, behaviour, or demographics. Targeted and relevant content leads to higher engagement and better deliverability.
Mobile optimization
With a significant portion of emails being opened on mobile devices, ensure your emails are mobile-friendly and render well on various screen sizes. All messages from tinyAlbert are mobile responsive and easy to customize.
Unsubscribe process
Make it easy for recipients to unsubscribe from your emails. A clear and visible unsubscribe link helps avoid spam complaints and maintains a positive sender reputation.
Last thought
By paying attention to these factors and maintaining best practices, you can improve your email deliverability and ensure your messages reach the intended recipients' inboxes effectively.