7 Best Practices to Improve Email Deliverability

improve email deliverability rates

Emails generate the highest ROI or Return on Investment. Email marketing generates $44 for every $1 spent, leading to a staggering ROI of 4400%! There is no doubt that email marketing is one of the most popular and significant forms of marketing around the world.

As emails are so incredibly important in the digital marketing scene of today, they have high marketing potential when applied strategically. Email deliverability is one of the first steps in ensuring your campaign gets the right response. Read on to find out more about how email deliverability works, why it is so important to improve email deliverability rates, and how we can help you with it.

What’s email deliverability?

Email deliverability is a measure of an email server’s ability to deliver emails to recipients’ inboxes and is an important indication of the overall effectiveness of email marketing campaigns. While as a marketer, you can plan the most elaborate campaigns, it will not result in profitable conversion, unless the content reaches the recipients without ending up in their spam folder. Email deliverability is what gets your message to them, effectively and depends on multiple factors.

Why is email deliverability important?

As an email marketer, you regularly come across terms like email delivery rate, bounce rate, etc. Let’s discuss how email deliverability rates are relevant to email marketing and your business. What impact does it have on a company’s email marketing strategies and customers?

Even the best thought-of and planned email campaigns will fall short if they don’t reach the target audience. Emails cannot get to their destination in time if good email deliverability practices are not followed. In short, this serves as one of the critical steps in the chain, that helps companies engage with their customers.

Simply put, it is the email deliverability that decides whether an email campaign makes-it-or breaks-it! Sign up here if you are looking for better outcomes from your email marketing programs.

Factors impacting email deliverability

Now that we know how important email deliverability is, let us take a look at the various factors that affect email deliverability. Let us start with things marketers need to avoid.

Several practices hurt email deliverability, and hence, must be avoided to maintain reasonable conversion rates. These include:

1. Sending emails without authentication
2. Sending email to single opt-in addresses
3. Using a free domain address
4. Using spammy subject lines
5. Making the unsubscribe button hard to locate
6. Using short URLs within the email body
7. Including too many images in your email

Furthermore, here are the metrics that marketers can use to analyze their deliverability rates. Going over these metrics will help provide valuable insight into how people engage with your content and over time, reveals trends in target audience behavior.

1. Bounce rates
2. Email delivery rates
3. Email open rates
4. Click-through rates
5. Number of people who have unsubscribed
6. Spam complaints

How can marketers ensure good sender reputation?

For your email campaign to turn out successful, you need to be able to get across to as many people in your mailing list as possible. This can be done only if you have a reasonable email reputation. A good email reputation ensures that ESPs or email providers will treat your emails as relevant and wanted. A poor sender reputation, on the other hand, leads to filtering and elimination. So how can one maintain a good reputation?

Here are a few tips for establishing a good email reputation.

1. Build a strong domain reputation
2. Consider using a business domain rather than an unoccupied webmail address.
3. To improve brand recognition, you can also create multiple emails from the same domain. For example, [email protected], [email protected], and [email protected], etc.
4. Authenticate your domain either through DomainKeys Identified Mail (DKIM) or manually.
5. Make sure you send emails only to opt-in subscribers.
6. Absolutely refrain from using purchased email lists.
7. Ensure your email has quality content which interests your subscribers.

Email marketing is growing

As per a study conducted by the Radicati Group, over 3.8 billion emails are sent every day. Out of this, about 124.5 billion are business emails and another 111.1 billion are consumer emails. Propeller CRM, through research, concluded that 14.5 billion spam messages are sent and received each day. So how do you as a marketer ensure that you fall into the first category and not the latter?

Seek help from email marketing experts

As email traffic increases on a global scale, the consumer’s inbox turns into a coveted place where marketers have to earn a place for their campaign emails. Email marketing solutions offered by Esanosys can help your company gain the upper hand, in this race for pole position in the customer’s inbox.

At Esanosys, our email marketing experts provide end-to-end email marketing campaign management encompassing all aspects of email marketing – email template designing, campaign management, deployment of dedicated email marketing servers, etc. Think you need help with your email marketing campaigns? Hit us up, and let us help you transform your email marketing campaigns the right way.

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