Do you believe that a killer headline and persuasive email copy are enough to nail your email marketing? Then you are forgoing one of the most important and underrated aspects of email marketing, i.e., the email deliverability rate.

The success of your email marketing campaign hinges on an often overlooked and unappreciated metric: the email deliverability rate. With a low deliverability rate, even the best of your emails lose their chance to win prospects.

The email deliverability rate has a drastic impact on your campaigns and profit. It is time that you make this metric a priority while launching and measuring email marketing campaigns.

Let’s dig deep into the basics of email deliverability rate and how to improve it.

What is email deliverability?

Email deliverability rate is the ratio between the number of emails delivered to your prospects and the number of emails that reach their inboxes. Calculating the email deliverability rate will tell you about the number of emails that went straight to the spam folder. Additionally, some emails are blocked or turned down by ISP fillers, leading to a poor email deliverability rate.

Why is email deliverability important?

• Poor email deliverability leads to more emails landing in the spam folder.
• Poor email deliverability affects your domain reputation because the internet service providers you use track the way your recipients interact with the mail you send.
• A high email deliverability rate means higher engagement, better click-through rates, and potential conversions.

Improving your email deliverability is not just essential for your emails to reach the desired inboxes; it also determines the effectiveness of your email campaign.

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Top Tips to Improve Email Deliverability

Authenticating your email domain

The first step in improving your email deliverability rate is to authenticate your email domain. It involves certain steps to build the right email infrastructure and also ensure security using the defined protocols. When done right, it protects your emails and subscribers from phishing and spam attacks.

Email authentication protocols such as SPF (sender policy framework), DomainKeys Identified Mail (DKIM), and DMARC (domain-based message authentication reporting and compliance) give your email proper authentication and prove the legitimacy of your emails.

Use a dedicated IP address

Many low-budget marketers use a shared IP address, and maintaining a good domain reputation is easy here when other domains are doing well. But there is a catch here: when you share your IP address with others, you have less control, and the activities of the other domain owners can affect your sender’s reputation. It may trigger email servers to blacklist your emails since you are also sharing the same IP address.

The solution is to invest in a dedicated IP address, with which you can enjoy control over your sender reputation and prevent your email servers from blacklisting your emails.

Keeping a Clean Email List

Always keep a check on your email list. The chances are high that your old email list has plenty of fake and outdated email addresses. And even among your loyal customers, there are a few who are not interested in receiving your emails.

You should identify these red flags from your email lists and clean your list regularly to ensure that your emails are being sent to those who are interested. This will help you reduce bounce rates and spam scores.

Write helpful and non-spammy content

Besides the technical metrics that judge your email deliverability, you should also work on the content added to your email. Always ensure that the content you send through emails is useful, informative, and relevant to your target audience. Crafting engaging emails is one of the best ways to maintain high deliverability rates. Your subscribers will be attracted to emails that appeal to them. It is also a possibility that they move your emails from the junk folder to their primary inboxes.

Even with a clean email list, you can capture your audience’s attention with crisp, relevant, and engaging content.

Optimizing Content for Different ISPs

To improve your email deliverability, you must create content that makes your ISPs happy. ISPs are internet service providers. Whenever you send emails, they pass through ISPs before reaching the mailbox providers. ISPs have control over the further transmission of your emails if they find them suspicious.

To keep your ISPs happy with your emails, you should:

• Avoid sending spam emails.
• Avoid sending generalized emails.
• Improve your domain reputation.

Wrapping Up

Your email marketing campaigns should be monitored constantly. The more you are careful about your email deliverability, the better will be the chances of conversion and sales. While you can follow the above-mentioned tips to improve your email deliverability rates, there are other supportive email metrics you can track, such as sender score, that help you manage your email campaigns well.

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