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Email Deliverability: Importance & How to Improve?

In today’s digital world, there are different types of digital marketing methods available, but for digital marketers, email marketing remains an integral part of the digital marketing strategy. Some people prefer emails as a mode of communication. For some, it is a marketing channel that can be optimized with ease.

In an ideal world, email would simply mean writing the message and hitting the send button, but email marketers know that its complex, and email deliverability is where it begins. Email deliverability is the pillar of email marketing. If your emails are not landing in your prospect’s inbox, you don’t have an email marketing strategy.

Things such as list building, selecting or creating an email template, creating landing pages, and attractive offers are worthless unless your deliverability is not optimized. In this article, we’ll talk about email deliverability, its importance, and how you can improve your deliverability. So, let’s get started!

Importance of Email Deliverability

You need to understand the importance of email deliverability because it will help you in your email marketing strategy. To understand why email deliverability is essential, you should know the difference between email deliverability and delivery.

Email Delivery Vs. Email Deliverability

You need to know the difference between email delivery and deliverability to understand the importance of email deliverability. There is some overlap between delivery and deliverability, but both the terms are considered separately in email marketing.

  • Email delivery is the process of writing a message, hitting send, and the time when it reached your prospects inbox. For example, if you sent an email and it landed in your customer’s inbox in 4-seconds, that’s the email delivery.
  • Email deliverability doesn’t mean how quickly your recipient received your email. However, that’s a part of it, but it focuses on inbox placement. Deliverability is the science behind ending up in the customer’s inbox rather than spam or junk folder. The process involves a clean recipient list, authentication methods, and domain reputation, etc.

Now you know the fundamental difference between email delivery and deliverability. If your email ends up in the customer’s junk or spam folder, your email strategy is worthless. You won’t be able to increase your sales, and it would be a loss of revenue. The hard work that you did in preparing the landing pages and designing the templates that would be of no use if your email ends up in the spam or junk folders. All of these factors increase the importance of email deliverability.

How to Improve Email Deliverability?

Improving your email deliverability rate is not a one-time game; it’s a continuous process. Different ways can help you achieve good email deliverability. Here are some of the methods that you can try to improve your email deliverability:

  1. If you have a new ESP, don’t jump in straightway and start sending an email because that’s the biggest mistake. When you jump to a new ESP and get a dedicated IP address for yourself, your email sender reputation is left behind with your old IP address. If you start sending emails with your new ESP with no email sender reputation, ISP’s will think of you as a spammer, and your emails will end up in spam folders. The best way is to build a good reputation, start sending emails in batches. Once you have a good email sender score, then you can start sending bulk emails.
  2. As discussed in the above point, that email sender reputation is important. You should check your email sender score and see if that’s okay or if you need any improvement. Keep monitoring your reputation and adjust accordingly.
  3. Keeping an eye on analytics is important because sometimes everything will be going smoothly, but suddenly, your email deliverability rate will crash. So, it is recommended that you look at your analytics regularly and see any issues that need to be fixed.
  4. You can use shared securely monitored IP pools to improve your email sender reputation because most businesses use shared IP pools, which is the best solution.
  5. Another thing that you can do to improve your email deliverability is by adding value to your email. Adding value to your email will decrease your complaint rate and increase your sender reputation. Moreover, it will help you in converting prospects into paying customers. You can lead generation tools coupled with LinkedIn to improve your recipient profile. Marketing automation tools such as GetResponse and MailChimp can add value and enhance customer journeys.

The Bottom Line!

If your emails are not landing in your prospect’s inbox, you’re not doing it right. You should constantly monitor the analytics and see your email subscribers’ engagement level and make changes in your strategy according to their needs. The results will improve your email deliverability rate.

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