What does "email deliverability" mean?

Email deliverability gauges the likelihood of your email landing in the intended recipient's inbox, avoiding the spam or junk folder or being blocked. It may sound like email delivery, but they differ. Email delivery means an email server got your message. Deliverability centers on the email's journey to the recipient's main inbox.

Key Components of Email Deliverability

Sender Reputation: Consider sender reputation as your email credit score. It shows how ISPs (Internet Service Providers) view your emails.

Factors shaping your reputation include:

• Past spam complaints
• Email bounce rates
• Engagement metrics, like open and click-through rates

Email Content: Your email content heavily impacts deliverability. Emails with potential spammy terms, large attachments, or misleading subjects might hit spam filters.

Authentication Protocols: Using email authentication like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) can affirm your emails' trustworthiness and source, boosting deliverability.

Engagement: High open and click rates, and user interactions indicate recipients value your emails. Such positive engagement tells email providers that your content is valid. Conversely, frequent deletions or spam markings can harm your deliverability.

List Hygiene: Regularly cleaning your email list is key. Remove inactive subscribers, correct email address errors, and segment your list for better deliverability.

Why Email Deliverability Is Important

Preserving Brand Reputation: Consistent spam folder placements can damage your brand's trust. This may decrease subscribers' chances of interacting with your emails.

Boosting ROI on Email Campaigns: Effective email marketing is powerful. Good deliverability ensures your messages are seen, raising engagement and conversions.

Upholding Sender Reputation: Constantly getting flagged as spam can result in servers blocking your emails, making it tough to regain email servers' and audiences' trust.