The success of your email marketing campaign depends on whether the email is successfully placed in the inbox. On average, only 83% of emails reach the inbox. But sometimes, the email may not even reach the recipient’s server. This means that if the email fails to reach the recipient, all your strategy, segmentation, and content efforts will be in vain.
Email deliverability is often confused with email deliverability. So, through this guide, we’ll first define email deliverability and present you with best practices to improve your email deliverability.
What is email deliverability?
Email delivery rate refers to the iran email list percentage of emails that are accepted by the recipient’s server without bounce. This process starts when you click Send, because this is the communication between the sending server and the receiving server, at which point the receiving server decides whether to accept the message.
This is an accurate metric because it quantifies the number of emails that actually reached recipients minus the small number of bounces. But it only tells you a little bit about whether those emails ended up in the inbox or spam folder.
Why is email deliverability important?
It is important to ensure that your emails are delivered successfully. If they are not delivered, what is the point of sending them?
This not only ensures your message gets delivered, but also helps maintain a positive IP reputation.
This will damage your sender reputation, causing your emails to be consistently marked as spam and end up in spam folders. As a result, your future email campaigns will have a harder time getting delivered.
Email delivery vs. email deliverability
The terms “delivery” and “deliverability” are often used interchangeably. However, recognizing the difference in their functionality is critical to ensuring the success of your email marketing campaigns.
Email delivery refers to whether the recipient’s server received your email. Through this metric, we can determine the proportion of emails that did not bounce.
Email deliverability refers to how successfully an email reaches a recipient’s inbox instead of landing in a spam folder. This part of the email journey focuses on measuring the number of emails that reach the primary tab of a recipient’s inbox, indicating that the email was successfully delivered and placed properly.
It is possible to have a high delivery rate but poor deliverability. Delivery rate is very accurate, while deliverability is basically an educated guess based on the trend of the metric over time.
Formula for measuring email deliverability and email placement rate
Email delivery rate = [(Number of emails sent – Number of bounced emails) / Total number of emails sent] * 100%
The deliverability rate measures the percentage of emails that are successfully delivered to the recipient’s server. Conversely, the bounce rate determines the number of emails that were not accepted by the inbox and were returned to the sender. Bounce rates below 2% are generally considered good, as they do not significantly affect the performance of the campaign.
Email deliverability = (Number of emails delivered to recipients’ inboxes) / (Total number of emails sent)Since deliverability refers to the optimal frequency of posting in telegram channels posts per day percentage of emails that actually land in the inbox, the rest may end up in spam, promotions, or social folders, places where recipients rarely view them.
Bounces refer to the number of emails rejected by the receiving server for various reasons. Bounces are divided into two types:
- Hard bounces are caused by permanent issues, such as an invalid email address or a non-existent domain. This often happens when users use temporary or fake email addresses.
- Soft bounces are usually caused by temporary reasons, such as problems with the recipient’s server or a full inbox.
As soon as a bounce occurs, the recipient’s server will immediately send an automatic message – a non-delivery report. This can provide you with relevant information about why the bounce occurred.
You can calculate your bounce rate as follows: Email bounce rate = (number of bounced emails / total number of emails sent) * 100
Best Practices for Improving Email Deliverability
When senders implement the following best practices, they will increase email deliverability and reduce bounces.
1. Keep your mailing list clean
Maintaining your email list is key to reducing your bounce rate. It’s natural for emails to lapse, and poor quality data can have a huge impact on your marketing effectiveness. According to Zero Bounce, email lists have a minimum of 23% unsubscribe rate each year. When this happens, emails bounce and go undelivered. To avoid this, you can implement the following tips to help you clean up your email list:
- Start by identifying those people who frequently interact with your emails.
- Sometimes people may forget that they are subscribed to your mailing list due to their busy work schedule. In such cases, send them a final reminder email and give them the option to continue subscribing/unsubscribing. This way, you can find duplicates in your list.
- Now, remove duplicate addresses because sending mails to them will hamper your important mail metrics, thus putting your mails at risk of getting put into the spam folder.
- Identify spam addresses; simply remove those that don’t look legitimate. For example, strawberrycupcake
- Mailing lists often contain spelling errors. Correct obvious spelling errors and make them correct. For example: [email protected] should be corrected t
2. Verify your email address by setting up double opt-in
By doing this, email marketers are adb directory not only able to prevent fake email addresses, but also misspelled email addresses and users who are not interested in your emails.
Not only does this process help build stronger relationships with contacts, but you’ll also have solid proof that the recipient voluntarily opted in in the first place. It also ensures that only valid email addresses are verified by clicking on the confirmation link from their mailbox. This reduces typos, therefore reduces hard bounces, and doesn’t damage your sender reputation.
3. Don’t buy email lists
Purchasing email marketing lists may not hurt your pocket, but it’s not the way to build a loyal base of email subscribers. These lists are often segmented by job title, industry, and demographics relevant to your business. While many providers promise accurate data and high delivery rates, purchasing email lists can have serious consequences.
The email addresses in purchased lists often belong to people who did not voluntarily subscribe to your emails. In addition, many lists contain outdated and inactive email addresses, which can lead to higher bounce rates. Therefore, sending emails to these recipients may be considered nuisance and affect your sender score.
Yes, it does take time to build an organic list of subscribers who are actually interested in your emails and willing to subscribe. Rather than buying an email list, it’s better to stick to building an organic list of subscribers because these subscribers want to receive your communications and will actively engage with your content.
4. Please check if your email verification tool is available
Email addresses can become invalid or stop being used for a variety of reasons. Some obvious reasons include behavioral changes and technical glitches.
If you remove invalid and inactive email addresses, your emails will be accepted in the recipients’ inboxes. This reduces the chances of bounces and the risk of a bad sender reputation.
There are a variety of email validation tools you can use to thoroughly scan your email list for invalid and inactive email addresses.
5. Avoid large emails
Avoid sending large emails as this is one of the main reasons for email rejections.
Because when you click send, your email goes through various mail transfer agents to reach your inbox. At this time, large emails may encounter delivery problems during this process, causing the email to be bounced. Different email service providers have different limits on the size of emails they are willing to accept.
To reduce bounce rates, knowing the acceptable file size is crucial to ensuring your emails reach your recipients’ inboxes.
Summarize
It is the deliverability rate that ensures the delivery of your emails. However, a high deliverability rate alone does not guarantee the success of your campaign. This shows that you need both. To ensure the successful delivery of your emails, these best practices are essential.
Frequently asked questions
What is email deliverability and placement?
Email delivery rate refers to the percentage of emails accepted by the receiving server. Whereas deliverability refers to the situation in which emails are placed in the inbox.
What can I do if my email delivery rate is less than 60%?
If it’s below 60%, you have to act quickly to identify what’s going wrong.
- Keep your list clean
- Perform backend checks on IP and DNS
- Make sure not to send large emails
What strategies should I use to improve my email deliverability?
The following strategies can help you improve your email deliverability.
- Keep your mailing list clean
- Verify your email address using double confirmation
- Don’t buy mailing lists
