Email Deliverability 101

Marketers obsess over designing innovative emails, writing compelling copy and killer subject lines, and crafting powerful calls-to-action, but what’s the point if that labor of love never reaches the inbox?

Email deliverability challenges are a common issue for many brands. According to Return Path’s 2018 Deliverability Benchmark report, roughly one in five emails don’t reach their intended audience.

With nearly 15% of emails diverted to the spam folder or blocked entirely, marketers are missing valuable opportunities to build stronger relationships with their subscribers. In fact, Litmus found that one-third of marketers have had email deliverability issues.

Let’s talk about email deliverability, why it matters, and how to ensure your email gets delivered. Can’t wait? Get our Email Deliverability Checklist to boost your delivery rates, optimize your inbox placement across your subscriber list, and avoid the dreaded spam folder (or worse, the Boogie Man blacklist).

What is Email Deliverability?

In a nutshell, email deliverability is the ability to deliver emails to subscribers’ inboxes. Email service providers, blacklists, and spam filters work together to ensure recipients receive quality content and aren’t inundated by spam.

They look at every aspect of your email – from its content to the sending IP address – to decide whether to stop your email in its tracks or give it the green light into your inbox.

What’s a busy marketer to do to ensure their emails arrive? Successful deliverability depends on a combination of essential factors, including authentication, email reputation, database health and subscriber engagement, and content quality. Only emails that pass these tests make it to the finish line.

Factors That Hurt Deliverability

Too often, marketers don’t think about deliverability until it’s too late. What are you doing (maybe without even knowing it!) that’s killing your email deliverability? Factors that damage deliverability include:

  • Sending without custom authentication
  • Using single opt-in
  • Sending from a free domain email address
  • Using spam triggering email subject lines
  • Making it difficult to unsubscribe
  • Having low quality content

While email deliverability can never be guaranteed, with quality content, a strong domain reputation, a solid IP reputation, and proper email-sending practices, you can reduce deliverability issues and maximize your odds.

Get Your Message Delivered

Deliverability is complex and can be daunting, and if you’re sending millions or billions of emails, it can get even more complicated. Download our step-by-step Email Deliverability Checklist to maximize the deliverability of your email sends, skyrocket your engagement stats, and steer clear of spam folders.

Looking for some hands-on help? Get in touch to develop a plan with one of our email experts to improve your deliverability and get your emails into more inboxes. Ready to up your open rate and get more clicks to your website? Let’s get started.