Email Marketing is an important part of a company’s reach, as it is often used to provide its subscribers with newsletters, promotional offers, and other pieces of informative content. While email deliverability is one of the easiest ways to reach large numbers of people at a time, it’s important to pay attention to how deliverable your messages are.
Currently, delivering a message to a subscriber is not as simple as writing a compelling piece of content with a bland subject line. Spam filters, though convenient in general, often get in the way when it comes to delivering content to your subscriber lists. This is why paying close attention to your email deliverability metrics is so important.
When a company sends content with high deliverability, they’re more likely to engage an audience and generate better ROI than sending messages without considering its deliverability metrics.
What is Email Deliverability?
As the term suggests, email deliverability is a message’s ability to reach the desired inbox rather than becoming flagged by a spam filter. Because people do not like having their email inboxes flooded with spam emails that do not interest them, many messages that fit certain criteria are delivered directly to the spam folder even if they are not spammy in nature.
When it comes to delivering useful information to subscriber lists, there are several things that senders can do to avoid having their messages mistaken for spam.
For example, senders should avoid sending emails that contain a slew of images, sending emails from free domain addresses, or sending emails that have questionable subject lines.
What is the Difference Between Email Delivery and Email Deliverability?
While email deliverability refers to the likelihood that sent emails will reach the inbox they’re directed to, delivery refers to the act of handing a message off to its desired address. Deliverability impacts delivery, meaning that messages with high deliverability are most likely to reach their intended destination. Messages with low deliverability, however, are likely to be delivered to a subscriber’s spam folder or even blocked from future deliveries.
Deliverability is often confused with the term “delivered rate” which is related to a message’s deliverability but does not mean the exact same thing. Delivered rates are a breakdown of a message’s deliverability and exactly where messages are delivered to, whether the message is blocked by the recipient, or received in either the spam folder or inbox. Each destination still counts as “delivered” in terms of delivered rates.
This means that even if a company has a large percentage of its messages marked as “delivered” in their delivery rates, any part of that percentage could include each of the destinations mentioned. A company with 95% delivered rates might sound good, but when broken down, the percentage may show that only 30% of the messages actually reach the inbox, 20% are blocked, and 45% end up in the spam folder.
Why is Email Deliverability Important?
As a business owner, it’s important to have the best possible chance of reaching your subscribers’ inboxes so that they are more likely to read your content. To do so, it’s a good idea to improve your email deliverability.
Take a look at the content that you’re planning to send and determine ways that you can make it more interesting. Keep in mind that your subscribers likely receive quite a few emails each day, and most of them end up in their spam folder. To stand out above the rest of the messages your subscribers receive, it’s crucial that you make your subject lines engaging, yet straightforward. Give them a reason to open your messages.
In addition, it’s a good idea to take a look at the content itself. Determine whether your message is one that’s appropriate (and likely to be appreciated) by all of the people subscribed to you.
The number of emails you send in a given period is another factor that impacts deliverability. If subscribers are receiving long-winded emails too often, they’re likely to send them to the spam folder to avoid the bother. Schedule your messages, send them at a reasonable frequency, and focus on your audience’s preferences. If you know your consumer base, you can design your content so that it caters to their liking. read more Digital Marketing
Deliverability is best improved when emails behave like they’re being sent from one human being to another. Authenticate your emails before sending them, use double opt-in options over single opt-ins (this way you know your subscribers really want your content), use clear subject lines, and make the “unsubscribe” option easy to find. This may sound counter-productive, but giving subscribers a way out can greatly reduce spam folder deliveries.
If you’re a business owner looking for ways to improve your company’s email deliverability, look no further.
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