Deliverability
What is deliverability?
Deliverability in email marketing is vital for the success of any campaign you run; it refers to the action of landing an email in the recipient’s inbox.
1. How to calculate the deliverability rate
In other words, the deliverability rate is the percentage of sent emails that successfully land in the inbox compared to the total number sent.
Therefore, the most common formula to get your deliverability rate would be:
(delivered emails / total subscribers) * 100 = deliverability rate %
2. Factors that affect deliverability
Deliverability depends on multiple factors; all of them either help or hinder you from achieving good deliverability. Some things you need to keep in mind to reach the inbox are:
– Watch out for spam complaints. If many recipients mark your emails as spam, you’ll face deliverability issues and get blocked by destination servers.
– Avoid using purchased databases. Using bought databases is tempting, but you’re contacting people who don’t know you, which can cause multiple spam problems.
– Spamtrap emails can severely damage your reputation. Spamtraps are email addresses used to detect unwanted and fraudulent emails; having spamtraps on your mailing lists will get your emails blocked.
– Sender domain and IP reputation. If the sender domain you use has a good reputation, as well as your outgoing email IP, your deliverability will be excellent.
– Engagement is key. The engagement you get on your email campaigns is a relevant factor for deliverability. If recipients open your emails, reply, and click your links, their mail servers will learn you’re a trusted sender and your deliverability will increase.
– Segmentation is a winning strategy. Having your contact list properly segmented allows you to send each newsletter to the right audience, substantially increasing deliverability and engagement with your subscribers.
– Keep the design simple to succeed. Avoid overusing images, or text with different colors and sizes. If you create simple designs and avoid complications, your deliverability will be higher.
– Check your spam score before sending. There are multiple validators that pre-evaluate how antispam services will perceive your email. Test if your design has spam issues with Mailrelay.
– Stay away from JavaScript and CSS. Email clients don’t support JavaScript or CSS in your emails, as this can cause blocks and negatively impact your deliverability. Need to include an animation? Use animated GIFs instead.