What Is Email Deliverability and Why Is It Important?
It takes a bit more time to understand what exactly email deliverability is. But it is easy to understand what it is not.
Email deliverability is not the same as email delivery status.
If you have done at least one email marketing campaign, you must be familiar with email delivery status. All transactional email service providers offer those fancy reports containing colorful tables and diagrams illustrating the percentage of delivered, bounced, and spam-marked emails in a marketing campaign.
It usually has a high percentage of emails in the delivered status. This basically indicates that the bulk of the emails that you sent have been delivered to the destination. But, again, it is not the same as email deliverability.
How to Define Email Deliverability?
Email deliverability applies to all those emails that are in the delivered status. In simple terms, it tells you where exactly the delivered email messages end up in the recipient’s mailbox.
Has that sunk in?
Well, here is a more detailed explanation.
Any electronic mailbox, take for instance a Gmail mailbox, will have multiple tabs and folders. In Gmail, you have “primary” tab, “social” tab and “promotions” tab. There is a spam folder as well. The AI based spam filter and the algorithm behind the mailbox automatically segregates the incoming emails, based on a number of factors, and deposits them to the most suitable tab or folder.
Occasionally the algorithms make mistakes too. That’s why you sometimes find an important email from a client or a service provider in the spam folder.
Email deliverability tells you exactly where in the mailbox – that is, in which tab or which folder – an email message ends up.
Why is Email Deliverability Important?
If you are an experienced email marketer, you will have already figured out its importance. And you may have understood what your campaigns have been lacking all along.
For others, let me explain.
The fact is that people only ‘see’ the emails in the primary tab of inbox. For emails that arrive at the other tabs and folders, they have to look – which online users do only when they desperately need something.
If you are not getting enough or anticipated responses for your email campaign, the problem may be with email deliverability. If the email is well-written and has the right kind of engaging content, if it is formatted and coded in the optimum fashion, if it has all the standard email etiquettes in place, and if it is sent to genuine potential customers who opted for such mails, then the problem could be with email deliverability.
How do you expect a genuine potential customer to respond to your mails if he or she is not ‘seeing’ your emails at all? How will they see it if the email ends up in, for example, social or promotions tab – or, worse, in the spam folder?
If you are into email marketing, or plan to do so in future, you must track email deliverability. You need to ensure that the emails are landing in the primary tab.
Everything else that you do is wasteful if the deliverability is not right.
How Do Spam Filters and Mailbox Algorithms Manage Email Deliverability
Different algorithms have different practices. Basically, the software checks certain factors to find out to which category the email belongs to.
There are many factors that come under the scanner of inbox management software. Some of the usual suspects are
• Email Authentication (Technical Protocols)
• Sender score
• Content conventions
Email authentication. It involves certain protocols, such as Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-Based Message Authentication, Reporting, and Conformance (DMARC), that you or your transactional email service provider follow. Email inbox algorithms check these protocols to validate the origins of the email and to find out the most optimum tab or folder to deposit the message to.
Sender score. This is the score of the email ID from which the marketing emails are sent. The score is based on the feedback from internet service providers and actual user engagement based on AI.
Content conventions. This refers to standard practices for creating the email content. It involves several methods, ranging from simple things such as the use of capitals and exclamation marks to slightly complex things such as the coding and formatting of the mail content.
This is an evolving area. As the software solutions become more advanced and new trends emerge, there will be many more factors that affect email deliverability.
How to Get Best Email Deliverability
The goal of the email marketer is to sell a product, or a service. Or at least, the emails should bring potential customers to the website or app where the product or service is sold. That is the basic function of all marketing emails.
Getting the right deliverability involves ticking off a lot of boxes – some are easy; some are technical.
The easy things are essentially good practices, such as
1. Offering an Unsusbcribe option (that actually works!) and displaying it prominently in the mail
2. Sending mails to only those people who have opted for the service, or at least who are logically likely to become customers. (In other words, do not trust lists from unknown third party sources!)
3. Writing engaging content. There is no point in writing fluff and nonsensical info and sending it to the potential customers (If anything, it will only chase away the potential customers!)
The more complex things are not easy to manage unless you have a competent team who understand the nuances of email deliverability and possess the necessary technical experience.
That’s where you need the service of a hands-on email deliverability expert who does this day in, day out – such as InboxSys.
It is always better to go for an expert in this aspect of email marketing. After all, what is the use of sending well-crafted and well-coded emails if they end up in the distant unchecked corners of the recipients’ mailbox?
You need an expert’s help on this because email deliverability matters – for your sales.