Скачать или смотреть How to increase email deliverability?

Email deliverability is the ratio of the number of messages sent and received by the recipient's SMTP server to the total number of messages that were sent.

Email delivery metrics confirm that your mail has been accepted by the Mailbox Provider (MBP) servers.

MBPs are also known as Internet Service Providers (ISPs), such as Gmail, Hotmail, and Yahoo.

You need to understand that even the best email campaigns can't be successful if you don't follow the delivery guidelines. Deliverability is a critical factor in email, because no matter how hard you try with your campaign, if your email doesn't end up in your inbox, then all your work is pointless.

The first thing to understand is that email delivery is not the same as email abandonment. What is the difference, let's see.

Email delivery is when the email is successfully delivered to the receiving server.

Email deliverability is when an email is successfully delivered to a person's mailbox.

It’s possible to have good email delivery but poor deliverability because the email landed in a person’s spam folder rather than their inbox.

Why do you need to monitor the good deliverability of your emails?

1. Take a leading position among competitors. The more deliverability issues, the fewer attention users pay to you. And this means that you are missing out on a lot of opportunities and some customers go to other companies.

2. Email has the highest ROI of any other digital marketing channel. According to Litmus, for every dollar that marketers spend on email marketing, they get $42 in return.

3. Good deliverability allows you to avoid unnecessary costs for your email campaign. The most annoying thing is when you waste your time and effort, your money, and then see how your letters end up in the spam folder.

4. Make sure that the authentication settings have been made correctly. If your audience receives messages from you, then you have permission from email providers to do so.

5. Make sure that the mailing service is working. Automated services that provide email distribution services are essentially intermediaries between you and the provider.

How well the letters reach the recipients will largely depend on the reputation of the service you have chosen. This is because it uses its own SMTP server in its work.

6. See if there are any mistakes in the work. In addition to technical issues, deliverability can also be affected by the number of people who have moved your messages to Spam. Therefore, if you see that the indicator has fallen, you need to quickly figure out the reasons and only then start making any changes to the mailing list.

As you can see, deliverability is a key factor in the success of your email campaign that is important and worth paying attention to.

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