Understanding What Impacts Your Email Deliverability and What You Can Do About It

Even though social media and other digital channels have grown in popularity over the past decade, email remains one of the most powerful tools for marketers and businesses. It doesn't mean it is completely foolproof, though. Email deliverability can be a challenge, and understanding what affects it and how to improve it is essential.

To ensure that your emails reach their intended audience, you should know that there are several factors that impact email deliverability. Some of the most critical ones include the sender's reputation, the content of the email, the recipient's preferences, and the email's technical characteristics.

Each of these factors has an effect on email deliverability, and understanding how they work together can help you maximize the chances of getting your messages to the intended recipients. So, let's look at each of these factors in more detail.

Sender Reputation

A sender's reputation is essentially the way in which internet service providers (ISPs) view your email address. ISPs want to ensure that their users are receiving legitimate emails from reputable senders. If your email address has a poor reputation, the chances of your emails being marked as spam or blocked altogether are higher.

One of the simplest ways of maintaining a good reputation is to use a reputable email service provider (ESP), such as Gmail or Outlook. These services have established relationships with ISPs, meaning that emails sent from their platforms are more likely to be delivered.

This doesn't mean you cannot use your own email server. Instead, you should ensure that you have an active list of contacts and that you practice responsible email marketing. This includes sending targeted emails, avoiding spam triggers, and so on. You should also keep an eye on any external resources, such as RBL blacklists explained or even major anti-spam organizations.

Content of the Email

The content of an email has a significant impact on deliverability. First and foremost, it's important to ensure that the content of your emails is appropriate for your recipients and fits their interests. If the contents are irrelevant or not interesting to the recipients, they are likely to hit the "delete" button without a second thought.

The tone of your emails is also important – using overly salesy copy or trying to "trick" recipients into opening your emails is a surefire way to get flagged as spam. Instead, use engaging and personalized content that will add value for the reader while also promoting your service/product in a natural and appropriate manner.

It should be noted that some recipients will flag your emails as spam just because they noticed they come from you – a sender that is not in their address book but is trying to sell some product.

Recipients Preferences

It's essential to understand the preferences of your recipients. Knowing their interests and when they are more likely to read emails can help you ensure that your messages have a higher rate of engagement. Many people only check their emails a few times per day, so understanding when your contacts are online is crucial.

It's also important to consider the devices that your recipients use to read their emails. More and more people are accessing their inboxes on mobile devices such as smartphones and tablets. As a result, it's essential to ensure that your email design is responsive and looks good on all screen sizes.

Finally, you should also give recipients the option to unsubscribe from your emails if they no longer want to receive them. This may seem counter-intuitive, but it's actually much better than having recipients mark your emails as spam. Not only will this improve your sender reputation, but it will also reduce the chances of getting blacklisted by ISPs in the future.

Email Technical Characteristics

The technical characteristics of an email play a crucial role in deliverability on the ESP side. This means your email service provider is analyzing the content of the email to ensure it's not spam and uses methods like link analysis and content filtering.

It's important to note that there is no magic recipe for a perfect email, as each ESP has its own set of rules. However, there are some best practices that you can follow to ensure your emails have a better chance of being delivered.

• Use a professional template – avoid using free email templates, as they are often flagged as spam.
• Use a consistent from name and address – this will help recipients recognize your emails more easily.
• Include a clear subject line – make sure the subject reflects the contents of your email.
• Use alt text for images – many recipients have images turned off by default, so including alt text ensures that they can still understand your message.
• Include a plain-text version – some recipients may prefer to receive a plain-text email, so including one can improve deliverability.
• Avoid spammy words and terms – using terms like free or limited-time offer in your subject line is likely to get your email flagged as spam.

To Sum Up

Email deliverability can be a challenge, but understanding the factors that impact it is essential to ensure your messages are reaching their intended recipients. Sender reputation, email content, recipient preferences, and technical characteristics all play a role in deliverability.

By taking these factors into account and following best practices, you can improve your chances of getting your emails delivered successfully. Just remember that there is no magic recipe for a perfect email – each ESP has its own rules, so it's important to test and optimize your messages to ensure they are delivered successfully.