Why email deliverability is critical for maximising ROI

If your email marketing isn’t working it could be because no one is receiving your emails.

Email deliverability measures the success rate of your email making it to the inbox of your attended recipient without the email provider bouncing it or marking it as spam.

It is important because we want to make sure your emails reach their destination and you get that much important return on investment. Even if your email addresses are correct, if your send credibility is low you could find your emails going directly to junk.

Because your recipients determine your send credibility it is important to understand how they are interacting with your emails – and there is only one way to do this – tracking them. Bounce rates, open rates, unsubscribe rates, click-through rates, and spam complaints all contribute to your engagement, which is one of the most important factors in determining email deliverability

What determines whether an email hits the inbox?

Having a clean list – having an email list free from incorrect or risky addresses and one which contains people who actually want to receive emails from you is the foundation for any good email marketing campaign. The better the quality of your list, the higher your open rates and the less likely you are to receive spam complaints.

Authenticate your emails and use a ‘reply-to’ address when your email address contains your official company name, email providers know you are not a spammer. 

Email marketing platforms such as AWeber automatically authenticate emails for you and provides pre-coded email templates which help you avoid spam filters (incorrect coding or even code that comes out of Microsoft Word can often trigger spam filters).

“We estimate that spam filters block 10-20% of email from subscribers’ inboxes. Spam filters use a list of criteria to ensure the integrity of the email and sender – these criteria are constantly changing.” Mailchimp

Get permission – it is important your recipients have given you permission to send emails to them. Opt-in emails and adding an “add us to your address book” button to your emails helps to avoid being labelled as spam. Recipients don’t always remember opting in, so welcome emails and authentication follow ups are important when you get new subscribers. Once a recipient labels you as spam it can be difficult to get out of the spam folder.

Don’t write spammy content – spam filters will flag certain words and language and score your email based on how many phrases your email contains. There are tools like GlockApps which enable you to check the spam score of your email before you send it out and make the necessary changes.

Use a trusted IP address – your own company IP address can affect spam filters. Some spam filters will flag email campaigns if they have received spam emails from that IP address in the past.

Automated email platforms such as AWeber deliver emails through their servers, not your own which reduces the chances of landing in spam.

From Our Customers...

“Think New has set up an email system which has enabled us to identify who’s actually opening, reading and passing on our emails. In the past, when we sent an email there was no traceability, you didn’t know if it had been received or opened.

The new system is much more user friendly, we can track our progress, segment our list so we target who we send to – there’s a lot more flexibility.” Kiran Chhagn – Marketing Coordinator, ISL Industrial Ltd

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