Email Deliverability: How to Ensure Your Emails Land in the Inbox

Have you ever made amazing emails but lots of people didn’t get to see them? Many share this issue. By 2023, we expect the number of email users to hit 4.3 billion. So, making sure your emails reach your readers is super important.

Knowing your email got sent is good news. But, the big challenge is getting them to the inbox, not spam. In 2019, half of the 293 billion emails sent daily were marked as spam by Gmail. Shockingly, 70% of these were marketing emails, which means 102 billion were missed each year.

A big part of a good email campaign is getting your emails actually seen. Your emails might show a 98% delivery rate. But your deliverability, or the rate at which emails truly reach inboxes, could be just 60%. This means only 60 people out of 100 may see your email.

To reach high on email deliverability, you need to look at many parts. These include your domain/IP reputation, how people interact with your emails, proper authentication, and finding emails the right way. The average rate of getting emails in the inbox is 85%. So, there’s space to make it better.

Before we get into making email deliverability better, let’s understand how important this is.

Learning about email filtering and inbox rules is key to a better marketing plan. We’ll look at these points and more to help ensure your emails reach the people you want.

Understanding Email Deliverability and Email Delivery

Email deliverability and email delivery aren’t the same. They’re both important for marketing. Deliverability checks where your emails go. Delivery just means they got received.

Definitions and Differences

*SPAM Prevention* is part of deliverability. It also includes *Email Authentication*. These things help your email land in the right place. But, delivery only means your email reached the user. Good deliverability gets your email seen. This helps boost your results.

The Importance of Email Deliverability in Marketing

High deliverability is key for a good email plan. If your emails go to spam, it’s no good. It’s a waste and lowers interest. But if they go to the inbox, more people will see and respond to them.

*Consumer Brands Email Strategy* works better with good mail delivery. When people like your emails, they help your business more. This makes your future emails more likely to be well-received.

Real-World Statistics on Email Delivery

We can learn a lot from email numbers. Like how 99% of Campaign Monitor’s emails get delivered. Still, 20 out of 1,000 might not reach their destination. This can happen because of *Email Authentication* issues.

Things like SPF and DKIM help emails get to the right place. It’s also smart to watch bounce and open rates. This keeps your list clean. Using double opt-in can also help. It reduces bounce rates. This means more people get and read your emails.

Factors Impacting Email Deliverability

Email deliverability is crucial for an email’s success. It’s influenced by Sender Reputation, Domain Reputation, and Email Infrastructure. Knowing these bits helps get your emails to inboxes, not spam folders.

Domain/IP Reputation

The reputation of your domain and email IP is key for getting emails through. ESPs check this to decide on delivery. It’s vital to clean your email list often. This prevents problems like hard bounces, falling into spam traps, or getting blacklisted.

Using a shared IP can also hurt. The IP’s reputation is from all users. So, always watch and keep your sending setup top notch.

Sender Authentication

Proving your domain and email are real is vital. ISPs check SPF, DKIM, and DMARC to know you’re okay. This helps your emails land inboxes, not spam.

Without this proof, your emails might get rejected. Or worse, end up in junk folders.

Performance Metrics and User Engagement

User interaction with your emails is very important. How many open them, click, or unsubscribe gives feedback.

Good rates help your Sender Reputation. Bad rates can lower it. Active users boost your reputation. But too many spam complaints can hurt your email health.

Maintaining a Clean Email List

Keeping a clean email list is key to a good email reputation. Regularly clean your list to avoid problems like hard bounces, spam complaints, and blacklisting. Due to various reasons, your list can lose about 22% of subscribers each year. This is why it’s very important to always keep an eye on and clean your email list.

Mailgun’s survey shows many don’t clean their lists often. About 39% don’t do it or do it rarely. Only a bit more than a quarter clean their lists once a month. This shows a lot of email marketers need to get better at list management.

The Importance of List Hygiene

A clean list is also vital to avoid high spam complaints. Gmail and Yahoo don’t like it if your spam complaint rate goes over 0.1%. High complaints can hurt your email reach. But, a clean list can mean more people opening and engaging with your emails. This can lead to better results from your email marketing.

Strategies for List Management

To keep a clean list and make sure your emails get through, try these tips:

• Identify and remove disengaged subscribers.
• Employ segmentation to tailor content more precisely, increasing engagement.
• Use double opt-in methods to confirm subscribers’ interest in your emails.
• Automate processes to manage inactive subscribers and provide “opt-down” options for users to select their preferred email frequency.

These strategies can keep your email list active and improve how your campaigns perform.

Tools for Email Verification

Useful tools are available to help with email verification. MoEngage and BriteVerify can check if emails are real and cut down on bounces. These tools are great for keeping your list clean and off blacklists.

It’s good to clean your list regularly, like once a year. But, how often you should clean it can depend. Look at open rates, clickthrough rates, unsubscribes, and spam complaints to decide. Regular cleaning helps save money and makes your email marketing more effective.

How to Build a Good Sender Reputation

Making sure your emails get to people’s inboxes is crucial. It all starts by being a strong sender. You need to set up email checks and watch how your emails are doing to stay trusted and efficient.

Authenticating Your Domain

Proving your emails are really from you is very important. You can use things like SPF, DKIM, and DMARC to do this. They stop others from pretending to be you. These steps mean your emails are less likely to be seen as spam.

Sender Score and Reputation Metrics

Your Sender Score is like your email credit. It shows how much ISPs trust you. Good checking and some tools can spot problems with getting your emails through. A good Sender Score means more of your emails are likely to be delivered. This is all about keeping up your email game to make sure you’re reaching people and not getting filtered out as spam.

Here’s a helpful table summarizing key elements of sender reputation metrics:

Focusing on email checks and keeping an eye on your reputation will really help. It makes sure your emails don’t just reach but engage your audience. This is key to being a good email sender.

Email Content Best Practices

It’s key to make email content people like to get. This helps emails get seen more and keep people interested. Use the best ways to make emails better and your campaign will do well.

Crafting Engaging Subject Lines

Great subject lines grab attention fast. They make people want to open your email. These lines should be short, sweet, and true. Don’t lie in subject lines or people might mark you as spam. This hurts your email’s chance of being seen.

Optimal Text-to-Image Ratios

Finding the right mix of text and pictures is important. Too many images can set off spam alerts. But too much text can make people lose interest. The right mix looks good and keeps people reading. Let’s see how different ways stack up:

Ensuring Compatibility Across Devices

Many people check emails on different devices. So, it’s a must to make emails work well on all screens. This avoids people ignoring your emails. Use designs that fit any device and email service. This makes everyone’s experience better and boosts your chances of being read.

In short, by creating snappy subject lines, keeping a good text-to-image balance, and making sure emails look good on any device, you can lift your email game. This means more people check out your emails, helping your message get through.

Segmentation and Optimal Send Frequency

Email marketing success needs Email Segmentation and Send Frequency to work together. They make User Engagement better and improve results.

Why Segmentation Matters

Making smaller email lists helps you talk to people more directly. This makes User Engagement better. For instance, emails to groups get more clicks, 64.78% more to be exact, than ones sent to all. This not only gets more people to open your emails but also gets them to buy more and stay with your brand. Sending emails that fit people well, through making these smaller lists, means fewer people will want to stop them or say they’re spam. That’s why emails get delivered better this way.

Numbers show that these smaller, targeted email lists get opened more, around 14.31% on average versus 13.66%. Likewise, 51% of experts say this is the best way to make emails personal.

Finding the Right Send Frequency

Knowing how often to send emails is as important as making smaller lists. Many people like weekly emails from brands, 61% in fact, while 86% like monthly deals. Picking what’s just right can make sales go up by 131% if you send two sales emails a week instead of only one.

Deciding when and how often to send emails is crucial. It depends on what your brand can do and what your customers want. Keeping an eye on how your emails perform helps make changes when needed. This includes looking at who opens your emails, who clicks, who buys, and who says, ‘no, thanks.’

When you sort your email lists by what people like and where they are, your emails do better. Letting folks pick what interests them most helps even more. This can make people happier with your emails, which is very important in businesses like online fashion shops.

Leveraging Marketing Automation for Better Deliverability

Adding marketing automation to your email strategy can greatly boost your deliverability. Tools like Aritic PinPoint use smart email workflows. These keep your leads interested and make sure your messages arrive on time.

Automating your emails saves time and makes them more likely to reach inboxes. Sending messages often, and to the point, improves how spam filters see you.

Benefits of Automated Workflows

Using automated workflows has many advantages for your marketing plan:

• Consistency: By maintaining regular contact with leads, automated workflows help keep them engaged.
• Timing: You can time emails to go out when someone fills a form or leaves their cart, making your messages hit closer to home.
• Segmentation: You can divide your audience very precisely. This means sending messages that are far more personal and hit the mark better.
• Efficiency: Automating dull, repetitive tasks means your team can put their energy into creating amazing content and strategies that hit the spot.

Tools to Use

The tools you choose for marketing automation matter a lot. Here are some we suggest:

Choosing Aritic PinPoint and great marketing automation tactics will not only get your emails delivered. They will also make sure they’re well-received, making your marketing push a lot stronger.

Monitoring and Analyzing Email Metrics

Watching over your email metrics is key to knowing how well you’re doing. This helps you see what’s working and what’s not in your email plans.

Open Rates, Click Rates, and Bounce Rates

There are main metrics to look at for your email performance. These are open rates, click rates, and bounce rates. I’ll explain each one:

1. Open Rate: To find the open rate, you divide the number of opened emails by how many were sent. A high open rate shows people like your subject lines and want to see more.
2. Click Rate: The click rate is finding the percentage of clicks from the delivered emails. It helps see how much people are interested in your email’s content. Many marketers watch this closely.
3. Bounce Rate: By looking at the bounce rate, you can see if emails got bounced back. This shows how many emails couldn’t be delivered, like if the email address was wrong. It’s important to fix this quickly to keep your emails on track.

Also, how fast your email list grows and how much people share your emails are very telling. This shows how engaged your audience is and how much people like to share your emails. Keeping an eye on this means you’ll have a list that keeps growing and stays active.

Using Analytics for Continuous Improvement

Email analytics are super important for making your campaigns even better. By looking at the data often, you figure out what people like and don’t like. For example, you might find the best times to send emails or what kinds of content they love the most. This helps your future emails be even more engaging.

Making your emails better with data helps you get in touch with your audience more. Using these insights makes your emails always interesting and enjoyed by your readers. This leads to better delivery and success in keeping your audience’s attention.

Understanding Spam Filters

To get your emails seen in the inbox, knowing spam filters is key. These tools keep away harmful and unwanted emails. They check many parts of an email closely.

Common Spam Triggers

What causes emails to get marked as spam? Knowing these spam triggers can help you avoid them. Here are some things that often get emails flagged:

• Excessive use of images and links
• Using spam-like trigger words such as “free” or “donate”
• Inconsistent sending domains
• Unsubscribed links that don’t work

Content filters look for these signs. If an email has too many, it may end up in spam.

How to Avoid Being Flagged as Spam

There are ways to keep your emails out of spam filters. Here’s what you can do:

1. Grow your email list the right way. This means more people will open your emails and fewer will mark them as spam.
2. Make your emails special to each reader, like Society6 does. It makes people want to read more.
3. Always use real email addresses and mail from official domains. It shows you are real and trustworthy.
4. Keep an eye on how your emails are doing. This helps you spot and fix things that could get you flagged.
5. Use plenty of text with your images. It lessens the chance of being mistaken for spam.

Doing these things helps your email delivery tracking. You’ll be more likely to land in inboxes and less in spam. That means more people see and respond to your emails.

Conclusion

Making sure your emails get delivered is vital and has big rewards. To do this, learn and use good email practices. Keep your email list clean to reach more inboxes. Remove outdated addresses and make sure people still want your emails. This avoids having your emails seen as spam.

Think carefully about what you write in your emails. Also, check your email identity is real through SPF, DKIM, and DMARC checks. These steps make your emails more likely to get opened. HubSpot found that 5% of emails in inboxes get clicked on, much more than spam. This shows how good practices help.

Watch what happens after you send emails. Look at how many people open them or click on links. This tells you what works well. Gmass users have found almost all their emails landing in inboxes. This proves that using the right methods leads to more success. Following these tips will help your emails stand out and get more results for your spending.