What is Email Deliverability?

If emails do not reach customers’ inboxes, they will not be able to take the action you wish them to, such as opening, viewing, or clicking further to get redirected to the website, where they can finalize the purchase. Ensuring a good deliverability rate is important in order to have successful marketing campaigns and be profitable, as well as build a strong relationship with the subscribers.

Even though 100% is not a realistic deliverability rate, a good delivery rate would be over 95% since there are many factors senders cannot control: server outages, a full subscriber inbox, or other problems of technical nature.

Also, deliverability KPIs such as Bounce rates (soft and hard), Spam complaints, and Unsubscribe rates offer valuable insights into how users interact and engage with the emails they receive. Therefore, it is extremely important to monitor and take action when needed in order to ensure a high Email Sender Reputation Score.

Let’s talk more about the factors you can control, in order to ensure the deliverability of your emails:

• Keeping a clean email list, by doing regular clean-ups of inactive addresses.
• Implementing the Double Opt-in subscription model.
• Sending engaging and personalized content, as customers have different interests and ESPs highly value the engagement rate.
• Providing an easy unsubscription process.
• Following a consistent schedule and avoiding sending mass email campaigns within a short period of time, because this is usually seen as a sign of spam by ESPs (Email Service Providers).
• Avoiding sending emails from a free domain email address.
• Avoiding using URL shorteners.