Topic to Discuss: Deliverability

Ensuring your emails reach the inbox is crucial for successful communication. Several aspects are encompassed by this concept, known as email deliverability, including the likelihood of your emails being received rather than being marked as spam.

Achieving high deliverability is essential for engaging effectively with your audience. Major email service providers, including Gmail and Yahoo, play a significant role in determining your success in this area. They evaluate various indicators of engagement, such as how often your emails are opened and clicked, along with the presence of authentication measures like SPF, DKIM, and DMARC.

The distinction between delivery and deliverability is important to understand. While delivery happens when an email service provider accepts your message, deliverability refers to a broader set of criteria that influence whether your email actually makes it to the inbox. These criteria include not only the email’s chance of being received but also its relevance, structure, content, and overall performance. As you aim to enhance your marketing efforts, remember the importance of focusing on improving your email deliverability.

Some of the factors that influence deliverability:

  • Laws and Regulations, like GDPR, CCPA, HIPAA and others
  • Domain Authentication
  • Unsubscription Options
  • Spam Complaint Rate
  • Bounce Rate
  • Open and Click Rates
  • The Quality of the Subscribers List
  • The Quality of the Content