Thu, 07 Dec 2023

What Is Email Deliverability And How To Improve It?

26 May 2023, 00:47 GMT+10

Email marketing has been used for decades now to achieve marketing goals successfully, but it's always been a bumpy ride for newbies who want to attain desirable results but they initially lack and didn't get what they want.

You may be thinking that it will be super easy just to send emails and receive responses from recipients and generate sales. Well, this is not the case, it requires a lot of dedication, technique, and patience to see the growth of the seed you have sown.

Most of the time, you don't get clicks on the email or even they directly go to the spam folder which necessarily wastes your energy and money, which results in becoming frustrated. In this article, we'll look into the detail of email marketing and how you can improve your email deliverability success rate with the help of fintech development services and of implementation of various techniques for your subscribers.

What is email deliverability & Delivery?

Email deliverability is a metric that refers to the successful landing of emails in the intended recipient's inbox. It is a measure of how well an email is delivered to the desired recipients and also gets seen without being unduly influenced by spam and other technical issues.

On the other hand, email delivery is a performance metric that shows the results of how many emails from your address to another email address are sent successfully without any failure.

Why email delivery & deliverability matters in marketing?

Both benchmarks Email delivery and deliverability are crucial aspects for email marketers to figure out whether the emails are being perfectly delivered and seen by recipients or not. Any such failure in email marketing minimizes the performance rate of the marketing campaign which is why both factors are crucial for each business.

What do you primarily want to do with your campaign? You want your subscribers to open the mail at first glance and take some action. Isn't this a reason for sending emails?

But what if your email doesn't ever get a chance to arrive in the email inbox? It must be so exhausting for you. As you are trying hard to send emails, still the tracking report doesn't show promising results.

Despite having a delivery rate of 98% for your email list containing 1,000 subscribers, it implies that 20 individuals will not receive your email. However, the challenge doesn't end there. Even with a 98% delivery rate, only about 20-40% of recipients may actually open your email. Have you ever wondered where the remaining emails end up? Well, they often find themselves trapped in the notorious spam folder!

Actually, there can be several reasons such as unauthorized sender reputation, getting blacklisted, email authentication, unattractive email formatting, and overusing trigger phrases, etc, which is why your emails are not hitting right at the spot where you want.

What is a good email deliverability rate?

Well, each marketing campaign has its different goals, so the success rate may also vary that marketer uses to analyze the success rate. Some statistics show that only 79% of commercial emails land directly in the inbox. On the contrary, the rest of the email goes to the spam folder or gets blocked by the mailbox service.

Ideally, every marketer wants to achieve a 100% success rate mark in every campaign, but only a few reach that rate.

In general, 95% or higher is considered a quality email deliverability rate by the support of the mail service provider.

The bounce rate (soft & hard bounce) must not be more than 3%.

Additionally, the spam percentage should not exceed more than 0.08%.

Steps to improve your email deliverability rate for campaigns.

If you are struggling to derive desired results, then you should pay heed to the following metrics to boost the email deliverability that will provide you exceptional outcomes with fintech development services.

Evaluate your email deliverability and authority

If you are a beginner and just started email marketing campaigns, or recently have had no deliverability issues you are unable to reach the user or even end up going your emails into the spam folder. It's a likelihood you don't have to test email deliverability.

It is mainly for those marketers who are failing consistently to achieve what they want. Hence, if the issues have risen up, you should go for testing to find out the real cause.

You should use fintech development services to check email authentication and its quality to analyze the real problem you are facing in email deliverability.

Create engaging content

Users don't want to read unprofessional and poorly written content with no clear context and call-to-action that further results in unpromising email open rates, bounce rates, and deliverability issues. You must include clear and concise information that describes your service within a few words.

If there is no check & balance on what content you are writing about and to whom it's being sent, there is no way it turns out to be useful for you. The user will simply ignore it and think it as spam.

You should keep in your mind that you have to value the user, he wants his pain points to be addressed. One of the major factors why your email doesn't appear compelling and convincing is that immature marketers don't structure the content within the email in a way that addresses the user's concerns and offer them a solution with complete authenticity.

That's why you have to keep things simple and not try to complicate things.

Once your content is formatted perfectly, there are more chances you get more email open rates, and less bounce rates. Implement these instructions and see what happens.

An effective way to unsubscribe

There was a time when it was harder to unsubscribe from the weekly email list even if the reader don't want to read your emails due to several issues, but it was impossible. Thanks to the latest technological advancements, now it's easier for subscribers to unregister from the email list.

You may be thinking isn't it unfair? No! it's completely fine for business. Since you don't want to hurt the sender's reputation that may result in a waste of time and money. There must be an unsubscribe link below the email page that will relax the users and create your credible image.

Don't spam and try to limit the email volumes

Maintaining a consistent sending schedule is crucial for list growth and keeping up with considerable deliverability rates. However, there are instances when you might need to send a large number of emails within a short timeframe, such as during a significant sale or promotion. The challenge arises when increasing your sending volume drastically, as mail servers may interpret this sudden surge as suspicious activity.

Even though there is no fixed limit to sending emails to your customer, the easiest way to get rid of spam emails and getting blocked is gradually increase the email volume as you start getting responses

To illustrate, let's say on average you send one email every other week, but you have an upcoming promotion where you plan to send four emails to your entire list over four consecutive days.

To mitigate any potential issues with mail servers flagging this unexpected increase as spam, you can set up a campaign that includes preview or teaser emails distributed intermittently in the days leading up to the promotion. This gradual growth in sending frequency allows mail servers to adjust to the heightened volume by the time the main promotional period arrives.

In essence, maintaining a consistent and regular email schedule contributes to better deliverability rates.

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