In this blog, First, let’s understand the difference between Email Delivery and Deliverability?
Yes, there is a difference and it is important to understand why the term deliverability is critical for the email marketing success.
When the email is successfully delivered by the Email Service Provider to the receiving incoming mail server is called Email Delivery however the Email deliverability, on the other hand, is when email successfully lands in recipient’s inbox, having passed through all checks and spam filters followed by Gmail Best practices. Email Deliverability measures the percentage of emails delivered to the subscriber’s inbox.
As you are aware that Gmail has recently changed the sender guidelines and it’s very important for brands to follow the sender guidelines to improve the email deliverability.
It’s bad to see when email lands in spam folder despite of all the efforts and time have been invested in creating an appealing email.
The Four pillars of email deliverability:
1. Sender reputation
2. User database
3. Content
4. Email Marketing platform setup.
Check the below formula to evaluate Email Deliverability rate
100% Email Deliverability = Excellent Sender Reputation + Double/confirmed Opt-in Data base + Spam free Content + ESP with Best Infra
Also Read- How Email Marketing Consultancy helps brands to Increase ROI?
Explore the 10 Best Tips to Improve Email Deliverability
1. Use a dedicated IP instead of shared IP and maintain the volumes as per the warmup/scaleup plan .
2. Create a subdomain and use the same only for Promotional/Marketing campaigns.
3. Set up SPF and DKIM email authentication for the domain.
4. Ensure that sending domains or IPs have valid forward and reverse DNS records, also called PTR records.
5. Sender Reputation: The sender’s reputation, based on their email sending history and complaint rates.
6. Infrastructure: The technical setup of the sender’s email infrastructure, including DNS, SPF, DKIM, and TLS.
7. Use double opt-in and subscribe data base only.
8. Clean user list by using Email Validation services.
9. Marketing messages and subscribed messages must support one-click unsubscribe and include a visible unsubscribe link in the message body.
10. Keep a strong check on Sender reputation, suppression and blacklist data.
As a marketer, it’s important to make a consistency in sending email to the right users at right time via right content.
Major Benefits of better email deliverability
- Generate quality traffic for the Brand’s website.
- Maintain the 90%+ Inbox placement rates.
- Increase Brand awareness and user outreach.
- Boost performance metrics like Open rates, click rates, CTR.
- Maximize revenues and brand can expect 44x ROI.
Best Practices to follow while crafting the campaign
- Using brand name or relevant keywords. For Instance, EnR Cloud working with various brands to improve email deliverability and whenever the end customer need any support, they reach out us at – delivery@enrcloud.com.
- Using positive connotations which reflect the brand value and image.
- Chose the most trending and accepted domains say .com, in, .net, .org
- If you are planning to target a specific audience (for instance, clients are based out of UK ), then, it makes sense to choose a local zone for the sending domain address (e.g.abc.uk) .
Email marketing and deliverability is easy if you have the answers to the below questions?
- Do you know the IP’s Status?
- Is it shared or dedicated?
- Do you know the IP Address?
- Do you know which all other domains in the shared infra?
- Do you know the current domain, Health?
- Do you know the current IP Health?
- Do you know what are spam traps ?
- Do you know who are the most active users?
- Do you know why the sales closure emails are not performing?
- Do you know why the emails are landing in spam?
Conclusion
In email Marketing you have to consistently monitor the Infrastructure and By understanding the above-mentioned steps and factors, Brands can optimize their email campaigns and boost the Email deliverability and reach their target audience effectively.
Happy Inboxing!
Read Also: Best Way to Improve your Email Click Through Rate (CTR)
Written By – Amit Bhateja
Amit Bhateja is the co-founder of enrcloud and helping brands and Unicorns from the last 15+ years and overachieve their Engagement and Retention goals. He is passionate about solving customer problems with modern technology, new age solutions, and consultancy approach. Besides Building ENR, He enjoys reading books, spending time with his family and Teammates, traveling, meeting new people, learning new things, and love to close the business deals.
