Do you know there is a difference between Email Delivery and Deliverability?
Yes, there is a difference it is important to understand why the term deliverability is critical for the successful delivery.
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 your email successfully lands in your recipient’s inbox, having passed through all checks and spam filters followed by Gmail Best practices. Email Deliverability measures the number of emails delivered to the user’s inbox.
I am sure as a marketer you are aware that Gmail has changes his sender guidelines starting form 1st Febrauy’2024 and it’s very important for brands to follow the guidelines for improve the email deliverability.
Getting emails delivered to the subscriber’s inbox is one of the biggest challenges most of the email marketers struggle with. It’s bad to see your emails land in spam despite all the effort and time you’re 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.
The sum of all these pillars determines your email deliverability rate.
In simple words, 100% Email Deliverability = Excellent Sender Reputation + Double/confirmed Optin 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 gmail guidelines.
2. Create a subdomain and use the same only for Promotional/Marketing campaigns.
3. Set up SPF or DKIM email authentication for your domain.
4. Ensure that sending domains or IPs have valid forward and reverse DNS records, also called PTR records.
Why SPF is important- SPF prevents spammers from sending unauthorized messages that appear to be from your domain. Set up SPF by publishing an SPF record at your domain. The SPF record for your domain should include all email senders for your domain. If your third-party senders aren’t included in your SPF record, messages from these senders are more likely to be marked as spam
5. Set up DMARC email authentication for your sending domain. Your DMARC enforcement policy can be set to none.
DMARC indicates receiving servers what to do with your messages that don’t pass SPF or DKIM. Set up DMARC by publishing a DMARC record for your domain. To pass DMARC authentication, messages must be authenticated by SPF or DKIM, or both. The authenticating domain must be the same domain that appears in the message From: header. For direct mail, the domain in the sender’s from: header must be aligned with either the SPF domain or the DKIM domain. This is required to pass DMARC alignment.
7. Use double opt-in and subscribe data base only.
8. Clean your list and use 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.
As a marketer, it’s important to make a consistency in sending email to the right users at right time via right content.
Email marketing is an art and science and it’s important to understand the science behind the scenes.
Major Benefits of better email deliverability
- Generate quality traffic to your 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 to get better Email Deliverability
- Using brand name or relevant keywords
- Ensure that your brand name or relevant keywords related to your business or industry are part of the domain name. For Instance – help@enrcloud.com
- Using positive connotations which reflect your brand value and image.
- Chose the to-level domains say .com, ,io, .net, .org
- If you are planning to target a specific audience (for instance, your clients will be UK-based), then, it makes sense to choose a local zone for your domain address (e.g. .uk).
Email marketing and deliverability is easy if you have the answers to below questions?
- Are you struggling to get ROI from the most cost effective and scalable channel?
- Do you know your IP’s Status?
- Is it shared or dedicated?
- Do you know your IP Address?
- Do you know which all brands share your domain?
- Do you know your current domain, Health?
- Do you know your current IP Health?
- Do you know what spam traps are?
- Do you know who are your most active users?
- Do you know why your sales closure emails are not performing?
- Do you know why the emails are landing in spam?
- Do you know what is the current IPR and why it’s not consistent?
- 49% of business emails end up in spam. Do yours?
To know more about your current Email marketing expert, please reach out to our email subject matter expert at hello@enrcloud.com
Remember
Successful Email deliverability equals successful email marketing.
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.
