Email deliverability is affected by multiple variables. However, you can’t ignore it. Improving your deliverability rate can impact your campaign, increase open rate, clicks, etc. The average email deliverability rate is 83%, with an excellent rate being 95% or higher.
Your emails can go unnoticed if it is not delivered to users or don’t land in the email inbox. Deliverability rate impacts everything. By avoiding key risks and optimising your strategies, you can fix it. Email marketing is very effective; for every $1 invested in email marketing, the return is an average $36. Personalized emails can drive 6x more transactions. Brands should ensure they use minimal spam words in emails.
In this article, we’ll learn what email deliverability is, best practices to improve it. Also, some examples of brands that have aced this!
What is email deliverability?
Email deliverability is the ability to send emails to your subscribers’ inboxes. It is also a standard performance metric that evaluates email marketing effectiveness and subscribers’ engagement. Maintaining high email deliverability is important because it enhances your chance for higher engagement and sales. It also improves your sender reputation over time. The main objective is to reach email subscribers’ inboxes with minimum spam flags and reduce bounce rates.
Maintaining a good email deliverability rate is difficult. You have to take care of a lot of spam content and require new domain validation.
Best Practices for Improving Email Deliverability
Here are some of the best practices for improving email deliverability
- Clean Email List: Seek consent from customers through transparent opt-in practices. You can implement double opt-ins to ensure quality sign-ups. Frequently clean your email by removing inactive or fake email addresses.
- Preference Centre: Subscribers can choose the frequency and type of emails they receive. Allowing users to dictate the terms of their own engagement builds trust and a good reputation.
- Excessive: Don’t use overly promotional language. Create a mix of text and images, and add easy-to-find unsubscribe links.
- Relevant and Personalized Content: Create compelling subject lines and email content. You can also use A/B testing to understand user preferences. You can apply segmentation strategies to tailor content for specific audiences based on their behaviour, user preferences, etc. You can use Artificial Intelligence for further guidance.
- Technical: Use a recognisable sender name and email address. Use a feedback loop and maintain a consistent sending schedule.
Real-life example of businesses that improved email deliverability?
Here are some of the good examples of email deliverability
- Glassdoor: Glassdoor is a popular job search and company review website. It faced challenges of scaling its email program while maintaining email deliverability. Use email API and use dedicated IP addresses.
- Klaviyo: It is a marketing platform for online businesses that need a scalable email solution to support their growing customer base. They built an email platform upon Twilio SendGrid’s email API and used its delivery expertise and infrastructure.
- Shopify: Shopify needed to provide its 1.7 million merchants with reliable email tools for both marketing communication and transactional purposes. They used the email API and implemented DKIM signing Its IP pool management, and expert services.
- AcreValue: It implemented sender authentication, such as SPF, DMARC, DKIM, etc, to clean email lists and send emails on a consistent schedule. Its open rate jumped from 5% to 70%.
- 123Presets: It partnered with Omnisend to audit and improve its email marketing strategy. It enhanced its deliverability rate and increased revenue.
In email marketing, open rate, bounce rate, etc, don’t matter, but they are secondary to email deliverability rate. Lumia 360 provides digital solutions to small and medium-sized businesses to enhance their lead generation and search engine ranking. To know more about our services, email info@lumia360.com or call 514-668-5599.
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