Email Deliverability is the term used to describe the frequency in which your outgoing emails end up in the primary folder of the recipient’s inbox. Email deliverability is associated with the reputation of the associated domain of the email address, where a variety of factors affect the rates at which your outgoing emails end up in the correct destination of a recipient’s inbox.
Marketers use Email Deliverability rates to determine if their outreach efforts are successfully reaching their customers or target audiences in an intended manner, as emails being marked as spam will most likely not be seen by the intended recipient and affect the open rates, click-through rates, and positive engagement rates of an email campaign.
What Factors Affect Email Deliverability?
Numerous factors will affect your email deliverability. Below are the most common ways in which your email deliverability can be affected.
- The content of your email
- The domain associated with your email
- The receiving email server associated with the address
- SPF, DKIM, and DMARC configuration of both your email server as well as the recipient’s email server.
- Sender History/Reputation
- Single/Double Opt-In
An important thing to note is that these factors will only directly affect your reputation when an individual or a mail system flags it as spam or you mistakenly send out an email to a spam trap.
How can I improve my Email Deliverability?
The most effective ways to maintain and steadily improve the delivery rates of your outreach involve.
- Consistently keeping your inbox warmed up
- Verify all email lists before sending
- Include an option to opt-out within your emails.
- Ensure you have the proper SPF, DKIM, and DMARC settings on your domain.
- Consistently perform the positive engagement