Deliverability for a company’s automated emails is essential to be maintained because it is a significant marketing strategy. In addition, it manages the overall reputation of the company, which is a significant factor in your marketing outcomes.
Now, there are a few metrics that you can follow to ensure that your overall email deliverability is kept on track. For example, a good delivery rate on behalf of a mass email service provider is usually 95% or higher. The bounce rate should also not cross 3% and be categorized into hard bounce and soft bounce. Lastly, spam rates should not affect your deliverability as long as it remains at 0.08%. (Source: https://www.omnisend.com/blog/email-deliverability/?mc_cid=9d4106b695&mc_eid=d3cb52c22a)
In terms of deliverability, a few mistakes are common in most companies. Let us look at some points marketing companies should keep in mind to maintain an effective deliverability rate.
1. Volume of Emails
Email deliverability is harder to maintain for large senders than small senders. The more emails are sent, the more scrutiny of the messages. Hence, sending emails with patterns rather than volumes is good, as predictability is always favored. Small senders are advantageous in this aspect as they send their emails over a common IP address shared with many other senders. This balances email volume and makes mailbox providers more consistent.
2. Quality of Content
As seen in every other sector of life, quality is always preferred to quantity, even when it comes to emails. It is, in fact, true that texts, images, and punctuations contribute way less to the quality than what codes do. Your emails should be clean of potentially malicious codes and contain all closed tags and clean codes. They should definitely be different from those of spam mails.
3. Positive Feedback and Engagement
Engagement is one of the biggest contributing factors to a good email deliverability rate. Positive engagement consequently increases a brand’s active subscribers. Personalized and automated email campaigns can also highly boost the company’s reputation, among others.
4. Maintain Spam-Filtered Algorithms
Mailbox providers nowadays have fine-tined filtering algorithms that protect your emails from spammy ones. Engagement-based filters have been made so that companies fail to thrive for too long if their recipients are dissatisfied. Marketers have to keep a healthy balance between their brand and email audience.
Secondly, domain-based filters have made it difficult for brands to run away from poor senders and migrate to new IP addresses. The reputation of senders matters for every mailbox provider and hence compels brands to improve deliverability rates.
5. Infrastructure
Probably one of the most important points is the infrastructure of emails. Servers, setups, and controls of a company’s Email Service Provider (ESP) are a big factor that determines its email deliverability. These should be chosen wisely. Email authentication also helps with their infrastructure. SPF and DKIM authenticated emails are important for boosting the deliverability rates of a brand.
Final Thoughts
Knowing about these factors while delivering emails not only maintains their deliverability rates but also improves the overall marketing strategies of your company. It boosts reputation among other senders, providers, and brands and creates greater future prospects in your marketing strategies.
