Email marketers need to know the importance of deliverability. It is a key factor of good email ROI and conversion. In this article, you will discover the key aspects of good deliverability and learn how to improve your open rates.

Let’s outline a common situation, you work hard to create an interesting email. You choose a hot, trending topic and make your copy fun and easy to read. You even add the old entertaining GIF for good measure.

You send your campaign, feeling that confidence reserved for a select few and wait to see your results. A few hours go by without a single person opening your magnum opus and you brush it off as “no big deal”. The few hours turn into days and you begin to feel uneasy. What is going on, you think. Maybe everyone is celebrating some obscure holiday that I forgot about. You decide to check your email sending statistics to find that only 10% of your emails have landed in the inbox of your subscribers.

This is the value of deliverability.

When your tremendous effort of creating an email doesn’t bring the results you expect, you should check your deliverability.

What is deliverability?

Let’s begin with a brief overview of how email sending works.

  • The sender sends a message
  • The sender’s server encrypts the email and transfers the information to the Internet
  • The recipient’s server receives the message delivery request and performs a series of checks in relation to the sender’s authenticity and reputation
  • If no problems occur, the email is delivered to the recipient

Deliverability is a metric used to evaluate the amount of messages reach their final destination.

Healthy delivery rates are 95% or more, but it is best to be closer to 98 to 99%.

5 Steps to Improve Deliverability

Start small before you send big

Always send small batches of emails to build up your email’s reputation. Internet Service Providers (ISPs) and your email sending service will will trigger your bulk emails as spam. When you start with a small batch, what I like to call the hors d’oeuvres of email, then you are confirming to ISPs that your content is free of spam. This also allows you to modify any problem areas in your text before you get flag for spam.

Check Your IP status

It is always good practice to perform a free IP address blacklist check to confirm that you are not appearing on email and IP blacklists. This is an essential part of the process, since your blacklist status is used by Internet Service Providers as part of your sender reputation. good sender reputation is one the main factors for better email deliverability.

Clean Your Email Lists

Growing your mailing lists is important to increasing your potential ROI. It is equally important to make sure that the emails on your list are valid and safe for sending. This means that you gather your emails in an organic way, always using double opt-in and never buying lists. Some of the harmful emails that affect your sender reputation and deliverability are spam traps, hard bounces, and temporary emails. It is recommended to clean your email lists every 2 – 4 months for best results. Our Email Checker is 98% accurate and is one of the only email verification tools which also verifies European email addresses.

Verify Your Sender Reputation

Your sending reputation is built up over time. If you send good emails with strong content and virtually no spam, then your sender reputation improves. Return Path provides a good service to check your sender reputation in real-time. You will need to sign up for a free account.

Watch your level of email throttling

Some Internet Service Providers set a limit for the number of emails that are acceptable by senders in a specific period of time. If you exceed this limit the ISP will begin to block your emails and prevent their deliverability. They may even block your IP address for 72 hours. This is why it is best to keep to a similar sending pattern and even set a schedule for your email campaigns. That way you will not trigger any unwanted activity from the ISPs.