Email Deliverability: Ensuring Your Messages Land in the Inbox

When it comes to marketing, email is a powerful tool that can help businesses reach and engage their audience. In fact, according to recent statistics, the ROI for email marketing is $40 for every $1 you spend.

However, for your emails to be effective, you need to ensure they’re reaching the right people—namely, their intended recipients. That’s why email deliverability is so important. By understanding the process of how your messages are sent out and received by various platforms, you can increase the chances of them landing where they should.

This quick guide will walk you through key tips on optimizing your email deliverability rates and ensuring that your hard-crafted campaigns don’t go straight into someone’s spam folder.

What Is Email Deliverability?

Email deliverability differs from email delivery.  Email Deliverability refers to an email’s ability to reach an email inbox. Various factors, including the following, influence it:

  • Spam filters
  • ISP throttling
  • Authentication protocols
  • Email content

Email delivery, on the other hand, refers to sending an email from the sender to the recipient’s email server. It doesn’t consider whether the email reaches the recipient’s inbox.

Understanding email spam filters is important when sending email marketing campaigns because it can significantly affect email deliverability. Spam filters are automated tools that scan emails and determine whether they are spam or not based on various criteria, such as:

  • The sender’s reputation
  • Email content
  • Subject line

If emails are flagged as spam, they are typically either sent to the recipient’s spam folder or blocked altogether, resulting in low deliverability rates. Therefore, optimizing email content and sender reputation is important. It’ll improve your email deliverability rates and prevent emails from getting marked as spam.

Tips for Sending Emails That Land In Inboxes

As you can see, sending emails can be a tricky business. It’s frustrating to invest time and effort crafting the perfect email, only to find it hasn’t even made it to its intended recipient’s email inbox. The key is to stay up to date with email best practices. Here are a few email communication tips to follow when sending emails.

Authenticate Your Email Domain

Authenticating your email domain is crucial for email marketing campaigns. It’s a key component in improving deliverability rates. Why’s it such a big deal? As more and more online scams and cybercrimes occur, email providers have become more vigilant about spam and malicious emails. 

By authenticating your email domain, you provide an electronic signature verifying that your email is legitimate and not spoofed. This helps email providers identify that your email is safe and trustworthy. This means your emails will be less likely to end up in spam folders because, well, they don’t look like spam.

Use a Double Opt-In

With double opt-in, subscribers confirm their desire to continue receiving emails by responding to a confirmation email. This extra step helps ensure that subscribers have actively chosen to sign up for your email marketing efforts. It also confirms their email addresses are valid. 

As a result, marketers are less likely to have their emails marked as spam. ISPs are more likely to recognize the email as legitimate. This ultimately leads to higher email deliverability rates and a better sender reputation. Over time, this can improve overall email campaign success. 

Follow Deliverability Compliance Laws

Compliance with regulations such as CAN-SPAM Act, GDPR, CASL, and others helps maintain a good email-sending reputation. They can also prevent legal penalties and fines.

Non-compliance can lead to low deliverability rates and higher bounce rates. Both. of those can ultimately harm your brand’s reputation. By following compliance laws and ensuring that your emails meet the requirements, you can:

  • Build trust with your subscribers
  • Enhance engagement levels
  • See better results from your email marketing campaigns

Be sure to check your local laws, though. They’re not the same everywhere.

Personalize Emails

Personalization helps emails appear more relevant to the recipient. Studies show people are more likely to respond and engage with email if it’s personalized. This increased engagement can improve the email’s deliverability rates, helping to avoid spam filters that rely on engagement metrics to identify potentially unwanted messages. 

Additionally, personalization helps build relationships with your target audience. This increases loyalty and repeat business. Talk about a win-win. Segment your email list and personalize your emails to each target group.

Monitor Your Metrics

By paying attention to metrics, you can gain insights into what is and isn’t working in your campaigns. What kind of metrics? Here are a few key ones to monitor:

  • Open rates
  • Clickthrough rates
  • Bounce rates
  • Unsubscribes

This information can then be used to make data-driven decisions about improving your email content, subject lines, and targeting, leading to higher engagement and, ultimately, better deliverability rates. 

Clean Your Email Lists Regularly

A dirty email list that is congested with invalid, inactive, or incorrect email addresses can significantly affect your deliverability rates. This will decrease your email reputation score. If you think that’s what’s causing people to have issues receiving emails, cleanse your data.

By regularly purging and cleaning your email list, you can:

  • Improve your deliverability rates
  • Increase your open rates
  • Prevent your emails from being marked as spam

It should ultimately improve the overall effectiveness of your email marketing campaign.

What About Buying Email Marketing Lists?

Email marketing lists are essential for businesses that want to reach out to their customers through email campaigns. Building a quality email list involves collecting information from potential subscribers who consent to receive communication from your brand. 

Acquiring email marketing lists isn’t always straightforward, but several options are available for those interested in adding to their address book. For example, you can create content offers to entice subscribers to sign-up for your email list or use social media to promote email sign-ups. 

However, we suggest buying a list from a reputable third-party provider like The List Warehouse. It’s important to ensure that any email marketing list purchased or acquired adheres to industry regulations and isn’t filled with fake or inactive email addresses, and that’s exactly what we offer.

Get Email Lists

Are you struggling with email deliverability or email communication in general? We’re here to help. As email list brokers, we can help connect you with the most accurate, up-to-date B2B and B2C email lists. Need a specific list? Contact us to submit your request.