The nightmare of every email marketing specialist is to ensure with certainty that their email campaigns are actually reaching the recipient’s inbox.
In my opinion, certainly does not get along well with email deliverability and in order to bring these two marketing powers closer, there is a need to take into account the factors that have an immediate effect on deliverability. These factors can be described as “state secrets” set by the various email providers.
Do not feel helpless yet as we are going to do a deep dive on those factors.
Reputation is an important metric when sending out email campaigns. It is the first screening point of your emails, passing the reputation checks gets you closer to achieving deliverability.
These are the factors that affect Reputation:
- Getting marked as spam from your recipients
- Email Distribution
- Bounce Rates(make sure to keep your list clean to decrease the bounces)
- Avoiding Spam Traps
- Getting Black Listed
Time to get a little bit techie on the next factors, three of the most important authentication protocols are:
- DomainKeys Identified Mail also known as DKIM
DKIM provides the necessary verifications to ensure that you are actually the proprietor of the sent email. Having the said authentication your email providers will be able to identify your emails and ensure deliverability.
- Sender Policy Framework also known as SPF
SPF is a set of rules that validates the IP address of the sender in order to minimize potential spam emails.
TLS is a set of encryption protocols; their main use is to ensure that sent emails are not going to be hijacked by others.
Infrastructure is the combination of software and hardware that allows for the harmonious delivery of emails to your recipients.
Here is a list of factors that affect deliverability in regards to the infrastructure:
- Feedback Loops
- Not having an Abuse Reporting Mailbox
- Not setting up MX Records
- Deciding between Dedicated/Shared Sending IP Address
The content within your email might seem like it has nothing to do with deliverability however following these simple actions will further ensure that your emails are actually getting delivered.
- Sending content that your subscribers are expecting from you
- Make sure the design of your emails is as consistent as possible
- Optimize your emails for mobiles
- Take extra care when shortening URLs
- Avoid using Subject Lines as bait
- Use specific domain email addresses
If you want to really ensure deliverability these additional factors will get you the extra mile.
Using an opt-in process such as Double Opt in will ensure that you are reaching to subscribers that really want to read your content.
Finally make sure that there is a distinguished unsubscribe button within your email these builds trust among your subscribers.
Considering these factors with extra care will greatly improve your email deliverability!
Infographic source: Moosend