When it comes to judging some of the most crucial metrics in maintaining a track of your strategy for email marketing – email deliverability is substantially one of them. In the world of email marketing, there are only two significant factors that matter the most – email click-through-rates and email open rates.
But, what happens if your emails are not going into your subscribers' inbox in the first place? If an email is not received into the subscriber’s inbox, then most probably your efforts will go into vain since that email will neither be opened nor read. Therefore, it is extremely important to know the significance of email deliverability, the things you should be focusing upon and the ways through which you can improve your deliverability percentage.
What Do You Mean By Email Deliverability?
Email deliverability is defined as the process through which an email sender is successfully able to deliver or send emails directly into the inbox of the recipient. However, there is someone who is acting as a middleman between the sender and the recipient and that is the email service provider. Email service providers, in this case, are denoted by Gmail, Microsoft Outlook, Yahoo and so on, and they want their users (i.e. your subscribers) to always engage with the emails that you send and thereby not mark as spam.
Email service providers ensure that spam emails are always blocked from reaching the recipient’s inbox and if your emails have been marked as ‘spam’ – your email deliverability will deteriorate as a result. Even though this might seem scarier, such an issue can easily be mitigated by carrying out the right procedures thereby helping your email deliverability to be always high.
How Do You Measure Email Deliverability Rate?
Suppose you have an email list of 1,000 subscribers and you send email to everyone. When you decide to check how many people have received your email, you find out that out of 1,000 subscribers, only 700 subscribers have received your email.
Therefore, email deliverability rate = (700/1000) x 100 = 70 per cent.
It’s always recommended to keep your deliverability rate close to 100 per cent and if your rate is far off, then it’s time to change your approach because your subscribers are not happy with your emails.
How Can You Improve Your Email Deliverability Rate?
1. Purging Your Subscribers’ List
The first process involves getting rid of the subscribers that are unengaged as their email addresses are bouncing consistently. Even though your overall subscriber number will be lower than before, your email open rates will significantly improve since you're only sending emails to the engaged subscribers.
It’s suggested that you perform a subscribers’ list purge every six months, which will help you to separate the unengaged ones and thereby aim to re-engage them again.
2. Avoid Emailing Too Frequently
Sending out emails too often can lead to a reduction in your email metrics. For instance, if you're providing a service that banks on offering daily newsletters, then sending out emails every day makes perfect sense since your subscribers knowingly have opted for the same.
But, if you're someone who doesn't bank on daily newsletters, then most probably your subscribers don't want to see your emails every day in their inbox as well. In such a scenario, it's always best to select a specific day of the week or month to send out your emails, which will prevent you from overdoing it.
3. Don't Send Too Many Promotions At A Single Time
It should be remembered that your subscribers don't want themselves to be overwhelmed with too many product promotions. Sending too many promotions will flummox your user base and thereby water down your offers that you had carefully selected & created. It's recommended that you always chalk out a 90-day plan every time and figure out the promotions during that period along with a new product or service launch.
Furthermore, to keep your readers interested in your emails, try to send out content related emails between promotional ones as well.