There are several common factors that can negatively impact email deliverability such as poor list hygiene, high bounce rate, and spam complaints

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What decreases email deliverability?

Apr 21, 2024

AudiencePoint Team

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What decreases email deliverability?

In today’s digital age, email has become one of the most important communication channels for businesses and individuals alike. Organizations rely heavily on email marketing to connect with their customers, promote products or services, and drive revenue. However, there are certain factors that can hinder the success of email marketing campaigns and decrease email deliverability. What is email deliverability? Email deliverability refers to the ability of an email message to reach the recipient’s inbox successfully. It encompasses various factors such as sender reputation, email authentication, and content quality. Understanding and improving email deliverability is crucial for ensuring the effectiveness of email marketing efforts.

Understanding Email Deliverability

Email deliverability refers to the ability of an email to reach the intended recipient’s inbox. It is influenced by various factors, including the reputation of the sender, content quality, and technical aspects. In order to achieve successful email deliverability, it is crucial to understand its importance and how it works.

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When delving deeper into the realm of email deliverability, one must consider the intricate dance between sender practices and recipient engagement. Sender reputation, for instance, is built over time through consistent sending practices and recipient interactions. A positive sender reputation signals to Internet Service Providers (ISPs) that the sender is legitimate and trustworthy, increasing the likelihood of inbox placement.

The Importance of Email Deliverability

Email deliverability plays a vital role in the success of email marketing campaigns. When emails get delivered to the inbox instead of landing in the spam or junk folder, there is a higher chance of recipients opening and engaging with them. High email deliverability ensures that your messages reach the right audience, increasing the chances of conversions and customer engagement.

Moreover, a strong focus on email deliverability can lead to improved brand credibility and customer loyalty. By consistently delivering valuable content to recipients’ inboxes, brands can foster positive relationships and establish themselves as reputable sources of information and products.

How Email Deliverability Works

There are several factors at play when it comes to email deliverability. Internet Service Providers (ISPs) play a significant role in filtering emails based on various criteria, such as sender reputation, content quality, and user preferences. Additionally, technical aspects like email authentication, IP reputation, and proper content formatting also impact deliverability.

Understanding the nuances of email deliverability involves staying abreast of evolving industry standards and best practices. Implementing strategies such as segmentation, personalization, and engagement tracking can enhance deliverability rates and ultimately drive better results for email marketing initiatives.

Common Factors that Decrease Email Deliverability

There are several common factors on how to measure email deliverability that can negatively impact email deliverability. By being aware of these factors, you can take proactive measures to ensure that your emails reach their intended recipients.

Poor List Hygiene

Maintaining a clean and updated email list is crucial for good deliverability. If your list contains invalid or inactive email addresses, it can result in high bounce rates and damage your sender’s reputation. Regularly cleaning your email list by removing inactive or non-engaging subscribers is essential to maintain a healthy list.

High Bounce Rate

A high bounce rate occurs when your emails are returned undelivered. This can happen due to various reasons, such as invalid email addresses, full mailboxes, or blocked domains. A consistently high bounce rate can negatively impact your sender’s reputation and decrease email deliverability.

Spam Complaints

When recipients mark your emails as spam, it indicates to ISPs that your content is unwanted or unsolicited. Accumulating a high number of spam complaints can lead to ISPs classifying your emails as spam and reducing their deliverability. It is essential to adhere to email marketing best practices and provide valuable content to avoid being flagged as spam.

The Role of Internet Service Providers

ISPs play a crucial role in determining email deliverability. Understanding how ISPs filter emails and their policies can help you optimize your email marketing strategies to improve deliverability.

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ISP Filtering

ISPs use sophisticated algorithms to filter incoming emails and classify them as spam or legitimate. Factors such as sender reputation, the quality of content, and user engagement are taken into account when determining whether an email should be delivered to the inbox or spam folder. By monitoring and improving these factors, you can increase your chances of bypassing ISP filters.

Blacklisting by ISPs

If your IP address or domain is blacklisted by an ISP, it can severely impact your email deliverability. Being blacklisted means that your emails are automatically rejected by the ISP’s filters, resulting in them not reaching the intended recipients. Regularly monitoring blacklists and taking necessary actions to remove your IP or domain from them is essential to improve deliverability.

Technical Aspects Affecting Deliverability

Several technical aspects influence email deliverability. By understanding and implementing best practices in these areas, you can optimize your email campaigns for increased deliverability.

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Email Authentication

Email authentication is the process of verifying the authenticity and integrity of an email’s sender. By implementing authentication protocols such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance), you can improve your email deliverability and protect your brand reputation.

IP Reputation

IP reputation refers to the trustworthiness and reputation of the IP address from which the email is sent. ISPs analyze the sending IP’s history, previous engagement, and spam complaints to determine whether an email should be delivered or not. Maintaining a good IP reputation is crucial for achieving high email deliverability.

Email Content and Formatting

The content and formatting of your emails play a significant role in their deliverability. Emails containing spammy keywords, excessive use of images, or poorly formatted HTML code are more likely to be flagged as spam. By creating valuable content, avoiding spam triggers, and ensuring proper formatting, you can enhance your email deliverability.

How to Improve Email Deliverability

Regular List Cleaning

Regularly cleaning your email list and removing inactive or non-engaging subscribers can significantly improve deliverability. By ensuring that you are sending emails to engaged and interested recipients, you increase the chances of your messages being delivered and acted upon.

Sender Reputation Management

Managing your sender reputation is essential for long-term email deliverability. By monitoring your sending practices, reducing spam complaints, and maintaining good engagement with your subscribers, you can build a positive sender reputation and increase your chances of reaching the inbox.

Adhering to Email Marketing Best Practices

Following email marketing best practices is crucial for achieving optimal deliverability. This includes obtaining proper consent from subscribers, using double opt-in methods, and providing valuable content that aligns with your subscribers’ interests. By respecting your subscribers’ preferences and abiding by industry standards, you can establish trust and maximize email deliverability.

In conclusion, several factors can decrease email deliverability, impacting the success of your email marketing efforts. By understanding the importance of email deliverability and implementing strategies to improve it, you can increase the chances of your emails reaching the intended recipients’ inboxes. By focusing on factors such as list hygiene, sender reputation, and technical aspects, you can optimize your email campaigns for better deliverability and achieve higher engagement and conversions. If you need assistance in optimizing your email deliverability and maximizing your campaign’s impact, don’t hesitate to reach out to Audience Point for expert guidance and support.