The failure of a brand’s emails to reach their subscribers because of poor email deliverability can be quite expensive. While deliverability may seem random at times, seven criteria influence where an email ends up, and all of them are within the company’s purview.
Let’s Talk About Each One in Turn.
It’s important for businesses to select a reliable ESP because the servers, configuration, and controls utilized by the ESP determine how mailbox providers see the company’s emails. In addition, a reliable email infrastructure must have a method of email authentication.
It’s fantastic news that most ESPs undertake automatic authentication of customer-provided IP addresses and domains. You should check with your ESP to make sure that SPF and DKIM authentication, as well as the creation of DMARC records, have been set up to maximize your email’s chances of being successfully delivered.
2. Email Volume
As a company’s email volume increases, so do the scrutiny of their messages by mailbox providers. As a result, it is only reasonable that large senders have greater difficulty than small senders in achieving and maintaining high deliverability.
Since spammers frequently attempt to send a large number of emails all at once, sending patterns are also crucial. Providers of electronic mail services prefer to observe consistent send-volume patterns from a given brand over time.
While daily or weekly consistency isn’t required, it is preferable if brands maintain somewhat regular volume levels in their outbound communications.
This also means that brands need to ease into greater email frequency seasons, like the holiday season for shops, by gradually increasing volume over a period of weeks.
There is an additional benefit for smaller senders because they often use shared IP addresses with other smaller senders. This helps make it appear to mailbox providers like you to have more steady email traffic.
Word choice, punctuation, and the ratio of graphics to the text used to be significant email filtering variables, but nowadays they are virtually irrelevant. Inbox providers pay close attention to email codes today.
Thirdly, they give URLs a lot of attention. Email deliverability might be negatively affected if a brand frequently links to untrustworthy websites. Problems will also arise if they employ URL shorteners, which are commonly employed by spammers to conceal the true destinations of their links.
4. Bounces and Spam Traps
There are two types of problematic email addresses, and mailbox providers want to make sure companies aren’t sending to either of them before they’ll work with a brand. They have a few concerns about brands sending emails to invalid addresses.
When this happens, the emails “hard bounce,” and the ESP stops sending to that address permanently. A company’s deliverability starts to suffer if more than 2% of its monthly emails hard bounce.
Second, inbox providers and blocklist operators use spam traps to identify spammers, thus sending emails to even a small number of them is evidence of bad subscriber acquisition techniques on the part of the brand in question.
Perfect spam traps, for instance, are email addresses that can only be uncovered by email scraping software and are therefore uncontaminated by human hands.
Sending to such addresses, therefore, indicates that the brand is either making use of such tools themselves or purchasing lists from those who do. Whatever the case may be, mailbox services should take this as a major warning sign.
5. Spam Complaints
We haven’t discussed the response of email users yet, which is obviously crucial. Spam complaints are the earliest form of subscriber feedback. Ideally, companies would have a negligible number of spam complaints. Negligible in the extreme.
Blocking or junking may occur if more than 0.1% of a brand’s subscribers report their emails as spam. Subscribers flag senders’ emails as spam for many different reasons, such as not wanting the emails anymore, not being able to readily unsubscribe, not trusting a brand’s unsubscribe process, and so on. However, most dependable names can keep their prices significantly lower than that.
Mailbox companies today pay attention to both positive and negative comments. Additionally, they place a high value on positive responses, such as email openings and clickthroughs, which show that recipients are interested in continuing to receive messages from a given sender.
Indeed, positive engagement is now one of the most crucial aspects influencing deliverability. Consequently, it is crucial for senders to manage their inactive subscribers, decreasing the frequency of emails sent to less active subscribers and eventually silencing those who haven’t participated in a long time.
Increased engagement and better deliverability are additional benefits of sending more targeted, tailored, and automated communications.
With the introduction of Apple’s Mail Privacy Protection, it will be much more difficult for senders to view openings, which has been an integral part of engagement management ever since mailbox providers began considering engagement.
Apple makes it extremely challenging to precisely identify inactive subscribers by generating bogus openings for every email sent to Apple Mail users who choose Mail Privacy Protection.
The Sender’s Reputation Is the Final Consideration, and It Is Determined by A Secret Formula that Each Mailbox Provider Uses to Weigh the Preceding Six Elements. the Domains a Sender Uses in Conjunction with Their Ip Addresses Carry This Reputation.