Let's be honest: email marketing is nothing without deliverability. Don't believe anyone telling you otherwise. If your email is delivered, it can be seen, read, and clicked on. And if you can increase your email deliverability by even just 2-3%, it can significantly increase your ROI.
But considering smart filtering systems employed by mailbox and Internet service providers, achieving high deliverability rates is not easy.
In this post, I give a little bit of theory about email delivery so that you can get a general idea about email concepts, good and bad sending habits, and email spam checker tools you can use to monitor your reputation and deliverability and determine possible causes of deliverability issues if they happen.
Deliverability is the cherished dream of email marketers. You only waste your time and money that you spent for preparing and sending an email campaign if your email doesn't reach your subscriber's Inbox.
GlocApps tracks and reports on deliverability with its Inbox and spam rate metric. Very few email marketers achieved the Inbox Placement rates of at least 90%. The average of Inbox Placement performance for the last 30 days is 76%, calculated based on the email activity of all our customers.
Email marketing is the most convenient means of reaching new and existing customers and subscribers throughout the year. Companies and online marketers can send email marketing campaigns to introduce their products and services, showcase new features, promote their blogs, and give exclusive offers to re-engage customers who haven't been active in a while.
Handling of bounce emails and feedback loops is a part of best email marketing practices. And there is a solid ground for this. Ignoring bounce and FBL emails lead to serious consequences from bad sender reputation to blacklisting issues and problems with email deliverability.
You spend a lot of time designing a beautiful branded email template, polishing up your email copy, and crafting a teasing and enticing subject line that should skyrocket your email open and click-through rate. But before pressing the Send button, did you think that your subscribers might not even get the opportunity to see your email?
Many email marketers are mistakenly assured in their ability to reach their recipients when they observe a high delivery rate. But what the "delivery rate" term actually means is the number of sent emails that did not return as a hard or soft bounce. In reality, a delivered email could end up in the Inbox, or spam box, or could get blocked.
One of the essential metrics to monitor after you send a marketing email campaign is the bounce rate. The bounce rate is the number of bounced emails divided by the total number of sent emails.
The bounce rate is directly related to the quality of your mailing list. A low bounce rate is the sign of a clean, confirmed opt-in list with active and engaged subscribers. A high bounce rate indicates problems with the list management and/or permission-based list acquisition methods.