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.
No one is safe from spam complaints. Complaints can happen even to good marketers who are sending to permission-based email lists.
The complaint rate used to be underestimated, but the recent research shows that 20% of deliverability issues were caused by a lot of spam complaints.
The complaint rate is calculated as the number of "report spam/junk" complaints out of emails sent. For example, the 0.1% complaint rate is considered acceptable and often seen among good senders, but the 0.5% rate is already too high.
While you may not be able to achieve zero complaints, you absolutely can reduce and maintain your complaint rate at the acceptable level to increase your Inbox placements.
When it comes to email marketing, deliverability means getting email marketing messages to the recipients' Inboxes. It is the key to a successful email campaign.
Over the past years, email deliverability has evolved. While the subject lines, spam filter triggering words, special characters, and image-text ratio have been the most important things to pay attention to in the past, these days, email deliverability depends mainly on the sender reputation which includes the sending IP reputation and sending email/domain reputation, recipient’s engagement, list acquisition, and list management practices.
Do you know that there are over 300 million Gmail users over the world? So, if you have a kind of an opt-in list, there is a high probability that you are already mailing to Gmail recipients. But do your emails get to their Gmail Inbox?
The Internet and email have created new opportunities for businesses of all sizes and across all markets. The bad thing is that malicious senders are abusing email too. I bet you are receiving hundreds of ads and promos from people you have not even heard of every day.
Thus, ISPs and all receiving networks are forced to take measures to protect their users against the assault of increasing volumes of spam and malicious email.
On the other hand, the war of Internet service providers (ISPs) against spammers has a negative impact on legitimate email senders. And your marketing results suffer because of this, right?
Some 21% of permissioned emails from legitimate senders around the world failed to reach the Inbox during the year-long period, up from 17% during the previous year-long period, according to Return Path’s latest study on this topic. The average Inbox placement rate in the US saw a sharp decline from 87% to 76%, meaning that almost 1 in every 4 commercial emails in the US fails to reach the Inbox.
How would you like a 21% performance improvement for your next email marketing campaign?
To help you deliver your legitimate email messages to the recipients’ Inboxes, I’ve created the list of best email practices, delivery scenarios and recommendations you can implement today.
And to make it easy, I broke them down into five chapters. In chapter 5 you can even check your email in real time using a free email spam checker. We’ll show you where it appears: in the Inbox or Spam.
Email marketing is about the balance between strategy, deliverability, funding, process, staffing and the need of the customer. Email marketing has a whole set of things that make a decision to the program. Deliverability is just one of them.
Even legitimate email marketers who send CAN-SPAM compliant emails to people who subscribed to their lists have their emails filtered as spam all the time. Unfortunately, there's no quick and permanent fix.
However, if you understand what spam is, how spam filters work, and what mistakes cause the email to be filtered as spam, you will be able to reduce the ratio of emails landing in the spam folder and increase your Inbox delivery. So, let's get started.