Email Deliverability
12th Oct, 2022 — 14 min read
Email deliverability is a complex issue that can often be difficult to resolve. However, by following some simple tips and tricks, you can ensure that your emails are delivered successfully in 2022 and 2023. Here are some tips to follow.
Email deliverability is a critical issue for all businesses that use email to communicate with customers and prospects. It can be the difference between a successful email campaign and one that falls flat.
There are a number of factors that can affect email deliverability, from the quality of your email list to the content of your messages. In this article, we'll take a look at some of the most common email deliverability issues and how to fix them.
Poor list quality
One of the most common email deliverability issues is poor list quality. This can be caused by a number of factors, including buying or renting email lists, not verifying email addresses, and not keeping your list up to date.
To fix this issue, start by ensuring that you only send email to people who have opted in to receive it. You can do this by using an email verification service to verify email addresses before you add them to your list.
In addition, make sure that you regularly clean your list by removing inactive subscribers. You can do this manually or with an email list cleaning service.
Sending to spam traps
Another common email deliverability issue is sending to spam traps. Spam traps are email addresses that are specifically set up to catch email senders who are sending unsolicited email.
If you send email to a spam trap, it's likely that your email will be marked as spam and delivered to the spam folder. This can harm your sender reputation and make it difficult for your email to reach the inbox.
To avoid this issue, make sure that you only send email to people who have opted in to receive it. You can do this by using an email verification service to verify email addresses before you add them to your list.
Using a blacklisted IP address
If you're using a shared IP address that's on a blacklist, it can be difficult for your email to reach the inbox. This is because blacklisted IP addresses are often associated with spam.
To fix this issue, you'll need to get a new IP address. You can do this by contacting your ISP or email service provider.
Sending too much email
If you're sending too much email, it can be a sign that you're a spammer. This is because spam senders often send large volumes of email in an attempt to reach as many people as possible.
To fix this issue, limit the amount of email you send. You can do this by segmenting your list and only sending email to people who are interested in hearing from you.
Using a free email service
If you're using a free email service like Gmail or Yahoo, it can be difficult to reach the inbox. This is because free email providers often have strict anti-spam filters in place.
To fix this issue, you'll need to use a paid email service. Paid email services like MailChimp, Sendloop or AWeber have better deliverability than free email services.
Having a bad sender reputation
If you have a bad sender reputation, it can be difficult for your email to reach the inbox. Your sender reputation is based on a number of factors, including the number of people who mark your email as spam and the number of hard bounces.
To fix this issue, you'll need to improve your sender reputation. You can do this by ensuring that your email list is clean and up to date, and by sending engaging and valuable email content.
Not using DKIM
DKIM (DomainKeys Identified Mail) is an email authentication protocol that allows you to sign your email with a digital signature. This signature is used to verify that your email was sent by you and not by a spammer.
To fix this issue, you'll need to add DKIM to your email. This can be done by adding a TXT record to your DNS settings.
Not using SPF
SPF (Sender Policy Framework) is an email authentication protocol that allows you to specify which IP addresses are allowed to send email on your behalf. This helps to prevent email spoofing, which is when someone sends email that appears to be from you but isn't.
To fix this issue, you'll need to add SPF to your email. This can be done by adding a TXT record to your DNS settings.
Using an unprofessional email address
If you're using an unprofessional email address, it can be difficult to build trust with your recipients. This is because unprofessional email addresses often contain typos or are from free email services.
To fix this issue, you'll need to use a professional email address. You can do this by setting up a professional email address with your own domain name.
As an email marketer, you probably already know that email deliverability is important. But what is it, exactly? Email deliverability is the percentage of emails that are successfully delivered to subscribers' inboxes.
There are a number of factors that can affect email deliverability, including your sending reputation, the quality of your email list, and the content of your emails.
Your sending reputation is the most important factor in email deliverability. Your reputation is based on a number of factors, including your IP address, domain name, and email content.
The quality of your email list is also important. A high-quality email list is made up of subscribers who have voluntarily given you their email address and have indicated that they want to receive your emails.
The content of your emails is also a factor in email deliverability. Your emails should be relevant and interesting to your subscribers, and they should not contain spammy words or phrases.
There are a number of other factors that can affect email deliverability, but these are the three most important. If you focus on these three factors, you will be well on your way to ensuring that your emails are delivered to your subscribers' inboxes.
Email deliverability is a hot topic these days. With inboxes becoming more and more crowded, and spam filters more sophisticated, it's more important than ever to make sure your emails are landing in your subscribers' inboxes.
Unfortunately, there are a lot of things that can go wrong between the time you hit "send" and the time your email lands in your subscriber's inbox. Here are five of the most common email deliverability issues, and how to fix them.
Your email is going to spam
This is probably the most common deliverability issue. If your email is going to spam, there are a few things you can do to try to fix the problem.
First, check your email content. Are you using too many exclamation points? Are you using all Caps? These are both surefire ways to get your email marked as spam.
Second, check your sender reputation. If you're sending from a new IP address, or if you have a history of sending spammy emails, your emails are more likely to be marked as spam. You can check your sender reputation using a service like Sender Score.
If your sender reputation is low, there are a few things you can do to improve it. First, make sure you're only sending to people who have opted in to receive your emails. Second, make sure your emails are well-designed and relevant to your subscribers. Finally, make sure you're not sending too many emails.
Your email is going to the Promotions tab
If your email is going to the Promotions tab in Gmail, there are a few things you can do to try to fix the problem.
First, check your email content. Are you using too many exclamation points? Are you using all Caps? These are both surefire ways to get your email marked as spam.
Second, check your sender reputation. If you're sending from a new IP address, or if you have a history of sending spammy emails, your emails are more likely to be marked as spam. You can check your sender reputation using a service like Sender Score.
If your sender reputation is low, there are a few things you can do to improve it. First, make sure you're only sending to people who have opted in to receive your emails. Second, make sure your emails are well-designed and relevant to your subscribers. Finally, make sure you're not sending too many emails.
Your email is getting bounced
If your email is getting bounced, it means that it's not reaching your subscribers. There are a few reasons this could be happening.
First, check your email list. Are you sure all of the email addresses on your list are valid? If not, you'll need to clean your list. You can use a service like Email List Validation to clean your list.
Second, check your email content. If your email is too long, or if it contains too many images, it may be getting caught in your subscribers' spam filters.
Finally, check your sending reputation. If you're sending from a new IP address, or if you have a history of sending spammy emails, your emails are more likely to be marked as spam. You can check your sender reputation using a service like Sender Score.
Email deliverability is a huge topic. In fact, there are entire businesses built around the idea of improving email deliverability for their clients.
While we can't cover everything in one blog post, we can highlight some of the most common mistakes that can impact email deliverability.
Not Getting Permission
This is the number one mistake that can impact email deliverability. If you're not getting permission from people to email them, then your emails are more likely to be marked as spam.
There are a few ways to get permission to email someone. The most common is to have them sign up for your email list. This can be done on your website, through a Facebook ad, or even in person.
Another way to get permission is to make it easy for people to opt-out of your emails. This might seem counter-intuitive, but if you make it easy for people to unsubscribe from your emails, they're more likely to trust you.
Not Following the CAN-SPAM Act
The CAN-SPAM Act is a law that governs commercial email. It's important to note that this law applies to any email that has the primary purpose of promoting or selling a product or service.
If you're not following the CAN-SPAM Act, your emails are more likely to be marked as spam.
Here are a few of the most important requirements of the CAN-SPAM Act:
You must include a physical address in your email
You must have a working unsubscribe link
You must honor unsubscribe requests within 10 business days
You must not use false or misleading header information
You must not use deceptive subject lines
Sending Email to Inactive Subscribers
If you're sending email to people who haven't opened your emails in a long time, your emails are more likely to be marked as spam.
There are a few ways to avoid this. First, you can segment your email list so that you're only sending email to people who are actively engaged.
Second, you can use an email re-engagement campaign to try to get people to start opening your emails again.
Buying or Renting Email Lists
Buying or renting email lists is a huge no-no. If you're found to be doing this, your email provider is likely to suspend your account.
Not only is buying or renting email lists against the terms of service of most email providers, but it's also against the law. The CAN-SPAM Act specifically prohibits the use of purchased or rented email lists.
Not Monitoring Your Email Reputation
Your email reputation is the measure of how likely your emails are to be marked as spam. There are a few different factors that go into your email reputation, but the most important is your sender score.
Your sender score is a numeric rating that ranges from 0 to 100. The higher your sender score, the better your email reputation.
You can check your sender score for free at SenderScore.org.
Email deliverability is a complex topic, but there are a few simple things you can do to improve your chances of getting your emails delivered to the inbox.
Avoid these five mistakes and you'll be well on your way to improving your email deliverability.
Email deliverability is a constant moving target. What worked last year may not work this year. The good news is, there are some best practices that will always help ensure your email gets delivered to the inbox.
Use a double opt-in
The double opt-in is when a subscriber must confirm their email address before they are added to your list. This may seem like an extra step, but it's worth it.
The double opt-in helps to ensure that only people who really want to receive your emails are on your list. It also helps to reduce the number of bounced emails, which can damage your deliverability.
Keep your list clean
A clean list is a deliverable list. That means you should regularly remove bounced emails and unsubscribes from your list.
The less bounced emails you have, the better your deliverability will be. And, if you have a lot of unsubscribes, it's a sign that your emails are not relevant to your audience.
Use a consistent sender name and email address
When people see a consistent sender name and email address in their inbox, they are more likely to open and click through your emails.
If you use a different sender name or email address for every email you send, people will quickly become confused and may even mark your emails as spam.
Use a professional email template
An email template that looks professional will help your emails stand out in the inbox and will make it more likely that people will open and click through your emails.
There are a lot of great email templates available online. Just make sure to choose one that is compatible with your email service provider.
Test, test, test
The only way to know for sure what works and what doesn't is to test. Send different versions of your emails to small groups of people and see how they react.
You can test things like the subject line, the sender name, the email content, and even the time of day you send your emails.
Email deliverability is always changing. But, if you follow these best practices, you can be sure that your emails will always get delivered to the inbox.
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