Email Deliverability is one of the most important metrics for tracking your email marketing strategy.
Open and delete rates are important factors, but if your email doesn’t reach the subscriber’s inbox, you won’t be able to open or click.
Let’s take a look at what email delivery is, what to look out for, and what you can do to improve your delivery.
What is Email Deliverability?
The email delivery feature is the ability for an email specialist to send emails to receiving mailboxes.
You are the sender of the email and the Internet Service Provider (ISP) is the third party that prevents you from sending your email to its subscribers. ISPs are Gmail, Yahoo!, Outlook, etc. They want their subscribers to link to their emails and not mark them as spam.
This is where delivery comes in. ISPs prevent spammers from reaching your inbox, and delivery speeds will decrease if they consider your email to be spam.
It looks scarier than it is. As long as you manage your list well, you can maintain a high delivery rate and positively destroy your email marketing strategy. We’ll talk about this in the third paragraph, but first, let’s take a look at mail delivery.
How to calculate Email Deliverability
To determine email delivery speed, take the number of emails in recipient mailboxes and divide by the total number of emails sent. Then multiply by 100 to get the percentage.
Let’s say you have 10,000 subscribers on your mailing list and you send emails to every 10,000 subscribers. The next day, you will see how many people received the email. You will see that 8,000 out of 10,000 subscribers received it.
Take 8000 and divide by 10,000. Get 0.8. Multiply that by 100 to get your percentage and you get an 80% delivery percentage.
You want your delivery rate to be as close to 100% as possible. Otherwise, your subscribers may have bad habits that can make them complain about your email.
How to improve Email Deliverability
Here are some ways to improve or maintain 100% mail delivery.
1: Verify your email domain and use the same IP address
Looking at your email domain is like finding your ISP for a cup of coffee and proving you’re a real person. ISPs like verified email domains because they make sure you’re not a spammer and try to give people your banking information so they can give you the millions of dollars you can invest in a family member. You can do this through a third party and more information about verification can be found here.
Imagine that the ISP you found for coffee wants you to send them a secret four-digit code every time you send them an email to let them know you haven’t been hacked. Sending your emails from the same IP address is like giving your ISP that 4-digit code. If you start sending emails from a different IP address, your ISP will notice that you haven’t entered the four-digit secret code and will think you’ve been hacked, which slows down your delivery.
2: Send Content to Attractive Subscribers
If you are a peanut butter company, do not immediately email your subscribers about important banking transactions at this time. You want to send them information about using peanut butter to make delicious recipes for their families. This is an important part of the membership process. You want to make sure subscribers know exactly what emails you want to send when they sign up to be added to your list.
Subscribers will be happy to receive your email as long as they can read the subject line and see that this is the content they want to see from you.
3: Advertise your promotions
At Digital Marketer, we create promotional calendars to make sure we don’t send too many promotions at once. No one (including us) wants to be overwhelmed with product promotion after promotion. It makes your subscriber feel like they can never buy everything and weakens your offer (because they know there’s always another one around the corner).
To prevent your subscribers from receiving too many promotional emails, set up a 90-day calendar and find out when your product campaigns start with the corresponding promotional emails. So make sure your promotions are distributed in a way that provides valuable content in promotions that will attract your email subscribers.
4: Don’t Send Emails Too Often
We are talking about sending lots of promotional emails, but there are also things like sending lots of emails in general. This can significantly reduce email statistics. The number of emails that qualify as sending “very frequent” emails is specific to your list and the subscribers who have chosen to receive them.
For example, if you have a daily newsletter, it makes sense to send emails every day. Subscribers have asked you to send an email every day during activation. But if you’re a peanut butter business, they probably don’t want to see it in their mailbox every day. Picking a day and making it stand out in your business is the best way to deliver consistent content without overdoing it, like Monday’s peanut butter recipe.
5: Use the hygiene list to clean it
List hygiene is so-called because it is like showering on the mailing list. Remove all unnecessary email addresses that are constantly rejected or subscribers who are fully engaged. This is an important part of managing an email list. As you decrease the number of subscribers, if you send a higher percentage of engaged subscribers after clearing, you will increase open rates.
The general hygiene rule on the list is to clean it every 6 months. This gives you the option to segment your indefinite list and post it on a re-engagement campaign.
You want to take your subscribers to the conversion stage of the customer value journey, and you can do this if they never get your email. If your subscribers don’t get your email, they’ll never know what your offers, products, or content are.