12 Reasons Your Email Deliverability Is Suffering and How to Fix It

Most people send emails usually assuming they will be delivered.

This, coupled with Email Service Providers (ESPs) who boast around 99% delivery rates, has led to misplaced confidence in a campaign's potential reach. One unfortunate similarity in spelling aside, delivery and deliverability are significantly different.

What is email deliverability?

Delivery measures an ESP's ability to pick up your email and throw it in the general direction of the recipient's email address without bouncing. But whether that email is allowed inside and offered tea and cookies is another matter entirely. This is email deliverability and measures the number of emails:

Not blocked by spam filters Unsent to a recipient's spam folder Why is email deliverability important?

In simple terms, email deliverability, also known as inbox placement rate, refers to emails successfully placed in an inbox. In 2021, the deliverability rate hovers around 80%, meaning one in five emails never arrives in a recipient's primary inbox.

The higher your deliverability rate, the more likely your email will be read, considered, and eventually acted upon. On the other hand, poor deliverability lowers the ROI of your email marketing and wastes the effort spent creating a campaign.

What affects email deliverability? How to improve it

You could be doing something wrong or not doing anything at all that causes your emails to be marked as spam. Here are some common issues that affect email deliverability health and best practices for resolving them.

Buy Mailing Lists

Everyone loves a good shortcut. But good shortcuts shouldn't be confused with just any shortcut. Or we'd all be jumping off cliffs instead of rappelling to the bottom.

Even if you spend a lot of money to buy a premium, specially curated list that a lead generation company has promised to finger it, it won't sell to another company like yours. You should understand that the people on this list have still not opted in to be contacted by you.

When you email them without their permission or expressly against it, they will, at the very least, mark you as spam. Sometimes their spam filters get ahead of them and flag your emails preemptively. When this happens repeatedly, it irreparably damages your reputation as a sender.

Building a mailing list from scratch is time consuming, but it's much more reliable. Start with the basics and use pop-ups and built-in forms to categorize users into different segments right from the start.

Source: Tony Robbins

Loyalty and referral programs like Mainstreet's provide access to potential customers who already trust you because you are recommended by people they trust.

Source: MainStreet

And what's stopping you from harnessing the power of social media campaigns to attract quality leads? Cloudera regularly broadcasts LinkedIn Lives to improve brand awareness and reach.

Source:Cloudera

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