Hey there, email warriors! It’s Analyn Braza from WebKitty Creative Services, and today we’re diving into the nitty-gritty of email deliverability. You might be thinking, “I think my deliverability is okay…” But what does that even mean? Let’s break it down and see how you can ensure your emails aren’t just delivered, but actually land where they should—in the inbox!
Delivered vs. Deliverability: What’s the Difference?
First things first, let’s clarify the difference between “Delivered” and “Deliverability.” They may sound similar, but they’re worlds apart in the email marketing universe.
Delivered
This is the stat you see on your SMTP dashboard or in your HelloHero email stats. It shows that your email reached the recipient’s mail server. But where did it go from there? Inbox? Spam? Promotions? It’s like your postal carrier marking your package as “delivered,” but you can’t find it anywhere. Frustrating, right?
A good delivery rate is 98%+. Anything less, and your emails might not even be reaching their intended destinations. But don’t worry, with tools like Mailgun and HelloHero, you can see every stat and take control of your email delivery rates. That’s why I love this combo!
Deliverability
Deliverability, on the other hand, is all about where your email ends up. Did it make it to the inbox, or did it get lost in the spam folder? This is your Inbox Placement or Inboxing Rate. Unlike delivery, you won’t find deliverability stats in your dashboard. But there are ways to improve it and get as close to 100% as possible.
Factors Affecting Deliverability
Several factors influence deliverability, and while we can’t control them all, we can definitely steer things in the right direction.
IP and Domain Reputation
Reputation is key! Volume, consistency, and engagement (opens, clicks, replies, bounces, complaints, unsubscribes) heavily influence your reputation. Check out our guide on “What Email Deliverability Stats Should I Look For?” for more details.
Email Service Provider (ESP) Filtering Preferences
Google, Yahoo!, Outlook—they all have different filtering systems. Hundreds of factors affect deliverability, but none of these companies will give you a playbook.
Authentication
Those pesky DNS records—SPF, DKIM, and DMARC—are crucial. Incorrect configuration can land your emails in spam or even prevent delivery.
Domain Age
New domains need a warm-up period. Treat your new domain like a first date—start slow and build a good reputation over time.
Domain Suffix
Some domain suffixes (.com, .co, .net, .org) are more trustworthy than others. Make sure your domain suffix isn’t on the naughty list.
Subject Line and Body Copy
What you say matters. Avoid spammy words like “FREE” or “100%”. Even a small change, like removing “FREE” from a subject line, can boost deliverability.
Blacklistings
Getting blacklisted can be a nightmare. Different types of blacklists exist, and they can cause huge problems. Check if your domain or IP is blacklisted and take steps to resolve it.
Links
Links in your email can affect deliverability. Ensure any links used are trustworthy and not associated with blacklists.
Text to HTML Ratio
Balance is crucial. The general rule is 60:40 in favor of text. Too much HTML can hurt deliverability.
Volume and Consistency
Sending too much too fast can harm your reputation. Be consistent and build a good sender reputation over time.
Recipient Email Behavior
How your recipients interact with their emails can impact your deliverability. Factor this into your strategy for better results.
Need Some Help?
This article covers some key factors affecting deliverability, but there’s a lot more to it. Every email marketing situation is unique, and sometimes troubleshooting requires a deep dive.
If you’re struggling to get your emails into the inbox or want to take your email marketing to the next level, book a call with me. We’re here to help you navigate the complex world of email deliverability and achieve the best results possible.
Stay tuned for more detailed articles on these factors, and happy emailing!
For personalized assistance, reach out to me at ana@webkitty.website. Let’s make your emails purr-fectly effective!
