Despite the evolving technologies, email is still the most popular communication tool for personal and business purposes. When used effectively, it can enhance your firm’s reputation or yours. Besides, email communication is accessible, saves time, and has global reach. Its suitability for targeted communication makes email a perfect fit for business outreach.

You can reach your audience through email. The commercial messages may provide information about your brand or product or advertise them. You can use this communication channel for advertisement and driving leads or sales. However, a successful outreach depends mainly on emails landing in recipients’ inboxes.

Factors Influencing Email Deliverability

Recipients will likely open, read, and act on your email if it gets to their inboxes. However, all messages don’t reach the inboxes. Several factors can cause them to end up in the junk folders. Recognizing and resolving these issues help your emails get delivered in the intended folder. 

Sender Reputation

The credibility of senders determines the folder mailbox providers place emails sent to recipients. The messages may also bounce. Emails from senders with high reputation will get delivered in the inbox. However, they will bounce or end up as junk if your credibility score is low. Of course, this can be avoided with a good deliverability tool like Mailreach. The reputation results depends on several factors:

IP Address

Mailbox provider’s algorithm rejects emails from IP addresses it didn’t trust or directs them to spam folder. Following good practices when sending messages using a particular device increases their deliverability rate. 

Blacklists

Emails from blacklisted domains will not get delivered to their intended recipients. The messages will land in the spam folder. 

Spam Complaints

Recipients also damage your reputation by marking your emails as spam. Individuals who didn’t authorize you to send emails to them will likely regard them as unwanted messages and move the emails to the spam folder. Also, recipients who expressly permitted you to email them may regard the messages as junk while decluttering their inboxes.  Likewise, your consequent emails will land in the same folders.

Engagement

A recipient’s action upon receiving your commercial messages influences your reputation. If the person opens, reads, or forwards the email or follows links in it, the engagement is good. It can enhance deliverability rate. Contrarily, our credibility score reduces when a recipient leaves your mail unopened or deletes it. 

Bounce Rate

Undelivered emails negatively impact the sender’s reputation. Your messages will bounce if sent to invalid email addresses. Besides, they won’t be delivered to a full inbox. An increase in your email volume may trigger the ISP to flag the messages as suspicious, damaging your credibility.

Email Content

Crafting messages with superior content increases email deliverability. It would help if you cautiously choose relevant words and images for your emails and don’t over punctuate the text. Avoid spam filter triggers like “act now” and “free.” They will hinder your messages from reaching their destination. Also, ensure you create engaging emails.

Email providers frown at content that contains unacceptable codes, including embedded tags. Your emails should have clean codes and add closed tags. Links to trusted websites are acceptable, but you shouldn’t shorten the URL. 

Deceptive subject lines leads to poor deliverability. You can use a title that aligns with your content. Besides, you should add your data (name and physical location). Including an easily identifiable email address and sender name enhances deliverability. 

Email Authentication

Email service providers verify the domains and IP addresses individuals use to send messages. Authenticating emails proves the senders’ legitimacy and improves the messages’ deliverability. It will also safeguard your domain from being used for fake sender addresses.

Email Engagement

Mailbox providers observe user behavior, which helps them determine whether the recipients want to receive your emails. High spam reports or unsubscribe rates can damage a sender’s reputation. However, you will have high open rates if your emails are relevant to the recipients. Work on your email warmup to make it engaging and personalized.

Get Your Emails Delivered to Inboxes

Recipients are more likely to open and act on messages received in their inboxes. Getting your commercial messages delivered to inboxes ensures the success of your business outreach. Here are tips that will help you improve email deliverability.

Use a Dedicated IP

Use an IP address that you are the only user to have better control of your IP reputation. Unlike using shared IP, the poor practices of other senders will not affect your email deliverability.

Seek Intended Recipients Consent

Ensure you build an email list of individuals who have permitted you to contact them. Such recipients are less likely to ignore your emails, delete them, or mark them as junk.

Declutter Your List

Regularly delete inactive contacts from your email list to enhance engagement rates and sender reputation.

Include an Unsubscribe Option

Offer your subscribers an easy opt-out to prevent marking your emails as unsolicited messages. Even a few spam complaints can hinder your emails from reaching the inboxes. It also helps to activate an email spam test solution.

Avoid Bounces Due to Increased Volume

You should maintain an even pattern, sending the same amount of emails regularly. However, you can slowly increase the volume weeks before a massive email campaign.

You should use reputable email providers and adopt best email practices to avoid blacklisting. Besides, high-quality content can prompt recipients to engage with your emails.

Email Deliverability is Necessary

Subscribers interested in your content may not receive your emails in their inboxes. Mailbox providers separate emails they consider spam from genuine ones using filters. Unfortunately, some relevant messages will also end up in the junk folder. You must adhere to best practices and improve your sender reputation to boost the deliverability rate. Besides, proper authentication of your emails and tracking of the engagement metrics contribute to the success of email marketing outreach.