Posted on: April 24, 2020
Reading Time: 6 minutes
Category: Email Marketing
The legacy of spam – and its ongoing challenge – has meant that email deliverability is a major concern for any business sending emails.
Or, at least, it should be.
As many as 17% of emails sent never reach their intended inboxes. That’s just about one-fifth of your revenue earning potential shot in the foot.
Your sender reputation is a critical factor that affects your email deliverability. Quite simply, senders with a good reputation get their mails delivered but senders with poor reps will get either blocked at the gateway or see their messages land in the barren space that is the junk folder.
Right now, let’s give you the low-down on low email delivery rates.
And then you have no more excuses.
Looking for free email deliverability tools?
Check out our Email deliverability tool and our Email awesomeness checker.
Recipient engagement and is based on sophisticated analyses of how your recipients handle the mails they receive from you.
Reading, forwarding, opening, clicking on or storing your mails are all positive signals, as is adding your address to their contacts.
Negative factors include ignoring, deleting without reading, unsubscribing or marking as spam.
Content doesn’t just mean the words you use – although there are plenty of these that will trigger spam filters.
Avoiding spam filters also means considering things like:
These are messages marked as spam by the recipient.
You only need to hit spam complaint rates of 0.2% to start the alarm bells ringing. And, if you think that’s low, watch out for Gmail, where an infinitesimal spam complaint rate of 0.08% will have you flagged as a potential spammer.
Spam traps fall into two categories.
Recycled spam traps are email addresses that should not be receiving mail because they haven’t been used in such a long time. Pristine spam traps are addresses that have never even signed up to receive mail.
Sending mail to any type of spam trap is like a wasp falling into a honeypot (and this is how AOL refers to them). It reveals that you aren’t maintaining a clean list or are purchasing bad data.
The best and only way to avoid pristine spam traps is to never purchase email lists or scrape the web for emails. And for recycled spam traps you need to remove recipients regularly who don’t respond to your mails.
The email address your mail is sent from is considered in the spam mix, as are the email addresses you send to.
Sending email to a large number of invalid or non-existent email addresses sends a negative signal to inbox providers. Always check for typos in email addresses entered and remove addresses that bounce from your lists.
Another way to avoid issues rising here is to use double opt-in when adding prospects to your list.
The best of our blog, direct to your inbox once a week.Sign up to our newsletter
This is based on how ‘spammy’ your domain and IP address currently are or historically have been.
If you’re sending large volumes of mail (say, over 50,000 per month) having at least one dedicated IP address is the safest way to protect your reputation from other senders who share the address.
You may also wish to consider segmenting email activity – typically by transactional and marketing activity or between different brands. This helps protect reputation bleed – where the poor reputation of one area starts to affect the deliverability of another.
For cost reasons having a dedicated IP address or segmenting emails may not be practical for smaller senders, but do choose your IP address provider carefully.
Something that is essential for all senders, however, is authentication and verification.
As well as monitoring each mail themselves, inbox providers also use external sources of information. These are known as blacklists.
It’s important to realise that just appearing on a blacklist doesn’t spell doom and gloom for your ROI from email activity. Some blacklists carry much more weight than others. You can check to see if you’re blacklisted – and where – using this handy, free tool provided by MXToolBox.
So, there you have it: email deliverability served on a plate.
To help you polish your credentials you can find some awesome tools in our free SoPro Toolkit. Anyone can understand email deliverability, but only those with the right tools at hand can put it into action.
These include:
This checks every detail of your mail set-up – and then shows you exactly how you can improve results. If deliverability is a curse this is the cure. The cure for issues such as HTML errors, low deliverability scores, spam terms, spam list scoring, DNS auth, validation, domain blacklisting, IP blacklisting and broken links.
There are many paid tools out there on the market come nowhere near offering your mails the depth and accuracy of this free health check. (Hey, no names mentioned!)
This power tool carries out a ‘live’ send of your email to over 100 inboxes from your own server. This send spans every major mail service provider, meaning you can see which are delivering your goods and which are marking them as spam.
We use this tool before every send and gain a 14% delivery uplift every single time.
Check your deliverability ‘live’
If it’s a prospecting mail you’re sending this handy free tool will point out the many ways your mail could be more awesome.
Find out in a flash if you are likely to trigger spam filters with the words you use, whether there are any typos or spelling mistakes that undermine your credibility, if your mail is too long or you’re writing style too hard to read.
So, now, awesomeness is open to us all – and, don’t worry, even Hemmingway thought his first drafts were pants!
Kit Smith
There are many strategies for lead generation, many channels for prospecting, and many nuances to email marketing, And each one …
Niko Rowe
When it comes to prospecting there simply is no place for marketing speak or jargon. Quite simply your job is …
Niko Rowe
When SoPro first started off we were already sure about two things. We would use tech to create a scalable …
Every six seconds we start a new sales conversation. Grow your business with a daily flow of qualified leads.
Share