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Email Deliverability: Do Your Emails Deliver Successfully?

Wondering why you’re not getting any replies from the emails that you sent out? The reason could be, your emails did not reach the inbox of your recipients. Where could it be? Promotion? Social? Or even being labelled as junk or spam?

As a marketer, you wouldn’t want that to happen right? Hence, we come to the topic of email deliverability.

Email deliverability is the term used in the marketing industry which refers to the success rate of email sent landing in the recipients’ inbox. Emails that landed in inbox have a higher chance of being opened and engaged.

Factors that affect deliverability

1. Identification
Your recipients’ Internet Service Providers (ISPs), in this case, we’re focusing on mail providers such as Google, Microsoft, Yahoo and so on act as the gatekeeper to the recipients’ inbox. They will determine whether you are whom you claimed to be by using a set of standard protocols, Domain-Based Message Authentication, Reporting & Conformance (DMARC); DomainKeys Identified Mail (DKIM) and Sender Policy Framework (SPF).

2. Reputation
This refers to your level of trustworthiness as a sender based on the following factors:

  1. Blacklisting
  2. Bounce rates
  3. Complaint rates
  4. Email volume
  5. Spam trap hits

Your Internet Protocol (IP) address’ reputation affects the ISPs’ judgement on whether your email should go to the inbox or marked as spam.

3. Content
Having a higher quality and relevant content has a substantial effect regardless of your email hit the inbox or otherwise. Emails with subject lines like “GET YOURS NOW” or “FAST CASH”, the usage of exclamation marks, weird formatting, URL shorteners and those in such manner are red flags to ISPs. Hence, having a good quality and relevant content could reduce the risk of being marked as spam mail.

How to improve deliverability

No point sending emails if they don’t reach the recipients’ inbox. Here are a few techniques that you can use to boost your email deliverability.

1. Make your email from your brand and relevant subject line
For instance, instead of showing from “Kevin”, recipients should be able to see “Kevin from XXX”. This subject line should also be relevant and steer away from spammy subject lines. By doing so, you can increase the open rate and reduce the spam complaints of your emails.

2. Implement Sender Policy Framework (SPF)
By using SPF, you are able to increase your trustworthiness in the eyes of ISPs, making your mail more likely to be sent to the recipient’s inbox.

3. Check your feedback loops
Major ISPs such as Google and Microsoft provide feedback loops where the sender is able to gain information on the complaints made by the recipients. With this, you can take the necessary steps to improve the quality of your emails.

4. Find the right frequency
Sending emails too often might result in your emails to be ignored which could lead to be marked as spam. Too little and your recipients might forget about you. You have to experiment to achieve the right frequency and the kind of feedback that you get. Once a week should be a good starting point.

5. Be consistent
Once you set the frequency, stick to it. An erratic sending pattern will cause the ISPs to mark your emails as spam.

6. Opt for double opt-in
Basically, an activation email will be sent to a new subscriber to receive his or her consent to send newsletters in the future. This method aligns with Canada’s Anti-Spam Legislation (CASL) and the CAN-SPAM Act.

If you find these are too overwhelming, the following companies which provide email marketing services might be able to lend you a helping hand.

  1. MailChimp
  2. Get Response
  3. SparkPost
  4. Active Campaign
  5. Maropost
  6. Aweber
  7. Emma


Email marketing work wonders if they are successfully delivered.

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