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The Ultimate Email Deliverability Guide

What is email deliverability?

Email deliverability is the ability of an email message to be delivered from the sender’s email server into the inbox of the intended recipient.

There are many factors that can influence email deliverability, including email content, spam filters, email authentication, and more.

Why is email deliverability important?

The email deliverability rate is a crucial metric for any email sender, particularly in the case you have an outbound sales team. Email is still an absolutely critical channel for B2B outbound to generate engagement, appointments and qualify new sales opportunities into your pipeline.

If your email messages are not being delivered to the inbox, then your cold email & even standard marketing campaigns will be less effective and you will miss out on potential leads and customers, growth and retention opportunities.

What are some factors that can affect email deliverability?

There are many factors that can affect email deliverability, including email content, spam filters, email authentication, and more.

Email Content:

The content of your email can influence whether or not it will be delivered to the inbox. If your email contains spammy keywords or phrases, then it is more likely to be caught by a spam filter.

To avoid this, you should focus on creating quality email content that is relevant and valuable to your recipients. Using words like free, urgent and so on should all be avoided.

Spam Filters:

Spam filters are designed to catch email messages that contain spammy content. If your email message is caught by a spam filter, then it will not be delivered to the inbox.

To avoid this, you should ensure that your email content is relevant and valuable to your recipients. You should also avoid using spammy keywords or phrases in your email content.

Email Authentication:

Email authentication is the process of verifying that an email message is coming from the sender that it claims to be from.

If your email message fails email authentication, then it is more likely to be caught by a spam filter.

To avoid this, you should make sure that your email messages are properly authenticated. You can do this by setting up SPF and DKIM records for your domain.

There’s a few tools that can help you out here, including MX Toolbox, Mailtester and a few others. Mailtester will give you a score out of 10, which is the simplest and easiest way to start understanding where you’re email deliverability reputation is sitting. Improving your score from about a 6 up is where you want to be aiming for a baseline.

What are some tips for improving email deliverability?

There are a few things you can do to improve email deliverability, including:

  1. – Creating quality email content
  2. – Avoiding spammy keywords
  3. – Authenticating your email messages
  4. – Keeping your email list clean
  5. – Monitoring your email deliverability rate
  6. – Run warm up processes
  7. – Ensure DMAR, SPF and other DNS records are up to date, and accurate.

Getting emails into inboxes is no easy feat. Many companies, marketing and sales teams do not realise that relying on uncontrolled domains using products like Hubspot, etc give them no way to monitor and improve deliverability, and wonder why the reply rates tend to be bad…

Sale Scout puts incredible emphasis on the reputation of domains we use to ensure the highest possible deliverability.

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