Emails have always been and still are one of the major channels in every marketer’s arsenal. They provide the easiest and most effective way of catching the eye of potential customers. When it comes to the promotion of goods and services, emails are only gaining importance day after day. Thus, it is essential to understand the concept of email deliverability.
What is Email Deliverability?
Email deliverability refers to the ability of an email to successfully reach the subscribers’ inboxes. Emails that are actually delivered to the recipients’ inboxes are more likely to be opened and acknowledged.
The measurement of the email deliverability rate, which is the percentage of emails that make it to the customers’ inboxes, majorly depends on three key elements:
- Identification: This element refers to the stage of identity verification where a subscriber’s ISP protocols like SPF, DKIM, and DMARC are checked. These protocols serve as gatekeepers to the recipient’s inbox.
- Reputation: This element determines whether the email will be sent to a subscriber’s inbox or marked as spam. Email reputation is a score given to the sender’s domain, indicating its level of trustworthiness. The email reputation score depends on a number of factors such as blacklistings, email volume, email bounce rates and spam trap hits.
- Content: Under this element, the quality of the email’s content is analysed based on several factors. The email’s content quality decides if it will reach a recipient’s inbox. For instance, emails with shortened URLs, subject lines with unnecessary exclamation points or content with a weird format do not deliver to a subscriber’s inbox.
Why is it Important to Fix Email Deliverability?
As per a survey, over 20% of all sent emails go undelivered. It is essential for marketers to ensure that their emails are actually reaching the target audience. There are many tools like KDMARC you can use to check email deliverability regularly. Maintaining a robust sending reputation and achieving better email deliverability is highly significant for a successful marketing campaign.
Marketers put in a lot of time and effort in planning and crafting interesting and appealing emails. However, a poor email deliverability rate can easily undo all that hard work. Improving the email delivery rate entails making sure that an email is successfully delivered to the authorized recipient’s inbox. It is essential to prevent emails from succumbing to the failures like throttling, bounces and spam issues.
How to Increase Email Deliverability?
As we have already discussed, it is vital for a marketing campaign to focus time and resources on increasing email deliverability. So, here are a few effective tips on how to improve email deliverability rates.
- Properly authenticate your email domain: Cybercriminals can impersonate and misuse your domain name to send malicious emails across the internet. Domain impersonation is one of the quickest ways of destroying your sender reputation. It is essential to implement email authentication protocols like Sender Policy Framework (SPF) and Domain Keys Identified Mail (DKIM). These protocols secure your email domain against email-based attacks. DKIM and SPF alignment significantly mitigates the risk of email spoofing by providing the authentication of the user’s email domain to the Internet Service Providers (ISPs). This, in turn, helps in fixing email deliverability.
- Optimize the opt-in process: The process of collecting email addresses considerably affects your deliverability rates. Optimizing the opt-in process is the best way of ensuring that your email list contains engaged users. If you send emails to those who are not aware or interested in receiving messages from you, they may mark your emails as spam, tanking your sender reputation and decreasing your deliverability rates.
- Choose your subject lines carefully: Your subject line is the most crucial element of the content and determines if a user opens your emails. It is better to write non-spammy subject lines. Even though there is no hard and fast rule, phrases like “Free!!!”, “Risk-Free” and “100% Satisfied” can often redirect your emails to spam folders. While creating subject lines, try incorporating the genuine value of your message rather than adding pushy or overly persuasive phrases.
- Make sure you send emails at the right frequency: Sending too many emails can annoy your subscribers whereas sending too few can adversely affect your revenue and resources. It is essential to determine the right frequency for sending emails to the subscribers in order to balance out this issue. You can do this by setting a limit on the number of emails sent on a weekly or monthly basis. You can also provide a preference centre that lets your subscribers decide how frequently they would want to receive emails from you. Doing so can put your recipients in control and keep them happy.
- Implement DMARC: Adding Domain Message Authentication Reporting and Conformance (DMARC) record to the DNS not only provides visibility into email delivery but also detects and stops email spoofing. You can implement DMARC to enhance your domain’s email deliverability rate and monitor its SPF and DKIM records.
Fix Email Deliverability with KDMARC
KDMARC is a cutting-edge DMARC record generator and analyzer tool that helps organizations in enhancing and securing outbound mail ﬂow. It allows organizations to seamlessly configure their SPF, DKIM and DMARC records for all the legitimate email domains.
Organizations can implement KDMARC to check and analyse their email deliverability service and boost the email deliverability rates in no time. The tool is intended to set and generate new security protocols in the email domain in order to increase email deliverability and email engagement rates.
Click the button below to secure your email domain against spoofing for FREE with KDMARC!