How to improve e-mail deliverability?

Email deliverability is a major issue, especially for businesses. Mailing is an essential means of communicating with customers. As a result, it has become essential to improve e-mail deliverability in order to guarantee the effectiveness of the marketing plan and the development of the business.

Are you wondering how to do ? This article will help you find out. So, happy reading!

What is email deliverability ?

Before we get to the important stuff, it’s necessary to know what email deliverability is. In fact, it’s the ultimate goal of an email campaign. Successful e-mail deliverability means that the majority of e-mails sent are delivered to the recipient’s e-mail inbox. That is, they arrive at their destination.

Email deliverability can depend on two reasons :

• Technical reason (incorrect email address, identification measures, etc.)
• Behavioral reason (inactive address, occasional opening…).

What are the best practices to improve the deliverability of your e-mails?

To work on these two reasons, here are a few best practices that will help you improve the deliverability of your e-mails on a daily basis :

Tune your contact list for good deliverability

If you haven’t filtered your contacts since you received them, you need to clean up your list. This will enable you to optimize your deliverability. To do this,

Delete these non-existent addresses from your list

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For clarification, there are two types of non-existent addresses :

• Old customer email addresses
• Invalid email addresses

If many of your contacts are blacklisted, there must be a problem somewhere. To detect it, you can check your site’s registration forms.

If not, check the harvesting dates of your contacts’ email addresses. They may have already expired.

It’s a good idea to check your site’s registration forms.

Filter your contacts’ inactive addresses

Because your inactive contacts will lower your open rate. Which can actually impact your reputation with email operators.

Wondering why certain addresses have become inactive ? There may be several reasons, for example 

• Your mails go straight to spam. So they won’t be seen by your customers.
• Maybe customers aren’t interested in your services anymore.
• Your customers receive too much mail, so they don’t have time to see your emails.

To manage this situation, you have two options :

• Delete these addresses permanently from your contact list.
• Launch special re-engagement email campaigns.

By implementing the Lead Scoring system, you can automatically filter out these inactive addresses.

Apply emailing best practices

You need to consider your contact acquisition method. That is, adhere to emailing best practices. Make sure :

• Your customer has consented to receive your mailings.
• He has been informed that he will receive emails from you

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• The content of the emails was explained in advance
• The customer knows instantly that it was you who sent the email.

If any of these points are not respected, your customer is likely to lose interest in your emails, or even spam you. To avoid this, it’s also best to entrust these tasks to an email marketing expert.

Comply with identification standards to guarantee the deliverability of your emails

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This way, email providers can be sure that you are the sender of the email. To comply with identification standards, here are the three protocols you need to put in place :

• DKIM protocol
• SPF protocol
• DMARC protocol

But no problem if you’re already using Sendinblue. Because all these protocols are spontaneously activated for shared IPs.

Use an email address that relates to your domain name

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Openly displaying your domain name allows people to recognize you and see your emails. Because, it appears on the sender name and on the email address. Creating an e-mail address from your domain name allows you to:

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• See your credibility
• Mail operators take your reputation into consideration

Determine your target

This is because your customers aren’t interested in the same products or services. If you generally offer content that doesn’t suit them, some of these customers may stop seeing your emails.

You therefore need to categorize your customers according to their needs. That is, what they want from you. That way, your emails will all reach their destination. Which means you have good e-mail deliverability.

Why improve e-mail deliverability?

Improving email deliverability is crucial to any digital communications strategy.

Increase engagement

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When e-mails reach recipients’inboxes, they are more likely to be opened and read. Higher open rates lead to more clicks and conversions. Emails delivered directly to inboxes avoid spam filters, maximizing their visibility and impact.

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Strengthen sender reputation

Good e-mail deliverability helps maintain a positive sender’s reputation. Email service providers constantly monitor the quality of emails sent. High deliverability and engagement rates show that e-mails are relevant and wanted. This improves the confidence of e-mail service providers, increasing the chances that future e-mails will reach their destination.

Maximizing return on investment (ROI)

Improving e-mail deliverability has a direct impact on the ROI of marketing campaigns. Well-delivered e-mails lead to a better response from customers, whether through purchases, registrations or other desired actions. As a result, the overall effectiveness of campaigns is optimized, enabling more results to be achieved with the same investment.