Source: Canva free
You craft the best possible email and then let it out into the world. Will the email make it to the inboxes of your subscribers? You cross your fingers, but what if you could hit send with confidence knowing that your emails have the highest chances? It all comes down to email deliverability. But what is that anyways?
What is email deliverability?
Not everyone knows what email deliverability is. It’s the rate at which emails reach the inbox. Don’t confuse it with email delivery. Whereas email delivery is a measurement of emails delivered anywhere (including the junk folder), email deliverability means reaching the inbox.
Email deliverability matters because if you’re not ending up in the inbox how can you expect to get any results? You can’t and won’t, but not all hope is lost. First, let’s find out how email deliverability helps your goals.
What improved email deliverability can do for you
There’s a big connection between improved email deliverability and every metric associated with email marketing going up. It stands to reason that with more emails reaching the inbox, you’ll enjoy a higher clickthrough rate, as well as all other forms of engagement. You can expect – and should encourage – every kind of engagement there is: forwards, replies, etc. Even an unsubscribe is engagement.
An increase in engagement is your only pathway to a higher ROI. It’s one of the reasons why your email deliverability is so vital. Also, it doesn’t come down to chance. You can take the right steps to boost your deliverability, and along with it, increase your ROI.
Good email deliverability depends on email hygiene
If email hygiene isn’t a part of your email marketing approach, you’re going to get dwindling email deliverability. That’s because your emails bouncing sends a message to all of the Internet Service Providers (ISPs) out there that you’re a likely spammer. Off to the junk folder you go! One thing you must do is regularly remove inactive subscribers. Cutting them will only improve your deliverability.
You have to regularly maintain your email list – you can’t allow this to slip or you’ll start to have issues. Let’s see how to enact good email hygiene.
Email hygiene begins with email validation
Email lists won’t stay fresh on their own. Some people abandon their email addresses and other emails were never good from the very beginning. That’s why email validation services were designed.
So, how do they work?
You simply upload your entire list to the site platform and activate the email checker. It’s going to uncover all of those invalid and pernicious emails. Prune those from your list as soon as they’re rooted out. They won’t help you, they’ll only hurt your ability to reach the inbox.
Use an email validation API to keep bad emails off the list
It’s a good idea to have a number of forms on your site and elsewhere that you can collect email addresses. Your sign-up forms always need to use double opt-in where a confirmation email with a link is sent to anyone who signs up. They have to click the unique link if they want to get on the list.
However, if those forms aren’t protected, they could be a source of bad data that could get on your list and cause your email deliverability to decrease. The solution is to connect an email validation API to every form that allows the input of an email address. The email validator API checks every new email address instantly to help prevent the decay of your email list.
The careful email marketers is successful
Email deliverability comes down to the level of care you put into your email list. Don’t skimp on making sure all of the i’s are dotted and t’s crossed. Routine email scrubbing, checking email sign-ups in real time, and sending your emails at regular intervals are the ticket to your emails arriving in the inbox.
Nothing will ruin your email marketing like negligence. A list that gives you the returns you seek is treated like the valuable commodity that it is.
