1 What is email deliverability?

Email deliverability is not the same as email delivery. Email delivery means that your email was accepted by the recipient's server, but it doesn't guarantee that it landed in the inbox. Email deliverability means that your email was not only delivered, but also passed the filters and checks that determine whether it's spam or not. Email deliverability depends on various factors, such as your sender reputation, your content quality, your list hygiene, and your authentication methods.

2 Why does email deliverability matter?

Email deliverability matters because it affects your marketing performance and your relationship with your audience. If your emails don't reach the inbox, you're missing out on opportunities to communicate, educate, persuade, and convert your subscribers. You're also wasting your time, money, and resources on sending emails that don't get seen. Moreover, if your emails end up in the spam folder, you're damaging your reputation and trustworthiness, as well as risking penalties and blacklisting from ISPs and email providers.

4 How to improve your email deliverability?

To ensure your emails reach their intended recipients, you should adhere to certain best practices and guidelines. Start by selecting a reliable and reputable email service provider (ESP) that complies with industry standards and regulations. Additionally, authenticate your domain and email address with SPF, DKIM, and DMARC records to prove your legitimacy and prevent spoofing and phishing. Segment your list to send targeted, personalized emails based on subscribers' preferences, behavior, and interests. Clean your list regularly to remove any inactive, invalid, or unengaged subscribers who could lower deliverability and engagement rates. Before sending emails, test them to optimize subject lines, content, design, and timing for maximum impact and relevance. Furthermore, be sure to avoid spam triggers or words such as "free", "guaranteed", "urgent", or "click here". Finally, provide clear and easy ways for subscribers to opt-in, opt-out, or update their preferences or information.

5 How to measure your email marketing success?

Email deliverability is a necessary factor for email marketing success, but it's not the only one. You must also consider how your emails contribute to your marketing goals and objectives, such as brand awareness, lead generation, lead nurturing, customer retention, and customer advocacy. To measure these outcomes, you should track key performance indicators (KPIs) such as conversion rate, revenue, return on investment (ROI), and customer lifetime value (CLV). By doing so, you can assess and improve your email marketing strategy and tactics, and ensure they are in line with your business goals and vision.