When you think about emails, generally the conception is that there are a sender and a receiver, and the process is like this: you send an email, and the recipient receives it. However, the reality is that there are many things that happen between when you hit the “Send” button and when your recipient receives the email that you’ve sent. These processes might impact where your email ends up, whether it ends in the “Spam” folder or it ends up in the inbox where you intended. Understanding this process is integral for an email marketing agency, and also for any digital marketing firm in India.

Using Email marketing to increase the outreach of your brand is a constant and consistent process. Email marketing means more than writing and sending great emails. Even though emails are an old technology it’s a highly technical form of communication and paying attention to details matters quite a bit.

What is email deliverability?

What determines how your email reaches your recipient is something known as email deliverability. If not done in the proper manner, your emails might not even reach the inbox of your intended recipient. Statistically, 15% of all emails don’t reach the inbox, and 85% of all emails sent are considered spam. Logically it follows that you should be careful to structure and construct your emails in such a way that they do not categorically fall into the large percentage of spam emails that are sent out on a daily basis. Here, we’ll look at some tips to improve email deliverability.

How to Improve Email Deliverability –

Infrastructure for large organizations that send hundreds of thousands of emails a month, the most important aspect to consider improving your email deliverability is looking at infrastructure and the role it plays in your emails. Although infrastructure is the most technical aspect, it is the one factor that if you improve will drastically improve your email deliverability and reduce the possibilities of your emails being marked as spam.

Use a Dedicated IP Address – A dedicated IP address is a two-way street. Having all emails go through one dedicated IP address can streamline your email delivery process and prevent it from ending up in the spam folder.

Sign Up for ISP Feedback Loops – A negative feedback loop is created when your email is flagged as spam; this feedback loop is what loops people in on which emails is spam and which is not. Signing up for Feedback loops can help this problem.

Few Complaints – Let people unsubscribe from your emails if they wish instead of marking it as spam so that there is less likelihood of your email being flagged as spam. In this case, when there’s less likelihood of your email being marked as spam, there is a higher probability that your emails will reach your recipient’s inbox.

Quality Email Format – Most email marketing solutions focus on quality. Quality is the most important aspect of a good email marketing campaign. There is a reason why people say “Content is King” – it is the singular most important aspect in the entire email marketing universe. Someone who likes what you’re sending is much less likely to flag your email as spam compared to someone absolutely disengaged in what you have to say. Keep the design of your email simple so as to be tailored to the end user, simple, easy to understand, and concise.

Moderate Volume – Don’t send too many emails. People don’t like their inboxes flooded with excess emails from the same sender. Keep a limit to how many emails you send per month.

Low Bounce Rate – A bounce is classified as an email that doesn’t reach the sender, gets “Bounced”, whether it be due to a closed email account or a nonexistent one. High bounce rates are bad because they may indicate that the sender is trying to “Guess” emails. The best email marketing tools always help you get a low bounce rate. The solution is to remove anybody’s email that has bounced from your email list, to reduce your bounce rate and hence the likelihood that your emails will be classified as spam.

Use the above mentioned tips and tricks to improve the deliverability rate of the emails you are sending out, it’s sure to make a world of a difference to your emailing experience.