In the context of email marketing campaigns, it is not enough to have great content or great offers to promote. Another important but less considered factor involves being able to guarantee your emails penetrate the subscriber’s inbox instead of getting lost in spam folders. High deliverability rates are the goal of every business email marketer since the rates have a close relationship with engagement, conversion, and ROI.

Understanding Email Deliverability

Email deliverability is defined as the ability of the email to reach the subscriber’s main inbox folder as opposed to the spam folder. It is different from email delivery, which means that an email was received by the recipient’s server but does not signify that it was delivered to the inbox. Some of the issues that affect delivery include the sender’s reputation, authentication, content quality, and subscribers’ activity. This can be due to a lapse in any of the following areas: It can cause your emails to end up in the spam folder or even be completely blocked.

The Importance of High Deliverability

Higher Open Rates

With the help of our services, the delivered emails are placed in the inbox and, therefore, are more likely to be opened, read, and acted upon. This way, one is assured that the targeted people receive the intended messages, hence enhancing their likelihood of engaging with you or buying your products, as the case may be.

Sender’s reputation

ISPs also regulate the behavior of the sender. This means that you have positive deliverability rates, which are a good sign of proper emailing practices and a good sender score. On the other hand, this may cause bounces or spam reports, which will create a bad image and reduce the chances of reaching the intended recipients.

High Return on Investment

Email marketing has one of the highest Roi if not the highest; some studies have put the figure at $ 36 for every $ 1 spent. However, this is provided your emails reach the respective recipients at the correct time. High deliverability increases the chances of impacting your campaigns and utilizing the available resources to the maximum.

Strategies to Improve Email Deliverability

Use SPF, DKIM, and DMARC

These are the three common authentication protocols that help to authenticate the sender. These protocols assist the ISPs to understand that your emails are genuine and not spam and, therefore, are not deleted.

Clean your Subscription list.

Make sure you do not use invalid and inactive subscriber lists in your campaigns. This is because signing up for such lists frequently results in a high bounce rate and complaints from recipients who are not interested in the content being delivered to them.

Craft Relevant and High-Quality Content

Content that resonates with your audience encourages interaction. In addition to keeping your audiences interested, using personalized messages, good subject lines, and providing information that is relevant to the audience also conveys positive messages to the ISPs that your emails are wanted.

Monitor Engagement Metrics

Specific engagement parameters include observing open rates, click-through rates, and unsubscribe rates that you need to track. These metrics can help you understand the attitudes of the recipients towards the emails and the areas that require enhancement.

Choose a Reliable Email Marketing Service

It is paramount to work with a credible email service provider (ESP) to affect your deliverability. A good ESP provides resources to manage the intricacies of email marketing to clients.

Mailrelay: Elevating Your Email Deliverability

Among the most effective ESP that has been known to improve email deliverability is Mailrelay. Since it has been in the industry for several years, Mailrelay has developed a strong infrastructure that guarantees the delivery of your messages.

Key features of Mailrelay include:

• Free Account: The free account offered by Mailrelay is one of the best in the market with a provision of sending up to 80,000 emails to 20,000 subscribers per month. This is especially beneficial for organizations that wish to reach out to many people without having to spend much.
• Advanced Email Editor with capabilities of Artificial Intelligence: They offered an email editor that is powerful yet very easy to use with a drag-and-drop option reinforced with AI. This makes your content more appealing and relevant to the audience as per their choice.
• API and SMTP with Analytics: Mailrelay has an API that is integrated into your current systems, and their SMTP comes with statistics. This is because the two features enable the effective management of emails and the gathering of useful performance information.
• Expert Support for All Users: As you have seen, there are a lot of peculiarities in email marketing. For all the users including the free plan, Mailrelay provides full support from email marketing specialists.
• Delivery Focus: Mailrelay uses its own technologies and owns its own IP blocks for improving the delivery rates. This is because their primary concern is the deliverability of the emails and how to handle bounces effectively so that your emails reach the targeted clients’ inboxes.

The integration of a good ESP such as Mailrelay in your email marketing campaign can go along way in improving your deliverability factor. With the help of using their tools and experienced staff, a person may send emails and distribute them among target audiences effectively and easily.

Conclusion

Email deliverability is considered to be the key to any successful email marketing strategy. Delivering the emails to your subscribers’ inboxes is critical if you want to achieve high engagement, maintain a good sender reputation, and see a good return on investment. The above strategies, alongside working with a competent provider such as Mailrelay, will increase the deliverability rates, which, in extension, boosts the efficiency of the marketing campaign.