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Email Deliverability Guide: Basic Concepts

Understanding email marketing

Email marketing sends commercial emails to a list of customers or potential customers to offer products, services, discounts, or any other information.

What is email deliverability?

When sending a marketing email, the target is to reach subscribers’ inboxes. Email deliverability is a rate used to measure the effectiveness of your email reaching said inboxes.

Which factors affect email deliverability?

Many factors can impact the email deliverability rate and make your emails bounce or end up in the spam folder.

Here are the most common factors:

  1. IP reputation. If an IP address tends to send authentic, spam-free emails, it will gain a positive reputation and improve its score. Email Service Providers or ESPs usually reject emails that have a low score.
  2. Using a free email service. You want to make sure your subscribers recognize you and your brand. Using Gmail, Hotmail, AOL, etc., will mark your email as spam. Use your company address to identify you and your company.
  3. Unsegmented contact lists. Try to segment your contacts according to their age, location, buying history, etc. It will be easier for you to reach the right niche instead of sending generic emails to all your contacts.
  4. Email structure and content. Make sure to present the information in an organized way and also try to share only relevant content.

Additional Resources

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