Email Delivery Rates
One of the major factors that determines the deliverability of emails is the email reputation of the sender. This means that if your email reputation is good, then more of your emails will be successfully delivered to your recipients’ inboxes. Since email deliverability is an important aspect of email marketing, it is important for every sender to find out what their email reputation is. Email reputation is determined by the extent to which a sender follows good email practices and the quality of his or her list. Below are some email practices that affect a sender’s email reputation and consequently, his or her email delivery rate.
1. Bounce Rate
If you send a message to an unknown or unidentifiable address, it will bounce. Since people can occasionally change or cancel their addresses, some degree of bounce is expected. However, bounce rates vary dramatically from sender to sender, and those with high bounce rates consequently have lower email deliverability rates. This is why it is important to keep your bounce rate as low as possible mainly by effectively managing your list. Some factors that affect email bounce rates are as follows:
1) Frequency of mailing – If you only email periodically, there is a higher likelihood that a significant number of your email list addresses will have changed. Those who email regularly tend to have lower bounce rates.
2) How fast you remove bounced addresses – If you continue sending messages to the same email addresses that bounced, then your email reputation as a sender will suffer. It is therefore important to continuously manage your list by eliminating the addresses that bounce in order to reduce your bounce rate and have a good quality list.
2. Spam Compliance
When recipients mark your emails as spam, it greatly damages your reputation as a sender than if the same recipients simply unsubscribe from your list. The spam button allows ISPs to track which emails are not wanted. You can get feedback from the same ISPs to determine the recipients that have marked your emails as spam in order to remove them from your list and improve your spam compliance rate.
3. Unsubscribe Performance
Your email practices as well as list quality will directly determine your email unsubscribe performance. If you continuously send relevant emails to your subscribers, that is, those who are expecting your messages, then you will have a low unsubscribe rate. The lower your unsubscribe rate, the better your email reputation and the higher your email deliverability.
4. Blacklist Status
It is vital to routinely check if your IP or domain address has been added to the blacklist database. If you realize that suddenly a large number of your messages are not being opened, then it is probably because you have been blacklisted. If you find that you are included in a blacklist, then it may be because your messages were spammed or blocked and have been noted by ISPs as a frequent offender.
5. Reputation of Email Provider
If you have hired the services of an ESP (email service provider), then their email reputation can also affect your email deliverability rate. It is therefore important to only work with reputable email marketing firms if you are to see an increase in your email deliverability rate.