There are no hard and fast rules to increase email deliverability for business promotion. You know, email deliverability is a concern for email marketers as it determines whether their emails are actually delivered or not.
Statistics show that in 2023, at least 50 percent of global email traffic was spam in May. Although the amount is decreasing every year (according to Statista), it still raises concerns due to massive spam email traffic. So, the problem here is inevitable!
Another surprising fact is, a 1% reduction in email deliverability leads to a loss of revenue worth £700 for every million emails sent! Which is an astounding report.
While many ESPs feature high email deliverability, there are more you can achieve by climbing up the deliverability stairs.
Let’s learn about achieving email deliverability, along with how you can increase email deliverability for MailBluster’s SMTP providers.
table of contents
- What is email deliverability & why is it important?
- What affects email deliverability?
- How to increase email deliverability: MailBluster’s SMTPs
- Email deliverability best practices
- FAQs
- Wrap up
What is email deliverability and why is it important?
Email deliverability is the ultimate definition of delivering emails to the recipient’s inbox, meaning it should arrive in the email inbox, rather than being flagged as spam.
Deliverability is the crucial first step in an email’s journey to the customer. Before it arrives in the inbox, email requires transparent data management, dedicated time and resources, and continuous testing and monitoring.
Tim Bond
But there’s a misconception about email deliverability vs email delivery and inbox placement vs email deliverability. Most marketers like to use both terms interchangeably, meaning all these terms define the same meaning! But the reality is that they all have distinct definitions.
Let’s find some essential information regarding email deliverability vs inbox placement and email delivery.
| Email deliverability | Email delivery | Inbox placement |
|---|---|---|
| Mails that reach the inbox (Not spam/junk) | Mails get access to the mail server | Mails land in a specific folder (Inbox, promotions) |
| Emails directly impact the recipient’s inbox | Emails require server access for further processing | Mainly used for testing which folder the mail is delivered to |
These terms also define the value of email delivery systems. When you send an email, if it doesn’t land in the recipient’s inbox, it will rather end up in spam, which hampers the email marketing for business growth.
These days, data shows businesses are more than interested in monitoring and measuring their email deliverability effectiveness.
Additionally, there are specific sections where improving email deliverability is particularly important. Let’s find out.
1Bring more engagement
When emails reach the inbox, this fulfills the email deliverability. Quality email list, less spammy content, ensures more user engagement. A statistic showed that a quality email list and email content were the most significant elements for email deliverability.
2Augmented brand reputation
A survey was carried out, which found that consumers mention emails as a channel for brands to reach out to them. So, brands carry a great value for email open rates. More open rates, more engagement, and sender reputation also ultimately lead to increased email deliverability at the same time.
3Increased email marketing revenue
Email marketing is one of the most used channels for conducting promotions. Send emails to your intended audience while maintaining email compliance. This will ensure your email gets delivered right into the recipient’s inbox, promoting your business and eventually creating an intended customer.
4Reduced bounce rate
Email deliverability and bounce rates are closely related. When bounce rates repeatedly increase, the email providers might block you at any time. Avoid soft bounce and especially the hard bounce emails to make sure the email gets delivered. Also, maintain a fresh list of leads and accurate email addresses to ensure email deliverability.
These are the basic advantages or importance. Regularly monitor email campaign performance and utilize the email deliverability report to optimize your email deliverability. However, you can explore MailBluster’s descriptive email delivery report that will meet your expectations.
Discover which factors affect email deliverability in campaigns.
What affects email deliverability?
Certain email components drive and assist email deliverability. These email elements affect the deliverability when one of them is not utilized correctly.
When you maintain the connection, the content of the email, and the deliverability rate, the best deliverability in email marketing is ensured, like the expert says –
B2B email deliverability faces unique challenges from stringent spam filters, organisation-level filtering, higher email volumes, targeting difficulties, and the emphasis on relationship-based communication.
Russell Dawson, DotDigital
Let’s move to the key components that contribute to a good email deliverability rate!
1Email hygiene
You don’t want to send emails to the silent users who don’t respond to your corresponding emails. Sending emails to the active email lists brings up a good reputation for your email addresses. At least three in five marketers believe in quality email lists that impact email deliverability. So, it broadly affects your deliverability rate. Find out some email hygiene best practices.
2Sender’s reputation
This is another big factor that helps to specialize your email addresses to become more effective. Sender’s reputation broadly affects the reputation of your email by the open rate, engagement, spam complaints, and bounce rate. You can easily fix email reputation by sending emails to the active users. This ultimately affects your email deliverability as well.
3Content of the email
Yes, you see it right. The content of your email largely affects your deliverability as well. If the content of your email looks spammy and you use repetitive and similar content in emails, it devalues the email and leads to stacked in the spam folder. As it happens randomly, you gradually lose the domain reputation.
4Domain verification
Domain verification plays a major role in email marketing deliverability rates. When you set the SPF, DKIM, and DMARC, each of these DNS verifications is required to testify to your domain’s authority. Also, this will prevent your email from being in the spam folder and act as a defense system for reputational damage as well.
5Bounce rate
The bounce rate of your email hugely impacts the email deliverability. When a certain number of emails, approximately over 5% of emails, will affect the email deliverability. Some countries, like Great Britain, are gradually reducing the bounce rate, according to the data shown. So, keep the bounce rate as low as possible to maintain a healthy email deliverability rate.
These are the challenges that affect email deliverability. You need to sort these challenges in order to maintain the good email delivery rate. So, how can you deal with the deliverability rate in MailBluster’s SMTP providers?
Find out in the following.
How to increase email deliverability for SMTP providers on MailBluster
MailBluster includes a handful of SMTP providers that help you connect and send emails using their email deliverability service. Most of them already provide and show assurance of high-performing email deliverability, but still, there are a few to add extra fuel to the email delivery rate.
Here are some of the email deliverability tips to increase each of the SMTP providers’ delivery rate on MailBluster.
1Amazon SES
Amazon SES (Amazon’s Simple Email Service) or AWS email service is one of the cheapest SMTP providers and bulk email senders, holding around 30 percent market share in cloud infrastructure. They have amazing features that help you boost email deliverability.
Let’s find out how you can increase email deliverability with this SMTP provider.
iUsing Mail Manager
The mail manager has a huge role in handling SES email marketing. It maintains email security, email compliance, email deliverability monitoring, inbox delivery, controls incoming and outgoing emails, and more. But this will cost you more after the usual costs. This helps you maintain the email deliverability from the start.
iiWith the Virtual deliverability manager
Virtual deliverability manager is one of the influential features of Amazon SES. With a deliverability manager, they ensure your emails reach the inbox folder. Their automated and simplified options will assist you in reaching the recipient’s inbox. This also has separate costing after the SES’s usual pricing. Follow their guide and insights to learn about the virtual deliverability manager.
iiiImplementing the Reputation dashboard
The reputation dashboard of Amazon SES monitors email deliverability issues, the bounce rate, and spam reports to help you find and monitor email delivery. Inspect your most active email to continue sending promotional emails. This leads to achieving and boosting the email deliverability rate while avoiding being flagged as spam.
These are the features to increase email deliverability for your email marketing while connecting Amazon SES with MailBluster. However, without using these features, you can still connect Amazon SES with MailBluster and use the integrated features of MailBluster to send high deliverability emails.
Also, find out the pricing combo: MailBluster and Amazon SES
2Postmark
Postmark is another SMTP provider that has been ported to MailBluster. With Postmark, you can send transactional and marketing emails with high deliverability. To optimize your email deliverability to the maximum, follow our guide.
Let’s find it below.
iUse Message Streams Feature
The Message Streams feature of Postmark brings evolution to email marketing. Unlike other ESPs, Postmark’s Message Streams feature sends emails based on the email category (Broadcast and transactional emails) and with different streams. So, your email delivery to the inbox is maintained here while ensuring high email deliverability.
While deliverability is ensured, you can use this feature to make sure all your emails get delivered right into the recipient’s inbox. This will eventually save you from the trouble of your emails landing in the junk folder while saving up your email quota as well.
iiSetup Rebound Feature
Want to get back inactive users?
Rebound can help you here. If your users somehow show as inactive and, as a result, your email sending is turned into a hard bounce, then the Rebound feature comes in handy.
Rebound will check if the user is inactive and if the emails sent are hard-bounced. It will send them a notification to fix their email. This will solve the email delivery for the next email sent, and will eventually save your email quota as well.
iiiGet Dedicated IP
Get a dedicated IP to send thousands of emails. Don’t get locked out of a shared IP that causes you trouble sending emails, violates email compliance, and eventually forces you to send more emails at a later time.
Dedicated IP resolves this issue, allowing you to send bulk emails without being directed to the spam folder while maintaining email compliance. Dedicated IP ensures Postmark pricing for the dedicated IP is $50 per month/IP.
Postmark includes decent email sending features and email delivery solutions for your email marketing. Using their SMTP and extra add-ons will increase your email marketing costs. So, you can use MailBluster’s cost-effective feature connecting to Postmark SMTP. This will immensely reduce the overall cost.
Learn more about: Postmark and MailBluster pricing combo.
3Mailgun
Mailgun is a transactional email delivery service that specializes in sending your emails right into the recipient’s inbox. They also include certain features that help you to increase email deliverability.
Let’s find out how you can boost email delivery with Mailgun.
iUse Dedicated IPs
Dedicated IPs let you send emails on demand and send bulk emails. This also ensures the increasing deliverability for your email sending and immediately extends the email capacity.
iiUse the Rapid Fire email delivery service
Use Mailgun’s burst sending or Rapid-fire delivery to increase the deliverability of your email sending attempt up to 99%. If you want to make sure your email gets delivered right to the inbox of the recipient, you can use this service to improve, increase, and earn more deliverability. This also reduces the need to send more emails at a later time.
Mailgun’s SMTP service is a good alternative for sending transactional emails. If you expect to get a more feature-rich, cost-effective email marketing solution, try connecting MailBluster with Mailgun today.
Pricing on MailBluster and Mailgun: MailBluster and Mailgun pricing combo.
4SMTP2GO
SMTP2GO is an email delivery service that assists you in sending and tracking emails with ease. In addition to their email deliverability assurance, you can enhance email deliverability by utilizing specific features they offer.
Let’s have a look.
iUse Dedicated IP
If you experience email deliverability issues, you can set up a dedicated IP to resolve the issue with your current one. Also, a dedicated IP lets you send bulk emails without any spam issues while maintaining the sender’s reputation.
iiSuppression list
This feature enables you to set a list of blocked email addresses that you don’t want to send emails to. Identify those emails with the email deliverability monitoring and set the email addresses that you don’t want to receive emails from anymore. This way, your deliverability will be elevated and increased.
SMTP2GO includes a fast email delivery and connecting solution that is a good alternative to any email sender. Moreover, it lacks interactive email marketing features to create engaging email content with templates, segmenting, creating forms, or double opt-in and A/B testing features.
So, you can connect MailBluster with SMTP2GO to create and send an engaging email campaign to your subscribers. Try MailBluster now!
Also find out the pricing combo: MailBluster and SMTP2GO.
Email deliverability best practices
Want to know how to improve your email deliverability?
There’s a set of best practices for email deliverability. This set of best practices will help you find out the email deliverability issues and provide valuable insights into solutions.
Let’s find out the list.
1Email list hygiene
Maintaining email list hygiene best practices is the prerequisite for seamless email deliveries. At least 56% of the marketers believe that a quality email list is an important factor in email deliverability. So, keep communicating with active and responsive email addresses to maintain your sender’s reputation as well.
2Segment and personalize email content
Don’t keep segmentation and personalization away. Your email content requires personalization and segmentation to understand the user’s preferences and interests. At least 26 percent of marketing professionals surveyed from different countries found an interest-based and topic-based approach to be the most effective one.
Additionally, personalization enhances email content with a suitable tone that attracts and engages users more effectively, ultimately improving your email deliverability.
3Stay away from using spam triggers
Using the same alluring words to drive traffic?
It’s not always a good idea! You need to know which spam words trigger the email spam filters. The most used spam triggers are free, discount, double your, fwd, and many more. You need to avoid such spam triggers to bring out the best email deliverability.
Make your email content, subject line, links, images, and formatting short and to the point with no over-the-limit promotional language. Also, make sure you regularly check the spam rate, and it stays below 0.3%.
4Run re-engagement campaign for non-openers
Don’t want to lose your subscribers?
Here’s what you need to do. Rerun the specific campaign for non-openers. So, this campaign will reach more non-openers and be opened by more users. This will lead to an increased rate of email deliverability.
On the discussion platform Reddit, marketers are saying segmentation is the major concern for you when you send emails to inactive users. If you send emails to subscribers who haven’t been engaged for 120 days, your emails will be in the spam folder with any email service provider you use. So, keep your eyes open for non-openers, but scrutinize if any users are inactive for long periods.
Give out exclusive offers, and ask for their permission if they still want to receive product updates. Eventually, some of them will convert to regular openers of your email campaign.
Also, use a reputable email delivery site that provides good deliverability, regularly clean your emails, monitor email delivery rates, and stay updated with the email deliverability best practices.
FAQs
Typically, within seconds. If it contains attachments, it might take longer; otherwise, the server issues will affect the delivery.
Unsolicited and repeated messages, phishing attempts, and malware spreading are the best description of spam.
The best practices for managing email are using email threads, small and concise messages, and maintaining a professional tone.
Repeatedly marked as spam by the users, no subject line optimization, not mobile-friendly email, no personalization, no proper image optimization, inactive subscribers, and more.
Sending emails randomly to all the contacts is not a good practice at all; it will increase the chances of landing in spam instead.
First of all, verify the domain with DNS verification, email subject line optimization, short and concise email body, and no spammy words, using email pre-header, optimized images and attachments, and overall content satisfaction for users.
Wrap Up
That’s all for the email deliverability increase. This comprehensive blog reveals and provides more solid solutions to increase email deliverability. Although achieving email deliverability requires you to practice the best email composing exercise, you can still slightly boost your email deliverability through certain features of ESPs.
But it’s not a permanent solution. Segment, personalize, maintain email compliance, optimize images, and shorten lengthy emails to get the best deliverability in email marketing. Also, don’t forget to check the email sending platform you are choosing for the best email deliverability, so you can achieve the best results.
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