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How can we improve the deliverability of our email marketing campaigns?

3 July 2024 Comments Off on ¿Cómo mejorar la entregabilidad de nuestros envíos en Email Marketing?

Email deliverability is an aspect of email marketing that is often overlooked or not given the importance it deserves. Without high deliverability rate (percentage of people who receive the email in proportion to the number of emails you have sent), even the best email marketing campaign can fail to reach its target audience.

When we published the post of trends in email marketing 2024, Daniel Agudeloone of the professionals who participated in the post, wrote this text fragment verbatim: 

"Google and Yahoo are starting the year by raising the bar when it comes to security. With the implementation of their new authentication features, senders will have to focus on 3 aspects: Having the SPS, DKIM and DMARC certificates correctly installed; make it easy to unsubscribe in one click; and make sure the user wants to receive your communications. The premise is pretty simple: either you deliver, or you won't make it to the inbox".

Daniel Agudelo

So, in this post, let's take a look at the factors affecting email deliverability and how to optimise themWe will look in detail at SPF, DKIM and DMARC certificates, and share strategies for avoiding blacklists and improving sender reputation.

What is the factors affecting the deliverability of the emails?

  • Sender's reputation. Sender reputation is based on the sending history of your domain and IP address. Factors such as high bounce rates, spam complaints and sending frequency affect this reputation. Maintaining a good reputation is crucial to ensure that your emails reach recipients' inboxes.
  • Quality of the subscriber list. Sending emails to an outdated or unsegmented contact list can result in high bounces and low interaction rates. It is essential to maintain a clean and up-to-date list, segmenting users according to their behaviour and preferences.
  • Email content. The content of your emails also influences deliverability. Spam filters scan content for suspicious words and phrases, excessive images, and broken links. Make sure your content is relevant and well balanced between text and images.
  • User interaction. Open rates, click-through rates and other user interactions with your emails are indicative of the quality and relevance of your mailings. Email service providers (ESPs) monitor these metrics to determine whether your emails should be sent to the inbox or spam.

Implement the e-mail authentication: SPF, DKIM and DMARC

As we said at the beginning of the post, email authentication is essential to protect your domain and improve deliverability. The three key pillars of authentication are SPF, DKIM and DMARC.

  • SPF (Sender Policy Framework). The SPF allows you to specify which servers are authorised to send mail on behalf of your domain.
  • DKIM (DomainKeys Identified Mail). DKIM adds a digital signature to your emails, allowing the recipient to verify that the email comes from your domain and has not been tampered with.
  • DMARC (Domain-based Message Authentication, Reporting & Conformance). DMARC works in conjunction with SPF and DKIM to provide more robust policy and compliance reporting on these policies.

If you want to know how to configure them, previously in our blog, we uploaded a post on how to configure SPF, DKIM and DMARC security protocols.

Strategies to avoid blacklisting and improve sender reputation

  • Keep a clean subscriber list. Performs regular cleanings of your subscriber list to remove invalid addresses and inactive users. Use double opt-in confirmations to ensure that new subscribers really want to receive your emails.
  • Monitor and analyse your shipments. Use analytics tools to monitor the deliverability of your emails. Pay attention to bounce rates, opens, clicks and spam complaints. Based on the data obtained, we will adjust the different strategies.
  • Segment and personalise your emails. Segmentation and personalisation can increase the relevance of your emails and improve engagement rates. Send targeted and valuable content to different segments of your audience instead of a single, generic message.
  • Solicits feedback from users. Allow your subscribers to manage their subscription preferences and provide clear unsubscribe options. Solicit feedback to better understand their needs and adjust your campaigns accordingly.
  • Avoid suspicious practices. Do not buy email lists or send unsolicited mailings. These practices can result in high complaint rates and damage your reputation. Focus on organic growth of your subscriber list.

In short, as we have said, optimising the deliverability of your emails is a constant process that requires attention to several factors. However, if we work correctly on the three sections of this post, we are sure to achieve a good deliverability rate.