Email deliverability is the measurement of emails that go to your Subscribers’ inboxes vs. spam/junk folders. You want to ensure your emails end up in your Subscribers’ inboxes, so high deliverability should be a critical focus.
You have the power to promote high deliverability by being Subscriber-focused. Send content consistently, and send content that they will actually want to engage with. Give them the power to choose how often they hear from you, providing opportunities for authentic engagement. All of these positive drivers will help you end up in more inboxes, and avoid spam folders.
How is deliverability measured? Many factors influence email deliverability. Generally, three questions are asked by mailbox providers (such as Yahoo, Google, Outlook, etc.) to determine what inbox an email ends up in.
If YES is the answer to all 3 questions, the email will most likely end up in the inbox. Otherwise, it will end up in spam.
What is your sender reputation? Mailbox providers rely on your sender reputation to create a ‘sender score’ using algorithms. There is not a one-size-fits-all approach to this, so each provider keeps their specific calculation and algorithms private, but one critical factor is how subscribers engage (or fail to engage) with your messages. How your subscribers interact with your mail is known as subscriber engagement. Their engagement with you can be positively or negatively impacted by subscriber behaviors. Here are a few tips for promoting positive subscriber engagement:
Subscriber List Health
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