Deliverability. It’s the seven-syllable word that can either excite or intimidate you.
Although email continues to be the most ubiquitous medium for marketers today, the ability to reach a customer’s inbox isn’t guaranteed. On average, a staggering 20% of all permission-based emails never make it to the inbox. Instead, these messages land in the spam folder, which hurts your reputation and results in less revenue than what you could be generating via email.
Are your campaigns part of that statistic?
If you don’t know the answer, then you may have just uncovered a huge opportunity to improve your email performance. As an email marketer, deliverability should matter to you. Here’s why:
- You can see how strong your customer connections are.
Deliverability monitoring goes beyond reporting on the inbox and spam folder. Depending on the platform, you can also monitor engagement rates and inactive rates. Since deliverability is strongly based on subscriber engagement, these metrics are essential for higher inbox placement.
A low average read rate paired with a high inactive rate puts your email messaging at high risk for the spam folder. If there was a Goldilocks inactive rate, it would hover around 40%. Do you know your inactive rate and how it’s changed over time?
An independent view of these engagement rates allows you to take action to address any problem areas that could be hurting your overall deliverability. If lower engagement rates are a problem for you, look into solutions such as list pruning, segmentation and personalization within your campaigns.
- It tells you what is or isn’t working.
Let’s say your marketing team spent hours developing a new campaign: The subject line is enticing, the graphics are eye-catching, and the deals are unbeatable. And yet, when you finally press “Send”, your inboxing shows that less than half of your audience saw this email in their inbox.
On the surface, the email itself may look fine, but spam placement may be indicative of a deeper issue. For example, did you know some ISPs will examine certain words in your subject line to determine whether it’s spammy or not? Other template issues include not having a working unsubscribe link, the HTML email size exceeding 102 KB, or using a high ratio of images to text.
Luckily, this is where pre-deployment testing software comes into play. By previewing your campaign and reviewing the Spam Score, you can see specific campaign components of your message that could hurt your chances of landing in the inbox.
- You may discover issues beyond your immediate control.
Depending on your configuration, there may be underlying set-up related issues that are unfavorable from an ISP’s point-of-view. And this information is not easily accessible on your own. Say you are regularly being spoofed (a sender is using your domain pretending to be you). Spoofing is usually a sign that you are missing a crucial DNS authentication record that legitimizes your domain to the ISP, such as a DMARC record.
Implementing DMARC and using a deliverability monitoring platform is critical in helping you monitor potential threats and ensure no unauthorized users are attempting to send mail from your domain.
To conclude, deliverability monitoring is multi-faceted and will benefit anyone who sends email. Knowing engagement rates, what is or isn’t working, and discovering underlying set-up-related issues will ensure the effectiveness of your email marketing efforts.
Contributed by: Sarah Parrino, Customer Success Manager at eDataSource