How to increase email deliverability

[suchona.kani.z]

In an ideal world, you would send an email to all your potential customers and they would receive it in the main or bulk folder of their email inbox. But the world of the internet is not ideal, so we have to figure out how to ensure that as many of the emails we send get to where we want them to go.

Email providers try to ensure that users do not find any spam in their inbox. And if you do email marketing correctly, your messages will not become spam . Therefore, it is necessary to ensure that emails meet the conditions for proper delivery.

Delivery rate and deliverability are not the same thing
You may be happy that you have a great delivery rate. Only a minimum of emails were returned due to soft bounce or hard bounce . But where did the emails that were delivered end up? In very simple terms: Imagine a line database courier who delivers a package. Since the recipient is not at home, he leaves it with the neighbors and marks it as delivered . The situation can develop differently from then on, but the fact remains that the recipient did not receive his package "on the first good day". And he may not receive it at all if the neighbors do not admit it.

It’s the same with emails. If they end up in the spam folder, the recipient may not know about them . They won’t interact with them, and your emailing efforts will be wasted. That’s why deliverability is more than delivery – and that’s why deliverability is important.

What all leads to increased email deliverability?
Deliverability is affected by technical factors , but also by your entire emailing strategy. As far as technical settings are concerned, it mainly concerns DNS records:

SPF, DKIM, DMARC – Proper email authentication is crucial because it helps email service providers (e.g. Gmail, Outlook) verify that a message really comes from a given domain.
In addition to authentication records, it is also important to correctly configure other DNS records , such as reverse DNS or MX records.
Domain and IP address reputation plays a huge role . If you are using a dedicated IP address, its reputation directly affects deliverability. Shared IP addresses can be risky if other users do not follow the correct practices, which we write about later in the article.