How to improve the deliverability of our email marketing campaigns?
Posted: Wed Dec 04, 2024 5:02 am
Email deliverability is an aspect of email marketing that is often overlooked or under-appreciated. Without a high deliverability rate (the percentage of people who receive your email in proportion to the number of emails you send), even the best email marketing campaign can fail to reach its target audience.
When we published the post on email marketing trends for 2024, Daniel Agudelo , one of the professionals who participated in the post, wrote the following text fragment:
“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 three aspects: Having the SPS, DKIM and DMARC certificates installed correctly; facilitating one-click unsubscription; and ensuring that the user wants to receive your communications. The premise is quite simple: either you comply, or you won’t reach the inbox.”
Daniel Agudelo
So, in this post, we're going to look at the factors that affect email deliverability and how to optimize them , take a closer look at SPF, DKIM, and DMARC certificates, and share strategies to avoid blacklists and improve sender reputation.
What factors affect email deliverability ?
Sender reputation . Sender reputation is based on your brazil mobile phone number list domain and IP address's email sending history. Factors such as high bounce rates, spam complaints, and sending frequency all affect this reputation. Maintaining a good reputation is crucial to ensuring your emails reach your recipients' inboxes.
Subscriber list quality . Sending emails to an outdated or unsegmented contact list can result in high bounces and low engagement rates. It's critical to maintain a clean and up-to-date list, segmenting users based on their behavior 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 Engagement – Open rates, click rates, and other user interactions with your emails are indicative of the quality and relevance of your emails. Email service providers (ESPs) monitor these metrics to determine whether your emails should be sent to the inbox or spam.
Implement email 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) - SPF allows you to specify which servers are authorized 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 altered.
DMARC (Domain-based Message Authentication, Reporting & Conformance ). DMARC works in conjunction with SPF and DKIM to provide more robust policy and reporting on policy compliance.
If you want to know how to configure them, previously on our blog, we uploaded a post about how to configure the SPF, DKIM and DMARC security protocols .
Strategies to avoid blacklists and improve sender reputation
Maintain a clean subscriber list . Perform regular cleanups of your subscriber list to remove invalid addresses and inactive users. Use double opt-in to ensure that new subscribers actually want to receive your emails.
When we published the post on email marketing trends for 2024, Daniel Agudelo , one of the professionals who participated in the post, wrote the following text fragment:
“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 three aspects: Having the SPS, DKIM and DMARC certificates installed correctly; facilitating one-click unsubscription; and ensuring that the user wants to receive your communications. The premise is quite simple: either you comply, or you won’t reach the inbox.”
Daniel Agudelo
So, in this post, we're going to look at the factors that affect email deliverability and how to optimize them , take a closer look at SPF, DKIM, and DMARC certificates, and share strategies to avoid blacklists and improve sender reputation.
What factors affect email deliverability ?
Sender reputation . Sender reputation is based on your brazil mobile phone number list domain and IP address's email sending history. Factors such as high bounce rates, spam complaints, and sending frequency all affect this reputation. Maintaining a good reputation is crucial to ensuring your emails reach your recipients' inboxes.
Subscriber list quality . Sending emails to an outdated or unsegmented contact list can result in high bounces and low engagement rates. It's critical to maintain a clean and up-to-date list, segmenting users based on their behavior 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 Engagement – Open rates, click rates, and other user interactions with your emails are indicative of the quality and relevance of your emails. Email service providers (ESPs) monitor these metrics to determine whether your emails should be sent to the inbox or spam.
Implement email 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) - SPF allows you to specify which servers are authorized 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 altered.
DMARC (Domain-based Message Authentication, Reporting & Conformance ). DMARC works in conjunction with SPF and DKIM to provide more robust policy and reporting on policy compliance.
If you want to know how to configure them, previously on our blog, we uploaded a post about how to configure the SPF, DKIM and DMARC security protocols .
Strategies to avoid blacklists and improve sender reputation
Maintain a clean subscriber list . Perform regular cleanups of your subscriber list to remove invalid addresses and inactive users. Use double opt-in to ensure that new subscribers actually want to receive your emails.