4 Things Affecting Deliverability of Emails— Part II

In the previous post, you read 2 things affecting email deliverability and the methods to overcome the problem. Email deliverability as you know is an essential component in deciding the success and failure of an email marketing campaign. It measures the success a marketer achieves in successfully sending the messages to the inbox of the customer. It is a crucial component and you can maintain a high deliverability rate, if you follow all the best practices of email marketing. Here are two more things affecting the delivery of a message to the inbox of the recipient.


Sender’s Reputation

If you have a bad sender’s reputation, even a great content will get rejected. Maintaining a healthy sender’s reputation is essential to improve the deliverability rate. If the customers are opening and interacting with the email, then it will have a positive impact on the reputation with the email service provider. The reputation declines when irrelevant content fails to engage the subscribers. Your reputation is dependent upon a number of factors, including the IP reputation. If an IP address consistently delivers a good result, the email will are considered good and reaches the inbox of the customers. Another factor affecting reputation is the number of spam complaints. Spam complaints can be reduced by using email address validation ensuring that only genuine customers are a part of the mailing list. Additionally, avoid the hit to spam traps using email verifier as it another factor, which can degrade the reputation and affect the deliverability rate.

Change in email ownership

Many ESPs recycle their old email addresses after a certain period of inactivity, meaning that the old email addresses can be used by new users. And, if you have such email addresses in the mailing list, the new subscriber will filter your messages as spam because they have not agreed to receive messages from your end. This will hurt the email deliverability and impact the success of the marketing campaign. Therefore, the leading way to overcome this problem is to remove customers who are not responding to the emails for 3-4 months.