What Is Email Deliverability?

The capacity of an email sender to deliver emails to recipients’ inboxes is referred to as email deliverability.


You are the email sender, and the Internet service provider (ISP) is the third-party preventing you from reaching your customers. Gmail, Yahoo!, Outlook, and other ISPs want your subscribers to interact with your emails rather than flag them as spam.


This is where the concept of deliverability comes into play. Spammers are blocked from reaching your mailbox by ISPs, and if they notice that YOUR emails have been designated as spam, your deliverability rate will drop.


This sounds more terrifying than it is. You’ll be able to maintain a high deliverability rate and completely smash your email marketing campaign if you treat your list properly.



How to Improve Your Email Deliverability


Here are a few ways to improve your email deliverability or to keep your email deliverability at 100%. 


1. Authenticate Your Email Domain & Use the Same IP Address


Authenticating your email domain is like meeting up with your ISP for coffee and proving that you’re a real person. ISPs like authenticated email domains because it gives them the confidence that you’re not a spammer trying to convince people to give you their bank information so you can transfer them the millions of dollars you just inherited from a distant relative.


Imagine that the ISP you met for coffee wanted you to send them a secret 4-digit code every time you sent an email so they knew that you hadn’t been hacked. Sending your emails from the same IP address is like giving your ISP that 4-digit code. If you start sending emails from another IP address, your ISP will see that you didn’t give them the secret 4-digit code and will think you’ve been hacked, lowering your deliverability rate.


2. Send Subscribers Content They Care About


If you’re a nut butter company, you shouldn’t be sending your subscribers emails about the best sofa deals right now. You want to send them information on how to use your nut butter to make delicious recipes for their family. This is an important part of the opt-in process. You want to make sure that subscribers know exactly what kinds of emails you intend to send them when they sign up to be added to your list.


Subscribers will be happy to receive emails from you as long as they can read your subject line and see that it’s content they wanted to see from you.


3. Spread Out Your Promotions


To avoid overwhelming your subscribers with too many promotional product emails, create a 90-day calendar and figure out when you’re going to launch product campaigns with accompanying promotional emails. Then, make sure that your promotions are spread out so that you’re offering valuable content in-between promotions that keeps subscribers interested in your emails.


4. Don’t Email Too Often


We talked about sending too many promotional emails, but there’s also such a thing as sending too many emails in general. This can decrease a lot of your email metrics. The amount of emails that qualify you as sending emails “too often” is specific to your list and what subscribers opted-in to.


For example, if you’re a daily newsletter, sending emails every day makes sense. Subscribers asked for you to send them an email every day by opting in. But, if you’re a nut butter company, they probably don’t want to see you in their inbox every single day. Choosing a day and branding it with your company, like Nut Butter Recipe Monday, is a better way to send them consistent content without overdoing it.


5.  Use List Hygiene to Clean Your List


List hygiene got its name because it’s like giving your email list a bath. It gets rid of all of the unnecessary email addresses that are bouncing on a consistent basis or totally unengaged subscribers. This is an important part of maintaining an email list. Although it’ll lower your subscriber number, it’s going to increase your open rates because you’re sending to a higher percentage of engaged subscribers post-cleaning.


The general list hygiene rule is to clean your list every 6(ish) months. This gives you the opportunity to segment your unengaged list and put them through a re-engagement campaign.


You want to take your subscribers and move them into the Conversion Stage of the Customer Value Journey—and that can’t be done if they never get your emails. If your subscribers don’t get your emails, they’ll never know about your offers, products, or content. 


That’s why email deliverability is a huge part of every email marketing strategy.