Why email deliverability matters

“Email deliverability” is the likelihood of your email landing in recipient’s inbox. But what exactly is the importance of email deliverability?

This is one factor that clearly has a lot of importance for online marketers. But even still 45% of all emails are getting classified as SPAM.

Which means, a large number of marketing emails are landing in SPAM. So, majority of email marketers are not able do a key job – getting their emails to inboxes!

It’s definitely a problem if your email goes to SPAM instead of inbox. But let’s examine how big a deal it really is.

Increasing competition

Internet is growing every day, reaching thousands of new people. Therefore, new businesses are getting into the online marketing game each day.

Source: https://searchengineland.com/the-most-critical-google-ads-adwords-trends-of-2019-310766

This chart indicates that online advertising costs are steadily rising. Even then, the total spend on online ads is steadily increasing.

That means, other online marketing channels – including email marketing -are also getting more expensive.

The costs involved with email marketing

Email marketing is a lot more than sending a pretty looking HTML email to your prospects.

There is a lot of work that goes into – prospecting, list building, content generation, marketing automation, campaign tracking and follow up.

All those things cost time and money.

Prospecting and list building

If you buy your email list from a marketing agency (not recommended), the costs are obvious.

But even when you organically build your email marketing lists by capturing leads on your website, you are still spending considerable time and money to generate and promote content. Moreover, it can take a fair amount of time to build your list this way.

All in all, your email list comes at a considerable cost. So each email landing in spam is waste of those marketing dollars.

Content generation

Arguably, the means of content generation’ have been getting cheaper over time. We have so many inexpensive tools to help us – canva, vimeo, biteable etc.

But you must create high quality, differentiated content to stand out from the heavy competition. And that takes time and money.

Marketing software to automate and track campaigns

This part of the email marketing game may just work in your favor – if you’re careful.

Tools like Drip, Woodpecker, Fuzen, Mailchimp have made it cheaper and easier to effectively manage campaigns.

But you need to be smart in identifying your exact needs. Then select a tool best suited for those needs.

For example, if you are a B2C marketer sending 50,000 emails a day, you are better off with Mailchimp.

But if you are sending a couple of hundred emails to B2B prospects, you can use tools like “Fuzen’s Email Automation” to make sure your email doesn’t get flagged as SPAM.

But all these tools cost money and time to set up and execute campaigns.

Importance of email deliverability

Yes, there are costs incurred even before you send your first marketing email. If a large percentage of those emails fail to reach inbox, you incur significant losses.

It may happen for multiple reasons

  • Email gets a hard bounce if the email address is invalid
  • Soft bounce if your recipient’s mailbox is full
  • Otherwise it may simply get lost in the spam folder.

But in each case, your campaign is at a loss. That’s why email deliverability is so important.

Tips to improve email deliverability

Now that you know the importance of email deliverability, you can take these measures to ensure most of your emails reach their intended destination.

  • Never buy a mailing list. You don’t know of the quality or authenticity of these emails and you will end up with too many bounced emails.
  • Set up separate domain and email addresses for marketing purposes. You minimize the risk of damaging your main domain reputation, in case your emails get marked as spam.
  • Avoid sending bulk email blasts. They increase the likelihood of getting filtered by ISPs. Instead use a cold email automation tools like this one, to help you avoid the spam filter.
  • Invest more time and thought in writing emails your audience will find interesting. Otherwise, what is even the point of sending those emails?
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