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Deliverability is the lifeline of any email marketing campaign. No matter how amazing a series of messages are designed and configured, they still won’t benefit anyone if they can’t reach their designated recipients.
This is where deliverability metrics come in.
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What Is Deliverability?
In email marketing, deliverability is the potential of emails to be received into subscribers’ inboxes. A good deliverability rate often means high chances of messages being delivered. When it goes down, it usually means emails being sent to the junk and spam folder or even outright blocked.
Email service providers and spam filters assess the deliverability of IP addresses to decide whether or not they will allow messages from a certain address to be delivered. The main goal of these providers is to ensure that spam and other spam-like content do not reach their customers.
There are certain elements that affect the email deliverability rate. For instance, installing proper authentication protocols can make you more trustworthy in the eyes of inbox providers while using confirmed opt-in can ensure your contacts are interested in your content, thus increasing engagement.
Showing that you are a reliable email sender can increase the chances of success for your email marketing campaigns.
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What Are Deliverability Metrics?
With deliverability being a crucial element for email marketers, many aim to analyze and measure the effectiveness of their email campaigns to know what’s working and what to improve upon. They also know that in order to succeed in email marketing, there are certain email deliverability metrics that need to be monitored and worked on.
These are the primary metrics that affect how efficient and effective your email marketing campaigns are:
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Delivery Rate
In email marketing, the delivery rate is a percentage of messages that you send out and are received by the email service providers of your recipients. The email delivery rate is calculated by dividing the number of messages you sent to your subscribers by the number of emails sent.
Having a high delivery rate is a good thing, but it doesn’t automatically mean that all of your emails went straight to the inbox. You may have an ideal delivery rate, but most of your messages may have been redirected to the spam or junk folder.
The primary objective of the delivery rate is to show marketers that their emails didn’t bounce. Email delivery rate and email deliverability rate aren’t the same as the latter provides the actual data on how many messages went straight to subscribers’ inboxes.
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Open Rate
The email open rate is the number of contacts in your mailing list who clicked on your emails. Many marketers consider having a high open rate a good thing, and rightfully so since it shows that people are actually opening your messages.
However, it shouldn’t be the sole basis of how successful an email marketing campaign is since no one email deliverability metric should determine that. Instead, email marketers should look into the various deliverability metrics to let them get a glimpse of their email performance.
Open rates are calculated by dividing the volume of messages that recipients accessed by the number of emails you sent.
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Click Rate
Your email click-through rate, or more simply click rate, is the number of users who clicked at a link in your messages. This rate can be calculated by getting the total clicks that a specific email has received and then dividing that against the total number of messages delivered.
The click rate of your emails is a good indication of subscriber engagement. In comparison to the email open rate, this metric shows that people who received your message actually engaged with its content. It also reveals how many of your recipients are interested in your emails.
Some inbox providers would even take into account unique clicks in measuring this metric. A subscriber who clicks on a link within an email campaign for the first time is considered to be a unique click. Multiple clicks by the same user don’t count.
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Spam Rate
Your spam rate is the volume of messages that you sent to subscribers that went directly to the spam folder. Having a low spam rate is necessary if you wish to continue maintaining a good sender reputation because it shows that you’re reliable.
However, continuing to have a high spam rate for a long time will result in your emails having a hard time reaching their designated inboxes. When you experience a spike in your spam placement rates, this could be an indication that there’s something wrong with your email marketing campaign.
As an email marketer, it’s your job to ensure that you keep your spam rates low so you can continue to send emails to your contacts.
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Bounce Rate: Soft and Hard Bounces
In email marketing, your bounce rate is the number of messages that failed to reach their intended recipients. A bounce happens whenever a sender’s email is labeled as a non-delivery. You can calculate your bounce rate by getting the total number of email bounces and then dividing that by the total emails that you sent.
Bounce rates are grouped into two categories: soft bounce and hard bounce.
A soft bounce is when an email has temporarily bounced back to the sender due to several reasons. Some of the common reasons include a full inbox or the email server of the recipient being down.
A soft bounce typically resolves on its own as it automatically attempts to re-send the message until it is received. However, a soft bounce will eventually turn into a hard bounce if the email still cannot be delivered.
A hard bounce is when a message has outright been rejected for delivery. This could be because the email address doesn’t exist, the recipient’s domain is unavailable, or the email server has fully blocked the message.
Hard bounces have a significant impact on sender reputation and are one of the most important deliverability metrics to keep an eye on. Maintaining proper email list hygiene is crucial to minimize hard bounces.
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Spam Complaints
The spam complaints rate is the percentage of reports that were made against your emails by recipients who weren’t interested in your messages. Most email service providers have an option to ‘mark as spam’ that allows people to report any unwanted messages that they received.
Email marketers who have been reported for spam numerous times could result in any subsequent emails from them being completely blocked by inbox providers and ISPs. This means that even users who are actually interested in your content will not receive your emails.
That’s why it’s crucial to understand how spam complaints work and how you can prevent them from happening. One of the best tips to reduce spam complaint rates is to ensure that your messages are relevant to your subscribers.
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Best Practices to Follow for Maximum Email Deliverability
Now that you know how important email deliverability is and what metrics to consider, it’s time to ensure that your messages can actually reach their intended recipients and not straight to the spam folder.
Here are the best practices to maximize your deliverability:
- The law in email marketing is to always include an unsubscribe link in all of your emails. This will allow people to stop receiving future messages from you when they are no longer interested.
- Never purchase an email list since this will lead you to send emails to contacts you didn’t acquire organically. Many of these lists also contain spam traps that can harm your sender reputation.
- Practice good email list hygiene by re-engaging or removing contacts who haven’t interacted with your emails for quite some time.
- Leverage email authentication protocols such as SPF and DKIM to increase your trustworthiness among email service providers.
- Send emails to your subscribers at fixed schedules. However, you want to make sure you don’t send too many emails within a short time frame to avoid being flagged as spam.
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The Takeaway
Email deliverability plays a crucial role in email marketing campaigns. Having a good deliverability rate means that your messages will have a better chance of reaching contacts than having a bad one.
It’s important to understand that there are several email deliverability metrics to consider. These metrics include your delivery rate, open rate, click rate, spam rate, bounce rate, and spam complaints rate.
By monitoring these metrics and making sure that they are kept in check, your emails have a better probability of reaching inboxes while being more relevant to your target audience.
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