Blog post:

Navigating Email Deliverability

How an Email Deliverability Consultant Can Help

The challenge of ensuring your emails actually reach the inbox—known as email deliverability—can be daunting. This is where the expertise of an Email Deliverability Consultant can become valuable. This guide explores what a consultant (such as ourselves) can bring to the table, the factors affecting email deliverability, and best practices to enhance your email marketing efforts.

Understanding Email Deliverability

Email deliverability is the measure of your success in getting your marketing emails into the inboxes of your subscribers. It's a complex domain influenced by various factors, from the technical setup of your emails to the content you send.

The Impact of Email Deliverability on Revenue

For e-commerce owners, email deliverability is not just a technical concern; it's directly tied to the effectiveness of campaigns, customer engagement, and ultimately, sales. High deliverability rates mean more opportunities to convert subscribers into  customers, and drive repeat revenue. Overtime, as you accrue a larger active customer profile and your email list grows the impact of poor deliverability increases and is harder to course correct. We always recommend paying close attention to your deliverability and domain reputation from the get go, and fixing issues as soon as they arise. 

Key Factors Influencing Email Deliverability

Sender Reputation: The Foundation of Deliverability

Your sender reputation is a score that Internet Service Providers (ISP) assign to your domain based on your email sending habits and how recipients interact with your emails. High complaint rates or sending to numerous invalid addresses can tarnish your reputation, leading to poor deliverability. 

Email Authentication: Essential for Trust and Security

Authentication protocols like SPF, DKIM, and DMARC are critical for verifying that your emails are legitimately from you. Proper configuration of these protocols helps prevent email spoofing and phishing, improving your deliverability. You can set these up in your domain provider which will house your DNS settings/records. 

Google and Yahoo released updated sender requirements that went into effect April 1st, 2024. If you have not adjusted your records to accommodate these new requirements we recommend you do so immediately. Our blog, Navigating Google And Yahoo’s Updated Sender Requirements outlines what is needed here. 

Content Quality: More Than Just Words

The content of your email plays a significant role in deliverability. Using spam-trigger words, excessive links, or large images can flag your email as spam, hindering its chances of reaching the inbox. 

An important factor is reducing large email files. Using a mix of HTML and image based sections to develop your email is often the best course of action. One of the ways that emails get flagged for spam is through their recognition of large image files. If you create solely image based emails then chances are you will have worse deliverability. 

Best Practices for Improving Email Deliverability

Enhancing your email deliverability involves a multifaceted approach, focusing on technical settings, content optimization, and ongoing monitoring.

Regularly Clean Your Email List

Maintain a healthy email list by regularly removing inactive subscribers and incorrect email addresses. This not only improves your deliverability but also ensures your engagement metrics are accurate. List cleaning and maintenance can be done through automated flows as well. Flows such as a winback sequence and sunset sequence can aid in this process automatically. For more information on automated flows that can assist here check out our blog: 10 Email Flows That Drive Revenue.

Monitor Your Sender Reputation

Keep an eye on your sender reputation by using tools and feedback from ISPs. If you notice a decline, take immediate action to identify and rectify the underlying issues.

Engage an Email Deliverability Consultant

An Email Deliverability Consultant can provide the expertise needed to navigate the complexities of email deliverability. Through conducting audits, recommending improvements, and guiding your strategy to ensure your emails reach your audience.

Embrace Email Authentication Protocols

Work with your Email Deliverability Consultant to ensure your email authentication protocols are correctly set up and updated. This reinforces the legitimacy of your emails to ISPs and your subscribers.

At Aplo, we have extensive expertise when it comes to email deliverability and conducting audits to determine the factors that are contributing to poor deliverability. If this is something that your business needs please book a meeting with us below.  

Conclusion: The Path to Great Deliverability

For e-commerce businesses, mastering email deliverability with the help of an Email Deliverability Consultant can be a very positive investment on the long-term success of your email marketing. It ensures your marketing messages not only reach your audience but also resonate with them, driving higher engagement and sales. By understanding the factors affecting deliverability and implementing best practices, you can significantly improve your email marketing effectiveness. 

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