Deliverability is everything

27 November, 2022

Deliverability is everything

In today's world, where communication is largely conducted online, it is essential that our messages reach their intended recipients. Unfortunately, this isn't always the case. We've all experienced the frustration of seeing that dreaded "421, please try again later" error message. But what causes these delivery failures, and how can we prevent them?

“One common cause of delivery failures is how you are sending your messages.”

One common cause of delivery failures is how you are sending your messages. Are you following best practices for email delivery? This includes things like using proper formatting, authenticating your domain, and maintaining a healthy sending reputation. If you're not following these guidelines, it's likely that your messages will end up in the recipient's spam folder, or worse, not be delivered at all.

Another factor to consider is the quality of your email list. Are you sending to engaged, permission-based email addresses, or are you sending to unengaged or purchased lists? It's important to only send to recipients who have explicitly given you permission to contact them, as sending to unengaged or purchased lists can result in high bounce rates and damage your sending reputation.

In some cases, delivery failures are beyond your control. The Internet is a complex network, and there are many factors that can affect the delivery of your messages. These include issues with the recipient's email server, internet service provider, or even something as simple as a typo in the email address.

So what can you do to improve your deliverability rates? Here are a few tips:

1. Follow best practices for email delivery: This includes using proper formatting, authenticating your domain, and maintaining a healthy sending reputation.

2. Only send to engaged, permission-based email addresses: This will help to reduce your bounce rates and protect your sending reputation.

3. Use a reputable email service provider: A good email service provider will have the tools and expertise to help you improve your deliverability rates.

4. Monitor your deliverability rates: Keep track of your bounce rates, spam complaints, and other metrics to see how well your messages are being delivered.

5. Test, test, test: Use tools like email deliverability testing to see how your messages are being handled by different email servers and ISPs.

While deliverability can be a frustrating issue to deal with, it's an essential part of successful online communication. By following these tips and seeking help when needed, you can improve your deliverability rates and ensure that your messages are reaching their intended recipients.

It's also worth noting that different types of messages may have different deliverability rates. For example, transactional emails (such as receipts or password reset emails) tend to have higher deliverability rates than marketing emails. This is because transactional emails are generally seen as more important and are often given higher priority by email servers and ISPs.

On the other hand, marketing emails can sometimes be flagged as spam, especially if they are not properly formatted or if the recipient has not explicitly given permission to receive them. This is why it's so important to follow best practices for email delivery and only send to engaged, permission-based email addresses.

In addition to following best practices and monitoring your deliverability rates, it's also a good idea to keep an eye on industry updates and trends. The world of email is constantly evolving, and what works today may not necessarily work tomorrow. By staying up to date with the latest trends and techniques, you can ensure that your messages are being delivered effectively.

Another important aspect of deliverability is the subject line of your email. The subject line is often the first thing that a recipient sees, and it plays a crucial role in whether or not they choose to open your message. A subject line that is too long, spammy, or irrelevant is likely to be ignored or flagged as spam. On the other hand, a subject line that is concise, relevant, and compelling is more likely to be opened and read.

To write an effective subject line, it's important to keep it short and to the point. Aim for around 50 characters or less, as this is typically the maximum amount of characters that will be displayed on most devices. Avoid using spam trigger words, such as "free" or "discount," and make sure that the subject line accurately reflects the content of the email.

In addition to the subject line, it's also important to consider the content of your email. Is the email easy to read and understand? Is it mobile-friendly? Does it contain any spam trigger words or phrases? These are all important factors to consider, as they can affect the deliverability of your email.

Finally, it's worth noting that deliverability is not just about getting your messages into the recipient's inbox. It's also about making sure that your messages are actually read and acted upon. To increase the chances of this happening, it's important to segment your email list and tailor your emails to the specific needs and interests of each segment. This will help to increase the relevance and value of your emails, and make them more likely to be opened and read.

In summary, deliverability is a crucial aspect of online communication. By following best practices, only sending to engaged, permission-based email addresses, and tailoring your emails to the specific needs and interests of your audience, you can improve your deliverability rates and ensure that your messages are being read and acted upon.

In conclusion, deliverability is everything when it comes to online communication. It's essential to follow best practices for email delivery, only send to engaged, permission-based email addresses, and stay up to date with industry updates. By doing so, you can improve your deliverability rates and ensure that your messages are reaching their intended recipients.