Email deliverability
Our Deliverability and compliance manager Andy Thorpe is respected throughout the industry for his thoughts about email marketing deliverability. Here’s how he defines the process…
Deliverability is a word that doesn't appear in any online spell-checker by default - like analytics.
In a nutshell deliverability is the word used to describe the ability to deliver emails to the inbox.
There are two main flavours of deliverability: Content & Reputation.
Content refers to the typical problems an email can have when trying to get in to the inbox due to the stuff that’s contained in the email. Specific items include image to text ratio, to number of images, to certain strings of words, to capital letters in the subject line and more.
Reputation comes in to play where ISPs use various different variables to identify you as a sender and then based on the reactions of your recipients in each ISP, the ISP assigns you a reputation which will decide on your inbox placement and how many and how fast you can send to each ISP.
Our deliverability content is intended not only to answer any questions you might have but also to help you empathise with the thought process behind ISPs' decisions on your emails' inbox placement so you can build your own safe, no-nonsense framework to enable you to be free and creative without your email strategy.
When sending bulk email it can prove difficult to get in the inbox but ensuring that your email campaign does get delivered is of course the idea. But due to spammers, lots and lots of technology sand time has been invested to intercept spam and redirect it to the junk folder so that only the email you want is in your inbox.
Top 5 ways to improve your reputation
In order to protect the deliverability of emails that are consistently wanted and to avoid these getting cluttered and over crowded by emails that are never wanted, more and more ISPs have started using engagement to decide where an email will land in each of their recipients' inboxes. Each measured reaction by the ISP will not only decide where your email will go for that recipient but will also affect the sender’s global reputation and subsequently deliverability at the ISP
If you are not cleaning your lists regularly you may be opening yourself up to the possibility of sending your email marketing campaign to a spam trap, which spells trouble. At the most basic levels spam traps come in two flavours: old addresses and scraping traps, in this blog I will explain the former...
If you’re not cleaning your lists regularly you are opening yourself up to the possibility of sending your email marketing campaign to a spam trap, which spells bad news. At the most basic levels spam traps come in two flavours: old addresses and scraping traps. I have already explained Old Address Spam traps, now I will explain the risks of scraped addresses...
This week members of the DMA UK released the latest DMA code of practice, relating to email marketing, it has been updated to include the new requirements defined by the new Data and Cookie laws introduced in the UK recently. These laws were introduced to be in line with the increased EU privacy laws.
