We spend hours preparing out every detail of each campaign, crafting the accurate copy and worrying over spacing, colours, and fonts. We talk through our target audiences, personas, and messaging. We produce emails from scratch or alter templates so that we are setting our best foot forward with our email marketing campaigns.
With all the tears, blood, and sweat that go into our emails, nothing is more tragic than finding out the message made it to our subscribers. No matter how precisely we prepare our campaign design, development, and strategy, if the email does not reach the inbox, it does not matter.
Getting it into the inbox is one of the more ambiguous, misinterpreted elements of sending a good email. Marketers usually mix up a key distinction: deliverability vs. delivery. Though the terms are usually used interchangeably, they have very different meanings.
Let us start with the basics: What are we talking about? The following are the definitions:
When it comes to an understanding of the difference between deliverability and delivery, ask yourself these questions:
Could we talk about both?
At its core, delivery refers to whether or not a receiver accepts the message you have sent. This appears before the spam folder is ever considered. Do you know if the email address or domain exists? Is your IP address blocked?
Could you assume your email is a busy business tourist attending a conference? Successful delivery would mean that the tourist arrived at the exact airport. (If anyone from New York City accidentally went to LaGuardia instead of JFK airport, you know how these types of confusion happen!) She then proved her identity with a passport and ticket, and airport security verified her as a safe passenger to pass through security to her departure gate.
Likewise, when an email is successfully delivered, that clearly means it made it to the intended recipient's mailbox — which could be in the inbox or the spam folder.
Also known as inbox placement, deliverability refers to where that message ends up once it is accepted. Did it get right to the inbox?
Let us turn back to our tourist metaphor. Our tourist has made it through security to the right gate and now wants to get to her destination.
Deliverability is related to where the tourist flight eventually arrives. While many tourists carefully get to their departure gate (delivery), weather or other misadventures may reroute them, for instance, from Houston to Dallas (deliverability).
Deliverability consists of three parts:
Reputation and Identification account for the reason an email will land in the inbox or the spam folder. Think about waiting in a long line for an airport security screening. You must have a ticket to pass the first section. And if you are on the no-fly list, surely you are not going anywhere.
Delivery issues mean that something might be wrong with your infrastructure, you have got damaged email addresses on your list, or you have received quite a negative user interaction to warrant a block. Deliverability issues mean that your permission and sending practices might be out of whack, or your email list is ordinarily disinterested in your content.
Now that you understand the difference between deliverability and email delivery, what does this mean for your marketing strategy? The following are three practices to guarantee your messages make it to subscribers' inboxes.
Even though we prefer permission-based marketing, when it comes to emails, permission can expire. Many inactive subscribers can impact your deliverability because they balance your engagement metrics. Consider suppressing or removing inactive customers after a set period or automating a re-confirmation campaign.
If you are facing deliverability issues, it is likely that your list includes spam traps, which seem like real email addresses, but are used to recognize spammers. Sending to one can symbolize poor list hygiene or spammy acquisition practices, like renting and buying lists or deleting email addresses online.
Discarding invalid emails daily and re-confirming your inactive subscribers can help declutter your list.
It is a typical myth that unsubscribes could be better, but there is no indication that unsubscribe rates via the direct unsubscribe link in your email influence your deliverability. It can actually help by increasing your subscriber engagement and cleaning up your email list. If you are sending targeted campaigns to people who want to receive your emails, then you are compelled to increase opens and clicks and minimize your bounces.
You don't need to cover your unsubscribe button. Make it easy and clear to find in your email, whether that be at the top. Streamline the unsubscribe process so that it is one step — otherwise, you are fighting a lost battle against the dreaded "report as spam" flag.
Subscribers and Marketers usually define spam differently. Subscribers are not considered in terms of spam filter testing or algorithms but in terms of significance. Are you sending content that matters to them? This is ultimately the most important question to ask yourself before hitting "send" on any email.
Email is one of the personal channels in a marketer's arsenal. Sending emails that resonate with your audience and leverage the 1:1 nature of the medium will not just positively affect your deliverability; it will also increase reader engagement and build more solid relationships with your audience as well.