Email Deliverability: 5 Quick & Effective Ways to Increase It

As marketers, we spend hours planning every detail of each campaign, crafting the perfect copy and agonizing over fonts, colors, and spacing. We talk through our personas, target audiences, and messaging. Webuild emailsfrom scratch, or lovingly modify templates to put our best foot forward with our email campaigns.scriber

所有的热血、汗水和眼泪,进入our emails, there’s nothing more heartbreaking than finding out the message never made it to our subscribers. No matter how carefully we plan our campaign strategy, design, and development, if the email doesn’t reach the inbox, you won't delight subscribers或者see ROI.

将其进入收件箱是发送好电子邮件的最模棱两可，误解的元素之一。营销人员经常混合关键区别：交付与交付性。尽管这些术语通常是互换使用的，但它们的含义却非常不同。让我们区分下面的两个。

Email Delivery vs. Email Deliverability

Let’s start with the basics: What are we even talking about?

When it comes to understanding the difference between delivery and deliverability, ask yourself these questions:接收者可以接受您的消息吗？”，和,Does it get to the inbox?"

To further explain, we're going to dive into both a little further, below:

Email Delivery

“接收者可以接受您的消息吗？”

This term describes whether or not a receiver accepts your email, which comes before the inbox or spam folder distinction, so be careful not to mix up the two. If your email doesn't make it into an inbox, that means delivery wasn't successful, no matter which inbox it would be displayed in.

Delivery refers to whether or not a receiver accepts the message you’ve sent. Does the domain or email address exist? Is your IP address blocked?

Imagine that, instead of being an email, it's personified in a busy business traveler on her way to a conference. Successful delivery would mean that the traveler arrived at the correct airport. She then proved her identity with a ticket and passport, and airport security verified her as safe to pass through security to her departure gate.

Similarly, when an email is successfully delivered, that simply means it made it to the intended recipient’s mailbox — and that could be in the inbox或者垃圾邮件文件夹。

Email Deliverability

“它可以到达收件箱吗？”

Also known as inbox placement, this is a term that describes where that message ends up once it is delivered: In other words, deliverability decides if your email will land in the inbox, spam folder, or another folder.

Let's return to our travel metaphor. Our traveler has made it through security to the correct gate and now needs to get to her destination.

Deliverability is akin to where the traveler's flight ultimately arrives. While most travelers safely get to their departure gate (delivery), severe weather or other mishaps may reroute them, for example, from Dallas to Houston, instead of the conference destination (deliverability).

可交付性包括三个部分：

• Identification— This defines the set of protocols that prove you are who you say you are when you send an email, such as Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-Based Message Authentication, Reporting, and Conformance (DMARC).
  
  这些术语中的每一个都像护照，许可证或背景检查一样运行。您是来自纽约州北部的顽强律师简吗？还是来自南加州的大学游泳教练简·多伊（Jane Doe）？
• Reputation— Your sender reputation is a score that signals how trustworthy your emails are. Each organization and internet service provider (ISP) might have different scores for you, but generating positive subscriber behavior, (which means users marking you as a trusted sender), is the best way to boost that reputation.
• 内容— Is your message appropriate and relevant for your audience? Are you combining poor copy with poor formatting to deliver a less-than-inspired email experience to readers?
  
  Using weird formatting can impact your email's deliverability based on your previous sending patterns. Think about it from your subscribers’ perspective: Receiving an email with the subject line“MAKE MONEY TODAY!!!!”，不诱使开放。根据您的订阅者关心的最大影响，将您的信息定制。

Identification and reputation account for most of the reason an email lands in the inbox or the spam folder. Think about waiting in line for an airport security screening. If you don’t have a ticket, you won’t make it past the first desk. And if you’re on the no-fly list, you’re not going anywhere.

Delivery issues mean that something may be wrong with your infrastructure, you’ve got faulty email addresses on your list, or you've received enough negative user interaction to warrant a block. Deliverability issues, on the other hand, indicate that your sending and permission practices might be out of date, aren't legal, or your subscribers are disinterested in your content.

If these descriptions worried you a bit, don't fear. In the next section, we're going to talk about how to improve your email deliverability so subscribers will enjoy your emails with every delivery.

How to Improve Email Deliverability

Now that you know the difference between email delivery and deliverability, what does this mean for your marketing strategy? Here are some best practices to ensure your messages make it to subscribers' inboxes.

1.配置干净的电子邮件列表。

Even though permission-based marketing is essential, when it comes to emails, permission can expire. A large number of inactive subscribers can dramatically impact your deliverability because they offset your engagement metrics. Consider removing or suppressing inactive customers after a set time or automating a re-confirmation campaign.

If you’re having deliverability issues, it’s possible your list includesspam traps, which look like real email addresses, but are used to identify spammers. Sending to one can indicate poor list hygiene or spammy acquisition practices, like buying and renting lists or scraping email addresses off the internet.

Removing invalid emails on a regular basis and re- confirming your inactive subscribers can help declutter your list.

2.提供简单的退订选项。

It’s a common myth that unsubscribes are a bad sign, but there’s no evidence to prove that unsubscribe rates affect deliverability. In fact, it can actually help if you're boosting your subscriber engagement and cleaning up your email list.

Sending targeted campaigns to people whowant接收您的电子邮件可能会增加打开和点击并降低跳出率。但是，如果用户确实想取消订阅，请简化。它可以像在电子邮件底部添加链接一样简单，例如此示例：

不要隐藏您的退订按钮。在您的电子邮件中清楚地找到它，无论是在页脚中还是在顶部。简化退订过程，以便这是一个步骤 - 否则，您正在与可怕的“报道为垃圾邮件”旗帜上进行一场失败的战斗。

3. Make your emails personal.

Marketers and subscribers often define spam differently. Subscribers don’t think in terms of spam filter testing or algorithms, but in terms of relevance. Are you sending content that matters to them?

This is ultimately the most important question to ask yourself before hitting "send" on any email, so make sure to read your copy for errors和关联。

Email is one of the most personal channels in a marketer’s arsenal. Sending emails that resonate with your audience and leverage the 1:1 nature of the medium won’t just positively impact your deliverability — it will also boost reader engagement won't build better relationships with your audience.

4. Add engaging text to emails.

When you make your emails, make sure your copy engages the reader. Subject lines are your emails' first impression: Are the witty and enticing, like these examples?

您的电子邮件订阅者可能已经是公司的粉丝，因此电子邮件体验应该像客户喜欢的其他所有内容一样愉快。bob全站app

Odds are, you have a pretty good idea of the language that makes your customers feel connected to your brand. To keep them interested, that language should carry over to emails — it'll show readers that you care about catering to their needs outside of promotions and sales.

5.检查以查看您的电子邮件的合法性。

If you use email marketing software likeHubSpot, you can breathe a sigh of relief. Most email marketing software makes sure the emails being sent are compliant with web laws, such asGDPR。但是，如果您在内部发送自己的电子邮件，请务必仔细检查您不会违反任何法律。

With these tips, you'll be ready to get going on improving the email marketing experience for you and your readers.

Knowing the distinction between delivery and deliverability might be the missing link you needed to revolutionize how you're approaching email marketing. And, by following these practices, all the hard work you put into your emails will show up in inboxes and make them unforgettable to readers.