I want to talk about deliverability. Before you run away, give me a minute to explain. Everybody has their own feelings about deliverability and what it means to them. At the base level deliverability can really be broken into two areas. Delivery to a mail server, and delivery to the inbox. These may sound like the same thing, but really, they're quite different. One is all about the tech, and one is all about the content. Since I'm a tech guy, today we're going to talk about the tech side and what it takes to get your email to at least make it to the server (for tips on the content side, see here!).
When I order a package online, I'm usually given an expected delivery date and time - and this is amazing. There's so much that goes into the delivery of that package: where it's shipping from, how busy the facility is, delivery schedules, the day of the week, staffing, etc. And as the recipient, I don't have to worry about any of this, because there are a ton of people and good processes working behind the scenes so that I can trust that date. In short, their reputation precedes them.
Deliverability in digital marketing is key - by this we mean taking steps to help your email reach the inbox of your recipient. Since each email server uses its own criteria and process, it can be tricky to pinpoint exactly why an email went to SPAM. However, there are plenty of things you can do as a digital marketer to ensure the best deliverability possible.
You've created the perfect marketing email. You've built a quality contact list. You send at the right day and time. Your ducks are in a row, but your open rate is lower than you hoped. What gives? Is it your bounce rate? Did your email go to SPAM? Did a bunch of contacts unsubscribe? It may be none of the above.
Unless you're a proponent of Inbox Zero, chances are you've got a bunch of unread emails in your inbox. Your customers are probably the same, so it's easy to envision them scrolling through their inbox, skimming the subject line of each email (yours included) and, if it does not catch their interest, clicking delete...delete...delete.
The war against SPAM is on!
Internet Service Providers like Gmail, Yahoo and Outlook are constantly updating their filters. They create new "organizers" (think Gmail's primary Inbox tab). And there's the always dreaded blacklist of known senders of SPAM.
All of these are ways to separate unwanted from legitimate emails. And this is a good thing, right? One recent study showed that the average person receives over 100 unwanted emails each day.