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So you’ve done your homework: you’ve crafted the perfect copy, you’ve personalized the emails, you’ve sent out all emails, and yet, your emails are not reaching your prospects’ inboxes.
And that’s exactly what email deliverability is: effectively landing in the destined inboxes of your leads.
When this keeps failing, it is a bummer because your entire strategy can go down the drain if your prospects do not even receive your emails.
But let’s go back to the “homework” keyword. There’s a high chance that your emails are not being delivered precisely because the actual homework is not completely done.
What do we mean by this?
There are several factors that affect email deliverability. And it’s a chain of reactions that pre-determines the success of your email deliverability.
For instance, let’s say that an email you sent ends up in the spam folder instead of the inbox of your target lead.
Because it landed in their spam folder, the email will:
These all will lead to a low engagement rate and open rate of your emails.
Which will lead to your emails getting marked as spam automatically.
And that will lead to:
Now, how can you stop this negative “chain of events” from snowballing and successfully landing in your contact’s inboxes?
Keep on reading to find out.
As you may already know, every single email that you send has to go through the provider's ISP (internet service provider) gateway. If the ISP thinks that your email is spam, it will immediately block your emails from being sent.
If your sender score and reputation are low, you can be sure that your email deliverability will face several issues.
Email providers will rate your IP address and consider the following:
We have two questions for you:
If you answer one or even two of them with a “Yes,” then there you have your answer.
Either activity will lead to a high bounce rate, which, in turn, will lead to a low score on all fronts (the snowball effect mentioned above).
Don’t get us wrong. You can be on the right here and send genuine discounts and even free-to-use services. However, specific phrases such as “% off%, “free” “discount” may be automatically labeled as spam.
Ask yourself this: What do you hope the sender does after seeing your email?
The Good
It’s natural that you want them to, first of all, open the email. Then, read it. Then click on any CTAs you’ve included, and ultimately come into contact with you in any shape or form by either replying or requesting a demo (or any other action that you’ve incentivised them to do).
However, in some cases, you will get these negative reactions:
The Bad
The person will open the email (in the best-case scenario - hey, a win is a win).
Then they will not like its contents or think it is spammy and report it as spam.
The Ugly
In worst-case scenarios, they will not even open the email before deleting it and(or) reporting it as spam.
Now that you know the main factors that can affect your email deliverability negatively, it’s time to take action and ensure that email deliverability is the least of your problems.
Here’s how to do that:
Before you even press send after setting up your email campaigns, you will need to warm up your email accounts. Consider this as establishing a good “relationship” with your IP credibility score.
We suggest that, in order to be consistent and ensure that the recipients recognise you and know who is behind the email, make sure you send the emails using the same sender’s name each time.
This will ensure that they will not go ahead and mark it as spam if they know and trust the name you’re sending from consistently.
When you segment your email list and have separate lists for each pain point you’re trying to solve, you’ll set your emails up for success and ultimately improve email deliverability.
This way, the emails you send and the copy for each segment can be super targetted and offer only the relevant content to the lists expecting to receive such content and updates from you.
We suggest that you periodically clean up your email lists to ensure that you improve your email deliverability; if some subscribers have been inactive for some time or even asked to be removed, do so to avoid getting marked as spam or getting reported.
You can do this manually if you do not have super long email lists. However, if that’s not the case, we recommend using AI tools like Gneesy to ensure that your CRMs and email lists are kept clean.
And by avoid, we mean: never use them if you want to improve your email deliverability.
Purchased email lists may seem like an easy way to cut corners and get leads fast. However, those lists very often contain:
That is why we always recommend building such lists from scratch: to ensure that the emails are verified and up to date and to target your target audience that will be genuinely interested in the products or services that you’re trying to sell.
This way, you will keep the spam reports to a minimum and ensure that your bounce rate will be low.
And yes, building any lists from scratch can seem daunting, but you do not have to do everything manually.
There are tools out there like Genesy that can help you automate the entire process, enriching all your lists with verified and up-to-date contact information.
We hope that the steps above and all the tips we gave will help you identify a clear roadmap for the next actionable steps you need to take to improve your email deliverability.
So, once you tackle one problem at a time, you’ll start seeing your sender score and reputation go up, and your email deliverability improving in no time.
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