Deliverability: Introduction

What is deliverability?

Deliverability is the number of emails that have reached the recipients' inboxes compared to the number of sent messages overall. The goal is to have as many of your emails land in your prospects' "inboxes" rather than going to "spam", as one instance.

Why is deliverability so important?

High email deliverability is crucial if you really want to reach your prospects and get them interested. If your emails don't reach their inbox, they don't have the chance to familiarize themselves with it and consider your offer.

How do we measure deliverability?

Measuring deliverability is usually associated with the percentage value available in most applications for email marketing, where it is determined as sent emails minus bounced divided by sent emails again. It is, however, not reliable, because in reality the amount of email that reach their recipients' inboxes might be (much) lower than this value could suggest. A lot of messages end up in folders such as "spam" or get blocked by the email servers or client applications.

How to take care of your emails' deliverability?

  1. Set up SPF records and DKIM on your DNS
  2. Start warming up your Domain
  3. Warm up your Email Address
  4. Use only verified emails to create your Prospects list
  5. Write your personalized email copy - avoid spam words!
  6. Take care of your signature

Start off by setting up Custom Domain Authentication: SPF and DKIM. In short, Sender Policy Framework (SPF) is a security mechanism which confirms that your email address is safe, domain's reputation good and you are a trustworthy sender. What does it mean to you? Your campaigns will reach your prospects' inboxes, bringing you more replies and revenue or contacts. 

DomainKeys Identified Mail (DKIM) is another way to authenticate and protect your domain. By encrypting private and public keys in the email header, your domain gets validated. In short, by setting DKIM on your DNS, you're letting your recipients know that your emails come from authorized servers. Learn more about DKIM by consulting your hosting's help page. 

Check your email provider or hosting server's help page to learn more about setting up specific TXT records which you should include in your SPF.  It's important that you have it set up correctly.

Watch out: Invalid or incorrect SPF record will harm your domain's reputation, thus deliverability. Make sure you always create only one record. Use "include" statement if you wish to add more values, for example, Sendgrid or Mailgun.

Here is the list of the most common email providers and hosts:

Google SPF and DKIM

Microsoft SPF and DKIM

Zoho SPF and DKIM

Namecheap SPF&DKIM

GoDaddy SPF

Amazon SES

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