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What’s the Deal with Deliverability?

You’ll never get the full picture without your emails being received by the full audience.

Hit those inboxes

The Idea Behind
Tracking Deliverability Performance


Not every email will reach its intended destination. Sometimes it does, but it turns out that the destination ended up being a spam trap. Your messages can get blocked, tossed into the spam folder, ignored entirely, or even reclaimed by an ISP so they can know who hasn’t cleaned their list in years (a telltale sign, to them, of a spammer) If somebody went from top fan to hater or even worse - someone who doesn’t care anymore at all, you’re going to want to know why and what to do about it. Deliverability tracking is the solution. Ignoring these signs is the easiest way to blow up your email program.

We Deliver
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Boiling it down to the complete essence - unless you keep close eyes on your deliverability, it’ll never improve or remain pristine. The key to a good email marketing strategy is to analyze all key areas and make sure that you’re keeping a consistent pulse on what counts, because let’s be honest - you can’t just send out emails and cross your fingers. Here are just a few ways in which we make sure that your most important metrics are never left by the wayside:

Why Deliverability Performance Tracking is a Big Deal


Sometimes, you might see really strange metrics on a campaign that you sent out, and don’t know where to begin. Deliverability Performance Tracking can help identify underlying issues which may be undermining your campaign. That way, you don’t have to send funked-up emails time and time again, to 30% of your total audience, and wonder why nothing good is coming from it. As it follows, you can maintain your brand identity by spotting any mistakes before your entire subscriber list sees it and it’s too late.


Sender Reputation and How it Affects Deliverability


Google judges you. Yahoo judges you. All the ISPs judge you as if you’re walking by their home in a hoodie at night time, but they’re happy to let you in, after they interrogate you and get an answer they’re looking for. Your email address gets a rating from them all, and that rating can determine whether your campaign is successful or not. Since you’re looking for credibility, you should strive to maintain a good reputation. This means proper DKIM, SPF, and DMARC settings to ensure that you pass the legitimacy test, time and time again.

A lot of the time, poor deliverability results from the recipient’s system failing to recognize the sender of the email. With your right to send from your server verified and your identity confirmed, your chances of getting better deliverability rates will increase.

To make sure that you’re in good shape when Google, Yahoo, and their pals are all interrogating you, your friendly neighborhood email marketing agency will be there to have your back, and make sure that your record is clean, so they finally let you deliver your message.


Informed Content Creation


Once you get a picture of which emails work better than others based on how well they’re received; you can transform your content into something that drives contacts to the website time and time again. No cap. You can balance all the elements in your message so that no single one comes out too strong or too weak. Your content will be Goldilocks-approved, my friends. Your content needs to add value to your subscribers lives, you need responsive emails, and your layout can’t keep changing all the time. Deliverability tracking will help you get to know your subscribers better, giving you insight on how to best give a personalized and pleasant user experience.

The power of the subject line cannot be understated. As you play around with different ones, you get to find out which lines work best for your emails. You might end up discovering what you thought were good keywords are in fact spammy terms and are part of the reason why you landed in the spam box to begin with. Your experiment may even soon show that your use of capital letters is just too ‘Nigerian prince-y’ and therefore spammy as well.

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Deliverability performance tracking is not to be overlooked.

We can’t wait to show you how massively important deliverability performance tracking is and just how much your program can grow, revenue-wise, if you’re hitting 100% inboxing. Best thing about us here at CodeCrew? We’re ESP-agnostic, so whether you’re looking for a fix-up in your Sailthru account, a Klaviyo expert or you’re a bit of a masochist and are looking for a Salesforce agency, we’re still your best resource. Your campaign will never be the same again once you know what actually happens to the emails after you send them off.

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Some FAQ's

Sure, no one ever told you that email marketing involves doing some math. But when it comes to your email deliverability rate, use this simple formula to measure your email deliverability:

[(number of emails delivered to the inbox/folders (excl. spam folder))/(number of sent emails – number of emails that generated a bounce)] * 100% = XX%

In your recent email campaign, you sent it out to 100 recipients. Out of those messages:

  • 50 ended up in the recipient’s inbox
  • 20 landed in the promotions tab
  • 5 landed in the spam folder
  • 5 generated a bounce

In this case, you’d say your deliverability rate is 74%!

Now wasn’t that easy? Once you’ve gotten this formula down-packed, you can toss the calculator aside and do it by heart.

Email tracking might seem easy, but email deliverability tracking depends on several factors, all related to whether your email lands in your subscriber’s spam folder or not. Ultimately, email deliverability tracking affects deliverability in the following ways:

Contact list quality – Maintaining a high-quality contact list is important to ensure smooth deliverability.

Email content – If your email content looks like spam.

Email volume – Large sends usually struggle to maintain good deliverability in comparison to small sends.

Sender reputation –Your previous email performance and how your IP or domain performed in the past.

Subject lines – Keeping your subject lines short and relevant will ensure a healthy sender reputation, meaning your emails are more likely to hit the inbox than not.

Technical aspects – If you signed the email with the right domain/IP.

Put yourself in the shoes of your subscribers and ask yourself what your expectations would be, and how you as a sender can meet those expectations.