Back to the Basics: Email Deliverability


2 minute read

Back to the Basics: Email Deliverability

In the world of email marketing, email deliverability is the one metric that rules them all. Despite that, many people in the industry still have a difficult time defining what exactly email deliverability is. Not only that, but why is it important? Let’s take a closer look.

At the most basic level, email deliverability is the rate at which emails arrive in an inbox. This makes email deliverability the most important metric for email marketers to measure, because all other metrics rely upon it—you can’t measure open rates if the intended recipient never even got the email!

Email deliverability is important from a revenue standpoint as well. Let’s say you’re analyzing your email deliverability and find that one campaign had a spam-placement rate of 18%. If that campaign targeted 100,000 people, that means that 18,000 people never even saw your email. If you had budgeted an ROI of $1 per person for that campaign, that means you lost out on a potential $18,000. When it comes to email deliverability, the stakes are high.

There are a lot of tools out there that can help you identify email deliverability problems. You can utilize seed lists and panel tools. You can track open rates, track click-through rates by domain and keep a close eye on your bounce rates. All of these tools are incredibly useful for helping you realize that you have an email deliverability problem—but how do you fix it?

While you can fix an email deliverability problem yourself, it is a lot more complicated than you might think. Services like eDatasource can get you the data you need to identify an email deliverability issue, but fixing it requires more than just having the data. You have to find out what exactly is causing that problem. What are different domains doing? How are ISPs calculating reputation? There’s a lot of time and knowledge needed to truly master email marketing, especially when spam issues are involved. Which is why it’s important to look for professional help with your email marketing.

Now, you might be thinking “my digital agency sends all my emails” and that’s great, but it’s not enough. Remember, general agencies tend to offer a wide range of services to satisfy as many clients as possible. When it comes to an issue as complicated as email deliverability, big agencies tend to stick to high-level analytics, which often don’t provide all the information needed to identify and solve an email deliverability issue. Even if you do hire an agency to help, it’s important to be knowledgeable about the email marketing process so you can hold your agency accountable to any promises they may have made. This is also why you should look for an agency that specializes in email marketing.

Email deliverability can be complicated, but it is also the crux of what makes an email marketing campaign successful. Which is why using a company like Trendline is always a good idea. Trendline is a full-service email marketing agency. Email is, quite literally, all that we do. Take advantage of our email expertise to maximize your email marketing program.


Not sure how many of your emails are actually getting to the inbox? Contact Trendline.





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