What is Deliverability in email marketing?

Email Deliverability is the measure of the percentage emails that can be delivered to the inbox. Whether emails landed in the primary inbox, promotion or spam folder counts to email deliverability.  

In simple terms, when marketers are looking for an email service provider with high email deliverability, what they want is an email service that can deliver email to their subscribers after clicking send.  

Example 1 of High Email Deliverability: Moses sends a weekly newsletter to 100 subscribers using CRM Z. All the 100 subscribers receive the newsletters. Then CRM Z is considered to have high email deliverability.  

Example 2 of Low email Deliverability: Moses sends a weekly newsletter to 100 subscribers using CRM Y. Only 40 of the 100 subscribers receive the newsletters. Then CRM Y is considered to have low email deliverability.  

Factors that affect Email Deliverability 

 Some of the factors that affect email deliverability include:  

Domain IP reputation or score: Domain IPs with a bad reputation or low score will have their emails rejected by email providers like Gmail. It is advisable to use trusted email service providers like HubSpot, Mailchimp, Covertkit, Aweber, Infusionsoft by Keap, ActiveCampaign, etc. 

Authentication: Your domain IP address should have DKIM, SPF, and DMARC properly set up for authentication. This helps in identifying where an email was sent from thus avoiding email spoofing. 

Clean Emails: If you are sending emails to old emails that are not valid or have been deactivated then they will bounce. Always clean or validate old emails. 

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