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10 Things Every Sender Should Know About Email Delivery

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05 Jan 2021

The companies send many emails to the clients, amongst which 49.7% lands into the receiver's spam folder for numerous reasons. Because every $1 invested in an email program generates revenue of $38, people often question how they can make sure that their emails are landing in the inbox section of their customers?

Several factors may leave a positive or negative impact on your email marketing, which will be discussed in this post. We'll discuss the do's and don'ts that every sender should know about email delivery for email marketing.

Response Rate

Your customer response rate matters a lot to hold a reputed position in the eyes of Internet Service Providers (ISP). When an email is sent, immediate actions are made like open, click, share, reply, mark as spam, or unsubscribe if your content is irrelevant. The ISPs closely monitor these responses to keep check and balance of customer's demand. Sending emails to non-active customers can increase your emails' chances to land in the spam folder due to a negative response rate. In this situation, the reliable and best solution is to revise your email subscriber list. Many companies use this method to maintain their reputation. This method is also known as "Sunset Policy," where non-active subscribers are removed from the email list after a certain amount of time.

Tip: never send emails to a large number of audiences. Try to break down the list into sections. Only send calculated emails to a highly engaging audience if your domain is not very established.

1. Deliverability 101

The least you can do to increase your email's chance to hit the inbox section of your subscribers is to work on IP and Domain reputation along with setting up protocols. Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain Message Authentication Reporting & Conformance (DMARC) to prove your authentication. Internet Service Providers (ISP) use these protocols to authenticate your claim.

IP:A reputed IP address is preferred to serve by ISP, which results in successful email delivery.

An email is said to be a successful email when it lands in the customer's inbox section. In contrast, if it is put into the spam section for any reason, it is said to be unsuccessful email delivery.

Domain: Domain is your company name, such as An active domain can help you build a good reputation in front of ISP, therefore using your company domain to send transactional emails is advised. It will also help your business grow.

SPF:Designed to authenticate the sender's domain/identity for the receiver.

DKIM:Designed to check if the content has been delivered in its actual position or not.


2. Be Careful With the Email Content

The essential part of email marketing is writing good, informative, engaging, and creative content. Make sure your content does not contain discouraging words.

The following points must be considered regarding email content.

● Plagiarism is not acceptable when it comes to marketing. Copying content from the internet may damage your reputation.

● Using certain content in emails repeatedly is harmful.

● Be careful will the size of the mail content. The size of the image or any attachment in the email also matters. Using images from the internet is also discourages as the pictures might be blacklisted already.

3. ISPS Differ In Nature

Each mailbox Provider analyzes your email from different criteria. You need to monitor each Internet Service Provider's response rate to estimate the changes required to get satisfying results. It is said that most of the ISPs analyze emails every time they are sent to decide if they deserve to stay in the inbox folder or not.

4. Keep Transactional Emails Separate From Email Campaigns.

It is highly essential to keep transactional emails separate from email campaigns because of their different reputation. Before moving forward, let's understand what transactional emails are.

Transactional messages are those messages in which customers request specific actions such as help, power reset, or verification code. Their emails have a comparatively high open-rate. Not separating the IP address for each mail type will make it difficult for you to analyze your promotional messages' response rate.

5. Blacklist vs. Whitelist

Several factors decide blacklist and whitelist emails. It is essential to keep in mind the elements that may add your domain and IP to the blacklist. Whitelist emails take time, but it is beneficial in the long run. Sending relevant emails to active customers might get you good traffic on your web page also.

6. Subject Line

Many people work hard on all the points mentioned previously. Writing an attractive and relative subject line is as essential as writing excellent and creative content. Your ultimate goal is to get opens and clicks on your emails to build your reputation, which can be achieved by writing ahealthy, attractive, and engaging subject line.

7. Pre Announcement

28% of the emails are indeed read in the first 60 minutes, but you may try some extra traffic by sending event, sale emails at last 2 to 3 days before. In case of holiday packages or Christmas sales, you should start preparing 3 to 4 months before the event to get the maximum attention.

8. Interact On Spike Hours

You must know that there have to be some days or specific hours where your response rate spik. Always send special announcements or engaging emails at those times to increase the response rate. It is directly proportional to the success of your business.

9. ISPs Will Check Your Demand

Not many marketers are aware of the fact of emails being tested by internet service providers. ISP might put your emails into the spam folder to check if the receiver comes looking for it there. It is highly beneficial if you choose carefully whom to send. Receivers shifting your emails from the spam folder into the inbox folder can give a boost to your response rate.

Keep connected with CBT Mass Email for the best email delivery system that won't let your emails land in the spam section.

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