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Email Delivery Is Never Guaranteed

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05 Jan 2021

Emails are considered an effective way to interact with people worldwide, especially business clients and customers. People who understand the revenue that emails generate give special attention to email marketing. They try to learn all the techniques to write attractive emails to create temptation in their customers at such a high level that they cannot resist but take their desired actions.

But have you ever critically considered why your response rate is still low after a great effort on copywriting?

Probably because it's your misconception that if you are not getting a bounce-back alert, all your emails are reaching your potential customers. Another myth about deliverability is that using specific tools. You can make you reach up to a 100% deliverability rate.

For all those email marketers and business owners who are tired of experimenting but are still not seeing any results, this post helps you. We'll discuss why emails are not reaching your customers and ensure better deliverability plus response rate.

What Is Email Deliverability Rate?

To understand it in simple words, email deliverability is the number of landing emails in your customer's inbox section. Or we can say the emails that are not landing in the junk/spam folder or being blocked by Internet Service Providers determine how many emails are reaching your customer.

Factors Affecting Deliverability

A question that is frequently asked about deliverability is, what affects the deliverability rate?

To answer this question, we need to discuss various points as email deliverability depends on several factors.


Your reputation is the first and primary thing that decides whether your email is going to make it to the inbox folder or not. ISP (internet service providers) decides whether to show your email to the customer or not. To build a good reputation in ISP's eyes, you need to be careful while drafting an email. Maintaining IP and domain reputation is also essential.

Response Rate

Sending emails to thousands of dead/non-active customers is dangerous. ISP closely monitors your activities, so sending emails repeatedly to non-active users is a big mistake. To avoid this, most companies use a self-made rule of eliminating non-responsive people from the list. In this way, you can save time and energy by not sending to an extensive unresponsive list.

Complain Rate

If you write irrelevant non-behavioral content in your emails frequently supported by an outside subject line, you need to stop right now!

When you hit the send button, your email moves through a path where there are gateways on the receiver's end. ISP, who's closely monitoring your activities, can block your emails from even reaching your customer. If the customer complains about your content or puts your email in the spam folder due to the non-informative useless content, you may find yourself in big trouble. Repeating this mistake may get you blacklisted.

How to Increase Deliverability Rate

From a report, 20% of emails sent by a particular business don't even reach the customer due to spam traps or various reasons. Unfortunately, many companies do not take action on low deliverability rate unless it becomes super big. Let's look at how you can increase your deliverability rate by making simple changes to your email campaign.

Analyze Your Response Rate

Open and click rate affects the deliverability. To improve your deliverability rate, you need to analyze which type of emails are working carefully. You can do this by using a combination of time and days to find which works best for you. Another effective way of increasing the response rate isby sending personalized emails with the personalized subject line. Birthday emails are also a great way to start communication with your customer.

Quality content

As mentioned above, content can make or destroy your response rate, directly affecting your deliverability rate. Write good content for your emails. Try including stats and facts in your writing to support your ideas each time.

Another reason for writing useful and informative content is because sometimes ISP puts your emails in the spam folder purposely. If you do not provide the necessary help to your customer, they won't check the spam folder to find your email.

Stay Away From Spam Traps

ISPs set spam traps to catch scammers. Do every possible thing to avoid these traps because if you get caught even once in any of these traps, you may see yourself marked as scammers.

Frequently Refresh Your Email List

The best thing to do to maintain a good reputation is to evolve your subscriber list and keep an eye on non-active subscribers.

Conversion Rate

The conversion rate is the number of people subscribing to your e-newsletter or campaign updates. People subscribe to your newsletter by filling the subscription form. Create an attractive and short subscription form for people. Please don't ask for too many details as it might alarm them or make them uncomfortable.

Email Volume

As mentioned before, ISP keeps an eye on your activities. Sending bulk emails to too many people is not appreciated by ISP. Avoid sending daily emails to customers as it might also irritate your customer. After all, nobody likes to see repetitive emails. Again do not repeat the same content every time. We understand it is easy to use the old content because it is less time-consuming, but it is the big mistake most email marketers make.

IP And Domain Reputation

Policy Framework (SPF), Domain Keys Identified Mail (DKIM), and Domain Message Authentication Reporting & Conformance (DMARC) are protocols used to prove your authentications. In other words, Internet service providers need to check whois the sender to save their customers from scammers.

Good IP reputation helps increase the chances for an email to land in the customer's inbox, whereas Domain fulfills the same purpose. Keeping your Domain active by sending emails through it.

CBM Mass Email Sender helps its clients to ensure a high email deliverability rate.

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