Deliverability can be simply defined as “the ability to deliver email to the intended recipient’s inbox.” It is an important factor of a successful marketing campaign, which is why Extu prioritizes implementing various strategies to ensure that audiences are getting partners’ messages. We created a quick guide on the basics of Deliverability so that partners can see a high level overview of what deliverability is, why it’s important, and how it provides valuable insight for future campaigns.
How to Calculate Delivery and Deliverability Rates
Delivery Rate = Emails accepted at gateway ➗ Emails sent
Deliverability Rate = Emails delivered to inboxes ➗ Emails sent
Why is deliverability important?
How can I improve and maintain my deliverability rate?
Configure DKIM, SPF, and DMARC records for your sending domain. It’s easy! Your Extu marketing consultant can help you set this up.
Setting Up a Subdomain
Pick a subdomain and allow us at Extu to set it up for you. A subdomain is important because it protects your parent domain’s reputation so that non-marketing emails (billing, for example) don’t risk getting marked as spam.
Good list hygiene practices consist of a few different things such as creating a friendly sender name, using a recognizable sender email, using organic lists (not purchased), sending only to those who have opted in to your emails, and ensuring emails are up to date.
Know best send practices like setting up proper content expectations for your audience, sticking to a consistent schedule, avoiding “spammy” subject lines (all caps, !!!, or win $), monitoring spam/complaint rates, and segmenting your email lists.
Friendly Sender Names
When you send someone an email, the name your account is registered under will show up in the From field on your message in the recipient’s inbox. Make sure to add your full name on the account and avoid one word names, phrases like SALES DEPARTMENT, or other unclear identification labels. This helps your messages avoid getting marked as spam.
List Size Checklist
Use this chart to find the recommended actions by list size (as described on the left) when sending emails:
Authentication: a process that verifies a user’s identity
before allowing access to an email recipient’s inbox
Bounce Rate: the number of messages that are
returned as undeliverable by the number of emails sent
DKIM: verifies that an email’s content hasn’t
been tampered with before it reaches the recipient
DMARC: a policy that enables a brand to monitor
the all the key sending information for their
domain and then dictate what to do if a sender
DNS record: a system that is used and supports
the authorization of domain for a particular service
Segmentation: dividing audiences into different
categories in order to create a customized campaign reach
Sender Reputation Score: reflects the behavior
and trustworthiness of a sender
Spam: also known as junk mail; unwanted digital information
SPF: authorizes specific outbound mail server IPs (ie ESPs)
to send on a domain’s behalf
Subdomain: a prefix in front of a primary domain
(such as a single letter or, for example, “email” in firstname.lastname@example.org)