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The Ultimate Guide to Email Deliverability [With Examples]
mailshake.com
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Step 2: Keep a Clean List “At a minimum, verify your email addresses, remove hard bounces immediately, and soft bounces after multiple attempts.” Step 3: Use a Reputable Provider
No matter how much time and effort you’ve put into your email, it won’t matter if you’re not also focusing on one other area: cold email deliverability. “Unfortunately, the same strategies and protocols that try to intercept spam can also leave your email lingering in limbo, the spam folder, or the Promotions tab.” Deliverability issues can damage your open and click-through rates, engagement, conversions, outreach, and everything else you’re hoping to achieve with an email campaign in the first place.
Cold Email Deliverability: The Basics “If you believe having a valid email address and hitting the send button means your message is successfully delivered, you’re wrong.” I’m going to oversimplify a little here: when you hit send on an email, the ISPs and email servers of your recipient quickly go through a lengthy checklist before allowing you access to an inbox (where you might still get flagged as spam or end up in one of the tabs). They look at:
That said, your sender reputation is the primary key to success. Sender reputation is calculated by each ISP based on metrics such as: “The volume of emails sent from the domain/IP” Sending frequency (consistent traffic or large sends with long intervals of silence)
The volume of emails sent from the domain/IP “Sending frequency (consistent traffic or large sends with long intervals of silence)” Percentage of bounce emails (high percentage signals bad list management practices)
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