We’ve added a new section on the best times to send emails to this guide.
Deliverability is crucial in email marketing, as it determines whether your emails reach the inbox. Regardless of how great your content or offers are, if they don’t make it to the inbox, they won’t be effective.
Getting emails to the inbox has become more challenging. Google and Yahoo have implemented new requirements for bulk email senders to combat spam. These requirements, while making it tougher for spammers, also enforce best practices for legitimate email marketers.
Here’s a guide on why email deliverability rules are becoming stricter, the impact and cost of deliverability issues, and how to ensure your emails are always delivered.
Why are email deliverability rules getting tougher?
Mailbox providers like Google and Yahoo are tightening requirements to combat the increasing volume of spam emails. The aim is to make it harder for unwanted and unsolicited emails to reach users’ inboxes.
How big is the spam problem?
Studies show that billions of spam emails are sent daily, accounting for a significant portion of all email traffic. Mailbox providers are working hard to protect users from spam and maintain the integrity of their platforms.
What are the new requirements for bulk email senders?
The new requirements focus on authentication, spam rates, and unsubscribe mechanisms.
Authentication
Bulk email senders must use authentication protocols like SPF, DKIM, and DMARC to verify the legitimacy of their emails and prevent domain spoofing.
Spam rates
Mailbox providers set limits on acceptable spam rates for bulk senders to ensure that users receive relevant and non-spammy content.
Unsubscribe
Organizations must make it easy for recipients to unsubscribe from email lists to avoid frustration and spam complaints.
The cost of email deliverability failure
Undelivered emails can cost businesses millions of dollars daily, highlighting the importance of maintaining good email deliverability.
Email deliverability success rates are increasing
Recent data shows an improvement in email deliverability rates over the years, indicating that best practices are working.
Consumers hate email deliverability failures, too
Consumers expect to receive relevant emails, and failure to deliver can lead to frustration and loss of trust. Brands need to prioritize email deliverability to maintain customer satisfaction.
Email deliverability best practices
Adhering to best practices such as monitoring inbox placement rates, maintaining clean email lists, and monitoring sender reputation is key to ensuring high email deliverability.
Use BIMI to boost trustworthiness
Implementing Brand Indicators for Message Identification (BIMI) can enhance the trustworthiness of your emails and improve deliverability.
Should I warm up my IP address?
Warming up your IP address is essential for establishing a good sender reputation and improving deliverability.
Sales engagement tools can impact deliverability, and it’s important to educate sales teams on best practices to avoid harming email reputation.
10 words to avoid using in emails
Avoiding certain words in emails can help prevent them from being flagged as spam and improve deliverability.
Driving engagement with Gmail’s new summary cards
Gmail’s dynamic summary cards can enhance user experience and increase engagement with emails, ultimately improving deliverability.
Apple Mail adds brand verification
Apple’s Branded Mail feature allows verified businesses to add brand names and logos to emails, enhancing brand visibility and credibility.
Best times to send emails
Sending emails at optimal times can increase open and response rates. Consider factors like season, day of the week, and time of day when scheduling email sends.
FAQs
1. How can I improve email deliverability?
To boost email deliverability, focus on authentication, maintaining clean email lists, and monitoring sender reputation.
2. Why are email deliverability rules becoming stricter?
Mailbox providers are tightening requirements to combat the growing issue of spam emails and protect user inboxes.
3. What impact do undelivered emails have on businesses?
Undelivered emails can cost businesses millions of dollars and damage their reputation.
4. How can I avoid emails being marked as spam?
By following best practices, avoiding spammy content, and ensuring relevance, you can reduce the chances of your emails being marked as spam.
5. What are the benefits of using BIMI in emails?
Implementing Brand Indicators for Message Identification (BIMI) can enhance the trustworthiness of your emails and improve deliverability.