To help you get the most out of your email marketing efforts , let’s dive into the basics of email deliverability and its building blocks: DMARC, DKIM, and SPF.
email deliverability
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What is email deliverability?
Email deliverability refers to the ability of an email message to reach its recipient's inbox without being marked as spam, bounced, or otherwise obstructed. Essentially, it's a measure of how successful your email italy number phone campaign is in getting past the various filters and roadblocks set up by email service providers (ESPs) and Internet service providers (ISPs). A high deliverability rate is synonymous with effective communication, while poor deliverability can significantly hamper your marketing efforts.
A 1% increase in email deliverability can result in a 10% increase in email open and click rates.
From a sender perspective, achieving optimal deliverability involves understanding the factors that influence inbox placement. Key elements include sender reputation, content quality , list hygiene, authentication protocols such as DMARC, DKIM, and SPF, and avoiding spam practices. It’s important to remember that deliverability is not solely dependent on content or the email platform, but is a complex interplay of several factors.
The repercussions of poor deliverability can be significant. When your emails consistently end up in spam folders or are blocked, you miss out on valuable opportunities to engage with your audience. Not only does this impact your marketing ROI, but it can also tarnish your brand reputation. On the other hand, high deliverability rates improve open rates, click rates, and ultimately conversion rates.
Metrics to measure deliverability success
To measure the success of your email deliverability, you need to track several key metrics, including:
Bounce Rate : The percentage of emails that could not be delivered.
Open Rate: The percentage of delivered emails that were opened by recipients.
Click Rate: Percentage of recipients who clicked on a link in the email.
Spam Complaint Rate: The number of recipients who marked your email as spam.
Unsubscribe Rate: The percentage of recipients who unsubscribed from your email list .
Sender Score: A numerical evaluation of your sending reputation.
By tracking these metrics, you can gain valuable insights into the health of your email deliverability and make data-driven improvements to your campaigns.
What is DMARC?
DMARC, or Domain-Based Message Authentication, is a vital authentication protocol in the world of email marketing . It is a strong email authentication protocol that allows senders to protect their domains from email spoofing and phishing attacks. It adds an extra layer of security by aligning two other important authentication mechanisms (SPF and DKIM) and instructing receiving email servers how to treat messages that fail these checks.
DMARC allows senders to publish a DMARC policy in their Domain Name System (DNS) records. This policy describes the sender's instructions on what receiving email servers should do when a message fails SPF and/or DKIM authentication checks. There are three possible DMARC policy actions: