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Inbox Landing 101: A Flight Plan for Email Deliverability

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Inbox Landing 101: A Flight Plan for Email Deliverability
Let’s talk about email deliverability, specifically what affects it and how you can improve it. Buckle up, because this is gonna be a fun ride 😎

What's Email Deliverability?

Picture this: you’re sending out awesome emails, but they’re getting lost in the void (or worse, the spam folder). Bummer, right? That’s where email deliverability comes in. It’s basically how many of your emails actually make it to your prospect’s inbox. It’s measured as a percentage, and trust us, you want this number to be high

What's a Good Deliverability Score?

A 95% deliverability rate or higher is what you want. It’s like getting an A+ on your email report card. Ideally, you would want every single email to reach an inbox, but the reality is that just won’t happen at scale. Aiming for a 95% or higher deliverability rate is great and is definitely achievable with the right tools and processes in place.

Why Should You Care About Deliverability?

Simple: if your emails aren’t reaching people, it’s like shouting into the wind. Nobody hears you, and you might as well be talking to yourself. Plus, if too many of your emails end up in spam-land, it’ll hurt your sender reputation, which makes sending cold emails that much more difficult.

How to Keep Tabs on Your Deliverability

Most email platforms will give you some basic stats, but they may not be telling you the whole story. That’s where we come in… here’s the lowdown on what typically affects deliverability:

The Seven Factors Affecting Your Deliverability

  1. Sender Reputation: It’s like your email credit score. Don’t trash it!
    • Domain Reputation: This is like a score for your email address. If people open and reply to your emails, you’ll get a good score. If they mark your emails as spam, you’ll get dinged. ESPs use this to decide if your emails are good or spam.
    • IP Address Reputation: This is a score for the IP address that sends your emails. A similar rule applies from domain rep — If it sends good emails, it gets a good score and if it sends spam, it’ll get a bad rep.
  2. Email Authentication: Prove you’re you, not some email imposter.
  3. Email List Quality: No dusty old addresses allowed!
  4. Email Volume and Frequency: Slow and steady wins the race.
  5. Subject Lines and Content: Don’t be spammy, be snappy!
  6. Engagement Metrics: Are people digging your emails?
  7. Unsubscribe Options: Let people fly away if they want to.

How to Keep Tabs on Your Deliverability

  • Start small and build up your sending volume gradually. Rome wasn’t built in a day, and neither is your stellar sender rep
  • Keep your email list squeaky clean. It’s like hygiene for your contact database.
  • Craft subject lines that’ll make people want to click. No clickbait allowed!
  • Pay attention to how folks are reacting to your emails. If they’re loving it, keep it up!
  • Always include an unsubscribe link. It’s not just polite, it’s like kinda the law

Don't let poor deliverability mess with your business mojo

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