Email deliverability refers to the situation when an email arrives successfully in the client’s inbox.
When we talk about deliverability, we are referring, as we already know, to the ability for the emails we send in our Email Marketing campaigns to reach the inboxes of our subscribers’ addresses effectively, thus avoiding – the fatal and much feared destination towards spam or spam trays.
The deliverability of emails, you should know, is not based on any magic or golden rule that bases and guarantees their delivery, but only on taking care of each of the factors that affect the delivery and dispatch of emails, and it can be related from delivery software, brand reputation, spam filters, or the actual content of the message, among many other aspects.
In this way, deliverability becomes a key concept that must be solved to experience success in the results and, therefore, in the open rate and conversion data.
To achieve success we firmly believe that it can help, to a great extent, to know the myths that intervene in its development, so, this time, we want to show you some of them.
Deliverability Myths in Email Marketing
The more IP addresses to send your emails you have, the better
This myth arises, without a doubt, from the idea – for many people – that the more IP addresses you use to send your emails, the lower the risk of any negative impact.
But, nevertheless, we must be clear about something: without a doubt, the negative impact will not be directly generated by an IP relationship, but the content and information that you send through that IP address.
For example, let’s imagine that we are resorting to purchasing databases that have not directly authorized us to send content. In that case, the IP address would be negatively and indirectly affected, but without a doubt the fundamental focus of this impact will be the malpractice in the legality of your databases.
Avoiding falling into SPAM will solve all your problems
Obviously not! If you have already experienced in your own brand what it is to fall into the spam or SPAM tray, the next step is not to avoid all the traps and obstacles that take you there again, because in this way you are covering a problem, but not solving it.
Here, the real solution you should look is analyzing the focus of the problem; which may be, from suspicious links, illegitimate content, a failure in your IP address, etc,
With correctly segmenting our audience it will be enough
Of course, it is true that properly segmenting your target audience is essential in an Email Marketing campaign, since this leads to a higher open rate. But, don’t get confused! just that is not enough.
Properly segmenting is one of the many links in the chain that you have to successfully overcome for deliverability to be correct, but it is certainly not the only one.
Imagine that you have your database extremely well segmented and you know your target audience perfectly, but, nevertheless, you send inappropriate content.
You have a database with little hygiene, or you choose a time of day in the that your audience, no matter how closely related to your brand, it is impossible for them to pay attention to your message, and for that it will be useless if you have correctly segmented your audience!
Once you have achieved a high deliverability rate in a campaign, you are all done
False! Very false. Deliverability is an issue that needs to be constantly watched, not just when trouble looms. On many occasions, companies have support, control and metrics tools only at times when they believe that their shipments may be threatened by bad deliverability, however, this is not the case.
All companies must have a proactive stance regarding problems, and, thus, it is important that support tools and services are used at all times that, among many other things, allow us to anticipate potential problems that may arise. they may stalk us.
In summary, the 4 previous myths can help you achieve a higher deliverability rate, but, nevertheless, even if you think you have everything under control, it never hurts – more or less constantly – to verify that your shipments and your brand is not on any blacklist.
To do this, you can use different tools or platforms, such as our MailMonster Email verification tool for example, which will help you with all possible deliverability aspects.
Because, remember: Email Marketing deliverability is the first step in achieving campaign effectiveness.