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Hello all,
Despite a high delivery rate of around 99% in my email campaign reports, I suspect many of our emails are getting lost in spam or promotions folders instead of reaching the primary inbox. Can someone elaborate on the distinction between “email delivery” and “email deliverability”? Although the terms sound similar, they seem to hold different meanings. Should I focus more on deliverability to ensure our emails are visible to recipients? I’d appreciate any insights on this topic. Thanks!Distinguishing between email delivery and email deliverability is essential for email marketers, as these terms represent distinct stages in an email’s journey and gauge different types of success.
Initially, email delivery is a technical indicator that signifies your email was sent and accepted by the recipient’s mail server. A 99% delivery rate reported by your email marketing platform indicates that 99% of your emails didn’t bounce or encounter permanent delivery issues due to incorrect or non-existent email addresses. It essentially confirms that the email has reached its destination, without detailing its subsequent fate.
On the other hand, email deliverability, also known as inbox placement, holds greater significance for marketing purposes. Deliverability pertains to the final location of your email post-delivery. Does it land in the recipient’s primary inbox, ensuring visibility? Or does it get diverted to the promotions tab, or worse, marked as spam or junk?
An analogy to consider is mailing a letter – delivery is akin to the postal worker successfully placing the letter in the recipient’s mailbox, whereas deliverability signifies whether the recipient brings the letter inside to read or promptly discards it as unwanted mail.
While a high delivery rate is positive, poor deliverability can result in a substantial portion of those delivered emails being directed to spam folders, significantly reducing visibility to subscribers.
Several factors influence deliverability, such as sender reputation, proper email authentication (SPF, DKIM, and DMARC), subscriber engagement, and email content quality and relevance. These factors are assessed by inbox providers like Gmail and Outlook to determine your credibility as a sender deserving a spot in the primary inbox.
In essence, delivery denotes the technical success of email acceptance, while deliverability reflects the marketing success of email placement in the inbox for potential views. Focusing on enhancing deliverability should be your primary objective.
Best regards,
Sean
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