Email deliverability refers to the ability of an email to successfully reach the recipient's inbox, rather than being marked as spam or bouncing back.
High email deliverability ensures that emails sent by an organisation are received by the intended recipients. Several factors influence email deliverability, including the sender’s reputation, email content, recipient engagement and technical configurations.
Sender reputation is a combination of factors that email servers use to determine the reliability of the email sender. This will typically include the reputation of the IP address from which the email is sent. Using a dedicated IP address can help maintain control over your sending reputation. The reputation of the sending domain itself will also be used. The domain should also be consistent, high-quality email practices improve domain reputation over time.
Authentication protocols verify the email’s sender is connected with the domain name used to send the message.
Use a Reputable Email Service Provider (ESP) — Services like SendGrid, Mailgun, Amazon SES, or similar providers handle many of the complexities of email deliverability. They offer features like detailed analytics, reputation management and compliance with authentication protocols.
Implement Authentication Protocols:
Monitor Email Metrics — Continually monitor and track bounce rates, open rates, click rates and spam complaints. Use this data to adjust and improve your email strategies.
Maintain a Clean Email List — Regularly clean your email list to remove invalid or unengaged email addresses. Use double opt-in methods to ensure the validity of email addresses.
Optimise Email Content — Use responsive design to ensure emails display correctly on all devices. Avoid spammy content and ensure your email’s subject line and body are relevant and engaging.
Test Before Sending — Use tools to test your emails for spam triggers and rendering issues before sending them to your entire list.
This is an example workflow for anyone sending transactional emails or newsletters to uses from their web application or ecommerce store
By following these best practices, web applications can ensure higher email deliverability, leading to better engagement and communication with users.
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