Busting Top Email Deliverability Myths in 2024 - Mystrika

Hits and misses in the inbox. The email deliverability guessing game marketers try hard to master. But what if popular notions were wrong?
This article busts common email deliverability myths with data-backed facts. Learn why many accepted tips for improving inbox placement simply don’t work.

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Understanding Email Deliverability and Its Importance

Email is one of the most popular digital communication channels today. Over 4 billion people worldwide use email actively. But sending an email is one thing – making sure it reaches your intended recipient’s inbox is quite another! This is where email deliverability comes into the picture.
Simply put, email deliverability refers to the percentage of emails you send that arrive in recipients’ inboxes as opposed to getting filtered as spam or bounced. It depends largely on your sender reputation, email content, and recipient engagement. High deliverability is crucial for effective email outreach.

What is email deliverability and why does it matter?

When you hit “send” on an email campaign, your message goes on a complex journey involving multiple servers and filters before landing in your subscribers’ inboxes. Email service providers analyze signals like sender authenticity, content, and engagement to determine whether a message is legitimate or suspicious. If deemed high quality, it passes through to the inbox. If not, it may get filtered as spam or even blocked entirely.

Deliverability is a measure of how many of your outgoing emails make it successfully to the inbox on the first delivery attempt. Multiple factors affect your domain and IP reputation which in turn impacts deliverability.

For businesses, high email deliverability translates directly into greater reach, higher engagement, and bigger ROI from email campaigns. Poor deliverability leads to lackluster results and wasted efforts. That’s why monitoring and optimizing deliverability is mission-critical. Even minor improvements can make a big difference.

How deliverability impacts email marketing performance

Deliverability issues can sabotage the performance of your carefully crafted email campaigns. Here are some of the common effects of poor deliverability:

Lower open and click-through rates: If your emails consistently go to the spam folder or get bounced, fewer recipients will actually open and interact with them.
Delayed or non-delivery: Messages getting temporarily deferred or blocked means delayed arrival or complete non-delivery. Timeliness is often critical for email effectiveness.
Increase in spam complaints: When recipients mark your emails as spam due to deliverability problems, it further damages your sender reputation.
Higher bounce rates: Hard bounces occur when emails repeatedly fail to reach recipients, indicating deliverability issues. High bounce rates jeopardize sender score.
Loss of subscriber trust: Recipients expect emails from trusted senders to reliably reach their inbox. If your emails frequently end up in spam or get lost, subscribers may unsubscribe.
Lower ROI: Ultimately deliverability challenges lead to lower conversions, revenue, and ROI from email campaigns due to reduced reach, open rates, and engagement.

Maintaining inbox placement and deliverability is challenging but pays huge dividends for email marketers. Even minor impact on open rates and clicks can drastically improve email program efficiency.

Consequences of poor email deliverability

Lackluster email deliverability typically stems from factors like low-quality lists, inappropriate content, and low engagement. The effects can become self-reinforcing in a vicious cycle:

As more emails get marked as spam or bounce, sender reputation drops. Email providers become stricter about inbox placement.
Lower inbox volume leads to fewer opens, clicks, and lower engagement. Engagement metrics factor into future deliverability.
With reduced reach and performance, marketers often resort to more aggressive email sending or content. This further degrades deliverability.
Lower open and click rates lead to subscriber frustration. Many instantly unsubscribe or mark emails as spam, distorting engagement metrics.
High unsubscribe and complaint rates tank sender score, worsening future deliverability and performance.

Without concerted efforts to improve email hygiene and engagement, brands caught in this loop find it increasingly challenging to reach the inbox. The downward spiral becomes harder to reverse over time. That’s why early optimization is key.

In summary, email deliverability is critical for ensuring your messages reliably reach recipients and drive results. Though complex under the hood, boosting deliverability simply requires enforcing email best practices, monitoring key metrics, and continuously optimizing based on performance data. With the right strategies, achieving inbox placement isn’t so mystifying after all!

Biggest Myths Around Email Deliverability

Given the importance of inbox placement, many commonly accepted “facts” around improving email deliverability abound. However, not all of them hold up to scrutiny. Let’s examine some of the biggest deliverability myths that need busting with data-driven facts.

Sending emails on certain days increases open rates

The notion that certain days and times have higher open rates is widespread in email marketing circles. Tuesday and Thursday mornings are often quoted as the “best time” to email. But open rates depend on multiple factors. While seeing patterns, don’t get wedded to sending emails only on specific days.

Marketers should instead aim to understand customers’ email habits and test different days and times. Personalized, relevant content drives opens more than anything. Focus on value rather than gimmicky timing tricks.

Here are some pointers on optimizing the timing of your email campaigns:

Monitor historical performance to identify any day-specific trends and patterns for your audience. But don’t jump to conclusions based on limited data.
Take audience habits, personas, and use cases into account. For example, B2B decision makers may prefer early mornings while consumers may be more receptive on weekends.
Regularly experiment with different days and times to determine optimal timing. But maintain consistency in frequency.
Segment your lists and customize campaign timing for different personas and regions. Global customers have varied preferences.
Time email content appropriately – promotional offers for weekends, industry news for early weekdays, etc.

Relevance trumps everything else when it comes to email open rates. Sending compelling content that provides value to subscribers at times they are most likely to engage works best.

Using images and videos improves deliverability

Another common myth is that using images, gifs and videos in emails automatically enhances deliverability. The truth is – it depends.

HTML design elements do make messages more engaging if used appropriately. But for senders with reputation issues, fancy email formats can worsen deliverability. Likewise, large images can cause emails to be flagged as spam.

Here are some tips for using visual content while avoiding pitfalls:

Ensure your overall sender reputation is healthy before experimenting with rich media content.
Start with plain text emails first to establish deliverability before adding images.
Use images judiciously, optimize them for size, and host them on reliable servers.
Avoid flashy gifs or animations that look like ads or clickbait. Stick to simple designs.
Segment subscribers and only send image-heavy emails to engaged users with good open rates.
Monitor email client compatibility and mobile rendering to ensure wide accessibility.
Check spam test score for sample emails before sending to optimize design for filters.

The key takeaway is – images and videos can boost engagement for reputable senders but also introduce deliverability risks. Take a measured approach and assess impact before aggressively incorporating multimedia.

Warming services guarantee inbox placement

Many marketers believe that using third-party warming services is the silver bullet for inboxing emails. Warming helps but isn’t foolproof. Over-reliance on it gives false confidence.

Here’s a nuanced perspective on email warming best practices:

Warming establishes domain reputation but offers no guarantees. Proactively build sender credibility in other ways too.
Don’t assume all warming services provide equal benefits. Evaluate them for list quality, volumes, and ongoing optimization.
Warm appropriately based on your projected sending – neither too fast nor too slow. Start modestly and ramp up gradually.
Monitor email engagement during and after warming campaigns and fine-tune your approach accordingly.
Use warming in conjunction with improving email hygiene, managing subscriptions, and crafting relevant content for lasting benefits.
Combine warming with unique DKIM and SPF setup to strengthen authenticity signals for your domain.
Don’t abruptly stop warming once initiated. Reduce frequency gradually while monitoring deliverability.

Used right, warming helps sender domains build credibility and avoid initial flags. But it’s not a guarantee or replacement for healthy email habits. Take a balanced approach.

Tracking links don’t influence deliverability

Link tracking is commonly used to measure campaign performance. But the assumption that UTMs have no bearing on deliverability is incorrect. Excessive and obscured link tracking can in fact hurt inbox placement.

Here are some tips to minimize the impact of link tracking on deliverability:

Avoid using multiple long UTM parameters in links. Include only what’s essential for reporting.
Set up dedicated tracking domains to isolate UTM links instead of littering sender domains.
Use clean, simple anchor text for links instead of long obfuscated UTMs.
Ensure tracked links still lead to live pages and don’t error out. Invalid destinations hurt sender reputation.
Disable tracking for subscribers marked as spam complainers and bouncers to improve engagement.
Phase out legacy redirects and clean up non-functioning links that get flagged as suspicious.
Check spam test scores for emails with and without link tracking to compare impact.

Keep link tracking minimal, transparent, and cleanly implemented. Use it judiciously without compromising email authentication and security mechanisms for better deliverability.

Spikes in sending volume are not problematic

Ramping up email volume too quickly is universally cautioned against in sender guidelines. But many still believe as long as limits are adhered to, spikes are not an issue. In reality, drastic volume fluctuations are dangerous.

Steep jumps in sending are likely to trigger spam filters even if under stated limits. Here are some tips for safe volume increases:

Gradually build up volume in small increments month-on-month to avoid sudden spikes.
Split large list imports into multiple smaller batches sent over weeks.
Time the launch of anticipated campaigns that drive volume to colder months.
Actively monitor across domains for unusual volume patterns indicative of issues.
Set up monitoring and alerts in email tools to get notified of any volume irregularities.
Assess impact of volume changes on engagement metrics – opens, clicks, complaints etc.
Observe seasonal trends and keep volume flexible around high-demand periods.

The consensus is clear – no abrupt spikes in email volume. Monitor closely and keep growth steady through incremental expansion for smooth sailing.

It’s easy to put deliverability issues down to technical factors beyond one’s control. But many accepted deliverability myths are in fact misconceptions that need debunking. With the right strategies, achieving inbox placement is within every sender’s grasp.

Remember to continuously test assumptions, monitor data, and optimize using insights rather than blindly following subjective rules. Keep deliverability expectations realistic rather than banking on silver bullet solutions. With an analytical, incremental approach you’ll soon be busting deliverability myths and hitting the inbox consistently.

Tips to Improve Email Deliverability

Now that we’ve busted some big deliverability myths, let’s look at proven strategies to boost inbox placement. Small improvements in following email best practices can cumulatively make a big impact.

Maintain accurate email lists

Email hygiene is the foundation of deliverability. Keep your sender domain and IP reputation squeaky clean by maintaining rigorous list hygiene. Here are some tips:

Aggressively remove invalid, misspelled, and outdated addresses to minimize hard bounces.
Set up rigorous opt-in and unsubscribe flows. Honor unsubscribes promptly and keep lists fresh.
Update any changed subscriber addresses promptly and re-permission lapsed subscribers.
Avoid purchased, rented, scraped, or duplicated lists which tank engagement and hurt reputation.
Implement strong double opt-in for sign-ups to ensure list accuracy and willingness.
Filter out spam traps, honeypots, and known offenders from lists preemptively.
Monitor engagement metrics for abnormal geographical clusters indicative of potential list issues.

Healthy email lists mitigate the majority of deliverability pitfalls. Follow best practices religiously right from list building to ongoing hygiene.

Monitor sender reputation closely

Monitor IP and domain sender reputation closely using available tools and reports. Being unaware of reputation dips can seriously impact deliverability.

Some key signals to track include:

Blacklist listings for sending infrastructure – monitor and delist promptly if needed.
Spam trap hits – detect anomalies and optimize content/practices.
Spam complaint rates – tweak unsubscribe flows and subscriber messaging.
Authentication issue warnings – fix DKIM/SPF/DMARC before impacts amplify.
Unusual volume patterns – enforce gradual increases and segmented sending.
Reputation monitor ratings – maintain “excellent” grades on scales.
Failed deliveries and deferral rates – identify and fix triggered blocklisting.

Being proactive with reputation monitoring prevents deliverability from reaching critical levels before remedial measures can be implemented.

Enable DMARC and apply SPF/DKIM

Leveraging email authentication protocols like DMARC, SPF and DKIM signals sender legitimacy and boosts inboxing.

Here are some tips to implement them effectively:

Set up DMARC in monitor mode initially. Assess reports and align infrastructure before enforcing.
Publish DNS records for SPF and DKIM with properly scoped strictness levels
Use DKIM signing for all outbound email – starting with the domain, IP, and then subdomains.
Check DNS record alignments, validity periods, and syntax using available tools.
Maintain consistent infrastructure and origin points referenced in the authentication flows.
Monitor DMARC aggregate reports for non-compliance and fixes needed before tightening.
Review authentication status and adopt needed mechanisms for any newly added sending domains.

Email authentication removes doubt around sender identity. But ensure proper setup without gaps or misconfigurations for real deliverability benefits.

Carefully increase sending volume

As discussed earlier, unnatural spikes in sending volume are detrimental for deliverability. Build volume gradually over time.

Some volume expansion tips:

Begin sending from a new domain conservatively and slowly ramp up. Take 2-3 months to build volume.
Limit growth between 2X-5X when repeatedly expanding send limits. Do not exceed 10X ever.
Split large campaign bursts across days/weeks. Send to divided portions of the list as batches.
Set schedule sends to distribute emails evenly during business hours on weekdays.
Avoid sudden drops in volume as well after temporary campaigns wrap up. Taper off slowly.
Temporarily throttle bursts around seasonal peaks by pre-scheduling promo campaigns.
Review volume trends weekly and moderate spikes. Watch for irregular patterns.

With patience and a measured approach, volume can be scaled without triggering deliverability alarm bells.

Ensure mobile optimization

With ubiquitous smartphone usage, mobile has become the dominant email access channel. Optimizing for mobiles is key to engagement.

Some tips:

Evaluate render rates on major webmail apps and mobile devices. Address any display issues.
Design templates responsively using fluid CSS. Test resizing behavior across screen sizes.
Link CSS media queries and style sheets appropriately for seamless mobile experiences.
Avoid small tap targets and keep key actions prominently visible above the fold.
Confirm sign-up forms are mobile-friendly and ensure functional ubiquity.
Limit large images or bandwidth-heavy content that hampers quick loading.
Test delivery speed over cellular connections along with WIFI scenarios.

While catering to mobile users, also preview the desktop experience to ensure consistency. Find the right balance for optimal reach.

Write engaging subject lines and content

Compelling subject lines and content boost user engagement, which in turn improves deliverability.

Some best practices for writing better emails:

Draft subject lines that communicate value clearly. Avoid vague or sensational phrases.
Utilize subject line A/B testing to identify patterns in higher performing themes.
Ensure a match between subject line claims and the actual content. No bait and switch.
Start with a specific, personalized greeting in the preamble addressing the subscriber.
Focus content on helping the reader. Avoid excessive brand mentions or promotions.
Structure content with natural flow using headings, bullet points, and clear calls to action.
Limit email length. Concise, scannable content has higher completion rates.
Close with specific instructions for recipients rather than generic sign-offs.

Striving to inform and help converts recipients into engaged subscribers who improve deliverability. Keep refining content techniques.

Apply segmentation and personalization

Targeted, personalized messaging converts better than scattershot spammy approaches. Leverage segmentation.

Some tips:

Group subscribers into segments by demographic, psychographic, behavioral and geographic attributes.
Create granular segments and tailor content, messaging, timing and frequency accordingly.
Personalize where possible with merge fields, tailored offers, event triggers and past interactions.
Ensure a match between specializations and appropriate segments receiving them.
Monitor engagement metrics by segment and optimize approaches for each independently.
Limit off-segment, non-relevant content that disengages subscribers.
Update subscriber profiles continually and maintain segment hygiene regularly.

Focused messages aligned to subscriber needs demonstrate respect for the inbox and build engagement. The effort required for segmentation pays rich dividends.

Use a dedicated IP address

Shared IP addresses make it challenging to isolate deliverability issues to specific senders. Using a dedicated IP provides control and consistency.

Tips for maintaining dedicated IPs:

Allocate IPs used exclusively for transactional, marketing and sales outreach separately.
Warm new IPs gradually before switching over fully to avoid initial flags.
Limit IP sharing strictly and protect dedicated IP reputation proactively.
Monitor IP performance continuously and retire IPs with reputation dents from active duty.
Set up PTR and rDNS records properly for completeness and authenticity.
Align DKIM and SPF infrastructure references to dedicated IPs consistently.

Dedicated IPs give senders greater responsibility for behavior. Handle them with care to maximize deliverability.

Leverage deliverability monitoring tools

Relying solely on ISP feedback and email analytics provides limited visibility. Leverage dedicated monitoring tools.

Some key deliverability signals to track:

Real-time inbox placement testing for emails across major ISPs.
Spam testing for subject lines and content with actionable improvement feedback.
Authentication checks and warnings for DNS issues with DKIM, SPF etc.
Blacklist monitoring across major databases with auto-alerts and delisting workflows.
Reputation and sender score tracking across ISPs to benchmark performance.
Link validation and broken link detection to identify email content going stale.
Competitor benchmarking to relatively gauge performance and improvement areas.

Proactively monitoring metrics beyond open and click rates identifies deliverability obstacles before they become challenges. The right tools provide early warning systems to stay ahead of problems.

Deliverability may seem complex but just requires adhering to best practices diligently. Focus on subscribers, engage them with relevance, monitor key metrics, and continuously optimize. Be proactive and persistent. Little improvements compound over time into major gains. With the right systematic approach, high inbox placement is an achievable goal for all senders.

Key Takeaways

Email deliverability is essential for successful email marketing and high ROI from campaigns. It refers to the percentage of sent emails reaching the inbox.
Many widely accepted beliefs around improving deliverability are in fact myths. Strategies like sending only on certain days don’t guarantee results.
Sender reputation, list hygiene, engaging content, and authentication protocols significantly impact deliverability.
Gradual volume increases, mobile optimization, segmentation, and dedicated IPs also boost inbox placement.
Deliverability requires continuous optimization across factors like content, timing, sender behavior, and subscriber engagement.
Adopt a data-driven approach by actively testing assumptions and monitoring metrics beyond open rates to identify improvement areas.
Leverage deliverability monitoring tools for early warning systems on potential issues that require intervention.
Treat inbox placement as an ongoing journey, not a one-time initiative. Compound small gains through diligent email habits.
Debunk deliverability myths holding you back. Apply research-backed best practices consistently to achieve email marketing success.

Deliverability is complex but manageable. Follow mailbox provider guidelines, continuously optimize based on data, and build sender credibility over time. With a pragmatic approach, hitting the inbox can become a competitive advantage driving conversions from email campaigns.

Frequently Asked Questions

Q: What is email deliverability?
Email deliverability refers to the percentage of emails that successfully reach the intended recipient’s inbox when sent. It depends on the sender’s reputation, email content, and engagement from subscribers.

Q: Why is deliverability important for email marketing?

High deliverability translates into greater reach, open rates, clicks, and conversions for email campaigns. Poor deliverability severely impacts email marketing ROI and performance.

Q: What are some common deliverability myths?

Some common myths are – sending only on certain days improves open rates, using images/videos enhances deliverability, warming services guarantee inboxing, link tracking doesn’t impact deliverability, and send volume spikes are not problematic.

Q: How can I improve my email deliverability?

Strategies to boost deliverability include – maintaining strict list hygiene, monitoring sender reputation, enabling email authentication, writing engaging content, ensuring mobile optimization, using dedicated IPs, and leveraging deliverability monitoring tools.

Q: Does deliverability improve with higher open rates?

Deliverability leads to higher open rates, not the other way round. The focus should be on inbox placement, and open rate is just one of many metrics needing optimization.

Q: How often should I monitor email deliverability?

Deliverability should be monitored continuously using a combination of real-time inbox testing, spam checks, blacklist monitoring, and other email and domain diagnostics on an ongoing basis.

Q: Is deliverability required even for small email lists?

Yes, inbox placement is crucial regardless of list size. Deliverability based on sender reputation impacts all campaigns from a domain.

Q: What are some deliverability monitoring tools?

Some popular deliverability monitoring tools are MailboxValidator, Mail-tester, 250ok, Return Path, Sendoscopy, and Bounceless.io.

Q: How long does it take to improve deliverability?

There are no quick fixes for deliverability. It requires diligently following best practices continuously and making incremental improvements over months. Gradual consistency is key.