Email Delivery Expert: All You Need to Know

As an email delivery expert, you are responsible for ensuring that your clients’ emails reach their subscribers’ inboxes. This is no easy task, as there are many factors that can affect email deliverability. In this article, we will discuss everything you need to know about email delivery, from the basics to advanced strategies.

What is Email Deliverability?

Email deliverability refers to the ability of an email to reach the recipient’s inbox. When you send an email, it goes through various filters and spam checks before it reaches the recipient’s inbox. If the email fails any of these checks, it may end up in the recipient’s spam or junk folder, or it may not be delivered at all.

There are many factors that can affect email deliverability, such as:

The sender’s reputation: If you have a good reputation as a sender, your emails are more likely to reach the recipient’s inbox.
The content of the email: If the email contains spammy or suspicious content, it may trigger spam filters and end up in the spam folder.
The recipient’s email provider: Different email providers have different spam filters and delivery policies. Some providers are more strict than others.
The recipient’s engagement: If the recipient doesn’t engage with your emails (e.g. by opening or clicking), it may signal to the email provider that the emails are not wanted, and future emails may be filtered out.
How to Improve Email Deliverability

As an email delivery expert, your job is to improve your clients’ email deliverability. Here are some strategies you can use:

Build a good sender reputation
Your sender reputation is based on your past email sending behavior. If you have a good sender reputation, your emails are more likely to reach the recipient’s inbox. Here are some tips for building a good sender reputation:

Use a consistent “From” address: Use a consistent “From” address in all your emails, and make sure it’s recognizable to your subscribers.
Authenticate your emails: Use authentication protocols such as SPF, DKIM, and DMARC to verify that your emails are coming from a legitimate source.
Avoid spam traps: Spam traps are email addresses that are used to catch spammers. If you send emails to spam traps, your sender reputation will suffer.
Monitor your deliverability: Use email deliverability tools to monitor your email deliverability and identify any issues that need to be addressed.
Segment your email list
Segmenting your email list means dividing it into smaller groups based on specific criteria, such as demographics, behavior, or interests. By sending targeted emails to each segment, you can improve engagement and reduce the risk of triggering spam filters. Here are some tips for segmenting your email list:

Use subscriber data: Use data such as demographics, location, and purchase history to segment your email list.
Send targeted content: Send content that is relevant to each segment’s interests and preferences.
Use automation: Use email automation to send targeted emails based on specific triggers, such as a subscriber’s behavior or activity.
Use a good email service provider
Your choice of email service provider (ESP) can have a big impact on your email deliverability. Here are some factors to consider when choosing an ESP:

Deliverability: Choose an ESP that has a good reputation for deliverability and takes steps to ensure your emails reach the inbox.
Reputation monitoring: Choose an ESP that monitors your sender reputation and alerts you to any issues.
Compliance: Choose an ESP that complies with email laws and regulations, such as CAN-SPAM and GDPR.