To understand this better, consider the journey of an email. Once sent, it doesn’t land directly in the recipient’s inbox. It goes through various filters and checks set up by ISPs to prevent spam, phishing, and other malicious activities.
These filters evaluate several factors, from the reputation of the sender to the content of the email itself.
But why so much scrutiny?
With the rise in cyber threats and daily emails, Internet Service Providers have put in place rigorous measures to protect their users. As a result, businesses and marketers need to be more strategic and informed about their email practices to ensure their messages reach their intended audience.
Think of email deliverability as a series of checkpoints to visualize. The email is evaluated at each point, and if it passes all the tests, it goes to the primary inbox. If not, it may end up in the spam folder or not be delivered.
Why is email deliverability important?
Email is a fundamental communication tool for businesses, so successful delivery is vital.
Here’s why:
- Reputation : Consistent delivery to the primary ios databaseinbox builds trust. Spammy emails damage your brand image.
- RETURN ON INVESTMENT : Effective deliverability ensures that time and resources invested in email campaigns are not wasted.
- Engagement : Deliverability influences how customers engage with newsletters or announcements.
- Regulations : In some regions, failure to comply with email regulations may result in penalties.
- Competitiveness : Superior delivery capability can provide a competitive advantage in saturated markets.
In essence, email deliverability is not just technical; it is fundamental to a company’s communication strategy, as it influences the success of campaigns and customer trust.
How to establish effective email deliverability?
Establishing strong email deliverability involves strategic steps to ensure your emails get through filters and into the intended inboxes.
Here is a detailed guide:
- Acquire a domain:
Using a domain similar to your primary domain can help you thomas-Kilman model separate different types of email communications and reduce the risk of tarnishing your primary domain’s reputation.
Expert advice
Many domain services offer the option to purchase new domains. You can stick with your current provider or explore alternatives like GoDaddy, Google Domains, or Namecheap.
To improve user experience, consider pointing these new domains to your main site so visitors can verify their existence. For reference, GoDaddy, Google Domains, and Namecheap all have specific guidelines for this.
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Linking your domain to your email provider (ESP):
Your ESP (email service provider) acts as a email deliverability bridge between your email campaigns and your recipients. Linking your domain ensures that emails are sent from a reputable source.
We all know that the two main providers are Google Workspace and Office 365 (Outlook Exchange) . After purchasing the domain, follow the provider’s instructions to link it.
Please note that domain joining may take up to 72 hours.
Expert advice
There is no perfect answer between email deliverability cuba business directory Google and Microsoft, but we prefer Google because we find it easier(-more) to use.
You can choose from several formats: feel free to use the one that best suits you.
Email authentication is crucial to prove to ISPs that your emails are legitimate and not spam or phishing attempts.