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Email Deliverability

Email Deliverability vs Email Delivery – What's the Difference?

best place to buy generic Premarin online The terms “email deliverability” and “email delivery” are often confused.  Many marketers mistakenly believe the term “delivery” means their emails made it to a subscriber’s inbox. It doesn’t. Email delivery measures the percentage of emails that have been received by the internet service provider’s (ISP) gateway server and did not return a hard or soft bounce.

go to site Emails that don’t “bounce” could land in the recipient’s inbox or SPAM folder. They could also get blocked altogether by SPAM filters on a gateway server, or in the case of B2B email, by an internally hosted third-party filter.

What is Email Deliverability?

Email “deliverability” refers to the ability that a legitimate email has a chance of successfully reaching the inbox of its recipients. Since gateway servers don’t notify senders when emails get blocked or delivered to a recipient’s SPAM folder instead of their inbox, email deliverability is much harder to quantify.

It’s unfortunate, but many email marketing platforms only quote email delivery don’t provide access to inbox deliverability rates. This practice misleads their users into thinking that more of their emails get delivered to their subscribers’ inboxes.

Email Deliverability Rates

In email marketing, reaching the inbox has always been a challenge. Worldwide, only 80 percent of emails make it. 14 percent of emails are deemed malicious or untrustworthy and get blocked by a gateway server. The remaining 6 percent gets sent to the recipient’s SPAM folder.


Inbox Email Deliverability
Source: 2017 Deliverability Benchmark Report, ReturnPath


In the U.S., inbox deliverability averages 77 percent, 3 points lower than the worldwide average. 16 percent of U.S. emails get blocked as SPAM by gateway servers, and 8 percent gets sent to the recipient’s SPAM folder.

The Challenges of B2B Email Deliverability

Getting favorable rates of inbox deliverability with B2B email marketing is a little more challenging. Corporate email servers are set up differently than common domains, making them harder to understand. Some mail servers have more powerful spam filters than others. Companies may host their email servers in-house, and others may prefer outside providers like Google or Microsoft.


B2B Email Inbox Placement Rate


Studies estimate a B2B SPAM box placement rate at 11 percent, 3 points higher than the average noted above for all email. In addition, third-party filters can block an additional 11 percent of B2B emails. Adding these numbers together equates to a potential 62 percent inbox placement rate.  That means up to 38 percent of B2B email never never reaches an inbox.

Why Emails Are Blocked

From a sender perspective, having your emails blocked or sent to a SPAM folder isn’t ideal. For recipient’s, it ensures their inboxes get filled with the right emails. So viewing email deliverability from the recipient’s perspective – more relevant messages – gives clues on how to improve inbox deliverability.

Tactics like personalization and list segmentation create a more personal feel and more targeted messages that resonate with recipients. That makes recipients less likely to classify the email as SPAM, which increases future deliverability. Failure to follow content and formatting guidelines decreases future deliverability.

Recommended Resources

The practice of email marketing is extremely complicated, yet many marketers are ill informed and approach it without the necessary knowledge or tools. The following posts will help you avoid common mistakes that not only affect the performance of current campaigns but also the deliverability of future campaigns.

For more in depth information, check out the following resources.

 


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