Email Deliverability - sounds obvious, but is it?

What is Email Deliverability, exactly?

Ever had to tell a client or vendor to whitelist your emails so they don’t get stuck in spam or quarantine folders? That isn’t because your emails are spam necessarily - it’s because your domain looks suspicious.

Email deliverability reflects a domain’s ability to reach a selected recipient’s inbox. This is vital for both regular business communications as well as marketing campaigns – poor email deliverability leads to messages being blocked, marked as spam, or bounced outright.

What determines Email Deliverability?

Email deliverability is determined through several disparate factors, with the biggest ones being:

• Sender Reputation: Sender reputation is evaluated through recipient actions: click-through rates, open rates, and spam reports.

• Email Content: ISPs measure the quality and relevance of email content, such as properly coded HTML, formatting, unsubscribe links, and more. 

• Authentication Protocols: Email security frameworks like DMARC boost trust with ISPs. Lacking these makes your emails suspicious to many ISPs and email filtering services.

• There are additional metrics that are measured to determine Email Deliverability rates, but these are the most impactful ones to focus on.

How DMARC Director Improves Email Deliverability

Increased Trust With ISPs

DMARC implementation verifies sender identity and signals to ISPs and email filters that a domain adheres to security standards. This builds trust: leading to stronger deliverability rates, preferred inbox placement, and reduces the chances of emails being labeled as spam in error.

Feedback and Continuous Improvement

DMARC Director provides detailed reports on email authentication results. These reports help domain owners identify and resolve errors present in security configurations, improving deliverability over time. 

Improved Engagement Rates

By improving deliverability, DMARC indirectly boosts engagement metrics such as open and click-through rates. These metrics improve sender reputation, further boosting email deliverability and adding to the virtuous cycle of getting emails in front of eyeballs.

Global Reach & Future-Proofing

DMARC remains the leading standard in email security worldwide. Send email confidently across any region or ISP, and stay adaptable as technology evolves over time.

The Importance of Email Deliverability 

Strong email deliverability rates are key to an organization’s success and reputation.

With email being the de facto communication standard for both internal and external business, ensuring that emails actually reach their intended destination is a pretty critical element to getting anything done.

Can’t chat up vendors or clients without external communications, right?

Campaign Success

Low email deliverability directly impacts the ROI of email marketing campaigns.

If no one gets your message, no one will respond back for what you are offering.

Effective Communication

Ensure that important communications (both to vendors and clients), newsletters, and product updates always reach their intended audience.

Brand Reputation

Consistent email deliverability fosters trust from ISPs and email filtering systems, allowing a domain’s email to land in a recipient’s primary inbox consistently.

Changing Service Provider Requirements

With all major service providers (Google, Yahoo, Microsoft) announcing critical changes to email operations, it’s more important than ever that organizations take email health seriously. 

In order to maintain deliverability, domain owners who send in excess of 5,000 emails daily to personal email addresses must adhere to new guidelines, which include DMARC implementation, a low spam rating, and specific protocol requirements. These changes are coming for lower quantity mail senders also.

Learn more about these requirements here.

DMARC Director isn’t just about preventing security threats– implementation secures any organization’s sender reputation, improves campaign performance, and meets service provider requirements.