Though the orientation of both email delivery and deliverability may seem to be the same, there is a difference between the two of them. Delivery denotes the action where the email is received by the recipient. This is the action that takes place before the recipient reacts to the mail i.e. responds to it or marks it as spam.
On the other hand, deliverability refers to the action that is taken after the email is received by the recipient. This means that it denotes what type of priority is given to the mail by the recipient after receiving it. There are a number of factors that affect the flow of delivery and deliverability both and thus harm marketing objectives.
These factors can be eliminated when you use suitable email deliverability best practices. But first, you must understand the basic difference between delivery and deliverability.
Email delivery – If the recipient whom you have intended to send the message to receives your email in his/ her inbox then it is successfully delivered. This means that the email address of the recipient has to be rightly put and also the fact that your IP address is not blocked. The success of delivery can also be defined with the fact that you have to prove a genuine identity to the recipient so that your mail does not end up in the spam folder or some other place that will degrade your reputation.
Deliverability of emails – The email deliverability may be termed as the ultimate destination of the email after it is accepted. Depending upon the subject title or the level of choice you give to the customer, it will either be attended by the recipient or it will end up in the spam folder. The level of choice means the preference options that you provide to your recipients, including options like selection of frequency or types of contents.
The deliverability of an email consists of three parts:
Identification – For proper identification of the sender, certain protocols are followed such as Domain Key Identified Mail, Domain-Based Message Authentication, Reporting and Conformance, and Sender Policy Framework.
Reputation – If you can build a good reputation, then you can gain the trust of your target recipients. This will also improve your score in the eyes of the Internet Service Provider.
Content – You have to choose the appropriate subject lines and the contents for your audience. Don’t try to flatter the recipients by excessive use of any words or certain catchphrases.
How to make your emails relevant?
It does not mean that your email will be attended by the recipient once it has been successfully delivered. Depending upon the type of contents, the emails will be attended by the customer. You have to put yourself in place of your recipients. Then you have to view the contents and think if you are impressed with it. This will propose ideas about what you can do to provide the best options to your clients.
Check your deliverability issues
If you are deliverability issues, then your list may possibly include one of the spam traps. If one of your recipients is a spam trap, then it will hamper your reputation. These spam lists consist of real email addresses and there is no way that you will be able to decide whether they are real or not. So refreshing your recipient list once in a while will prevent this probability. Thus, it will help you to build a good reputation for your brand in the market and project your goodwill to all the clients.