Email Deliverability: What Marketers Need to Know in 2024 Email deliverability is the cornerstone of successful email marketing. No matter how compelling your content or offers are, they’re worthless if they never reach the inbox.
More here: https://martech.org/what-marketers-need-to-know-about-email-deliverability/
The Spam Problem
The sheer volume of spam emails is staggering. With an estimated 347 billion emails sent daily, over half are considered spam. This flood of unwanted messages has prompted internet service providers to take action, tightening regulations to protect user inboxes
New Requirements for Bulk Email Senders
If you’re sending emails to 5,000 or more addresses daily, you’re now subject to new authentication requirements:
- Sender Policy Framework (SPF): Helps prevent domain spoofing.
- DomainKeys Identified Mail (DKIM): Adds a digital signature to verify authorized senders.
- Domain-based Message Authentication, Reporting and Conformance (DMARC): Specifies actions for failed authentication and enables reporting1.
Additionally, spam rates must be kept below 0.1% for Google and 0.3% for Yahoo. Unsubscribe processes must also be streamlined, with a visible unsubscribe link and requests processed within two days
The Cost of Deliverability Failure
Email deliverability issues come with a hefty price tag. U.S. businesses lose an estimated $59.5+ billion yearly due to undelivered emails. For every million emails sent, deliverability problems can cost over $15,000
Best Practices for Email Deliverability
To ensure your emails reach their intended recipients:
- Monitor inbox placement rate
- Keep email lists clean
- Send regularly and consistently
- Monitor sender reputation
- Use BIMI to boost trustworthiness1
IP Warming and Sales Engagement Tools
If you have a dedicated IP, warming it up is crucial. Gradually increase email volume over 4-6 weeks to establish a safe sender history with ISPs.Sales engagement tools can potentially harm deliverability if not used correctly. Ensure your sales team follows best practices and considers using a separate IP address for sales communications
Words to Avoid in Emails
Certain words can trigger spam filters. A recent study identified the top 10 most dangerous words in emails, with “money” topping the list. Be mindful of these terms when crafting your email campaigns
Gmail’s New Summary Cards
Gmail’s introduction of dynamic summary cards offers an opportunity to improve engagement and deliverability. These cards provide quick access to key information and allow users to take actions directly from the email summary
By staying informed about these changes and implementing best practices, marketers can navigate the evolving landscape of email deliverability and ensure their messages reach their intended audience. Remember, the key to success lies in sending relevant, valuable content to engaged subscribers who want to hear from you.
More here: https://martech.org/what-marketers-need-to-know-about-email-deliverability/
And if you’re interested in targeted consumer emails reach out to paul.westcott@L2-data.com
