Email Deliverability Explained

Email deliverability is simply the ability to get email delivered into recipients’ inboxes.

How do I know I have a problem?

When a business experiences deliverability issues, their outgoing emails may be silently dropped or be put straight into the Junk folder by spam filters on the recipient email system. This means that their emails will not be seen by the intended recipient and therefore, will not be replied to.

Because the problem may not affect every email sent out, individuals may not notice the issue for several days. Typically email marketers notice the issue once they see their engagement drop significantly.

What causes it?

There are many factors which can contribute to an email deliverability problem, from how the email campaign was written, to how the emails were sent to how the Internet domain used identifies itself.

In some cases, the problem may be purely with a third party, such as your Internet Service Provider (ISP).

Is it difficult to fix?

The good news is that there is no “black art” to solving email deliverability issues. Once the problem areas are identified, remedial measures and best practices can be implemented and the problem should be resolved.

In cases where a third party needs to take action but refuses to do so, it is normally possible to work around them.

How do I protect against delivery problems?

You can take proactive measures by implementing real-time deliverability monitoring and educating your staff about how to properly send bulk emails.

The Bottom Line

Poor email deliverability can hurt both revenue and reputation.

If you are experiencing problems with email deliverability, get in touch and our dedicated team of email delivery consultants will help you get your email working again.