Serious about email marketing: the role of deliverability in achieving success

Sometimes, marketers find that their carefully crafted newsletters don't end up in the recipient's inbox but somewhere else with less visibility. This issue, related to email deliverability, can be addressed with a few simple yet effective measures. Below, you'll find tips to help your emails perform better.

What exactly is deliverability?

Deliverability, or email deliverability, refers to the extent to which your emails successfully land in the recipient's inbox. It is influenced by various factors, including your sending reputation and the settings of inbox providers like Gmail and Outlook..

A strong reputation

Inbox providers assess your reputation based on your email practices. With a good reputation, your email is more likely to land in the inbox. However, a poor reputation often leads to emails being blocked or sent to spam folders.

The foundation of a successful email campaign lies in the sending reputation of your domain. This reputation determines whether inbox providers trust your emails enough to deliver them to the inbox. By focusing on key aspects, you can strengthen your reputation and achieve better results.

Practical steps to improve deliverability

1. Optimize technical settings

   Configure your domain with authentication protocols like SPF, DKIM, and DMARC. These show inbox providers that your emails are trustworthy. At Copernica, we take care of much of this for you by setting up the necessary authentication protocols.

2. Maintain a clean and active email list

   Keep your mailing list up-to-date. Remove inactive contacts and only send emails to customers who have explicitly given their consent.

3. Send engaging and relevant content to boost interaction

   Create emails that add value and resonate with your audience. Relevant, well-timed content increases the likelihood of interaction. Nowadays, inbox providers increasingly evaluate the level of interaction with your newsletters. Use tools like website trackers to enrich your profiles and send personalized emails. Additionally, keep your emails concise to encourage engagement.

4. Warm up your mailing list

   Start by sending emails to smaller, engaged groups of recipients. Gradually expand this list to build your reputation over time.

5. Work with consent and transparency

   Make it easy for customers to grant and withdraw consent by including an unsubscribe link. Transparency and honesty help build trust.

Achieve results and continuously monitor

With the right approach, you can achieve great results with email marketing. A combination of strong technical configurations, a clean and engaged email list, engaging content, and transparency makes email a powerful channel for fostering customer relationships and driving business results.

At Copernica, you have insights into your results, allowing you to continuously improve your processes. Consistently working on strong deliverability not only enhances your email performance but also strengthens your brand.

Need assistance?

At Copernica, we have extensive knowledge of deliverability and email marketing. Do you have questions or need additional support? Feel free to contact us.