You plan an interesting email, write valuable content with an eye-catching subject line and a good CTA. Until, after sending it, you realize that engagement rates are very low…
This leaves us, at the very least, disappointed, doesn't it?
However, perhaps the problem is not your message but rather its delivery. After all, there is no point in writing a great email if people do not receive it.
According to research published by Validity , azerbaijan phone number resource Brazil is the country with the highest rate of emails that end up in spam , compared to Argentina and Mexico. Worldwide, the survey indicates that one in six messages sent does not reach the readers' inbox.
How to ensure a good delivery rate for your emails? We will see this and much more in the following article, keep reading!
What is deliverability?
In general, we can say that email deliverability is the rate that measures how many messages sent by you passed through filters and authentications, and managed to reach your contacts' inboxes.
In other words, this is the same as saying that this rate is a metric responsible for analyzing the number of messages that were able to go through all the sending stages and reach their final destination , your readers' main inbox.
According to a report by Return Path , only 80% of messages reach the inbox , that is, the other 20% can be blocked or even go to the spam box.
Ideally, this rate should always be between 95% and 99% , since achieving 100% deliverability is very complex. Therefore, email marketing deliverability rates lower than these values mean that you need to evaluate some part of the process.
What is the difference between email deliverability and email delivery?
Yes, delivery and deliverability are linked, but they are not the same thing, you know?
While deliverability is about the metric, delivery is the process itself .
In short, delivery is the acceptance of the message. Whenever an email is sent to the recipient's provider and there is no return error message, it means that delivery has been made.