Email deliverability is a critical aspect of any email marketing strategy, but it can be challenging to navigate.
One of the key differences between deliverability and delivery is that while delivery refers to the act of sending an email and it being accepted by inboxes, deliverability is what happens after the email is accepted, whether it lands in the inbox, the spam folder, or nowhere at all.
Email Marketing Service Providers (ESPs) can provide information on delivery, but they cannot tell you your deliverability. This information can only be obtained through deliverability monitoring tools or Inbox Service Providers (ISPs) directly like G Mail or Microsoft.
Your sender reputation is based on the quality and engagement of your email list, as well as your email sending practices.
A good sender reputation is essential for achieving high inbox placement and ultimately, better ROI on your email marketing efforts.
Deliverability monitoring tools can help you monitor and improve your sender reputation by providing a variety of information through features such as seedlisting tests, postmaster information, blocklist monitoring for IPs and domains, and DMARC analyzers.
Allows you to test the deliverability of your emails by sending them to a variety of different email clients and servers. This can help you identify any issues that may be causing your emails to be filtered into the spam folder.
Google, Microsoft or Yahoo Postmaster Information
Can provide you with detailed information about your sender reputation, including any issues that may be impacting your deliverability directly from the horse’s mouth. This information can help you identify and fix any problems that may be causing your emails to be filtered into the spam folder. It’s like the Equifax of email.
DNSBL Monitoring for IPs and Domains
Is another important feature of deliverability monitoring tools. DNSBLs, or Domain Name System-based Blacklists, are used to identify and block spam emails based on the IP address or domain of the sender.
Deliverability monitoring tools can help you identify and remove your IP or domain from any DNSBLs that may be impacting your deliverability.
Can help you monitor and improve your email authentication, which is an important aspect of email deliverability. DMARC (Domain-based Message Authentication, Reporting & Conformance) is an email authentication protocol that helps to prevent email spoofing.
Dmarc Analyzers can help you identify and fix any issues with your email authentication, and also make your look like a good sender which can improve your deliverability.
In conclusion, deliverability monitoring tools are crucial to any email marketing strategy. They can help you monitor and improve your sender reputation, identify and fix deliverability issues, and ultimately, achieve better ROI on your email marketing efforts.
Because let’s be honest, what is the point of all the effort you put into creating emails if you don’t even know if everyone on your list is getting them in the inbox?
And that’s not all, there are other best practices and compliance standards that also play an important role on deliverability, more on that on future posts.
Yanna-Torry Aspraki is a deliverability specialist and CRO of EmailConsul. As an award-winning thought leader and deliverability specialist in the email industry, she uses her expertise to train companies of all sizes to improve their deliverability and sender reputation. She has one mission: simplifying and democratizing deliverability.
YT's strategic thinking and analysis of performance data has led to a track record of successfully increasing email inboxing rates, sender reputation, and maximizing outreach. As a member of EmailConsul's executive team, she drives the company's mission to make deliverability tools more accessible and reliable.