Building an amazing email is only the first step to getting your email marketing off the ground. You have to make sure the email lands in the subscriber’s inbox. Before sending, email marketers will verify that you have an authenticated email address to start off with a solid email deliverability, also known as the likelihood that your email will land in an inbox.
One in every six emails doesn’t reach the inbox. – Validity
What Is Email Deliverability, Really?
Email deliverability in short terms is the number of emails that will land in subscribers’ inboxes and not be blocked or marked as spam. Subscriber inboxes are a mystery to us, the inbox could be full, the email address could be old or be landing in an unattended inbox.
Internally, you could have issues with an unauthenticated domain, something now required by most email providers. Sending from a free service such as Gmail or Yahoo can also harm your deliverability and many email service providers will block you from sending with free email addresses.
Keeping your email deliverability in check is an ongoing task that email marketers watch for you. Sending engaging emails is only one piece of the puzzle.
What does good email deliverability look like?
Verified domain (SPF, DKIM, DMARC)
Clean subscriber list (no fake or outdated addresses)
Consistent sending schedule
Engaging, relevant content
Always running re-engagement campaigns
Trusted sending platform
What Switchback Email Does For Email Deliverability
Solid Email Infrastructure
Your email infrastructure is an important factor in getting emails to your subscribers’ inboxes. A solid infrastructure includes your Email Software Provider, ESP, IP address, DNS records including your Sender Policy Framework (SPF), DKIM, DMARC, and CNAME. When you first sign up with Switchback Email, we will go through everything with you and verify that you have the correct DNS Record. We then work with you to add and verify the correct records before your first campaign.
Switchback Email delivers your email from a shared IP address with one of the highest deliverability rates of 99.9%. Meaning your emails are more likely to land in inboxes when sending with us.
List Hygiene and Engagement
Maintaining a healthy subscriber list is essential for strong email deliverability. When your audience consistently opens, reads, and interacts with your emails, it signals to inbox providers that your messages are legitimate and relevant.
An engaged list can sometimes be tricky when you have a seasonal travel window. Keep email marketing year-round for constant engagement and offer seasonal information to keep your list opening emails.
Another tool to keep a healthy list is to utilize an unsubscribe process. During your unsubscribe process, you will gather a list of people who have unsubscribed, hard bounced, opted out of receiving emails, or have been manually removed. With Swithback Email, we ensure you have an automatic process and those who unsubscribe and are only sending to real active, subscribers.
An email marketing agency, like Switchback Email, can help with all the behind-the-scenes setup and maintenance to ensure you’re not only delivering to the right inbox but you’re subscribers are engaged.