This term, which literally means “deliverability,” refers to the ability of an email to be delivered to the recipient’s inbox . It also refers to its placement in the inbox, that is, the box where it arrives: in the primary inbox, in the promotions tab, in a personalized inbox, or in the dreaded spam box.
There are several factors that determine the deliverability of an email, including:
● spam reports: those who receive your emails report them as “spam”
● bounces ( bounce in English): sending emails to invalid or non-existent email addresses
● spam traps : apparently normal email addresses used by blacklisting services to identify spammers and illegal sending practices
● IP address reputation: A criterion for evaluating the trustworthiness of your IP address based on the quality and type of emails you send
● domain reputation: a criterion for evaluating the trustworthiness of your email domain based on the quality and type of emails you send
These are all important factors for email deliverability, but in this article we focus on the decisive one: email engagement. In particular, we will talk about:
What is email engagement?
Why Email Engagement Has Become the Determining Factor in Deliverability
How to Drive Positive Engagement in Four Steps
Tools to improve email engagement
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Email engagement: what is it?
The term email engagement refers to the various ways in which a contact interacts with your emails, and is measured in terms of:
email open rate
email click-through rate ( CTR )
How long the email is read by a contact
How long an email stays in a contact's inbox without being opened
How many contacts move your email from the main inbox to the spam or promotions box
number and frequency of spam reports
How often do contacts move your emails to junk mail?
Every interaction a contact has with your emails is an indication of positive or negative engagement.
Email Engagement: Why It's the Determining Factor for Deliverability
Over the past 30 years, email has become one of the afghanistan whatsapp number data 5 million most widely used communication tools in the world, constantly evolving over time. Email service providers ( ESPs ), also called inbox service providers (ISPs), are those who determine the deliverability of emails from a given sender: among the most popular are Gmail, Yahoo, Outlook, and iCloud.
In the past, ESPs determined deliverability based on three main criteria: spam reports, bounce rate , and spam traps. But after realizing that these criteria could be manipulated or even falsified by senders, email service providers had to find new ways to get senders to comply.
As email has grown as a marketing and sales tool, ESPs have begun to outsource the work of email screening to algorithms and artificial intelligence tools, which can consistently assess sender trustworthiness despite the growing volume of emails sent, and have introduced other evaluation criteria in addition to those already in use.
Currently, ESPs collect and analyze huge amounts of data of various types, such as:
sending
opening
click
email contents
Each of these elements contributes to determining email engagement, which, being data-driven, is becoming the determining factor of email deliverability.
Think of engagement as a trustworthiness measurement based solely on your merit: when you send emails that receive a high level of positive engagement, ESPs see you as credible and reward you with higher deliverability.
Email engagement > Domain reputation > IP address reputation
Because it is data-driven, email engagement is the best metric for determining email deliverability, and it is becoming essential for determining domain and IP address reputation as well .
