Thinking that email marketing deliverability is the sole responsibility of the ESP is similar to thinking that the organic positioning (SEO) of the website is the responsibility of the webmaster. And you, are you already monitoring all key email marketing deliverability metrics?
Let’s suppose that your emails have delivery rates over 95%. At first glance you will think that this is a very good ratio, right?
We missed an important point, the objective is not only that the deliverability rate is high, it’s that the emails reach the users’ inbox.
The main objective of email deliverability is to ensure a good position of emails in the users’ inbox.
We have to keep in mind that mail that has reached the users’ spam folder is considered as delivered.
This is why the Inbox Tracking Perfomance service will help us to monitor all those key aspects in order to increase the delivery rate in the subscribers’ inbox.
01.
Emails sents
Imagine you have created an email for a specific campaign. Next we will see all the steps that an email performs. First of all, it will be necessary to have a list of users to send communications via email.
In principle, most of the emails will be sent, but some of them may be deleted for various reasons (ESP, among others).
02.
Emails delivered
In principle, of the total number of emails sent, the vast majority should be delivered, but what about hard bounces and soft bounces?
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Soft bounces |
Hard bounces |
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– Full inbox – Sudden increase in submission volume. – Frequency too high for participation levels. |
– The e-mail address does not exist or is invalid. |
03.
Emails delivered to the inbox
Once we ensure that the email has been successfully delivered to the user’s inbox, it will depend once again on whether we have all the visual elements that identify our brand in order to improve the performance of our campaigns. Among these elements we can highlight the BIMI and Google Annotations as the main ones.
