Serious about email marketing: the role of deliverability in achieving success


In this article, we explain the role of deliverability in email marketing and provide concrete steps for improvement. By following these steps, you can maximize the effectiveness of your campaigns.

In email marketing, deliverability is a crucial factor for success, but it is often a poorly understood concept. So what does deliverability actually mean? Deliverability refers to the ability to successfully get your emails into the inboxes of your recipients. If your deliverability is good, your messages often end up in the recipient's inbox. If your deliverability is poor, your email gets blocked or lands in the spam folder, which is, of course, something you want to avoid. Can you contribute to good deliverability yourself? Absolutely! You can do this by sending emails that are relevant and that your subscribers are eager to receive.

What should you not do?

But it may be easier to understand why deliverability is relevant by turning the question around: how can you ruin your good shipping reputation and ensure poor deliverability? Actually, that is not that difficult at all: if the recipients of your messages systematically throw away their mail immediately, companies such as Hotmail and Gmail will register this. This will put you on a gray or blacklist and your messages will be blocked. This also happens if you send messages with a false or incorrectly configured sender address, send mailings to people who have not signed up for them, or if your messages contain strange content, strange links or unusual attachments. These are signals to receiving companies that you are sending messages that people may prefer not to receive. And reasons to block mail from your sending domain or IP address. You must avoid this, because once you have been blocked, it can be extremely difficult to remove this blockage again.

What do you do then?

In short, you strengthen the sending reputation of your domain by paying attention to:

  1. The technical configuration;

  2. A clean email list with active customers;

  3. Shipping with permission;

  4. Attractive content in your email;

  5. Warming up your mailing list

Email remains a powerful mean of communication

Achieving a good return from email marketing is largely up to you. Make sure you meet the technical prerequisites. Make good use of the possibilities that our software offers to gain better customer insights and continuously improve your processes. Manage your mailing list and always ensure that the profiles have given permission (and can easily revoke it). Send relevant, attractive content that entices the customer to interact. Make sure your timing is right. Transparency, honesty, relevance, interaction and robust technical adjustment: it is the combination that strengthens your brand.

By following the steps outlined in this article, you can increase the effectiveness of your email marketing campaigns, build better relationships with your customers, and drive great results for your business.

At Copernica we know everything about email delivery and email marketing. If you need more information on any of these topics, please contact your account manager or our support team for advice. We are happy to help you!

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