The Importance Of Email Deliverability

Scenario: You have painstakingly written, and designed the best email ever. It is guaranteed to get a response from even the most fickle of your email list subscribers, and you are really pleased with yourself, as you send off your emails.

But if the recipient of your emails never receives their email, they can’t read it, therefore, you have wasted your time, effort, and money. If no one gets your email, it doesn’t matter how well you have written, and designed it, you are never going to get that sale, and statistically, the odds are far from being in your favor!

So lets talk about email deliverability. In the above scenario, we have ascertained that deliverability is vital to your online business efforts. If your customers don’t receive your message, they won’t buy the products or services that you are recommending, and you won’t make an income.

The question is how do you get a great deliverability rate, weave through email authentication issues, and, of course, gain a good reputation as a quality information provider as far as sending emails go? Authentication and reputation go hand in hand to make sure that your emails make it through to their recipients.

Email Authentication
Many of us underestimate the importance of learning about authentication techniques, including certification, accreditation, and reputation. We know these issues do, and will have an impact on our business success, but have little knowledge of how to use these services to our best advantage.

Basically, the origin of an email can be questionable. Just because the email says it is from a particular place, doesn’t necessarily mean that is really from that place. If at any time in your life (guaranteed), you have come across Spam, you are well aware of email claiming to be from one company, organization, or person, and its contents is completely the opposite of what is in the subject line, and address line says.

Spam, phishing, and fraud are rife within the email delivery systems. It has brought about a need for tougher security measures to make sure that those receiving emails are protected, and not harassed by unwelcome, and unsolicited emails that have very little value to them, or worse still, harbor dangerous viruses, or other risks.

Email authentication is a way of identifying the sender, and confirming that the email has actually come from that source. So basically, what authentication does is make sure that the email being sent is actually coming from the person who is claiming to be the sender and not a spammer.

The internet service provider, or email provider of the person you are sending an email to verifies the authenticity of the sender, and among other criterion, comes to a decision on whether the email should be blocked, put in the junk mail folder or delivered to the recipient. As you can imagine, this has a huge impact on your email marketing efforts. You need your emails to be placed in the Inbox of the recipient’s folder.

Deliverability, And Your Reputation

As we just mentioned before, Spam is on the rise, which means Anti-Spam measures are becoming tighter than ever to protect the rights of email inbox owners, and to allow them to choose who they wish to receive emails from. There are two ways that you can increase the chances of your email arriving at its destination, rather than being filed away in a junk mail holder, or scrapped all together.

The first way is through authenticating yourself, which is proving that you are who you claim to be, and you have the email address owner’s permission to send them communications.

The second way is reputation. Reputation is gained over time by proving yourself as a good guy, not someone who spams. By following proper guidelines, Internet service providers will begin to recognize you as a good guy.

Which is the best, authentication, or reputation? They both are the best option, and you should be using both of these practices. By doing so, you can make sure that the emails you are sending out will be received by the recipients in their inboxes, without being flagged each and every time you send them out.

With this type of knowledge under your belt, imagine the scenario above - you have the perfect email campaign, guaranteed to get a response from any subscriber who reads it, and guess what? You really can sit back this time and be pleased with your efforts, because you know that your recipients will receive your emails.