Stop Sabotaging Your Email marketing – Email Deliverability Explained

Email deliverability is a term that encompasses all the issues involved with getting your permission based emails to land in your subscriber’s inbox. Improving deliverability involves actions that can be taken on behalf of email marketers to ensure that emails are delivered to the recipients that signed up to receive them. The success of your email marketing campaign hinges on your ability to ensure that these mailings land in your subscribers inbox. The ability to deliver a mailing in a subscribers inbox is almost entirely dependent on how ISPs calculate your Sender Reputation. How they calculate your sender reputation score determines whether your mailing is received in the inbox, the junk mail folder, or even delivered at all.

Sender reputation is associated with the IP address of the mail server you are using to send messages from. ISPs score a sender’s reputation by giving different weight to various factors related to email marketing activity and then use some type of equation to determine your reputation. In essence, your sender reputation indicates to ISP the trustworthiness of the source of the email that is being delivered. What constitutes a trustworthy source will vary from ISP to ISP so in order to build a strong sender reputation you will need to familiarize yourself with all of the factors that ISPs look at when determining a score.