Email Deliverability

Email deliverability refers to the ability of an email message to reach the intended recipient's inbox. It is important because it determines whether or not the recipient will see and be able to read the message.

There are several factors that can impact email deliverability, including the sending reputation of the sender, the content of the message, the structure of the message, and the email server or provider being used.

To improve email deliverability, it is important to follow best practices when sending email. This includes using a reputable email service provider, obtaining permission from recipients before sending them emails, using a double opt-in process for subscription emails, and following the guidelines of the CAN-SPAM Act in the United States. It is also important to maintain a clean email list and avoid sending spam or unsolicited emails.

There are several key concepts related to email deliverability that are important to understand:

  1. Sender reputation: The sending reputation of an email sender is a measure of the quality of their email practices. It is based on a variety of factors, including the number of bounces, spam complaints, and unsubscribes that an email sender has received. A high sending reputation can improve the deliverability of emails, while a low sending reputation can decrease deliverability.

  2. Spam filters: Spam filters are used by email providers to identify and block unwanted or spam emails from reaching users' inboxes. Email messages that trigger certain spam filter criteria, such as using certain words or phrases, may be marked as spam and delivered to the recipient's spam folder instead of their inbox.

  3. Blocklists: Blocklists are lists of IP addresses and domains that are known to send spam or unsolicited emails. If an email sender's IP address or domain is on a blocklists, their emails may be blocked or flagged as spam by email providers.

  4. Bounce rates: Bounce rates refer to the percentage of emails that are not delivered to their intended recipients. There are two types of bounces: hard bounces and soft bounces. Hard bounces occur when an email cannot be delivered due to a permanent error, such as an invalid email address. Soft bounces occur when an email cannot be delivered due to a temporary error, such as a full mailbox.

  5. Spam complaints: Spam complaints occur when a recipient marks an email as spam. High spam complaint rates can negatively impact an email sender's reputation and deliverability.

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