4 Major Factors that Affect Email Deliverability !
Email marketing is one of the most cost-effective ways of doing marketing. Not only it provides maximum ROI (Return on Investment) but is very effective too. These days almost all the major brands take up email marketing in one way or the other. Listed below are 4 major factors that are considered important which can impact email deliverability, big time…
Bounce - Soft Bounce & Hard Bounce
A bounce only happens at a server level and it happens when an incoming email is rejected by the server itself. Bounce is further classified into the soft bounce & hard bounce:
Reputation Check
Once the mail is cleared by the SMTP server of the recipient, next role is of ISP’s to judge the emails on various criteria’s before delivering it to the inbox. Read below a few notable checkpoints:
ID Proof Check
After reputation check, the next step is to do an identification proof check. This is done by verifying the sender’s IP address to know whether the sender has assuredly shared the email to discuss about the product and service, etc.. Many times the hackers modify the email content before it is delivered to the recipient’s inbox. The above mentioned are some of the reasons why ISP’s do a thorough check before allowing the mail delivered to the inbox. Further, new criteria’s are implemented and strict norms are followed to check the authenticity of an email.
Proof-Reading
ISPs go a step further and check the content of the email. Finally, it allows a particular email to get delivered in the inbox of the recipient.
Bounce - Soft Bounce & Hard Bounce
A bounce only happens at a server level and it happens when an incoming email is rejected by the server itself. Bounce is further classified into the soft bounce & hard bounce:
- Soft Bounce
This type of bounce can happen when the mail size is big or when the recipient’s mailbox is full. In these cases, the sender tries 3 times before giving up and finally displays a message unable to deliver the message. - Hard Bounce
It is a serious issue which happens if the sender is trying to send the mail to a wrong address with wrong domain name. Since SMTP (Simple Mail transfer protocol) doesn’t even try again to deliver such kind of emails, the situation turns out to be a very serious one.
Reputation Check
Once the mail is cleared by the SMTP server of the recipient, next role is of ISP’s to judge the emails on various criteria’s before delivering it to the inbox. Read below a few notable checkpoints:
- Spam Complaints – How many subscribers have marked the emails as spam.
- Unsubscribed List – Number of subscribers unsubscribing the emails.
- Spam Traps – Emails which are not actively used but just actively monitored.
- Email Analytics – How many recipients have actually opened the email and how many of them have responded to the same, etc..
ID Proof Check
After reputation check, the next step is to do an identification proof check. This is done by verifying the sender’s IP address to know whether the sender has assuredly shared the email to discuss about the product and service, etc.. Many times the hackers modify the email content before it is delivered to the recipient’s inbox. The above mentioned are some of the reasons why ISP’s do a thorough check before allowing the mail delivered to the inbox. Further, new criteria’s are implemented and strict norms are followed to check the authenticity of an email.
Proof-Reading
ISPs go a step further and check the content of the email. Finally, it allows a particular email to get delivered in the inbox of the recipient.
- Check Spam Words and Phrases – Each and every word in the mail is checked to ensure if there is any spam word or a phrase in the email content.
- Text to Image Ratio – The mail body should not only contain images. Further, the acceptable ratio between text to image is 70:30
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