Five Email Deliverability Myths Debunked

According to the survey, increasing email engagement is the top priority and challenge for marketers.

Many marketers believe that the path to better email engagement is paved with smart objects and colorful design. However, no amount of inventive words or quick fixes to appearance will promote the fundamental block of engagement: inadequate delivery.

Myth 1: Activity segmentation is the answer to all delivery problems

The concept of business-oriented is simple: if you send e-mails only to people who open your e-mails, you improve the delivery capacity because it doesn’t bother people who are likely to delete without opening or complaining that the message is spam, but that not this.

The idea is for you to improve your bounce rates and complaint rates by showing higher engagement rates. With such positive feedback, you would have no problems with a delivery, right? Not exactly.

Activity-oriented is not a magic trick. (And really, it’s nothing – you can’t just rely on global policies. Instead, you need to implement practices that make sense to you and focus on personalization.) Focusing on activities is a great first step in your plans standard.

Myth 2: delivery capacity is only important in the B2C world

Superficially, it appears that delivery capacity is only important for companies that send emails directly to customers to sell products or services.

These consumers are experts; they generally know what is spam and what is not (usually), as well as the filters that their email providers use. What is often overlooked is that personal e-mail addresses and their mailbox providers inherently agree to receive marketing e-mails and this occurs in the handling of receiving such messages.

Myth 3: delivery tools and services are only needed for senders with reputational issues

Do you only go to the doctor when you are sick? Well, maybe I won’t answer that. The point is that well-being must be taken seriously at all times, not just when there is an obvious problem.

It is much easier to maintain the success of your email programs when you constantly monitor and optimize your performance. Would a brand with a reputation problem have the problem if it actively monitored delivery performance and used best practices? Probably not.

So be proactive in maintaining your reputation with tools and services to monitor deliverability and avoid spontaneous problems. You may still think you have a good reputation – but you are wrong.

Myth 4: Identifying and removing spam from spam will solve all my problems

A cold remedy does not cure you, it just relieves your symptoms. Removing spam from your email list works the same way. Of course, you will no longer fall into this trap, but that will not solve your real problem: poor form.

If you don’t regularly check and clean your lists to make sure they consist of valid addresses with clear permission, eliminating the pitfalls will not improve your reputation or deliverability. You will only try to update yourself until you apply best practices that will eliminate these signs.

Be a good sender. Do not send emails to addresses that you didn’t get directly from the owner, as this will undoubtedly haunt you again.

Myth 5: the more IP, the better

The idea here is that the more IP addresses you use, the less the risk of an overall negative impact if something happens to your primary IP address, such as a blacklist.

On the other hand, if you use approximately the right number of IPs, the hygiene of your list is impeccable, you check your email correctly, etc … your delivery capacity will not be impaired by the fact that there are fewer IPs as well as your competitor.

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The main lesson of this article is to be vigilant. Nothing solves all of your delivery problems, but deliverability is the key to successful email campaigns.

Marketers must view email in the same holistic way as the whole mix – no one size works for everyone. You need to monitor and optimize your email programs accordingly.