How Email Deliverability Data Can Help You Choose the Best Email Marketing Platform

Judging by the sound of your symptoms, you might just be suffering from low email deliverability.

October 5, 2017
17 Shares 22,745 Views

You’ve got a stellar product.

You know it, your team knows it, and your past customers know it.

And yet, no matter how many emails you send out to your list or how varied and valuable they might be, you still aren’t seeing the kind of engagement you think your content deserves. So, what gives?

Judging by the sound of your symptoms, you might just be suffering from low email deliverability.

Unfortunately, as any marketing guru will tell you, having a poor email deliverability rate can be absolutely crippling to your marketing efforts. And when you take into account the fact that email marketing is more effective than Facebook and Twitter efforts combined, deliverability may be more important than you think.

Email Deliverability in a Nutshell

In its most basic sense, email deliverability is the probability that your message is going to get through to its intended recipient. Simple as that.

If you send out, say, 5000 emails and only 4000 actually show up in inboxes, that means you’re pulling an 80% email deliverability rate.

While you may be thinking, okay, that doesn’t sound too bad (that’s a B- right?), the truth is that this rate might be hurting your business more than you think.

For example, let’s say that your average email conversion ratio (ECR) is around 8% (about smackdab in the middle of the standard ECR range). That means that with an 80% email deliverability rate, you’re converting 320 recipients rather than 400.

Essentially, you’re losing out on 25% as much business, simply because you can’t reach your audience effectively.

What makes the situation even more dire is the fact that the algorithms that email platforms are using to filter out spam and other unwanted messages are constantly changing. Techniques that may have worked in the past, then, can quickly become outdated.

And when you’re a well-meaning marketer, that can get especially frustrating.

How Automation Platforms Are Optimizing Email Deliverability

As you can see, a high email deliverability rate is absolutely essential when it comes to successful marketing. And one of the best ways to ensure high email deliverability is by partnering with a marketing automation platform.

There are, of course, a number of email marketing platforms on the market that boast email deliverability rates in the high nineties but very few that can produce 99% deliverability consistently across email service providers.

The GetResponse email marketing platform, for example, uses a combination of four different factors to ensure an industry-leading 99% deliverability rate:

  • Automatic List Hygiene: Timely honoring of opt-out requests and address removal after bounces is essential to keep your reputation clean. An automated system makes this necessary maintenance even easier.
  • World-Class Email Delivery: Partnerships with some of the industry’s leading technology experts (like Return Path and Litmus) ensures high deliverability every time.
  • Industry Proactivity: An active membership in email industry organizations like the MAAWG, EEC, OTA, ESPC, ISIP and other communities guarantees a strong reputation.
  • Authentication: Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM) help keep spam filters from tagging and bagging your emails.

With these four characteristics working in tandem, GetResponse is one of the best platforms available when it comes to ensuring your marketing emails get where they need to go.

Email Deliverability: The First Step in Effective Email Marketing

A strong email deliverability rate is absolutely essential in reaching your audience each and every time. In fact, settling for a low rate could end up being disastrous in terms of revenue loss.

That’s why siding with established and reputable email marketing platforms may end being the best business choice you make this year. After all, you can’t sell a product your customer doesn’t know exists!