Email deliverabillity is the capacity of an email to get to a recipient’s inbox. It is affected by various technological mechanisms such as ISPs, MTAs, throttling, bounces, bulking, spam issues and many more. Given this, it is necessary to keep track of the technological facets working behind your email deliverability since it is responsible of landing your email to your prospect’s inbox.
If you are operating with an Email Service Provider (ESP), make sure to look over the ISP (Internet Service Provider) evaluation of the IP addresses they are sending emails from and the domains of their clients. If they fall below a certain score, emails they send are bound to be automatically rejected and will be classified as spam by the ISP. On the other hand, if that ESP only send emails to those people who opted in and remove spammers on their system, they are reliable and won’t have a problem with mailbox providers.
To ensure that your IP is legit and reliable, authenticate your identity as a sender. If you are unable to do this, you may be caught up with the ISP filters and be seen as a spammer. Authenticate yourself by setting up these email security standards; SPF, DKIM, and DMARC. They reduce spam and prevent phishing and spoofing of emails.
Signing up with feedback loops will help you gather details about the recipients who have complained about your email. If your business administers your own SMTP server, ISPs like Yahoo, AOL, and Microsoft can provide you with this kind of service and for those who are employing ESPs, Gmail’s FBL program are limited to you. Use the information you have collected from feedback loops to improve your email campaigns.
ISP Trust on Sender IP
When you have a new IP address, don’t start sending numerous emails immediately. Doing so will get your emails filtered or blocked by ISPs. Warm it up first by sending a small number of emails to your prospects. Eventually, you can increase that number until you reach your target number of emails. Mind the frequency and number of emails you send. Inconsistency of mailing activities and instant increase on the number of emails you send can mean spam for ISPs. On the contrary, ISPs won’t give you reputation if the general number of emails you send is too low.
Blacklist and whitelist
Being blacklisted means you have a high volume of spam reports and could lead to you having delivery issues. So make sure your IP is not on this list. One best way to tackle spam reports is that every time you send to prospects or subscribers, politely ask them to include you on their whitelist – that is, add your sender email address to their address book or safe sender list.
For email marketers, a war starts every time a prospect open and read the email they send. But they won’t even have the chance to fight and won those wars if their email isn’t delivered.