Deliverability
Deliverability is the area of email marketing related to ensuring that your emails arrive at the ended recipient and do not end up in the spam folder.
Deliverability is a core area in email marketing (and all of email). The battle between spammers, fraudsters, and inboxes trying to keep users safe is fierce. Ensuring your email program sends positive signals has a massive impact on your overall performance.
REALDIGIT has developed the first comprehensive framework designed to measure and analyze the key factors influencing email deliverability and inbox placement. It is called the Deliverability Inbox Placement Factors Index (DIPFI or dip-fee).
As far as I know it's the only place to find the inboxing factors and their potential weights in one place.
Frequently Asked Questions
Is my email deliverability setup effective?
Realdigit has developed a comprehensive framework to help you figure out if everything is set up properly for deliverability. It's called the Deliverability Inbox Placement Factors Index (DIPFI). Visit the DIPFI page to find out more (it's free).
What are the most important factors for deliverability?
While not as sophisticated as the Google Page Rank algorithm, deliverability has many factors that determine if your email is outright rejected, heads to spam, or makes it to the inbox. Each inbox provider, as well as many spam filter services, have different factors they consider. Head over to our DIPFI page to find out more.
What factors affect my email sender score?
Every inbox or spam filter service has a type of sender score, essentially taking all inbox placement factors into consideration and generating a score. This score is adjusted for every send, but the overall score will determine where you start from.
How can I improve my IP reputation for better deliverability?
Depending on what service you are using to send emails, you can either have them change the server (which has a specific IP) or you can completely change the provider you use if they won't or can't. For your own domain, there are a number of factors to follow, which you can see in our video series.
What role do blacklists play in email deliverability?
If your IP or domain get blacklisted, it can have a tremendous negative impact on deliverability. While Gmail maintains their own algorithm. Most other inboxes share data and rely on blacklists to identify bad senders. If you are put on a list, you can expect that your Open Rates can fall to 10% or less.