Many marketers are under the impression more email is better. The more subscribers you send to, the more money you make, right?
While the “more equals better” mindset might work for some things (cookies, puppies, rainbows… just off the top of my mind), it doesn’t work for email. You might think to yourself, “It doesn’t matter if my program’s email deliverability is poor. As long as I’m reaching SOMEONE, it’s worth it to keep sending.”
In fact, optimizing your email deliverability could be your secret weapon to increase revenue and make you the hero of your company. In fact, according to Litmus, email marketing’s return on investment (ROI) is 42:1 on average, and some brands achieve even higher ROI.
That means for every $1 spent on email, marketers can expect to see an average return of $42 or more! Furthermore, it is five times more expensive to acquire a new customer than to retain current customers. Clearly, it’s important to optimize your email program to maintain high deliverability because not doing it could actually jeopardize your revenue.
To improve your deliverability, you first need to know the difference between delivery and deliverability. While these two words sound similar, they represent two completely different email metrics. It’s important to know the difference in order to understand where you need to focus your efforts – do you need to focus on delivery and increase the number of messages making it past the initial gateway? Are your emails making it past the gateway, but being filtered into the spam folder? To learn more, check out my colleague Kayla’s article explaining delivery versus deliverability.
Once you understand the factors affecting your deliverability, you can focus on where you’re going wrong and jeopardizing critical opportunities to generate revenue. First, mailbox providers like Gmail, Yahoo, and Microsoft determine if a sender’s email will be accepted for delivery, or whether it will be outright blocked and returned. From there, the provider will determine whether to filter the message to the inbox or the spam folder based on the sender’s reputation (both IP and domain). There are several key factors determining sender reputation, and while all mailbox providers analyze these factors, each mailbox provider weighs the importance of each differently within their own filtering algorithms. With that said, the following list includes key indicators of poor sender reputation important across all mailbox providers.
By not focusing on optimizing email deliverability and increasing your inbox placement, you are leaving easy money on the table. In fact, Backlinko states that shoppers spend 138% more when marketed through email, as compared to those who do not receive email offers. Beyond that, not optimizing your sending practices creates a false sense of financial security. If you’re not doing the right things for your deliverability, no list or email will convert to revenue, no matter how many addresses it has or how clever your subject line.
While it may be daunting to update your sending practices, Validity is here to help. When you want to take control of your deliverability, Validity for Email can help you monitor the key deliverability signals affecting your inbox placement, which directly impacts the amount of money you will make from your email marketing campaigns.