Email Marketing: Improving the Deliverability of Your Campaign

5 min read
Make sure your campaign actually gets delivered to your recipients' inboxes. There are many factors that affect email deliverability, and following best practices give your campaign a better chance of reaching your contacts.

What is Email Deliverability?

Email deliverability refers to the process of successfully allowing an email to reach the inbox of the intended recipient. It determines whether your email lands in someone's inbox, spam folder, or if it bounces back and never gets to the recipient. 
There are a few reasons an email might not reach the intended inbox:
  • Hard bounce: The email address is invalid or does not exist.
  • Soft bounce: There was a technical issue when sending to the address.
  • Spam folder: Email filtered as spam.
  • Blocked: Blocked by an ISP or internet protocol.

Factors that Influence Email Deliverability

When you send an email, there are protocols in place behind the scenes to ensure that your IP address, content, and more is trustworthy. To make sure your emails don't get blocked or marked as spam, understand the three main factors that influence your email deliverability.
The three main factors are:
  • Sender Reputation: A sender reputation score signals to an internet service provider (ISP) how trustworthy you are. It is something you build over time, like online clout, and is boosted by positive subscriber actions (e.g. clicks on a campaign) and having a well-maintained email list. Learn more about improving your email sender reputation.
  • Your Identification: There are different online protocols run behind the scenes and work like a background check to make sure you are legitimate online. These include things like a Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM). If you purchase a business email through Wix or have connected your mailbox domain to the Wix name servers, then those records are connected too.
Note:
To assist with your campaign's deliverability and identification, Wix Email Marketing automatically adds 5 DNS records (3 sendgrid.net keys and 2 ascendbywix.com keys) once a campaign is sent. These keys work in the background to validate your campaign and are expected behavior when assigning a custom mailbox as a sender address.
  • Your email content: Following email marketing best practices gets you the best chance of email deliverability. Everything from your subject line, images, and content of the campaign need to be relevant, proofread, and formatted correctly.

Tips to Improve Your Email Deliverability

Click below for some best practices to follow to make sure your campaigns are getting to your subscribers' inboxes.

FAQs

Click below to learn more.

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