Email Marketing terms

Inbox Deliverability

The ability of an email to be successfully delivered to a recipient's main inbox, not the spam folder.

What is an inbox deliverability in email marketing?

Inbox deliverability in email marketing refers to the ability of an email to successfully reach the recipient's inbox without being flagged as spam or bouncing back. It is a critical metric in email marketing as it directly impacts the effectiveness of the campaign. If an email doesn't reach the intended recipient's inbox, it won't be opened or read, rendering the marketing effort ineffective.

Several factors can affect inbox deliverability, including the sender's reputation, the quality of the email content, and the recipient's email settings. For instance, if a sender has a history of sending spam or if the email content contains elements typically associated with spam, the email may not be delivered to the inbox. Similarly, if the recipient's email settings are set to filter out certain types of emails, the email may not be delivered. Therefore, marketers must pay close attention to these factors to ensure high inbox deliverability.

How can I improve inbox deliverability in email marketing?

Improving inbox deliverability in email marketing involves several strategies. First, ensure that your email list is clean and updated. Remove any inactive or invalid email addresses, as these can lead to bounces that negatively impact your sender reputation. Also, make sure you have explicit permission to email the people on your list. This not only complies with anti-spam laws but also increases the likelihood that your emails will be opened and not marked as spam.

Second, maintain a consistent sending schedule. If you send emails sporadically or too frequently, email providers may flag your emails as spam. It's also important to optimize your email content to avoid spam filters. Avoid using all caps, excessive exclamation points, or spam trigger words in your subject line and email body. Lastly, authenticate your email domain. This proves to email providers that your emails are not spoofed and increases the chances of your emails landing in the inbox.

Why is inbox deliverability important in email marketing?

Inbox deliverability is crucial in email marketing because it determines whether or not your email will reach your intended recipient's inbox. If your emails are not being delivered, your marketing efforts are essentially wasted. High deliverability rates ensure that your message is being seen by as many people as possible, increasing the chances of engagement and conversion.

Moreover, poor inbox deliverability can harm your sender reputation. Internet Service Providers (ISPs) monitor email activity and if they notice a high number of undelivered emails, they may categorize your future emails as spam. This can further decrease your deliverability rates and make it even harder for your emails to reach your audience. Therefore, maintaining good inbox deliverability is not only important for the success of individual campaigns but also for the overall effectiveness of your email marketing strategy.

What factors affect inbox deliverability in email marketing?

Inbox deliverability in email marketing is influenced by several factors. One of the most critical factors is the sender's reputation, which is determined by the number of emails sent, the number of emails opened, the number of emails marked as spam, and the number of bounced emails. Internet Service Providers (ISPs) use these metrics to determine whether or not to deliver an email to the recipient's inbox. Therefore, maintaining a good sender reputation is crucial for ensuring inbox deliverability.

Another significant factor is the quality of the email content. Emails that contain spam-like content, such as certain keywords, phrases, or images, are more likely to be filtered out by spam filters. Additionally, the use of a verified domain and consistent 'From' address can improve deliverability. Lastly, the level of engagement from the recipients, such as opening the email, clicking on links, or replying, also affects deliverability. High engagement rates can improve the sender's reputation and increase the chances of future emails being delivered to the inbox.

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