Imagine crafting the most persuasive email campaign of your career only for it to not make it into your recipients’ inboxes or not be opened at all. How disappointing would that be?
Far from being the stuff of a marketer’s nightmares, emails ending up in the wrong place or not being opened at all is a common occurrence.
If you want to avoid the above-described scenario, you’ve come to the right place. Keep reading to learn six tips that can help you improve email deliverability and open rates. But first:
What Is Email Deliverability?
Email deliverability refers to whether an email has successfully landed in the recipient’s inbox. It’s distinct from, and shouldn’t be confused with, email delivery.
While email delivery also refers to whether an email has reached the recipient, the similarity ends there. That’s because email delivery isn’t concerned with the “where” of the delivery process. In other words, you can consider an email as delivered regardless of whether it lands in the recipient’s mailbox or spam folder.
Thus, your email deliverability rate is the percentage or volume of emails that get delivered to your recipients’ primary inbox.
Why should one prioritize email deliverability?
Email marketers must prioritize email deliverability for several reasons. Core among them is the fact that it determines whether your email subscribers see your email content. In essence, email deliverability dictates your ability to obtain a return on investment from your campaigns.
Additionally, deliverability makes it possible to measure a campaign’s success. Before you can measure engagement metrics like click-through rates and conversions, your email must reach the right destination.
Finally, email deliverability helps you maintain relationships with your prospects. When your emails reach your subscribers, it’s much easier to use email marketing tools to automate the nurturing process.
What Is Email Open Rate?
The email open rate is the percentage of subscribers out of your total number of subscribers who open a specific email you sent. The average email open rate across industries is 41.31%. But for a better assessment of how your email campaigns are doing, it’s best to look at the average email open rate specific to that industry and compare.