Many organizations wonder how they can improve email deliverability. It’s one thing to craft an engaging email — it’s another for the email to land in the recipient’s primary inbox. The connection between engagement and email deliverability is critical. If a recipient engages with your emails—by opening, clicking, or responding—it signals to email service providers (ESPs) that your content is relevant. Conversely, low engagement can hurt your reputation and hinder future deliveries. This article focuses on email deliverability tips and how to leverage engagement in your marketing campaign.
What is Email Deliverability?
Email deliverability refers to the rate at which your emails reach the recipient’s inbox rather than the spam folder or other low-priority folders like the Promotions Tab. Factors like sender reputation, email content, and recipient engagement influence this. When people interact with the email content, it enhances sender reputation, telling ESPs that you are trustworthy and your emails should reach the recipient’s Primary Inbox.
Why Does Engagement Improve Email Deliverability?
Engagement is essential to your email campaigns. The more engagement you get, the more access you get from ESPs.
Tells ESPs that People Love Your Email: Email providers like Gmail and Yahoo assess engagement to determine if your messages are legit or spam. If recipients frequently open your emails (This is called open rate), mark them as important, or click links in your email, ESPs will view your messages more favorably. On the other hand, if a user does not open your message and click on your links, or if many users unsubscribe, it signals to ESPs that you are not trustworthy.
Maintains Sender Reputation: A strong sender reputation gives you an edge – your emails reach recipients’ inboxes. Engagement metrics, such as open rates and click-through rates, have a high impact on your engagement levels and email deliverability. If your emails are consistently ignored or deleted without being read, ESPs may lower your reputation, leading to more messages landing in spam.
Prevents Spam Complaints: Low engagement often correlates with higher spam complaints. If recipients are not interested in your emails, they are more likely to mark them as spam. This can lead to a vicious cycle—more complaints mean lower deliverability, which can further diminish engagement. Use email delivery tools like Outreach Magic to monitor how often your audience open your emails.
Helps with Monitoring: With a high engagement, you can monitor your marketing campaign and determine what works best. However, if there is no engagement, then there isn’t a base metric for understanding your marketing campaign.
Enhances Customer Relationships: Engaged recipients are more likely to become loyal customers. When you provide valuable content that resonates with your audience, they are more inclined to interact with your emails. This builds a stronger relationship over time, increasing the likelihood of future engagement and positive responses.
Strategies to Boost Engagement
Enhancing engagement requires a proactive approach. Here are several strategies you can employ:
Segment Your Audience: Not all recipients are the same. Segment your email list based on demographics, behaviors, or past interactions. This allows you to tailor your messages to specific groups, increasing the chances of engagement.
Personalize Content: Personalization goes beyond using a recipient’s name. Tailor the content to reflect their preferences and behaviors. For example, if a subscriber frequently clicks on product updates, highlight similar products in future emails. Personalization makes recipients feel valued and understood.
Create Compelling Subject Lines: The subject line is often the first (and sometimes only) thing a recipient sees. Crafting an engaging subject line can significantly increase open rates. Use clear language, evoke curiosity, or offer a benefit to entice recipients to open your emails. But compelling isn’t salesy. While you can and should sell your products, prioritize your campaign to inform and help instead of sell. An over-salesy marketing campaign can get you in trouble – and fast.
Optimize Send Times: Timing can influence engagement. Analyze your past email performance to determine when your audience will most likely open their messages. Adjust your sending schedule accordingly. A well-timed email can boost open and click rates. Also, your send time should correlate with engagement. If more people engage with your email, increase its frequency. If fewer people engage, decrease the frequency. It’s important to prioritize a rhythm, whether you increase or decrease send time.
Encourage Interaction: Ask questions, invite feedback, or include polls in your emails. Encouraging interaction increases engagement and helps you gather valuable insights about your audience. And as you ask for their interaction, create systems that help you respond to recipients on time. You may consider automation tools.
Monitor and Adjust: Regularly track engagement metrics to understand what works and what doesn’t. If certain types of content are consistently underperforming, reevaluate your strategy. Flexibility allows you to adapt to changing audience preferences.
The Role of Content Quality
Quality content is a cornerstone of engagement. It’s essential to create emails that provide value to your recipients. This can be educational, entertaining, or informative—whatever resonates with your audience. High-quality content increases recipients’ likelihood of engaging with your emails, ultimately improving deliverability.
Create content that your audience loves: Monitor engagement. If your audience reacts positively to a particular type of content, you have a winner.
Don’t oversell: Sell, but don’t oversell. People are constantly bombarded with ads. Be different. Prioritize educative content also.
Don’t use too many images and links in your email. ESPs might classify the email and IP into the ‘Promotions’ category.
The Impact of Frequency
Finding the right balance in email frequency is crucial. Too few emails can lead to disengagement, while too many can overwhelm recipients. Analyze engagement data to determine the optimal frequency for your audience. Testing different frequencies can also yield insights into what works best.
A Word on Automation
Email automation tools can help maintain engagement levels by sending timely, relevant content based on user behavior. Automated follow-ups, reminders, and personalized recommendations can keep your audience engaged without overwhelming them. However, it’s vital to ensure that automated messages still feel personal and tailored to the recipient’s interests. With some automation tools, you can also test email for delivery. With such a quick test, you can decide if the email content is appealing to recipients.
Conclusion
Engagement is not just a nice-to-have in email marketing; it’s essential when you want to improve email deliverability. Fostering meaningful interactions with your audience can improve your sender reputation, reduce spam complaints, and ultimately drive better results. Outreach Magic is a cutting-edge tool that ensures your messages land in the inbox, maximizing engagement and ROI on your campaigns. With Outreach Magic, you experience seamless integration with ESPs, real-time monitoring, and advanced features that help you bypass spam filters. Start with a free trial.
