Email is recognized as one of the most popular and efficient channels in marketing. However, it happens that some messages don’t fall into your recipients’ inboxes. In that case, sending messages is just a waste of endeavors and time and it may affect the business. If you grow suspicious that you have concerns with email deliverability, it’s high time to consider conducting a complex email deliverability audit. Running an email deliverability test before the audit enables us to uncover the issues and make amends. You are welcome to get insight into performing an email deliverability audit with our guidance.
What Does Email Deliverability Audit Signify?
The objective of an email deliverability audit is to study all the constituents which impact deliverability. It keeps record of a deliverability score, identifies where messages are landing and helps detect factors which may lower the score. Here are the factors which tend to adversely affect deliverability:
- bad sender reputation;
- issues concerning email infrastructure;
- appearing on an email blocklist;
- failed email authentication;
- spammy email content;
- inappropriate contact acquisition endeavors.
A marketer can dig into each of the above-mentioned aspects by means of a thorough audit. However, at the outset an email deliverability test has to be conducted to determine pressing concerns.
The Need for an Email Deliverability Test
There exist various manual checks and tools which are supposed to perform an email deliverability test and provide valuable information concerning email campaigns. They can be leveraged prior to an email deliverability audit. They are regarded as preliminary tests which check email deliverability and reveal the points you will apparently need to concentrate on.
It’s a great idea to send your message to yourself to observe its landing. A Gmail address is better to utilize as its spam filters are considered to be quite strict. In Gmail it’s possible to click “Show Original” to get to know if SPF, DKIM and DMARC authentication was successful.
There are various tools which one can utilize to oversee deliverability challenges. For instance, Folderly, Mailgun, MXToolbox, etc. Running similar email delivery tests provides you with possible future steps while performing the audit. Try out an email delivery test with links and images in addition to a simple text email.
Utilizing Folderly to Monitor Deliverability
Folderly represents a multi-purpose email deliverability platform which allows to detect and ward off deliverability traps and issues. Its main feature is integrating human approach with AI-powered automation.
The operating principles of Folderly involve several steps. The first step is to determine concerns which prevent addressees from getting your messages and adversely affect your email open rates and therefore reply rates. The second step is to tackle problems related to mailboxes and domain infrastructure with the help of a knowledgeable team and AI-powered automation. The next step is to uphold immaculate health of the domain and make certain your recipients invariably get your messages in their inboxes.
It’s easy to increase email performance with an email deliverability test provided by Folderly.
Information Which Matters for an Email Deliverability Audit
Sometimes a savvy marketer may have difficulties with email deliverability and good open rate for emails. Many factors make a difference to deliverability. Even if you guess at causes of issues, performing an email deliverability audit can locate the ways to enhance deliverability.
Several factors should be considered while undertaking the audit:
- email delivery rate;
- email infrastructure;
- email authentication;
- sender reputation;
- list health;
- created content.
Take Control of Email Delivery Rates
An email deliverability audit is good to start with monitoring email delivery rates which represents the quantity of messages which get into recipients’ mailboxes. This data can be easily accessed from the analytics your ESP provides. Senders should strive to get a delivery rate of 95% or more. Delivery rate is an important indicator of email deliverability.
Examine Email Infrastructure
The next step includes studying the setup of your email infrastructure and assessing the efficiency of options you utilize for your email deliverability. These are some crucial infrastructure elements which should be analyzed while auditing: SMTP ports, IP addresses, sending domains Don’t neglect email warmup services to successively increase the sending volume and ensure proper IP reputation.
Keep an Eye on Email Authentication Protocols
It’s necessary to ensure the correct configuration of authentication is used. Three major protocols include SPF, DKIM and DMARC. These are records which are located on a sender’s DNS. It’s not compulsory to monitor all of them, but doing so will enhance your deliverability and sender reputation.
Take Care of Sender Reputation
Sender reputation is grounded on two factors which must be monitored: IP reputation and domain reputation. A sender gets a score which reflects his reputation. The lower your score, the more likely your messages will fall into the junk folder. Bear in mind that each ISP has its own scoring system which estimates your reputation.
Watch Out for Your Email List
A marketing list should be cleaned once per quarter one way or another. It’s better to utilize an email checker which will get rid of invalid addresses. It’s no use buying an email list as it may make your messages get into spam trams.
Carefully Think Over the Content
The next step of the audit is to assess your content. Subscribers can report your emails as spam if they seem suspicious or unacceptable. Simple emails have more chances to get into spam folders.
Introduce Improvements Related to Email Deliverability
When you bring to an end an email delivery test and email deliverability audit, it’s important to have a clear view of challenges you need to tackle. Here’s a short list of the main steps you need to undergo to enhance deliverability:
- Perform email deliverability tests to reveal concerns.
- Get to know the delivery rate.
- Monitor the settings of your email infrastructure and provide potential updates.
- Make certain you have completed email authentication without fail.
- Watch out for your reputation as a sender. Email warmup service comes in handy while your account is brand new.
- Keep your marketing list in order and check the validation of your email addresses.
- Keep an eye on email content to detect suspicious things.
It’s essential to prioritize the above-mentioned points and delegate tasks properly. An IT expert may deal with records for authentication while a marketer implements efficient sending practices. Some challenges like list hygiene and spammy content need to be resolved immediately. While coping with sender reputation or authentication protocols takes a little longer.
Issues related to email deliverability and open rate can be revealed in the course of an email deliverability audit. Cutting-edge tools and tests help to uncover and cope with all the concerns. Solving problems promptly will ensure your future success.