Maintaining great deliverability is a crucial part of any effective email marketing program. While the topic of email deliverability is often glossed over when talking about email marketing performance, it actually plays a very important role.
Several of the top reasons why email deliverability
is important include:
Email Sales Conversions
- Email sales conversions
- Customer experience
- Business-to-business communication
- Brand protection
- Compliance regulations
Many businesses use email marketing to drive leads and sales. The effectiveness of the channel is then often measured against the email sales conversions it generates.
Email deliverability plays a pivotal role in this goal, because it's the first step to even have a chance
at running effective email campaigns.Imagine you have the greatest email message in the history of marketing. It's going to convince 100% of those who see it to buy. You are excited, this is going to knock it out of the park!
So then you eagerly press "Send". And wait.
Crickets, nothing happens. Confused, you check the metrics. No opens, no clicks, and yes...no sales.
Bad deliverability was the cause of this fiasco. If your emails never make their way into your subscribers' inboxes, even the best marketing campaigns will fall flat. That's why it's critical to pay attention to your email deliverability and make sure your messages always land exactly where you want them: in the inbox
in spam or rejected.Customer Experience
Email is not only a channel for direct marketing, but also one used to communicate with customers regarding customer service issues and transactional notifications.
When your emails suffer from poor deliverability, your customers can easily have a bad experience.
If transactional emails like account information, order and shipping confirmations, and subscription reminders, get routed to the spam folder due to bad deliverability, your customers are not going to be happy.
Customer service replies that miss the inbox will result in a similarly negative customer experience.
Achieving and maintaining great email deliverability isn't simply a matter of direct marketing sales, but also of helping protect your brand reputation as one that is customer-centric.Business-to-Business Communication
Email is often the preferred medium for general business-to-business communication. Poor deliverability can cause critical business email messages to fall into the spam folders of key investors, partners, suppliers, and team members.Brand Protection
Brands with poor deliverability can suffer harm to their brand trustworthiness and perception. Constantly rejected to spam-routed emails may be seen as suspicious, especially with potential leads and customers who aren't already well-acquainted with your brand.
Furthermore, bad email deliverability is usually symptomatic of incorrect setups, which can leave security holes for spoofers and phishers to more easily attack your customers and thus further damage your brand's reputation.Compliance Regulations
Consumer privacy laws are getting tighter these days. As regulations like GDPR and CASL shift towards explicit permission-based marketing, email deliverability plays an ever more important role, as good deliverability practices tend to align with the main tenets of these regulations such as (explicit opt-in, honoring unsubscribes promptly, limiting marketing emails to subscribers).