Delivery and deliverability: what's the difference?
Posted: Wed Dec 04, 2024 3:08 am
Whenever we create an email marketing campaign, we need to worry about providing interesting content to our base. But there is no point in putting in all this effort if your messages do not reach the recipients, right? There is a lot of confusion when it comes to delivery and deliverability . Do you know the difference between these two words?
We’ll take a look at exactly what each of these concepts, which are so often confused among marketers, means. And we’ll also understand how this knowledge can help your emails reach the inbox. Let’s go!
Content
What is delivery?
What is deliverability?
What are the benefits of deliverability?
What is delivery?
Deliverability refers to the ability of your emails to reach your client's email provider (Gmail, Outlook, Yahoo!, etc.) without experiencing any type of error or blocking. A non-existent address or a full inbox are some of the errors that can occur.
If a campaign has a 100% delivery rate, for example, it means that all emails sent reached the destination providers.
However, this information doesn’t tell us exactly where the providers directed these emails. They may have ended up in the inbox, but there’s also a risk that they ended up in the spam folder.
So don’t be fooled when you see a 99.9% Delivery Rate in your email marketing tool. This simply means that the provider accepted almost all of the messages, but it doesn’t tell you anything about their final destination (Inbox or Spam).
What is deliverability?
Deliverability is related to the ability of your emails new zealand business fax list to reach your customers' inboxes. This requires a series of good practices, ranging from strategies to help increase reader engagement with your electronic messages to authentication in DNS and in the email marketing tool.
Below are some initiatives that help improve deliverability:
Quality content : Creating content that is relevant and appropriate for your audience also influences deliverability. If you use poorly worded subject lines in all capital letters, include multiple exclamation points, excessive links, and strange formatting, readers will have a hard time engaging with your campaign. Low engagement means lowerreputationnext to your domain, which makes it difficult to deliver to the inbox.
Targeting : Sending targeted campaigns to groups of your lists will certainly generate higher engagement, through more opens and more clicks. By getting more engagement, the provider will give you a higher sender reputation, which will increase your chances of reaching the inbox in the future.
Authentication : Configure the technical authentication aspects of your domain's DNS, such as SPF, DKIM and DMARC. This helps reduce the risk of the provider considering your message as unwanted. For more information, see ouremail marketing glossary.
Sender reputation : reputationIt is basically an indicator that email providers use to determine whether you are relevant to recipients or not. They can reach this conclusion based on metrics such as the number of opens, message volume, frequency of sending, non-existent emails and spam complaints, among others.
What are the benefits of deliverability?
The main benefit of improving deliverability is increasing the reach of your campaigns, as more people will see your messages.
With more people viewing your website, you will have more openings and thus, you will also be able to get more clicks to your website. With more people going to your website, the chances of generating more sales increase.
Therefore, deliverability is directly related to sales! Delivery, on the other hand, tells us little about sales. Do you see the difference?
We hope you have learned once and for all the difference between delivery and deliverability!
If you liked this article, then follow us on social media — we're on Facebook and Twitter — and stay up to date with our latest news, with tips and specialized content on email marketing!
We’ll take a look at exactly what each of these concepts, which are so often confused among marketers, means. And we’ll also understand how this knowledge can help your emails reach the inbox. Let’s go!
Content
What is delivery?
What is deliverability?
What are the benefits of deliverability?
What is delivery?
Deliverability refers to the ability of your emails to reach your client's email provider (Gmail, Outlook, Yahoo!, etc.) without experiencing any type of error or blocking. A non-existent address or a full inbox are some of the errors that can occur.
If a campaign has a 100% delivery rate, for example, it means that all emails sent reached the destination providers.
However, this information doesn’t tell us exactly where the providers directed these emails. They may have ended up in the inbox, but there’s also a risk that they ended up in the spam folder.
So don’t be fooled when you see a 99.9% Delivery Rate in your email marketing tool. This simply means that the provider accepted almost all of the messages, but it doesn’t tell you anything about their final destination (Inbox or Spam).
What is deliverability?
Deliverability is related to the ability of your emails new zealand business fax list to reach your customers' inboxes. This requires a series of good practices, ranging from strategies to help increase reader engagement with your electronic messages to authentication in DNS and in the email marketing tool.
Below are some initiatives that help improve deliverability:
Quality content : Creating content that is relevant and appropriate for your audience also influences deliverability. If you use poorly worded subject lines in all capital letters, include multiple exclamation points, excessive links, and strange formatting, readers will have a hard time engaging with your campaign. Low engagement means lowerreputationnext to your domain, which makes it difficult to deliver to the inbox.
Targeting : Sending targeted campaigns to groups of your lists will certainly generate higher engagement, through more opens and more clicks. By getting more engagement, the provider will give you a higher sender reputation, which will increase your chances of reaching the inbox in the future.
Authentication : Configure the technical authentication aspects of your domain's DNS, such as SPF, DKIM and DMARC. This helps reduce the risk of the provider considering your message as unwanted. For more information, see ouremail marketing glossary.
Sender reputation : reputationIt is basically an indicator that email providers use to determine whether you are relevant to recipients or not. They can reach this conclusion based on metrics such as the number of opens, message volume, frequency of sending, non-existent emails and spam complaints, among others.
What are the benefits of deliverability?
The main benefit of improving deliverability is increasing the reach of your campaigns, as more people will see your messages.
With more people viewing your website, you will have more openings and thus, you will also be able to get more clicks to your website. With more people going to your website, the chances of generating more sales increase.
Therefore, deliverability is directly related to sales! Delivery, on the other hand, tells us little about sales. Do you see the difference?
We hope you have learned once and for all the difference between delivery and deliverability!
If you liked this article, then follow us on social media — we're on Facebook and Twitter — and stay up to date with our latest news, with tips and specialized content on email marketing!