False myths about deliverability in email marketing
Posted: Tue Dec 03, 2024 9:03 am
On our blog you can find numerous posts dedicated to talking about the importance of deliverability in email marketing . This fact seems obvious since if our emails do not reach users, our email marketing campaigns are meaningless.
In this case we will talk about the false myths that have been generated around the deliverability of email marketing campaigns .
1. The perception of what is SPAM and what is not is the same between marketers and users
What is not SPAM for you may be for the users who receive your emails. Even if an email is very well crafted and we believe that it meets all the formal requirements to not be considered SPAM, we must not forget that we are addressing people and that we must have a more human vision of the emails we send.
2. Inbox placement and deliverability are the same thing
Many people believe that “inbox ceo email lists placement” and “deliverability” are the same thing, but that is not the case. We are talking about two concepts that, although they are very similar, refer to different things. Firstly, deliverability refers to all those emails that arrive in our inboxes. Whether it is the spam folder, the inbox or promotions… When there are problems with deliverability, we talk about two types of levels: emails considered spam that never reach our inbox (neither the inbox nor the spam folder) and bounced emails.
However, when we talk about inbox placement, we are talking about where in our inbox the emails that we receive are located (inbox, spam folder, promotions…). So, while deliverability can affect inbox placement, inbox placement will never affect deliverability. Because talking about inbox placement is talking about emails that we have received, regardless of whether they reach the inbox or the spam folder.
3. Using special characters and words like “BUY HERE” and “FREE” do not pass the deliverability filter
This is one of the most common claims. Well, it's time to debunk it. The use of special characters, capital letters and keywords, to a certain extent, does not affect the deliverability of your emails in any way. It all depends on the context and the use you make of them. It will also depend on the reputation and sending habits recorded by email clients. If you make good email campaigns, respect your users and know how to use these elements, you will not have any deliverability problems unless the user himself decides to send you to the SPAM folder.
4. Low ratings are what hurts your reputation the most
Unsubscribing has no known negative effect on the deliverability and reputation of your emails when the rates are normal. In fact, it is a way to keep your database clean with only people who want to receive your email communications and are interested in what you have to say. So, it is a positive thing for you. As we have said on numerous occasions, it is very important to have a quality email database. And that means having only contacts who are interested in our brand, products or services. This way we will ensure that they do not mark us as spam and that they want to continue receiving our emails. Otherwise, it is better for them to unsubscribe than to end up sending us to the spam folder. That does affect our reputation.
5. If a proof of delivery reaches the recipient correctly, the rest of the emails will also arrive correctly.
If we are talking about small mailings, this statement is probably correct. However, if we are talking about mass mailings, this is not necessarily the case. Although testing mailings is absolutely necessary , we have to observe our emails very carefully to make sure that they meet the requirements so that they are not considered as SPAM by our users. And we must also consider that our users use different email clients and not all of them work in the same way.
In this case we will talk about the false myths that have been generated around the deliverability of email marketing campaigns .
1. The perception of what is SPAM and what is not is the same between marketers and users
What is not SPAM for you may be for the users who receive your emails. Even if an email is very well crafted and we believe that it meets all the formal requirements to not be considered SPAM, we must not forget that we are addressing people and that we must have a more human vision of the emails we send.
2. Inbox placement and deliverability are the same thing
Many people believe that “inbox ceo email lists placement” and “deliverability” are the same thing, but that is not the case. We are talking about two concepts that, although they are very similar, refer to different things. Firstly, deliverability refers to all those emails that arrive in our inboxes. Whether it is the spam folder, the inbox or promotions… When there are problems with deliverability, we talk about two types of levels: emails considered spam that never reach our inbox (neither the inbox nor the spam folder) and bounced emails.
However, when we talk about inbox placement, we are talking about where in our inbox the emails that we receive are located (inbox, spam folder, promotions…). So, while deliverability can affect inbox placement, inbox placement will never affect deliverability. Because talking about inbox placement is talking about emails that we have received, regardless of whether they reach the inbox or the spam folder.
3. Using special characters and words like “BUY HERE” and “FREE” do not pass the deliverability filter
This is one of the most common claims. Well, it's time to debunk it. The use of special characters, capital letters and keywords, to a certain extent, does not affect the deliverability of your emails in any way. It all depends on the context and the use you make of them. It will also depend on the reputation and sending habits recorded by email clients. If you make good email campaigns, respect your users and know how to use these elements, you will not have any deliverability problems unless the user himself decides to send you to the SPAM folder.
4. Low ratings are what hurts your reputation the most
Unsubscribing has no known negative effect on the deliverability and reputation of your emails when the rates are normal. In fact, it is a way to keep your database clean with only people who want to receive your email communications and are interested in what you have to say. So, it is a positive thing for you. As we have said on numerous occasions, it is very important to have a quality email database. And that means having only contacts who are interested in our brand, products or services. This way we will ensure that they do not mark us as spam and that they want to continue receiving our emails. Otherwise, it is better for them to unsubscribe than to end up sending us to the spam folder. That does affect our reputation.
5. If a proof of delivery reaches the recipient correctly, the rest of the emails will also arrive correctly.
If we are talking about small mailings, this statement is probably correct. However, if we are talking about mass mailings, this is not necessarily the case. Although testing mailings is absolutely necessary , we have to observe our emails very carefully to make sure that they meet the requirements so that they are not considered as SPAM by our users. And we must also consider that our users use different email clients and not all of them work in the same way.