- Why email marketing is important
- What is deliverability?
- Why deliverability is crucial to your business success
In episode 1 of the Deliverability Defined podcast, my co-host Melissa Lambert and I introduce what this podcast will cover, who it’s for, and why email marketing and deliverability are crucial to your business success.
Why email marketing is important
In today’s world, it’s pretty common to start building an audience on social media once you start to create. While this is a great way to build your following, you want to be sure it isn’t the only method you’re using.
Email marketing allows you to have more ownership of your audience.
When your audience is built on social media alone, you are giving the social media platforms the ability to determine whether you can reach your audience or not. With algorithm changes, outages, or in the worst-case scenario, a social media platform shutting down, your ability to reach your audience can be completely lost overnight.
It’s important that you’re also collecting email addresses of your subscribers so that you’re able to reach them outside of social media or during any problems the platform could be having.
Email isn’t new, but it’s still #1.
Email marketing is still one of the most profitable strategies, with an ROI of 3,800%. With features like automation, sequences, and personalization, email helps you provide more value to your subscribers by sending them targeted content that provides value.
Targeted messaging leads to higher conversion rates.
Other platforms like social media require a one-message-fits-all approach. With email, subscribers can receive content from you based on their preferences and interests, leading to a higher chance of conversions, and better relationship building opportunities with your audience.
What is deliverability?
Deliverability is your ability to reach the inbox of your subscribers. Although they sound similar, this is different from email delivery.
Delivery refers to whether your message was bounced or delivered. Deliverability refers to whether your email made it to the inbox or not.
When a message is sent, it goes from the sending server to the receiving server. In our case, the sending server is ConvertKit and the receiving server is the Mailbox Provider that the subscriber is using, such as Gmail, Microsoft, Yahoo, etc.
Email sending happens through a back and forth conversation between the sender and receiver. Any time during the conversation, the email might bounce. However, if by the end of the conversation everything looks good and the Mailbox Provider wants to accept the message, the email is delivered. Here’s a simplified version of what the email sending process looks like:
After the email is accepted by the Mailbox Provider, the sender receives confirmation that the email has been delivered, and then the message is in the hands of the Mailbox Provider.
Past this point, there is no more information shared about where the email actually goes–it could be sent to the inbox, to the spam folder, or go missing completely. There are a lot of different factors that determine where a Mailbox Provider will place an email after delivery, and we’ll be talking about these different factors each week!
The biggest factor that determines whether an email will go to the inbox or spam folder is sender reputation, which we’ll be discussing in next week’s episode.
Why deliverability is crucial to your business success
If you start to experience deliverability issues, you’ll have trouble reaching your audience. For many email senders, this can result in a huge loss in sales, having a major impact on their business.
Most people don’t seek out deliverability information until they’re already having problems. One of our goals with this podcast is to provide proactive deliverability information so that you can adjust your strategy before experiencing problems.
Recovering from deliverability issues can take time. Next week, we’ll talk about the steps you can take to repair a damaged sender reputation.