In the Email marketing industry today, it is not enough to simply have great email content. Marketers need to ensure it reaches the right inboxes at the right time. But what does ‘deliverability’ actually mean? Statistics suggest that 1 in every 5 emails fail to land in the inbox which means 20% of opportunities to connect with customers regularly missed.


An email considered being delivered if it does not bounce or doesn’t get returned to the mail server. The delivery rate is a calculation of mail sent minus the volume that bounced. But to really be able to consider campaigns to be successful, marketers need to ensure that what they’re sending is not becoming stuck in spam – or ignored. Overall, deliverability is making sure you are doing what you can to put yourself in the best position to actually seen by your subscribers.

Spam and blocking

72% of mail sent globally considered spam and these filters drastically reduce the volume coming to an inbox. However, the interpretation of spam differs from person to person, hence the saying ‘one person’s spam is another man’s ham’. As a result, local level blocking has given the recipient the power to take control of their inbox.

Make the grade

What is becoming increasingly important is humanization in email communication; making your email wanted is the key to a successful mail programme.

With the recent update of Google’s Gmail Android app, customers were given greater control of their mailbox on their personal devices. Hence blocking a sender means all future mailings instantly moved to the spam folder.

It is essential to ensure that your participants actually want to receive your messages. Personalization and relevance are crucial. There is nothing to lose. So by putting your consumer at the center of your Email marketing strategy, you’re providing a more relevant and positive customer experience.

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