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Email deliverability can seem like a strange, technical topic, so we’re here to clear up some common misconceptions and offer some suggestions for improving yours. Deliverability, unsurprisingly, is an important concern for many Swift Digital clients, as it affects who receives your carefully crafted email communications.

What does ‘delivered’ really mean?

The Suite considers a delivery successful if the recipient’s mail server accepts the email. This does not guarantee, however, that it lands in the inbox. Once it has been accepted by the mail server, it is still subject to spam filtering, quarantining, or any user-level inbox rules. In snail-mail terms, it’s been popped in the letterbox, even if the recipient decides to throw it out before reading it.

Are bounced emails delivered?

 No. A bounce occurs when the recipient’s mail server cannot accept the email and returns an error code to the Suite. There are many, many different error codes and they classify these undelivered emails as either hard or soft bounces. A hard bounce means that the email address is permanently undeliverable. Perhaps that person has left the company and their inbox has been closed, perhaps there was a typo in the email address and it doesn’t actually exist. Whatever the reason, the email address is now marked with a bounce stamp and the Suite will automatically suppress it next time you publish. A soft bounce means that the email address is temporarily undeliverable. This is commonly because the inbox is full, or because an auto-responder such as an ‘Out of Office’ message has been set up.

My email was delivered, why are my open and click stats low?

You can lead a horse to water…. The successful delivery of an email does not guarantee that everyone will read it. The inbox is a busy place, so try to make sure your subject line and preheader entice your readers to open.

How can I improve my deliverability?

There are a number of measures that can be implemented to improve your deliverability. These including setting up DKIM and SPF records. Suite users – check out the Knowledge Base guide.

It is important to be aware of email deliverability and how you can maintain your sender reputation. Check out our tips for improving your deliverability here.

Email marketing is not a one size fits all technique. It takes proper planning and review in order to be successful and achieve the desired outcomes for your business.  Swift Digital can help you create the ideal automation strategy to make your next email marketing campaign a success!

To find out how your business can get the best out of Swift Digital’s platform, contact our Sales Team today on 1300 878 289.

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