The journey of an email: from sending to inbox

Email marketing is the channel with the highest return on investment (ROI). Over the last year you may have invested in a series of email campaigns as part of your marketing budget and worked hard to ensure each of your campaigns was perfect, however, it's also likely that you've experienced results. disappointing in terms of open and engagement rates.

Why were these results so low?

One of the keys to understanding the poor performance of your email marketing campaigns can be found at the beginning of the process: did your campaigns really reach your recipients?

In the last year, on average, 84% of emails globally were successfully delivered to recipients' inboxes. This means that 16% of shipments never reached their intended recipients.

The importance of deliverability

One of the most important reasons that often goes unnoticed is deliverability , that is, the ability of your emails to end up in the recipient's inbox. This factor may be related to the poor performance of your email marketing campaigns.

Improving deliverability can increase the likelihood that your shipments will be opened by more recipients.

Why aren't emails reaching their destination?

When an email is sent, it faces multiple obstacles that can affect its deliverability. These obstacles include non-existent email addresses, spam filters, and poor domain reputation, among others. Possible outcomes include the mail not being received, arriving and being opened, arriving but not being opened, or being marked as spam.

These results also affect the deliverability of the sender domain and should be monitored and optimized over time. Knowing the email journey is key to identifying and solving delivery problems and improving overall performance.

How to improve deliverability?

• Have a list of contacts interested in your messages to improve your interaction rates.
• Only send emails to contacts who have opted to receive your messages.
• Avoid including content that may seem spam.
• Create interesting subject lines but that do not create false expectations.
• Be consistent in your shipments.
• Offer an option so that users can unsubscribe from your shipments and thus avoid being marked as spam.
• Avoid using free domains to send mass emails.
• Ensure that your technical specifications are correctly configured with your DNS provider.