Cover art for podcast Viral Solutions: Your Chief Marketing Officer | Marketing and Business Strategy

Viral Solutions: Your Chief Marketing Officer | Marketing and Business Strategy

355 EpisodesProduced by Thomas von AhnWebsite

On this podcast, we talk about marketing strategies and tactics. Many of our podcast episodes will cover strategic marketing (segmentation, targeting, positioning, market orientation, branding, and offering development), but we will also discuss tactical marketing (Facebook advertising, email market… read more


Email Deliverability Factors: How to Ensure Email Deliverability

Email deliverability rates are impacted by following standard best practices. But adhering to such best practices and industry standards is often not enough.

What is email deliverability?

Deliverability is “a way to measure the success at which an email marketer gets a campaign into subscribers’ inboxes. It involves every facet of email delivery: from the technical stuff like ISPs, MTAs, and throttling, to the aspects that you (and your client) can control, like the cleanliness of a list or an email’s content.” – MailChimp

“Simply put, successful email deliverability is your message arriving in the inbox of the recipient as intended. Email deliverability failure is when your message is either routed to the junk/bulk folder or blocked by an ISP (Internet Service Provider).” – SendGrid

Your email needs to land in the inbox. Your marketing team needs the recipients to engage with those emails. Business owners expect emails to convert to subscribers and ultimately into sales.

Did you know….

A lack of email engagement can lead to a decrease in your email deliverability rate? Now is the time to determine:

  • What factors determine and influence the deliverability rate of an email used for marketing.
  • What are the best practices to increase an email deliverability

When marketers evaluate their email results, they look at engagement metrics based upon how the recipient engaged with or did not engage with the email they received.

However, emails face the Goliath of companies that evaluate such metrics also. Such companies are called email service providers (ESP). These companies include Gmail, Yahoo, Microsoft, etc. Corporate email servers also have the dreaded IT guy who does not like you either. Email service providers view your email recipient as their customer, not yours.

Marketers must pay attention to email deliverability factors and metrics.

The positive and negative interactions with email subscribers determine where your incoming email is placed.

Viral Solutions recently attended an event sponsored by ReturnPath. ReturnPath conducted a study using global consumer data consisting of over 17,000 commercial senders, 2 million consumer panelists, and over 5.5 billion commercial email messages sent to Microsoft, Gmail, Yahoo, and AOL users between January 1, 2017, and December 31, 2017.

ReturnPath has distributed a free report about the hidden metric of email deliverability, and the following article is our notes for our readers. If you would like your own copy, please go to this link at

What metrics do email service providers look at?

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