The Impact of Engagement on Email Deliverability
Email marketing has become an important tool for businesses to reach their customers and build relationships with them. However, not all emails are created equal, and some end up in the spam folder or never get delivered at all. This is where email deliverability comes into play, and one of the key factors that impact it is engagement.
What is email engagement?
Email engagement refers to the actions that recipients take after receiving an email. This includes opening the email, clicking on links, replying or forwarding the email, and marking it as spam. Engaged recipients are those who interact with the email in a positive way, while those who do not engage or mark it as spam are considered unengaged.
Engagement can have a significant impact on email deliverability because email service providers (ESPs) use engagement as a measure of email quality. ISPs assume that if recipients engage with an email, it must be valuable and relevant to them, and therefore they are more likely to deliver future emails from the same sender to the inbox.
Why does engagement matter for email deliverability?
ESPs use engagement as a key metric to determine the quality of emails being sent by a particular sender. When there is a high level of engagement, it signals to the ESP that the emails being sent are relevant and desirable to recipients. This, in turn, boosts the sender's reputation and improves their chances of having their emails delivered to the inbox.
On the other hand, when there is a low level of engagement or too many emails marked as spam, it signals to the ESP that the emails being sent are unwanted or irrelevant. This can lead to a decline in the sender's reputation and a decrease in their email deliverability rate. In some cases, the ESP may even block future emails from the sender altogether.
How can businesses improve email engagement?
There are several ways that businesses can improve email engagement and, ultimately, email deliverability. One of the most effective strategies is to segment email lists and send targeted, relevant content to each group. This ensures that the emails are more personalized and appealing to recipients, increasing the chances of engagement.
Another strategy is to optimize email design and content to make it visually appealing and easy to read. This includes using a clear subject line that accurately reflects the contents of the email, incorporating eye-catching visuals, and including a clear call-to-action that encourages recipients to engage.
Finally, businesses can also use email automation to send triggered emails based on recipient behavior. For example, if a recipient abandons their shopping cart, they can receive an automated email reminding them of the items they left behind. This personalized approach can increase engagement and ultimately improve email deliverability.
Conclusion
Engagement is a critical factor in email deliverability, as it signals to ESPs the relevance and quality of the emails being sent by a particular sender. By improving engagement through targeted content, optimized design, and email automation, businesses can improve their email deliverability rates and build stronger relationships with their customers.