Caution: Are your emails REALLY delivered? Email is one of the most usable forms of communication. Small businesses throughout our country send 100s of emails per week and take a keen interest on email status. But there are a few things you need to be aware of before sending a large number of emails. First of all, you’ll need a transparent opt-in process to prevent sending emails to unengaged recipients. During opt-in or on sending the first email, let your recipients know what kind of emails they’d like to receive and how often. 1 Your emails are not delivered 100% When the SendGrid (Twilio partner) dashboard shows you 96% of delivery rates, it could mean that some emails get filtered into the spam folder. The reason is, major mailbox providers like Gmail, Yahoo, etc., make a case by case decisions on which emails to show to the email users. Sometimes mailbox providers test your emails by sending it to the spam filter. If the recipient leaves your emails in the spam folder, then the mailbox providers consider those emails as unwanted, and any emails you send thereafter will fall on spam. This action is only prevented IF the recipient looks for your particular email, drags it to inbox. Also, note that each mailbox providers have different criteria in terms of delivering your emails. We suggest you test emails in various mailbox providers, if the email is not delivered in any of the providers, then get more details to fix the issues that impact delivery rates. 2 Promotional vs transactional emails It’s good practice to separate email reputation of promotional and transactional emails with individual IP addresses. Because transactional emails are those that recipients request and hence have high open and engagement rates, whereas, universally, promotional emails are not relatively valuable as such, and might incur moderate open rates. Sending large amounts of promotional or transactional emails might affect delivery rates, especially if you send a large number of emails at any particular time than usual. To combat this, you could regularly send emails to your contacts thereby maintaining engagement rates. 3 Maintain a clean contact list Here are two things you can do. 1) You do not want to send emails to recipients that never open the emails beyond a month. 2) Clean your contact list based on the email activity of first interaction emails, i.e. welcome emails and login credentials. By doing this, you will find the best prospects in your list and keep your engagement rates high 4 Email authentications To increase email delivery rates, you need to authenticate your emails with these protocols. SPF - Sender Policy Framework – authenticates a sender’s identity. DKIM - DomainKeys Identified Mail – authenticates a sender’s identity and checks if the email content has not been altered. DMARC - Domain Message Authentication Reporting & Conformance – confirms that email content meet both SPF and DKIM requirements. On concluding, we have given you insights on the things that impact email delivery. With a good subject line, relevant content, and emails properly structured based on the insights above, you’d see improvements in your delivery rates.