What is the meaning of email deliverability and open rates? Why are these so important?
Email deliverability is the ability to deliver emails to subscribers’ inboxes. It is what some marketers use to gauge the likelihood of their email campaigns reaching their subscribers’ inboxes related to actual delivery–like ISPs, throttling, bounces, spam issues, and bulking.
- Many factors can affect deliverability, including having a good sending reputation, properly authenticating your mail through SPF and DKIM, and having strong permission practices.
- Deliverability measures how many of your contacts receive your emails, and it’s 1 of the most important factors for email marketing success. For your strategy to work, of course, people must first receive your emails.
Open Rate is an email marketing metrics that measures the percentage rate at which emails are opened. Though it is a general indicator of subject line effectiveness, it can be a misleading metric for online marketers.
- Open and click rates can give you a good idea of how your campaigns are performing with a particular audience.
- If an open rate is strong, it usually means your subject lines resonate with your audience. If your click rates are good, the message content is relevant to subscribers who open the campaign.