Send It: Understanding the Difference Between Deliverability and Delivered Rates

As an e-mail publisher, the term "deliverability" is nothing new, but a lot of People we are talking about are still confusing this term with "delivered rate," which is actually something very different. We would like to help dispel any confusion, so let's see what deliverability is and what it directly affects your email program.

Deliverability is defined by the amount of sent emails that reach the inbox. It sounds incredibly simple, but we've found that many marketers are misled by a metric with the same name, called the "delivered rate." The term "diffusion rate" means that it measures the deliverability of your brand (your ability to enter your subscribers inbox), but it actually measures the number of emails sent that have not received any direct or indirect rebound. More simply, these emails could land in the inbox, in the spam folder, or be blocked, but still considered "delivered". As a result, many marketers mistakenly feel safe in their ability to reach their subscribers because they have a high transmission rate, whereas in reality, much of their messages could go directly to "spam".

For example: your email could have a 99% mailing rate, which basically means that 99% of your total volume has not rebounded. However, of these 99%, 33% were sent directly to the spam folder. This means not only that one-third of your customers have not received your message, but that by not tracking the correct metrics, you probably would not even realize that you have a problem .

Think about it. If your mail is not delivered, your customers do not receive it. If they do not receive your messages, you will probably see fewer openings and clicks, and ultimately, fewer purchases. In the end, it hurts your results.

That's why understanding your deliverability is critical to the success of your email marketing program. Regardless of the new subject line, creative, or offer that you include in the next campaign, it does not matter if your messages do not arrive in the inbox, your subscribers will not interact with it.

I hope this post helps to understand how "deliverability" and "delivered rate" differ from one another and how their confusion can cost you dearly. There are many things that can affect your ability to access your inbox, making it one of the most difficult challenges email marketers face. Learn more about how Return Path from Validity can help you send with confidence and reach and engage subscribers effectively by clicking here.

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