The email has become the primary medium of communication. 9 out of 10 times, two parties prefer to communicate over email than any other medium of communication. This ever-growing usage of emails has opened up opportunities for many new businesses as they can promote their company, website, or services using email. Here email marketing comes into the picture. Now, email delivery and email deliverability are two very different concepts and should not be misunderstood. Email delivery simply means that the sent email has been successfully delivered to the receiving server while email deliverability is when an email is successfully delivered to the receiver’s inbox.
Email marketing
Email marketing is very common these days, given its easiness. However, email marketing is not a cakewalk. Successful email marketing means delivering the right email to the appropriate audience at the right time. It does not end here, only if the email is delivered to the receiver’s primary inbox, it is termed as successful email marketing.
Email deliverability can be understood using three terms: delivery rate, deliverability, and placement. The delivery rate is also termed as acceptance rate and means that the email has been accepted by the receiver’s internet service provider (ISP). The deliverability factor remains unknown as the ISP doesn’t let the user know if the email was dropped in the primary inbox or the spam folder. Placement refers to which tab the email goes into when received by the subscriber like Gmail has three tabs namely primary, social and promotional with two optional tabs that are updates and forums.
A gradual decrease in consumer engagement
Brands and companies spend a lot on email marketing as it has the highest rate of interest as compared to any other mode of digital marketing. According to reports, for every $1 investment in email marketing, $42 is the return. But these days since a lot of malicious content is also being spread through emails, brands are facing their set of troubles and setbacks. The ISPs have developed advanced algorithms to filter out all the promotional and spam content from the inbox unless a user has opted for a subscription. These subscription emails too sometimes are moved directly to the spam folder without the user being aware. Hence, the ability to reach the primary inbox of email users has been reduced these days. Nobody wishes to a bunch of spam emails in their inbox and wish to clear the clutter.
The genuine brands who are looking to promote their products and businesses are having trouble succeeding as their email deliverability rate is gradually decreasing because of the various phishing activities happening over email. The subscriber engagement is going down as the ISPs automatically push the promotional emails in their respective tabs or to the spam folder. The email service providers need to better their algorithms to differentiate between malicious content and non-malicious content, only then can the situation be improved. Email marketers are looking to better consumer engagement and attain higher email deliverability rates but are being restricted because of the growing wrongdoings on the internet.