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Why is email deliverability so important ?

When talking about email marketing KPIs, number of subscribers, open rate, and click rate are the figures mentioned most often. But, email deliverability rate is also very important.

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What is deliverability ?

An email is considered to be delivered when it has been received in your recipient's inbox. The deliverability rate also takes into account the circumstances surrounding this delivery: success/failure, reasons for the failure, etc. As such, before even calculating the number of opened messages and clicks, it is essential to calculate how many subscribers actually received your campaign in the first place.

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How to improve email deliverability ?

Improving email deliverability involves several factors :

Sending speed: an email may get lost or delayed (4-5 days) due to intermediate delivery servers that are busy or incorrectly configured

Spam: emails may be automatically marked as spam or junk mail by the receiving email inbox provider

Address accuracy: fake email addresses will produce a hard bounce

Database updates: unsubscriptions, etc.

Sender reputation: if your messages have a high open rate, email inbox providers will be more likely to trust your message. This reputation is linked to our services, as well as to your domain.

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Boost your email deliverability rate

SendinBlue offers several features that help you optimise your email deliverability, both passively and actively.

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Double opt-in to limit spam and fake email addresses

Running a successful email campaign requires you to first build a contact database that is as clean as possible (with confirmed emails and subscribers). To do this, our newsletter subscription form editor offers a Double Opt-in signup option, allowing you to send your subscribers a confirmation email.

This message has three purposes :

  • GDPR compliance
  • Preventing invalid addresses from being saved in your database
  • Increasing overall deliverability rate

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Dedicated IP address to certify your messages

At SendinBlue, we offer all our users shared IPs by default, but we advise some of our clients to use a dedicated IP address for sending higher volumes of emails. This feature offers several advantages:

  • Complete control of your sender reputation
  • Technical signature configuration with the sending subdomain you've established (SPF, DKIM, and DMARC authentications).
  • Certification services (SenderScore Certified, Goodmail, etc.) often require a dedicated IP address. This makes it easier for your messages to pass through anti-spam filters.
  • Easier to be white-listed with Yahoo, AOL, and Hotmail.

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SendinBlue, a recognized leader in digital marketing software

Boost email deliverability with SendinBlue
Boost email deliverability with SendinBlue
Boost email deliverability with SendinBlue
Boost email deliverability with SendinBlue

We have been lauded as a top email marketing solution by all of the major software comparisons and by users around the world

Boost email deliverability with SendinBlue

SendinBlue is GDPR-compliant

As of May 25, 2018, the GDPR has entered into effect, creating new laws around how businesses process and manage the personal data of clients.

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Want to give it a try ?

Send up to 300 emails/day for free.

Sign up for Free

No credit card. No commitment.