What is Email Deliverability?

Deliverability is all about your emails reaching your Profiles' inboxes. In Email marketing, it's important to stay on top of deliverability rates to be able to gauge the likelihood of the emails reaching their destination and assess possible outcomes.

Deliverability rate is the success rate that you, as a sender, have of delivering emails to your Profiles' inboxes. It is calculated by dividing the number of emails delivered by the number of emails sent.

There are several factors that affect deliverability rates. On the receiver's end, ISPs, throttling, bounces, spam issues and bulking are the related factors. APSIS One provides you with all the tools necessary to make sure that you can address these possible factors.


In this article

Deliverability Basics

There are a few things you must have in mind in order to maintain a good deliverability rate.

As to the email's content, here are a few things you can do to avoid hurting your deliverability:

  • Keep the unsubscribe link visible and accessible to your recipients.

  • Use URLs conservatively, with clear parameters and avoid URL shorteners.

  • Make sure to use just enough images for your emails, avoid using too many. Build your emails with a variety of elements, combining an Image element with a Text, Icon Menu or Button element for example, instead of creating an email that depends fully on images in order for it to be displayed.

  • Practice keeping your emails' subject lines sensible, and avoid clickbait or sensational subject lines: more clicks and opens doesn't always mean higher engagement.

When it comes to you, as a sender, your emails must contain a signature that proves its authenticity as a legitimate source of communication. Email clients will check and filter emails on this basis. Also, you must make sure that your Subscriptions are up to date.

Here's what you need to do:

- Set up Email Authentication

  • DMARC, DKIM and SPF Authentication.

  • Private technical sender domain.

  • Custom domain for links and system pages.

- Practice Consent Management

  • Identify inactive Profiles and exclude them from your sendings.

  • Analyse your bounce rates and spam complaints.

  • Use the File Import Wizard sensibly, making sure that all addresses are real and provided with consent.

  • Do not import files with email addresses or any contact information that was provided by a third party.

A quick note about Email Encryption:

APSIS One does not offer an encryption of the email's content: If you are sending sensitive content that needs to be encrypted, solutions like PGP, S/MIME encryption or Microsoft 365 Message Encryption are recommended.

Custom Domain for Links and System Pages

(Coming soon...)

Setting up a custom domain for links and system pages helps promote consistent branding in your email activities. This is achieved by adjusting the links included in your emails to be a part of your domain. This includes all links from your email and system-generated pages like the web version, unsubscribe page, etc. Since your domain is used to having direct traffic towards it, it will also allow for Profiles to interact with your domain as a result of the links from the email. Soon you will able to get this set up for your APSIS One account.

When it comes to your reputation as a sender, your links will maintain a good reputation as well since they will only reflect the emails that you are sending. When using standard link tracking while sending emails with APSIS One, your reputation is partially shared with other APSIS One senders without a custom setup.

Also, without a custom domain for links and system pages, Profiles that hover over the links in your email will be able to see the default sending subdomain belonging to APSIS. Seeing your individual, private domain in the address that they're clicking gives a sense of trust to the Profiles and builds upon their relationship with your brand.

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