Are you leaving money on the table?

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Are you leaving money on the table? 〰️

Email deliverability is a term for where your emails are going to land. As you may have seen in your inbox, there are different folders where emails can go. In Gmail your inbox generally is set to filter out spam, social and promotional emails by default.

The label an email gets affects the outcome a lot. Think of it like this: if you get a letter from a friend, you are going to open it right away. But what if it got trapped in a pile of flyers and promotional letters? Chances are that you don’t see it and you just dump it in the trash…

As a coach who sort of becomes a business bestie to their clients, that would not only be unfortunate for your revenue, but also a shame for the people you could’ve helped with your email!

So what is the impact of the promotions tab on your revenue?

I’ll give you a little example for a small list. If your list is bigger or your open rates lower, the impact will be (much) bigger!

Say, you have 2000 people on your email list and 30% opens your weekly email. That's 600 opportunities of your CTA being followed, per week. 🤔

What if... You increase your open rate by 5% and you email twice per week? That's 700 people opening your emails TWICE per week, Thus, 1400 opportunities of your CTA being followed...

That's 800 more, per week.
That's 3200 more, per month.
That's 41600 more, per year.

See how this subtle change can impact your revenue? WITHOUT spamming your list? (who is dying to hear from you btw 😉)

But there is another thing to consider here: the size of your list

The bigger your list and the more you send, the less people will open your emails. That’s where optimized email deliverability will make an even bigger impact.

If you have a small list with engaged subscribers you mail once per week. Oftentimes, people are kind of waiting for your emails. If you send emails more frequently, people will less likely actually be waiting for your emails.

BUT, a 5 % increase in open rates on a 2000 subscriber list versus a 20.000 subscriber list is quite a difference!

Side note: why would you still email often?

Because if your list is 2000 people and you email 3 times per week with a 20% open rate opposed to the weekly email with 30% open rates:

3x per week still equals 1200 impressions whereas the weekly mail gets only 600 impressions!

Okay, so now you can kind of gauge how much money you are leaving on the table. (email me if you want me to give you an estimate)

Now let’s see what impacts deliverability…

Email deliverability is decided by 3 factors:

IP reputation. This is like your virtual neighborhood. If you live on a street with nice houses and perfect lawns, people are going to think highly of you. People in this case are Gmail, Outlook etc. So having a good IP address can make or break your success with email marketing
Domain reputation. Your domain is what comes after the ‘@’, and you share this with anyone within your company. This would be the reputation of your family or friend group. If everyone around you is respectful and kind, other people are going to think you are respectful and kind, too.
Content. This is the one everyone knows of and something some VAs and most email marketers also take into consideration. Content is from name, subject line, images, links, link text and body text. (importance in that order)

How do we test email deliverability?

The best way to check if an email lands in the primary inbox is to send a live email to your inbox. BUT, it is important to understand that each inbox behaves differently. What do I mean by that? Well, it’s almost like an algorithm; if you rarely open emails, your filters are more aggressive compared to someone’s inbox who opens pretty much every email.

So what can you do?

Well, the best thing to have is an aged test account that does not open any emails, because if the email lands in primary in that inbox, you’ll have the best chance that every one of your subscribers will receive this email properly in their primary inbox.

But, you probably don’t have that. (I do, hehe) So the next best thing is to just test it in your own inbox if you don’t want to invest your time and energy into growing reliable test inboxes.

Make sure it’s a Gmail account, you have the promo and social tabs active and unselect conversation view. This way you’re ready to get testing!

Why do we pick Gmail as the Internet Service Provider(ISP) to check?

More than half of the email users use Gmail for their email. But looking at the statistics in de email software for my clients, you see that it’s even more:

It is smart to keep an eye out for this. If you have a gigantic list, a couple percent can be a great number. If its 3% of 100.000 subscribers that use Outlook for example, that’s 3000 people who could potentially be missing your emails.

Email deliverability is part of email list management services. Read more about the difference between email list management, copywriters and virtual assistants here.

Want to change your business? Click here to book a call with me and to discuss your options and possibilities

Email deliverability is THIS important for your business