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How a Deliverability Audit Can Save Your Email Marketing Efforts

Apr 17, 2024 | Blog

Investing significant time and effort into crafting compelling email marketing campaigns can be rendered ineffective if those messages fail to reach their intended recipients. 

Unfortunately, this scenario is not uncommon.

Emails can be relegated to spam folders or encounter delivery failures altogether, hindering communication and frustrating both senders and intended receivers.

The good news is that proactive measures can be taken to safeguard against these email deliverability roadblocks. A deliverability audit serves as a valuable tool in this endeavor, offering a comprehensive analysis of your email sending practices and identifying areas for improvement.

What is a Deliverability Audit?

An email deliverability audit is a meticulous examination of your entire email sending process, functioning like a diagnostic tool for your email marketing efforts. It goes beyond simply checking if emails are sent; it delves into the intricate world of email deliverability, uncovering potential roadblocks that might prevent your messages from reaching their intended audience.

Think of your email deliverability rate as the success rate of your email marketing efforts. Low deliverability means your messages aren’t reaching their intended audience, hindering engagement and conversions.  A deliverability audit can help you identify and fix issues that might be sabotaging your email campaigns.

 

What Does a Deliverability Audit Look At?

A thorough deliverability audit will delve into several key areas:

 

  • Email Infrastructure: This includes reviewing your email service provider (ESP) and ensuring proper configuration of your DNS records.
  • Sender Reputation: A healthy sender reputation is crucial for landing in inboxes. The audit will assess your domain’s standing with major email providers.
  • Email Content: “Spammy” content is a red flag for email filters. The audit will analyze your content for elements commonly associated with spam.
  • Engagement Metrics: Low open and click-through rates can negatively impact deliverability. The audit will examine these metrics to identify areas for improvement.

Benefits of a Deliverability Audit

By identifying and rectifying deliverability issues, you can expect to see several benefits:

 

  • Increased Inbox Placement Rates: More of your emails will reach their intended destination.
  • Improved Engagement: Higher open and click-through rates translate to a more receptive audience.
  • Enhanced Brand Reputation: Consistent delivery builds trust and strengthens your brand image.
  • Boosted ROI: Effective email marketing campaigns deliver a better return on investment.

Conducting a Deliverability Audit

There are several ways to conduct a deliverability audit. You can do it yourself using online tools and resources available from many ESPs. However, for a more in-depth analysis, consider partnering with an email marketing expert – like Heysender.

By prioritizing email deliverability and implementing the insights gleaned from a deliverability audit, you can significantly enhance the visibility and impact of your email marketing efforts.  This proactive approach ensures your critical messages reach their intended recipients, fostering improved communication and driving positive campaign outcomes. 

Therefore, to safeguard against the perils of the digital abyss, a deliverability audit serves as a strategic investment that can propel your email marketing initiatives to new heights.

Heysender blog

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