What is email deliverability?

Are you taking good care of your cold email campaigns’ delivery rates? There are a few tools our team uses to help Woodpecker customers test email deliverability and improve it. In this post, we share this list with you and explain how & when you can use email deliverability tools by yourself.

So… When and how to test email deliverability?

You should test email deliverability in two cases: before starting your cold email campaign (whether it’s automated or not.), and during your cold email campaign, if you have some reasons to suspect that your delivery rates may be low, or you get blocked from sending by your email service provider.

Following email deliverability best practices – although it might be a lot of work at times – is just one side of the coin. If you want to maximize the chances of your emails landing in a prospect’s main inbox, you need to also keep good track of how your emails are performing.

And what better way to do that than by keeping an eye on email deliverability metrics? But before we take a closer look at which metrics you should be focusing on, let’s talk about why email deliverability is so important.

Without good deliverability, your email campaign simply won’t reach your target audience.

You have to know this. Especially if you do email outreach. Each email service provider has its own email sending limits. The limits may be daily, hourly, and sometimes also per minute. If you’re sending cold email campaigns without being aware of your email provider’s sending limits, your email account may get blocked before you know it.

In this blog post, you will find information about how many emails can Gmail send per day, how many emails can you send at once with Yahoo, how many emails can Outlook.com send at a time, what are email sending limits of some other popular email hosts, and how many emails are considered spam and how to avoid getting blacklisted.

When you send out an email, it goes through a series of SPAM-filtering tests that determine whether it will be let through to the inbox.

And sure, this doesn’t really stand in the way of your email getting through when you want to just grab a coffee with friends (unless there’s 500 of them and you’re emailing them all at once with the same message), but it might prove problematic when you’re reaching out to prospects or clients and your messages keep being mistaken for SPAM.

See how to make sure your emails are getting exactly where you want them to – to the contact’s main inbox.

A lot of factors come into ensuring email deliverability. As salespeople, we’d like to believe that being caught up on email protocols (SMTP, POP3 or IMAP), creating a converting subject line and relevant content is enough to make sure every email finds its reader. Unfortunately, the reality is different — even when it seems like you’ve done everything the right way, bounce rates are still through the roof.

In this guest post, Andriy Zapisotskyi, a Growth Manager at Mailtrap.io is going to take a closer look at email bounces — their most common two kinds and the reasons behind them.