Though many people have heard this word used frequently in email marketing, it’s surprising how many don’t actually know the exact meaning of it.

mailingmanager defines deliverability in a two-tier system.

• Email Deliverability (accepted rate)
• Inbox Deliverability

Email deliverability is essentially getting your email campaigns accepted by your targets’ servers. When an email campaign is sent out, the email will queue at your recipients’ servers until a spam filtering system decides whether to deliver the email to its intended recipient or reject the delivery.

Avoiding spam filters is the part in which we play a major role, and the reason you choose to use our service over any other available Email Service Provider.

How we make sure your email gets delivered:

No Purchased Lists

We will not allow companies to use rented or purchased third-party lists – even if they are opt-in and legal. Use of these lists is one of the main causes of spam complaints. By not allowing purchased lists into the system, we manage to prevent a considerably large proportion of those complaints from reaching us. For us, SPAM isn’t about legality; it’s about sending relevant emails to your subscribers and customers.

For more information on this, please view our anti-spam policy.

Authentication

Authentication has been brought in to place to allow legitimate senders to send their emails with greater success.

Though there are different authentication methods out there, they essentially have the same goals – to validate the mail that is being sent out as an authentic mail from the sending company.

The intention of this is to stop spammers sending spoof emails claiming to be from a sender, when in reality they are just trying to collect credit card numbers, passwords etc.

With authentication procedures in place, you not only increase the legitimacy (and deliverability) of your own commercial emails, but also discredit and considerably decrease the effectiveness of any spammer trying to send emails and claiming to be you.

There are a number of different authentication methods available to the sender – some are easy to implement whilst others are a little harder. Some are inserted in to the sending server’s IP, whilst others are embedded into the headers of the emails that are sent out.

With mailingmanager’s authentication service, this will all be done on your behalf, so you can be assured that your company will benefit from the highest level of deliverability.

IP Address Monitoring

Our IP’s addresses and reputations are constantly monitored to ensure that the accepted rate stays at a high level. There are several factors that can affect an IP’s address acceptance rate. Complaint levels, sending consistency, authentication and server reputation are amongst some of the criteria that give the general accepted rate score for our IP addresses.

We have procedures in place that cover all of these factors and allow our senders to enjoy the best deliverability rates.

IP Ranges

There will be occasions when someone may slip through the net or make a mistake, something that may cause a blacklisting or severe drop in deliverability (It happens to everyone at some point in time).

mailingmanager has procedures in place that ensure that if something like this happens, you the customer won’t be affected by this problem. We own a number of different IP ranges that we can switch you to whilst the blacklisting situation is resolved so that our service to you isn’t interrupted.

Dedicated IP Addresses

For companies that wish to avoid shared IP addresses completely, we also offer a dedicated IP service at an additional monthly fee.

Feedback Loops

We have feedback loops set up with ISPs to allow anyone who receives an email originating from our servers to post feedback regarding the legitimacy of the email.

This allows us to monitor our senders’ habits and make sure that no one is spoiling it for everyone else. By doing this, we can remove any sender who exceeds our tight complaint-level limits, and allow our legitimate, relevant senders to continue to have their emails sent without adverse reactions.

This also shows to the ISPs that our IP addresses are considerate senders of legitimate emails, which in turn improves our servers’ sending reputation; once again increasing our overall email deliverability.

Sending Consistency Policy

We run a sending consistency policy on our IP ranges where users with similar sending habits to your own company will be grouped together. We do this so that our customers can all benefit from being on an IP range that despatches all emails sent on a similar basis.

The reason we do this is because ISPs like to see a consistent stream of emails being sent to them. If all of a sudden, an out-of-the-ordinary amount of emails arrives from an originating server, it can be classed as a spam attack by the ISPs who subsequently drop deliverability rates. By having this policy in place, we minimise the risk of this happening to our IP addresses.

Inbox Deliverability

This is defined as not only getting your emails accepted, but also having them delivered to the recipient’s inbox.

Unlike email deliverability, this isn’t something we can do through bulk settings and procedures, but instead comes down to individual accounts and email campaigns.

We do however provide guidance, support and services to help each and every customer understand what it takes to achieve inbox deliverability.

Bespoke Template Design Service

As part of our service, we listen to what you want to achieve from your campaigns. Our marketing and design experts will create a template that not only achieves your goals, but also meets the requirements for inbox deliverability.

Newsletters/Blog/Twitter

Sign up for our newsletter, and receive fortnightly advice regarding design, deliverability techniques, best practice methods and all the latest news in the email marketing world.

The blog provides a back catalogue of newsletters we have sent out in the past, plus additional articles and advice on how to get the most out of email marketing.

Our Twitter page provides links to useful articles, software, or anything we think will help you further in improving your email marketing performance.

Account Manager

mailingmanager account managers aren’t just there to provide technical support. They will also provide insightful advice on any area of your email marketing campaign or strategy.