Things to note

With 4.3 billion email users and an average of 200 emails, it is estimated that a total of 808 billion emails are in the inboxes of recipients around the world. In 2020, 306.4 billion emails were sent and received every day. Our attention spans cannot keep up with this flood of information. Anyone who can't convince you as the sender within seconds loses.

But what happens if you never receive your newsletters? Deliverability in email marketing is often the hurdle that carefully planned campaigns must overcome to reach recipients' inboxes. there is. Performance in this category varies by email marketing solution provider. So what should you look out for when it comes to email deliverability?

Spam folder, ads, unknown?

The enemy of every email marketing campaign is the folder that pulls your content away from your recipients' eyes. Spam folders or tabs “Advertising'' and “Unknown'' contain newsletters that, according to the provider, are not from reliable sources or that carry certain features that are marked as “spam'' and therefore classified by the provider itself. Stop the newsletter. If your email doesn't make it to the recipient's main inbox, you'll always be at a disadvantage compared to candidates who made it straight to the top of their mailbox.

Even worse, the email may not be delivered at all. Not only will you lose important leads, but you'll also lose out on actual sales as a result. His ROI (return on investment) for email marketing is steadily increasing. In 2019, it was said to be 42:1, but now marketing channels have risen to 44:1.

If you understand what's important, email marketing remains one of the most important marketing channels when it comes to increasing sales options and optimizing customer retention through efficient direct communication.

Comparison of newsletter delivery rates

Only recipients who have the opportunity to read your newsletter will be able to interact with your content, and in the best case scenario, they will be able to click, make a purchase, make a reservation, etc. Don't overlook the so-called door openers in email marketing: the right and exciting ones. A personalized and attractive greeting for recipients in the subject line, a good and reliable sender name or at the beginning of the newsletter.

Most marketers focus on these door opener elements in addition to other content in the email. To decide who reads the newsletter and who can directly delete it or simply ignore it. These are the individually adjustable wheels and have the most impact.

But you also need to make decisions regarding deliverability that will impact the success of your campaign in the long run. Choosing an email marketing solution provider is an important factor. Through membership in industry associations of newsletter senders, the servers of some providers are included in so-called whitelists.

This will ensure that you are seen as a serious newsletter sender when using the provider and you will benefit from high delivery rates.insideDistribution rankingFrom October 2021 by provider EmailToolTester clever reach, active campaign and click tip Standing on the winner's podium. But other tools are also more convincing on average:

Criticisms regarding deliverability were primarily related to spam classification issues and newsletters being lost during distribution.

Same goal of successfully delivering emails, even with different providers. Our tests of different email marketing providers not only took into account which providers deliver best, especially to the most important folder, your main inbox, but also which mailbox providers reach you best. It was investigated.

Consistent performance in reachability

If you're currently struggling with choosing an email marketing tool to use for your deliveries, it's worth comparing the latest numbers with those from previous years. The average delivery rate in October 2021 once again reached a solid level (84.3%), but slightly decreased compared to the first test in March 2021 (88.9%).

However, email marketing services continue to invest more and more in successfully delivering tools to persuade customers in the long term. “It is important for us to ensure the best possible deliverability for our users,” explains his CEO Sebastian Strzelecki. clever reach.

“We put a lot of effort into constantly optimizing our systems to be able to compete sustainably. This applies not only to deliverability, but also to the overall user experience. We are delighted that we were able to bear fruit and consolidate our position in the latest test and take the top spot.”

We found that the tested tools delivered with delivery rates between 50% and 93%, making a significant difference in performance. If you want to take a closer look at your current provider's deliverability, EmailToolTester recommends 'GlockApps' for conducting your own deliverability tests.

Learn the facts about email marketing at a glance

The direct marketing channel “email” has several determining factors beyond deliverability. Best of all, follow-up emails after incomplete purchases have a 3x higher conversion rate. The newsletter works with a diverse audience, whether the recipient is from her B2C sector or her B2B sector.

In a current study, 59% of B2C recipients said marketing emails influenced their purchasing decisions, and 50% said they made a purchase at least once a month because of marketing emails. For B2B recipients, it's as high as 87%.

Did you know that? The welcome email is the most important email in email marketing. With an 86% open rate and 25% click rate, you can link first-time interested stakeholders directly to your brand and earn points with extra attention right from the start of contact. lastly, Email Marketing Overview with EmailToolTester:

Email Marketing Overview with EmailToolTester (https://www.emailtooltester.com/en/blog/email-marketing-statistics/)