The article emphasizes the importance of email deliverability, which refers to the ability of emails to reach the subscribers' main inbox rather than being filtered into spam or promotional categories. It highlights common issues that can negatively affect deliverability, such as low sender scores or high spam complaint rates. Regular audits are suggested to assess and improve deliverability, using tools like Litmus Spam Filter Testing or hiring experts. Ultimately, ensuring deliverability is vital for driving actions from email campaigns, making it essential to measure and analyze performance regularly.
Email deliverability is crucial for ensuring that campaigns reach recipients' primary inboxes instead of landing in spam or promotional tabs, impacting engagement.
Regular audits of email deliverability metrics help identify and fix issues, improving the likelihood of emails being seen and acted upon by subscribers.
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