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I get questions all the time about , deliver ability usually a prospect tells , me that they'vie heard from subscribers , or clients that their emails are landing , in thermal junk box or an email is , telling me that their open rates are , declining , sometimes rapidly typically the culprit , to all these is deliverabilityin other , words the extent to which your emails , are getting into the primary inboxes of , your intended recipient this is very , different from delivery the metric you , see in your email service providers , dashboard delivery is simply the number , of emails you sent -the bounces and , that is not a measure of your emails , landing in the primary Inbox , one of the first steps to get , deliver ability in order is to ensure , that you have your underlying technical , authentication set up correctly those , are items such as SPF and DKIM , but that'st he topic for another , discussion but suffice to say that it's , important that your first step is to set , up these technical items correctly it's , kind of like what you need to do just to , have a seat at the table once you have a , seat at the table what you really need , to care about is engagement , that's what typically drives your , success in getting into the inbox I'm , talking about whether people want to , open an dread your email sin the old , days you do all kinds of content , checking and worry about words such as , the word free but you need to now shift , your thinking the ISP is legal have , algorithms that look at engagement and , then that is what impacts whether they , like your email into the primary inbox , so if you have the word free to your , email you need to think about how your , subscriber swill react tithe use of , that word what I mean is will the use of , that word cause lower engagement it's , also important to note that it's not , completely about the emails content , you'll also want to consider how people , are engaging with your emails as a , result of things like the cadence or the , timing between your emails what about , the frequency or timing or what about , the actual type of emails you're sending , out you need to extend this type of , thinking about how your subscribers , we'll react to your emails to every , facet of your email program because I , assure you that is P is like Glare , taking all of this into account diving , into this ab it deeper intended a , meeting with key representatives from , Gm ail Almost and Microsoft , specifically relating to deliver ability , what I learned about how they define , engagement is really interesting first , they don't look at cliques , because of their concerns they were , violating privacy policies what they do , look at our other action son the good , side are they opening email that's , fantastic , also fantastic replying to your email , moving an email from the junk to the , primary inbox adding a sender to your , address book anything they're doing in , that inbox proving that your subscribers , are engage dis a good thing on the , not-so-good side the opposite applies , anything that shows your subscribers are , not engaged is bad for example deleting , your email without opening it moving , your email to the junk folder marking it , as spam these are all activities , indicating negative engagement there are , many strategies to address , deliver ability challenges and there are , alto of factors that we look at in , analyzing the root cause so give us a , call tell us about your problems and , we'll take it from there , you
