If you send a lot of e-mails there is a greater risk that your e-mails will be viewed as spam. There is no point in sending an e-mail if it never arrives in the intended recipient’s inbox. Our e-mail delivery rate is 99.3%. This is not something to be taken for granted. The probability of an e-mail arriving in the inbox has another name: deliverability.
At Webpower, we check as many factors as possible to ensure that your e-mail arrives in the recipient’s inbox. We provide the best possible basis for this through technical systems and a dedicated team of experts. But as an e-mail service provider (ESP), we also fulfil a role in supporting our clients’ efforts to make deliverability as good as possible.
Deliverability is often confused with the terms delivery or delivery rate, but there is an important difference. Delivery or delivery rate tell you that an e-mail has been successfully delivered to the Internet Service Provider (ISP), such as Gmail or Outlook. Deliverability measures the probability that the e-mail will arrive in the recipient’s inbox. It is an organic result of the correct implementation of best practices for delivering an e-mail to the intended recipient’s inbox.
Engagement is becoming increasingly important in this: the content you deliver must be relevant to the specific recipient. Your recipient and his or her expectations must be your highest priority. You should be conscious of the fact that you are a guest in the recipient’s mailbox.
Before we proceed, we should first explain a few deliverability-related terms:
- Inbox placement: whether an e-mail arrives in the inbox depends on the sender’s reputation and inboxing
- Sender reputation: the sender’s reputation is based on what they have previously sent
- Inboxing: whether a message arrives in a specific recipient’s inbox, based on its relevance to that specific person
- Inbox engagement: the way in which someone responds to an e-mail determines the relevance of the e-mail
- Domain reputation: the reputation of the sender’s domain
- IP-based reputation: the reputation of an IP address
- E-mail authentication: offers possibilities to verify whether an e-mail was actually sent by the person claiming to be responsible. E-mail authentication helps in the blocking of malicious or fraudulent e-mail
Client support based on good infrastructure
Ideally, you would like your message to reach everyone who wants to receive it in their inbox. You want as many people as possible to open it, click on links and share it. The basis for this is your database and the way in which addresses are included in your database. Webpower evaluates databases together with the client and checks the following factors:
- The method of collecting the e-mail addresses: what kind of opt-in process is used? How easy is it to opt in or out?
- The data hygiene: do you no longer mail bouncers, opt-outs, complainants, etc.?
- Is your database up to date?
- Do you write relevant content? ISPs evaluate your reputation as a sender and the content of your e-mails (using complex algorithms) and find this to be a good indicator for inbox placement. Your relevance to individual recipients is assessed to see if your e-mail is perceived as spam by one Gmail recipient, for example, but arrives in the inbox of another.
For our part, we ensure that the infrastructure is 100% functional and stays that way. We do this in the following ways:
- Domain name system (DNS) and authentication settings. We supply the details relating to e-mail authentication (SPF, DKIM and DMARC) methods that show who you are and enable receiving mail servers to perform a check on you
- We strive for the best possible reputation of IP addresses
- Correct handling of spam complaints, reports of abuse and Feedback Loops
- Correct handling and processing of soft and hard bounces
- The setting up of a local domain and, if beneficial, multiple sending domains too
It is important for the client to conduct business within the legislative framework. Our anti-spam policy is a concise summary of the most important laws and regulations in this respect.
Webpower’s clients and, where applicable, customers of those clients, may not use the platform on Webpower’s network to send unwanted e-mails. Senders of mailings and the like are obligated to demonstrate that the recipients have explicitly requested to receive the e-mails or other materials in question. If no such evidence is available, this may be interpreted unconditionally as a failure to obtain the required explicit permission.
Together, all of the aforementioned factors ensure that 99.3% of e-mails sent via Webpower are delivered to the relevant inbox. Let’s e-mail!