Science and Strategy Behind Gmail Deliverability

Email is considered to be an essential method of business communication. This is fast, vulnerable, cheap, and easy to replicate. Usually, Email helps businesses because it furnishes efficient and beneficial ways to convey all kinds of electronic data. Email is also a decent way for responsible marketers to increase their ROI. On Average, users receive up to 200 emails a day on both their personal and corporate email addresses.

A ton of other businesses competes with every single day in the inbox. This competition makes it more critical to use Email suitably, ensuring that you are doing all you can to improve your deliverability and conversions.

Basics that you need to know about better deliverability of a sent email:

Deliverability is considered half science and half art, which also means that some deliverability factors are more substantial than others.

So, here’s is the list of main elements you need to consider when it comes to email deliverability:

1. Domain Alignment
2. Email authentication protocols, including SPF, DKIM, and DMARC
3. Appropriate sending frequency
4. Permission to send marketing emails
5. Proper strategy for segmentation of Mailing list
6. Infrastructure segmentation, including IPs, domains, and subdomains.

Let’s have a look over the art and science behind email deliverability in detail.

Answers seem to be definite with the science side of the house. Therefore, having domain Alignment in the header is a significant first step at grasping the science of deliverability, but it doesn’t stop there.

Also, Email authentication protocols need to be set up to improve legitimacy in your headers. The settings up of DKIM, SPF, and DMARC records tell ISPs that who you are, rather than someone who could be imitating a legitimate business. There is no other wag room for deliverability factors, so setting them up correctly is an important step.

The artistic side of deliverability is more creative and arguably more demanding. Before, we used to send out an email blast and reach on their email list. But, now, Email blasts don’t work anymore because they don’t have any personality. Right now, personalization is the crowning achievement in sending because your emails should be for your audience. But, when we think about the art of deliverability, then it goes deeper than Content. So, during thinking about the email strategy, you need to consider three things. Which are

1. Permission
2. Frequency
3. Segmentation

Gmail

Permission:

Make sure that the person who has opted to receive emails you are sending to them only. Also, you have permission to send them in the first place. And the person who has not permitted you to contact them and is sending to them will then be a Spam.

Here, Spam implies the unwanted messages sent to somebody via Email, particularly advertisements.

Frequency:

Delivering your messages at the right time is considered to be critical for the mail delivery process. And two senders will not have the same sending frequency. For instance, a party supply company and job recruiting company should not have the same sending frequency. The party supply company only sends seasonal messages, whereas the job recruiting company could be sent anytime in every single day.

The sending frequency largely depends on industry and user intentions. To increase your deliverability, you should give the strength of sending frequency over to your audience and ask them how often they would like to receive your messages.

Segmentation:

One of the most extensive roles in deliverability is played by Segmentation. So, when we think about building our segments, we need to keep in mind two main points:

Mailing List Segmentation:

It is the most common practice that every sender should utilize. One of the best Segmentation is breaking down a massive email list into three segments.

1. Active
2. Semi-Active
3. Inactive

The active list comprises users committed to your messages in the last 90 days, Semi-Active in between 90 to 120 days, and Inactive in 180+ days. When you break your Email into these segments, we highly recommend removing the inactive portion as some of them fall into spam traps.

Infrastructure Segmentation:

It involves sending Domains, IPs, and Subdomains. Sending should be split into several dedicated IPs for larger senders as that would separate your marketing emails to preserve your IP reputation, and the same Is done for Subdomains as well.

How the things mentioned above are related to Gmail Deliverability Process :

Generally, Gmail inboxes make up over 50% of a marketer’s email list. So we advise email deliverability companies or consultants to set up their current sending infrastructure and strategy to maximize deliverability with Gmail. Gmail has a highly sophisticated email system. Gmail heavily depends on domain stature, and this is significantly due to smaller senders being on Shared IPs.

Also, domain segmentation allows Gmail to categorize your emails better.

So, before you start sending your holiday emails, apply these best practices to optimize your Gmail email Deliverability Process.

1. Don’t over the message
2. Test your message
3. Use seed testing
4. Clean out your email list.

Conclusion:- Gmail personal and Corporate email id’s can use for bulk emailing, in this case you need personal SMTP server service by a renowned SMTP Server Provider Company. Digitalaka.com is one of them to setup your dedicated SMTP server for mass mailing.

Happy Mailing!