Although artificial intelligence has been with us for several decades now, in recent years, we have undoubtedly been experiencing a boom in the latest AI-powered programs and tools. Such solutions have burst into our lives and intend to stay here for good. With their incredible skills, they can make our work easier and more efficient. It also applies to such tasks as sending marketing emails. Sometimes their deliverability is not satisfactory to you, because you want your messages to reach all your recipients. With additional help, you can achieve much better effects. Today we will show you how AI can help you improve your marketing efforts and the deliverability of your emails.
What is email deliverability?
Email deliverability is a rate at which your emails reach the right destination, meaning are delivered to your subscribers’ inboxes. It is often measured as a percentage of emails accepted by Internet Service Providers (ISP). If your emails are bounced or go straight to the spam folder, your email deliverability rate is automatically lower.
Why email deliverability is important
Email deliverability is crucial when it comes to the success of your email marketing efforts. If you spend time and energy crafting and sending your email campaigns, and they don’t reach your audience inbox, you cannot benefit from them. Not only do you burn your budget, but you also have a lower chance of conversions if a part of your recipients do not receive messages from you.
What can influence email deliverability?
Various factors may influence your email deliverability. That is why it is crucial to act in multiple ways and take care of all of them.
Sender reputation
Sender reputation is one of the most important factors influencing your email deliverability. As a sender, you are assessed by Internet Service Providers and you are given a sender score of 0-100. This score depends on your email-sending habits and your recipients’ behavior. The more people unsubscribe from your list or mark your emails as spam the lower your sender score is and the higher the chance ISP will reject your emails.
Email content quality
We cannot stress enough that what you send in your emails incredibly matters. If you want your emails to be delivered to your audience’s inboxes, you have to send high-quality, original, and relevant content. All sent emails go through spam filters which analyze the subject lines, the text body, and the attachments and decide if a message can be passed further and delivered to the primary inbox.
Email list hygiene
To ensure smooth and successful email delivery, it is essential how you collect your contacts and how you take care of them later on. If your subscribers opted into your list and really wanted to receive emails from you, your list is of good quality and there’s a higher chance your messages will be delivered. If you bought your list, your emails will most likely bounce, will be complained, unsubscribed, or marked as spam, which will result in decreasing your email deliverability.
Even if you collected your leads appropriately, your list will not be up-to-date once and for all. You need to clean it up from time to time, for example, every six months. Sending to stale, invalid, and unengaged contacts will lower your email deliverability.
Spam complaints
The more recipients mark your emails as spam, the higher the chance your future emails will go straight to the spam folder worsening your email deliverability. People may think your messages are spam because they don’t find them relevant, they don’t remember they subscribed to your list in the first place, or they really didn’t opt into your list and you’re sending unsolicited emails.
Email authentication
If you want to successfully send emails, you have to verify the sender’s identity. The top three email authentication protocols include sender policy framework (SPF), domain keys identified mail (DKIM), and domain-based message authentication (DMARC). If your email fails authentication using any of these methods, it will be flagged or rejected by the mail server. As a result, your message will not be delivered to the primary inbox, and your email deliverability will decrease.
How AI can enhance email deliverability?
Once we know what may influence email deliverability, let us move on to how artificial intelligence may help you avoid these pitfalls and enhance your email deliverability rate.
Analyze sender reputation
As artificial intelligence can process a vast amount of data, it can also analyze your sender reputation. Based on your past behavior, your email bounce rate, the number of complaints and unsubscribes, as well as user engagement, it can predict your sender score and suggest areas to improve.
Check email content
AI-powered tools can analyze your subject lines, email content, and attachments, and assess their quality and relevance. It can also check if your content complies with spam filters, searching for spam trigger words, suspicious links, or risky images. Based on past email campaign performance, AI can suggest some improvements to your email content to increase user engagement. The more people open and click on your emails, the more positive impact it will have on your deliverability.
Craft personalized content
Generative AI can also analyze your recipients’ past behavior and preferences, as well as their demographic data. Having such a large knowledge base, it can suggest personalized content that will resonate with your recipients. As a result, they will be more prone to engage with your content and less likely to unsubscribe or mark your email as spam.
Segment the audience
AI can also analyze your email lists based on your audience’s past behavior, preferences, and demographics and suggest list segmentation. Thanks to this, your content will be more targeted and relevant to specific segments. It will result in higher engagement, which will lead to improved deliverability rates.
Identify invalid or inactive contacts
Artificial intelligence can help you identify invalid email addresses in your contact lists. It may spot addresses with typos, errors, or fake domains. Looking at the audience’s past behavior, AI can also detect inactive contacts, who haven’t interacted with your emails for a long time. You may also find duplicates and spam traps in your email lists.
Suggest the best time to send
AI algorithms can analyze your past email performance to know what time your recipients are most likely to be active. Based on this information, it can suggest the most optimal time to send emails to get maximum opens, click-throughs, and engagement. Your email deliverability will improve by ensuring that your emails are seen and engaged with as soon as they reach the inbox.
Conclusion
Artificial intelligence has made our lives easier in many aspects, especially when it comes to time-consuming and manual tasks. It can process a vast amount of data and suggest effective solutions. Email marketing and deliverability are no exception. You can benefit from AI algorithms to enhance your chances of reaching your recipients’ inboxes. You can better analyze your sender reputation and email content, as well as craft more personalized emails and send them to segmented audiences. AI can also help you keep your email lists clean and suggest when it’s the best time to send messages to them.
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