The Email Hierarchy of Needs: Deliverability is the Foundation

If you’re not getting the most of your email messaging, you might not be asking the right questions. How many times have I been asked “What’s the best day of the week to send email”, “What’s the best time of day to send email”, “What’s the best Email Provider”? These questions are much less important than the big questions. “Is my email getting to my subscribers?” “Can my subscribers read my email on their device”? “Do my subscribers want my email or are they hitting ‘spam’?

If you’re not getting the most out of your email messaging, you might not be asking the right questions.

I can’t count how many times I’ve been asked, “What’s the best day of the week to send email?” “What’s the best time of day to send email?” “Which is the best email provider?” These questions are much less important than the big ones: “Is my email getting to my subscribers?” “Can subscribers read my emails on their mobile device?” “Do subscribers want to receive my email or are they hitting ‘spam’?”

Many times companies want to run before they walk. There are times when first to market or a beta version of a product is more important than getting it perfect the first time. However, if you take that approach with email messaging, you better make sure you have your fundamentals squared away first. What does it matter what time the email is sent if it gets sent to the “spam” folder anyway? It doesn’t matter what email provider you use if you keep mailing outdated lists.

The foundation: Deliverability and inbox placement
In the end, none of your email messaging efforts are going to make any impact if the subscriber doesn’t receive the email. The first barrier to overcome in email marketing is deliverability. Email services, ISPs that provide email services and the software on which subscribers view emails have an arsenal of anti-spam tactics they use to keep your email from getting to subscribers. In a world of spammers, phishers and corporate network admins trying to increase productivity by filtering distracting emails, the odds are stacked against you that your email message will be delivered to your subscribers. There are a number of factors that contribute to your deliverability and inbox placement, including the following:

Sending platform
This is the reason marketers use email service providers (ESPs) instead of sending emails via Outlook or Gmail. Brands also use ESPs instead of letting their developers with no email experience say, “we’ll build it.” Email delivery is complex.

The configuration of the mail transfer agent, the proper processing of bounces and unsubscribes, the feedback loops necessary to track and opt out spam complaints, and the proper throttle rates per domain takes a team. This is where the question “what is the best ESP” becomes interesting. All successful ESPs must have this piece down to a science. The first question I ask an emerging ESP is how many people are on its deliverability team. If the answer is “we all just pitch in” (that’s a real answer I received once), then I stay away.

Your data
The single most important thing you have control of to optimize deliverability is good data practices. This means list hygiene and validation to eliminate malformed and undeliverable email addresses. It means opting out subscribers who ask to be unsubscribed. It means regularly mailing your entire list, having clean and transparent opt-in practices, and keeping your database clean and centralized to allow you to target subscribers based on their actions and preferences.

Your creative
A terrible email message alone won’t land your message in the spam folder, but it certainly won’t help. Email can be marked as spam for a combination of things: content, IP reputation, from name/domain, etc. If you’re spamming people, your email won’t get delivered, even if your content doesn’t have “FREE” or “Viagra” in it. If you send emails that people open and click on like crazy and nobody ever hits “this is spam,” you can say free (almost) as much as you want. Most companies are somewhere in between. Test prior to sending. Usually one “free” won’t kill your deliverability.

Of course, this overly simplifies the complex issue of email deliverability to some basics tenants. Spam filters are updated regularly in an attempt to thwart the efforts of spammers. Companies will have the most success getting their emails delivered by respecting the permission and preferences of their subscribers, as well as working with a reputable ESP that has a deliverability team to tackle the technical aspect of bounce handling and email send settings.

Gmail’s Tabbed Inbox: What Is Your Risk?

Marketers are vacillating between “no big deal” and “panic mode” when they think of Gmail’s interface that automatically sorts incoming emails. There are two questions that every emailer needs to ask: “What’s our risk?” and “How do we prepare?”

Marketers are vacillating between “no big deal” and “panic mode” when they think of Gmail’s interface that automatically sorts incoming emails. It continues to be a hot topic for users and marketers. Early feedback from Google suggests that users like it because there has been a strong retention rate of the tab experience. This isn’t surprising because the automated sort process simplifies life in the email world. Marketers can expect the tabs to stay.

The effect on email marketing results will fail somewhere between a complete derailing of campaigns and very little change. There are two questions that every email marketer needs to ask: “What’s our risk?” and “How do we prepare?” Answering those questions now makes it easier to respond if the changes have a direct effect on your business.

What Is Your Risk?
Assessing your risk begins with a review of your subscriber list. Estimating how many subscribers use Gmail isn’t as simple as one might think because there are two types of Gmail users. The easiest type to identify includes addresses that end with They are confirmed users. The second is impossible to identify because Gmail provides email services to corporations, schools and government offices. You would have to have Google’s proprietary list of Gmail clients to know who to tag.

Judging by the databases we’ve analyzed, B-to-C companies have a better ability to measure the risk than B-to-B because people tend to use personal email addresses for consumer shopping. B-to-C companies can look at known Gmail users to access the risk. B-to-B companies will have a harder time because their subscribers tend to use company or organization email addresses. There are always exceptions. One exception for B-to-B is companies that market to soloprenuers.

A large base of Gmail users doesn’t automatically translate into high risk. The tabs have no effect on emails opened in applications like Outlook. There are studies that suggest that direct Gmail opens are less than 4% of total opens. Globally, there may be very little risk. What happens globally doesn’t matter if your database houses a high percentage of direct Gmail users.

How Do You Prepare?

  • Segment known Gmail users. This makes it easier to monitor open rates and times. The timing is especially important if your company sends limited time offers. Placing promotional emails in a separate tab may delay opens instead of reducing them. If the delay extends beyond the offer expiration, it will have a direct effect on revenue.
  • Watch for consistent trends. Gmail users tend to be a bit erratic with their open rates. It’s not unusual to see fluctuations. A small drop may be a hiccup instead of the beginning of the fall.
  • Monitor individual behavior. If you can identify individuals who use Gmail and consistently open your emails, create a segment for them. These are highly engaged people that want to read your messages. A drop in their open rate indicates a problem.
  • Ask for help. If there is a negative Gmail tab effect, ask Gmail users to flag your emails so they will go to the Primary tab. Some marketers started doing this shortly after the tabs became available. I don’t recommend this preemptive move because the new inbox is being tested by users now. If there isn’t a problem, why bother subscribers with information that may be confusing for them? It may not work anyway. While people are in test mode, they may switch between the classic and new versions. When they do, the flagged addresses revert to their original status.
  • Make your content more valuable. When people want to read your emails, they will find them. It doesn’t matter where they are hidden. Avid subscribers look for the messages and will email you if they don’t find them.
  • Watch for trends. If one or more segments start showing declines in response rates and revenue, look for similarities in email addresses. It could be a Gmail issue where the service is being provided to a third party.