Promotional or transactional communication, it's taken for granted that it appears in the recipient's inbox . In short, those who send the emails think that just sending it = delivery . However, this is not exactly the case. The first e-mail was sent as far back as 1971, and an era has since passed: today, every day, an average of 225 billion messages are sent by e-mail worldwide. This rate continues to grow and, according to radicati, in 2020 it will reach the 257 billion mark. But now let's look at the other side of the question, delivery , based on another study: returnpath estimated that around a quarter ( 22% to be precise) of emails sent to recipients who agreed to receive communications only reach their inboxes .
The successful (or failed) delivery of an email depends on several factors. The key word to remember is deliverability, which is the ability of an email to reach company mailing list recipients ' inboxes and avoid ending up in the spam inbox . Too often, deliverability is only considered when a brand 's sending performance (open and click-through rate) is trending negatively. Instead of solving problems once they arise, it is advisable to take a proactive approach , as it allows you to protect email deliveries over time.
To help, we've identified the key points a brand should pay attention to to ensure that the percentage of emails lost and not reaching recipients is minimized. To do 1. Adopt the double opt-in system it is a newsletter subscription system which, unlike the one-time sign-up system , provides an additional step in sign-up confirmation . Once the form has been completed and the request sent, the new contact must click on the confirmation email sent to them automatically. This method ensures that the email address entered is valid and indeed belongs to the user.