The Future of Email Deliverability: Trends and Predictions for the Next Decade
Email remains a powerful tool for many businesses, but its effectiveness relies heavily on successful deliverability. As we look ahead to the next decade of email delivery, trends suggest that brands will need to find new and innovative ways to get their emails through cluttered inboxes and into customers’ hands.
As technology advances and AI-assisted tools become even more prevalent in online marketing, staying ahead of the curve when it comes to email deliverability will be essential for survival in today’s ultra-competitive digital landscape.
This blog post takes an in-depth look at current trends impacting email deliverability as well as predictions about what the future has in store for this key element of marketing success.
What is email deliverability?
Email deliverability refers to the ability of an email to successfully reach its intended recipients’ inboxes without being filtered out as spam or blocked by email service providers (ESPs). It is a measure of the effectiveness of an email campaign in terms of reaching the desired audience.
Several factors contribute to email deliverability, including the reputation of the sender’s domain and IP address, the content and formatting of the email, the presence of spammy elements, and the engagement level of the recipients. ESPs employ various algorithms and filters to assess these factors and determine whether an email should be delivered to the inbox, redirected to the spam folder, or blocked entirely.
It is important to note that successful email delivery does not guarantee placement in the primary inbox. Emails can land in various locations, including the spam/junk folder, Gmail’s Promotions tab, or, in the worst scenario, not delivered at all.
Before reaching the recipient, emails go through numerous checkpoints, including filters that may block malicious or untrustworthy content at the gateway. Subsequently, spam filters and blacklisters evaluate the sender’s reputation and interaction with subscribers and content to determine inbox or spam folder placement.
The process is increasingly challenging as email providers aim to safeguard against unwanted emails. Stay ahead of the game by ensuring your emails comply with updated rules and regulations.
Interesting Email Deliverability Statistics in 2023
Official Statistics show that global email deliverability has been steadily declining in recent years. As per reports from Benchmark, the average inbox placement rate in 2019 was 83%, indicating that one in six emails failed to reach the inbox. This is a drop from 2018, where it was at 85%.
On the other hand, there has been a decreasing trend in spam email. As per the Statistician, over the past 5 years, the average percentage of emails identified as spam has been 55%.
Notably, in December 2021, 45.37% of the total emails sent were categorized as spam email as per Statistica.
Reputation and Authentication: Sender reputation and authentication practices, such as implementing SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance), continue to be critical factors in email deliverability. Maintaining a good sender reputation and using these authentication methods can positively impact deliverability.
These numbers highlight the need for organizations to prioritize email deliverability to ensure that their emails reach the intended recipients.
Email Deliverability Challenges in 2023
The main problems in this area, in our opinion:
1. Search for a high-quality customer base when mailing, which will not have many bounces, as they greatly damage the reputation.
Your golden treasure lies in having your own customer base. Don’t risk ruining your domain’s reputation by buying an email database or neglecting to clean your existing list. Instead, focus on collecting a quality customer base through your website or landing page. Regularly maintain, validate, and clean your database to ensure optimal results.
2. Always a hot topic – landing in the spam folder.
As previously noted, providers are refining algorithms causing more emails to be marked as spam or filtered into other categories.
To prevent this from occurring, utilizing email deliverability tools, like Warmy.io, is advised. These tools specialize in warming up your mailbox and enhancing your reputation.
The convenience and effectiveness of these services are becoming increasingly popular among businesses, as manually warming up domains can be a time-consuming task.
3. Sending a large number of emails and at the same time not ruining the reputation of the mailbox or not being blocked at all.
One of the most significant challenges with email deliverability is balancing the need to send a large volume of emails with the equally pressing need to maintain a positive reputation for your mailbox.
This is especially true in the current era of highly sophisticated spam filters and increasingly vigilant email users who may be quick to hit the report or block button when they receive messages they deem irrelevant, unwanted, or of poor quality.
One solution to this challenge is to focus on quality over quantity.
Sending a large volume of emails without damaging your mailbox reputation is an ongoing challenge for email marketers. However, by focusing on quality over quantity, segmenting your email list, and regularly monitoring your deliverability metrics, you can increase the effectiveness of your email campaigns while minimizing the risk of being flagged as spam.
4. Do not miss the real response of the client in a bunch of junk
In the ever-evolving world of email deliverability, the challenges of managing an overflowing mailbox have never been greater. With thousands of emails to sort through on a daily basis, it is increasingly difficult to keep track of important messages and avoid getting bogged down in an endless stream of irrelevant, spammy content.
One of the most important things to keep in mind when managing your email inbox is the need to avoid missing important client responses amidst a sea of junk mail.
To address this issue, we recommend using separate mailboxes for different purposes. If you’re using your work email for personal purposes, it’s time to create a separate mailbox for subscriptions to your favorite brands and personal emails.
In addition to managing multiple inboxes, the email warm-up process can also be challenging. To help avoid cluttering your primary inbox with unnecessary warm-up messages, it’s a good idea to use a tool like Warmy that allows you to archive warm-up emails and keep your inbox streamlined and organized.
Overall, it’s essential to stay vigilant when managing your email inbox in order to ensure that you’re not missing out on important client communication. By using multiple mailboxes, archiving warm-up emails, and staying on top of your inbox, you can stay organized and efficient while maintaining a strong email deliverability strategy.
Trends and Predictions for the Next Decade
1. Crisis in the markets and its impact on distribution channels
As businesses around the world grapple with the ongoing global crisis, the importance of cost-effective marketing channels has become more pronounced than ever before. With budgetary considerations becoming a pressing concern, companies are increasingly looking towards email as a cost-effective marketing tool that can deliver maximum returns on investment.
Indeed, the evidence supporting the effectiveness of email marketing speaks for itself – with an ROI of 4,200%, the channel has emerged as a powerful and lucrative marketing channel that holds immense potential for the forward-thinking business owner. With the right approach and a meticulous attention to detail, email marketing can be utilized to drive profitable actions and bring value to companies of every size and industry.
Given these factors, the future of email as a marketing channel looks increasingly promising. Looking towards 2023 and beyond, we expect to see significant growth in the adoption of email marketing by businesses worldwide – driven by the sheer power and efficacy of this approach. As companies embrace the potential of email marketing, they will find themselves well-positioned to achieve meaningful growth and success in an uncertain and challenging business environment.
As we look ahead to the future of email deliverability, the evidence points to a bright future for this important marketing channel. Companies seeking to harness the power of email marketing and generate long-term business success would do well to invest in this approach – reaping the benefits of its cost-effectiveness, measurable results, and impressive ROI.
2. The use of AI, including spam filters
As the battle against spam and fraudulent emails persists, spam filters are continuously evolving to successfully filter out unwanted messages. However, despite their advancements, a noteworthy percentage of such messages still get diverted to folders other than the inbox.
In this regard, Google’s SpamBrain AI-based prevention system has emerged as a proficient tool in the fight against spam and fraud. By leveraging AI technologies, businesses can now not only ensure that users receive useful and personalized emails but also witness a considerable boost in their business metrics. Indeed, such developments are setting the groundwork for email communication to become the top mode of communication.
Looking ahead, AI’s advancements are likely to gather momentum over the next few years, and businesses that seek to keep pace with the evolving technology landscape must continue to invest in smart tools. With AI’s power to simplify email communication and make it more user-friendly, the future of email deliverability appears bright, sustaining the potential to yield significant social and economic benefits in the coming years.
3. Transition from monitoring similar messages sent in large numbers to understanding whether the nature of the message is marketing or not
As we look towards the future of email deliverability, it is critical that we adapt to the changing landscape of email marketing. One of the key shifts we will see is a move away from simply monitoring the volume of similar messages sent in large numbers, towards a deeper understanding of the nature of the message being delivered.
This is in part due to the rise of machine-generated text, with technologies such as GPT-3 now capable of crafting entire messages that are both unique and personalized. Rather than relying on templates and basic personalization, we can now create campaigns that feature wholly unique messages tailored to the individual recipient.
This presents a significant challenge for traditional spam filters and email security measures. With more personalized and varied messages being sent on a regular basis, these systems will need to evolve to incorporate more intelligent semantic analysis in order to accurately identify and prevent spam.
However, despite this challenge, the rise of machine-generated text represents an enormous opportunity for email marketers. By embracing these technologies, we can take personalization and the entire email marketing channel to the next level, creating campaigns that are truly unique, non-repetitive, and highly targeted.
Ultimately, this will enable us to write with greater detail and richness, delivering more engaging and effective messages to our subscribers. By staying ahead of these trends and embracing new technologies as they emerge, we can ensure that our email campaigns remain effective and impactful for years to come.
🔹 As the world becomes increasingly digitized, the market for email deliverability and email marketing is not just continuing to evolve, but it is also growing at an exceptionally rapid pace. Given this scenario, it is imperative for companies to stay on top of their email marketing strategies to maximize the revenue generation potential of this powerful channel.
In this regard, Warmy, the email deliverability specialist, can prove to be an invaluable ally for businesses looking to improve their email deliverability and domain reputation. With a focus on leveraging cutting-edge technology and constant innovation, Warmy offers tailor-made solutions that enable companies to improve their email marketing outcomes.
In summary, the future of email deliverability and email marketing is bright, with ample growth potential. As such, companies that choose to leverage this powerful channel in 2023 would be well-advised to seek the counsel and services of Warmy, the email deliverability specialist, for best results and optimal revenue generation.
