Delivery rate
Delivery rate is one of the main and most significant email marketing metrics, which indicates the email deliverability rate.
To calculate it, you need to divide the number of delivered emails by the number of sent messages, the result is considered to be a percentage.
The email deliverability rate directly affects the effectiveness of email campaigns, so it is recommended to closely monitor the value of this metric. A number of factors influence the delivery rate of emails:
- The content of the email (the presence of spam words and unsubscribe links, the quality of the design and content of the email, the volume of the text in it, etc.).
- Reputation of the sender's IP address (presence/absence in emergency situations) and parameters of DNS records: DKIM/SPF, DMARC, Sender-ID.
- The quality, “cleanliness” and activity of the subscriber base (the presence of non-existent addresses in it).
- The open rate of emails, the number of spam complaints received.
To increase the DR percentage, experts advise confirming your subscription using the double opt-in system, monitoring the status of the database, regularly checking it for non-existent email addresses and “reactivating” it subscribers. It is advisable to pay attention to the design of emails and the quality of their content, monitor the reputation of your domain and IP address, and be sure to post a noticeable unsubscribe link in emails.
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