If you’re thinking about using an email marketing solution for your small business, you’ve probably heard the term email deliverability.

What is email deliverability?

At its core, email deliverability means how much of your mail is delivered versus how much isn’t.

One of the biggest benefits of using an email marketing provider like Constant Contact is that we take care of this part for you!

The team I work on here at Constant Contact is solely focused on making sure our customers’ emails get delivered safely and securely.

We also consistently measure our email deliverability to make sure we’re delivering the type of results our customers expect from us.

We’re proud to maintain a US email inbox delivery rate consistently at or above 97 percent!

In this post, I’m going to take a closer look at how Constant Contact measures deliverability and the different steps that we take to ensure your emails make it to their intended destinations.

How do we measure email deliverability rates?

Over the years here at Constant Contact what we measure has evolved along with everything else.

Originally, we measured our results by looking at how much of our mail bounced back because the receiving server thought it was spam, rather than the server’s failure to send the mail through.

We determined this by looking at the text of the bounced messages to categorize them as “Blocked,” where appropriate. We then simply took the amount of mail which was blocked and divided it by the total number that was sent.

We called this our blocking rate and used it as an internal measurement only.

In the last few years, we decided to take things a step further and invest in a third-party provider to help us measure our inbox rates.

These third-party tools allow companies like Constant Contact to send your mail to their test addresses (or seed list) at various domains and then provide a report on how much made it to the inbox, versus junk folder, versus missing (bounced).

The delivery rates at various third-party vendors may all come up a little different due to filter settings on their accounts and things like “domain weighting.”

Domain weighting is where you take into consideration the fact that you may send more mail to some domains (such as Gmail, Yahoo, Hotmail, and AOL) than you do smaller domains, and therefore put more “weight” on them when calculating your overall delivery number.

We monitor these deliveries on a daily and weekly basis so we can know proactively how we are performing!

What does this all mean for you?

If you’re already a Constant Contact customer, we’re hard at work making sure your campaigns are getting where they need to go.

You’ve hopefully seen the benefits of email marketing in the form of new customers, repeat sales, more traffic to your store or website, and better results for all the hard work you’re already doing!

If you want to learn more about how you can improve the deliverability of your email campaigns, you can find additional resources here.

Have any deliverability questions we didn’t cover? Post them in the comments below.