Next, we will clarify the "7 misconceptions about deliverability in email marketing" that many professionals still misunderstand.
1. No matter if I am marked as spam, I can always continue to send messages.
If people label your emails as spam, it's usually because they don't find value in what you send them or they feel saturated. Some users even mark emails as spam as a quick way to unsubscribe. Continuing to send emails to these contacts can seriously damage your brand's reputation, which translates into loss of trust and reduced sales.
In addition, Internet Service Providers (ISPs) such as Gmail, Yahoo and Outlook are strict with accounts that receive many spam complaints. Did you know that these three providers handle about 80% of the world's email addresses?
Violating their rules could shut you off from a large segment of potential customers, resulting in financial losses and damaging your brand's credibility.
2. Subscribers read and understand my privacy policy.
While having a privacy policy is essential, it is unrealistic to expect all of your subscribers to read it.
Studies indicate that approximately 90% of users tend to skip reading privacy policies.
Therefore, it is essential that you clarify on each form how you will use their data. Be transparent about what you will do with their information and make it clear, even in your emails.
3. By using an external provider, my IP and brand are protected.
ISPs can distinguish between the sending provider (your email marketing platform) and the entity behind the content (your brand).
If the third-party provider has a bad reputation, this can directly affect the deliverability and reputation of your brand and your IP.
Therefore, you are not exempt from penalties if your provider engages in questionable practices. Choose a reliable email marketing platform to protect your brand's reputation.
4. Investing in ads in ISPs improves deliverability.
There is no relationship between advertising investment and deliverability rates.
Spending on Google Ads or social media does not increase your chances of reaching inboxes in Gmail.
If your emails do not respect the consent of the recipients, they will probably be marked as spam, regardless of the amount spent on advertising.
The only way to maintain high deliverability rates is to send relevant and valuable content to your audience.
5. It's not illegal, so I can do it
While it is not illegal to buy contact lists or send emails to people who have not given their consent, this is not a sustainable strategy.
Email marketing is based on trust, and users value their privacy. Saturating them with unsolicited emails is a fast track to being flagged as spam.
Treat your subscribers with respect by sending only relevant and desired content. This builds long-term loyalty and results in better interaction rates.
6. ISPs can't block me because my brand is known.
ISPs evaluate email quality based on user feedback and interaction, not on the power of your brand.
Whether you are a startup or a large global brand, if your emails are labeled as spam, your deliverability will suffer.
ISPs prioritize user experience, so adhering to good email marketing practices is critical to maintaining access to your audience's inbox.
7. The bigger my contact list is, the more sales I will obtain.
In email marketing, more is not always better. If a large portion of your contact list is inactive, disengaged or out of date, your deliverability can suffer.
Data shows that highly segmented and engaged lists achieve up to 4 times higher open rates and 2 times higher click-through rates.
Focusing on a clean, engaged list, rather than volume, helps protect your reputation and increases your chances of conversion.
For effective email marketing, choose MasterBase®.
For a reliable and effective email marketing strategy that meets deliverability best practices, trust MasterBase®. With over 20 years of experience in several countries, MasterBase® stands out as a leader in the email marketing industry, helping companies like yours maximize their reach and results through data-driven email solutions.
