Email deliverability refers to the ability of an email to successfully reach the recipient's mailbox. It encompasses not only reaching the inbox but also includes emails that are delivered to the spam folder. Another important aspect is the placement of the email within the recipient's inbox, determining which folder it lands in. This metric is crucial in evaluating the success of email campaigns and planning future ones.

Why is it important? 

Your marketing team and your agents rely on email communication to reach buyers and sellers on a daily basis. If emails fail to reach the intended recipients or end up in spam folders, it can lead to stagnant and unresponsive mailing lists. This lack of effective email communication can result in a loss of revenue. Therefore, it is crucial for your users to have systems in place to ensure that their emails are reaching customers as intended.

Factors that affect deliverability 

Sender reputation: Sender reputation plays a significant role in email deliverability. Internet Service Providers assign a reputation score to organizations based on factors such as the volume of emails sent, the number of complaints received, emails sent to unknown addresses, emails marked as spam, email response rate, and more. A poor sender reputation can significantly impact the deliverability of emails, making it crucial for organizations to maintain a positive reputation.

Email authentication: Email authentication is essential to verify the authenticity and integrity of email content. It involves verifying that the email came from the stated source and has not been altered or forged. 

Email content: The content of an email can also impact its deliverability. Email providers may mark emails as spam if they are poorly formatted, contain open-ended tags, or include suspicious URLs. It is important to ensure that emails have legitimate and vetted URLs and that the content meets high standards to avoid being flagged as spam.

Steps being taken by Propertybase Salesforce Edition CRM to authenticate domains and ensure deliverability (effective {deadline date})

Propertybase Salesforce Edition CRM (PBSE) understands the challenges faced by sales teams in ensuring deliverability while focusing on conversions. In addition to offering email authentication, PBSE has implemented measures to improve deliverability.

1. If a business uses a public domain or a free email address, the chances of reaching subscribers' inboxes are reduced. Emails sent from such addresses are subject to greater scrutiny and may have lower delivery rates. PBSE automatically changes the sender's email address to one of their own authenticated domain addresses to enhance deliverability.
2. For businesses using a custom domain, PBSE continues to send emails from the custom domain as long as it is authenticated within the CRM system. However, if the custom domain is not authenticated, the sender's address is changed to PBSE own authenticated domain. This ensures email delivery while maintaining a healthy sender reputation. As PBSE sends emails through a shared infrastructure, it is crucial to send emails from authenticated sources to avoid impacting others using the same infrastructure.

Click here for instructions on how to authenticate your email domain

Click here for best practices your organization should follow to improve email deliverability