The Inbox Nightclub: Distinguishing Deliverability from Mailability

 

This session, led by Lucy Mazalon, uses the metaphor of an “upscale nightclub” to demystify email deliverability. It defines the difference between a prospect being mailable (on the guest list) and deliverable (getting past the bouncer), providing actionable steps for monitoring and improving both metrics in Pardot.

Key Takeaways

 

• The Deliverability Challenge: Deliverability (getting the email into the recipient’s inbox) is still ranked as the third greatest challenge marketers face. The average inbox placement rate is only $\mathbf{83\%}$.

• Mailable vs. Deliverable: Mailability is consent (Are you allowed to send to them?), and Deliverability is technical (Can the email get there right now?).

• A 90% Deliverability Floor: Any list email that falls below $\mathbf{90\%}$ deliverability (over $10\%$ hard bounce rate) puts your Pardot account at risk of suspension.

• Proactive Cleanup is Essential: Use third-party services to scan your database for invalid addresses before sending, especially in the volatile B2B market.

1. Mailability: Getting on the Guest List (Consent)

 

Mailability is the prospect’s status regarding consent to receive emails. You can check this in any Pardot list.

• Subscribing: A prospect actively subscribes to your mailing list, giving explicit consent.

• Asking: You directly ask for consent (e.g., website pop-ups, sales reps asking in person, permission pass campaigns).

• Opted Out: An opted-out prospect is unmailable, but can potentially be reactivated if they opt back in later.

2. Deliverability: Entering the Club (The Five Factors)

 

Deliverability is influenced by factors that change day-to-day. Being mailable (on the guest list) does not guarantee entry.

• Factor 1: Showing ID (Email Authentication)

  • Club: Security requires photo ID to ensure you are who you say you are.

  • Email: You must set up SPF and DKIM records (email authentication). This “handshake” with the recipient’s email client proves your identity and prevents email spoofing.

• Factor 2: The Dress Code (Spam Filter)

  • Club: Bouncers check if you are dressed appropriately (no sloppy outfits).

  • Email: Spam filters scan the email for “spammy” keywords or phrases that set off alarms.

• Factor 3: Venue Capacity (Soft Bounces)

  • Club: The venue is temporarily full or closed (not your fault).

  • Email: Soft bounces are usually caused by server downtime or a full recipient inbox. In Pardot, five consecutive soft bounces will automatically turn into a hard bounce, making the record permanently unmailable.

• Factor 4: The Club Shut Down (Hard Bounces)

  • Club: The club no longer exists.

  • Email: Hard bounces often occur in B2B when employees leave a company, and their email address is deactivated. This permanently flags the record as Do Not Email.

• Factor 5: Spelled the Address Wrong (Invalid Email)

  • Club: You misspelled the street address.

  • Email: A misspelled email address will result in a permanent bounce.

3. Data Management and Optimizing Campaigns

 

Understanding the difference between mailability and deliverability is crucial for effective marketing operations.

Data Management and Archiving

 

• Dead Data (Hard Bounced): This data is totally defunct and should be cleaned out of lists to prevent future bounce issues.

• Stale Data (Unsent to): Data degrades over time. Sending to a list that hasn’t been emailed in a while increases your chance of high bounces, which is dangerous for your IP reputation and account status.

• Tools for Cleansing: Use third-party services (e.g., Brightverify, Neverbounce) to scan and identify invalid email addresses in your database before sending.

Campaign Planning

 

• Estimate Reach: Always estimate the campaign reach before sending. If you have a list of 100 prospects but only 60 are mailable, you can adjust your budget, time, or list size to set realistic conversion goals.

• Work Backwards: Smart marketers work backward from their conversion goal (e.g., “I need 10 conversions, which requires 100 clicks, so I need to send to 2,000 mailable prospects”).

Improving Deliverability

 

• IP Reputation: Use tools like MX Toolbox to analyze your email sending domain and identify any missing email authentication components (SPF, DKIM, DMARC) that can hurt your reputation.

• Compliance: Fix the underlying issues that cause poor deliverability, such as ensuring your database is clean and that you follow all best practices around content (avoiding spammy phrases).