Emails found in the spam or junk mailbox do not look decent to any recipient. They find it questionable and less trustworthy with junk mailbox. End up turning to competitors. Of course, nothing works if your email does not land in the right place. Deliverability issues for transactional emails is not a new topic, but the rising percentages stand up. It is reported nearly 40% of email service providers encounter deliverability issues. Only 62% had a deliverability rate of 95% or higher, a standard to consider as good deliverability.
To explain how deliverability can be problematic, we have to go through some technical path, be sure to bear with me! Multiple elements such as domain and IP sender reputation, and authentication influences email deliverability. Shortly saying, sender reputation is the reputation that an IP address has as a sender of email messages. Internet Service Providers (ISPs) filters out mail from unknown senders and send them to spam. Similarly, domain reputation is the overall reputation built based on previous email sending behaviours and other analytics revealed by your IP addresses. Lack of control of the IP address reputation that your domain uses and your domain complaint rate will lower your deliverability.
Please do not panic about these reputations. There are plenty of solutions to improve your domain reputation! The simplest way is to avoid using spam words in the subject line and use the Sender Policy Framework technique to ensure your email authenticates. It requires a lot of effort, so why not leave them to the expertise to help?