Email delivery, deliverability and open rates

This guide defines key email metrics, gives an overview of RingCentral Events email analytics, and provides recommendations for improving email deliverability and bypassing corporate filters & firewalls. 

This information is a foundation for understanding and improving email performance within RingCentral Events, helping you maintain strong communication with attendees and improve the overall event experience. 

Key email metrics

Key metrics must be tracked to gauge the effectiveness of your email outreach. Here’s an overview of the primary email performance metrics:

• Delivery rate: The percentage of emails successfully accepted to recipients’ mail servers. It excludes bounces or rejected emails.
• Deliverability rate: The percentage of emails that reach the primary inbox (not spam or promotional folders).
• Open rate: The percentage of recipients who open your email out of the total emails delivered. 
• Click-through rate (CTR): The percentage of recipients who clicked a link within your email. It indicates the effectiveness of your calls to action.
• Bounce rate: The percentage of emails that could not be delivered. Bounces can be either “hard” (invalid email address) or “soft” (temporary issues, like a full inbox).

RingCentral Events email analytics

In RingCentral Events, 9 system emails can be sent to registrants throughout the event experience. Additionally, you can create custom emails. All emails are sent from no-reply@events.ringcentral.com.

Go to Event Dashboard > Marketing > Emails to review the list of your emails and the integrated email analytics. Once the email is sent, you can view delivery and open rate, with an option to download a CSV file with detailed logs. 

To review the email logs and download a CSV file for a specific email, click on the selected delivery rate/open rate progress bar:

• Delivery rate logs include delivery date, time, and status. If the email is not delivered, the reason will be stated in the notes.
  
• Open rate logs include delivery date and time and open date and time (if available).
  

Technical measures for delivery & deliverability

RingCentral Events has several technical provisions in place to maximize email deliverability:

• SPF, DKIM, and DMARC authentication: Our emails are authenticated to confirm that they come from a trusted sender. SPF, DKIM, and DMARC reduce spam classifications and help emails avoid being flagged as suspicious.
• Dedicated IP addresses: Dedicated IPs are allocated per ISP distribution standards, reducing risks of being flagged for IP-based spam practices.
• Regular monitoring and alerts: Our system continuously monitors email deliverability rates. Alerts are triggered for on-call engineers if numbers fall below expected baselines, ensuring quick troubleshooting and response.

Content strategy recommendations

To maximize deliverability, structuring email content effectively is essential. When customizing a system email or creating a custom email from scratch, keep in mind the following recommendations:

• Avoid spam trigger words: Avoid using spammy words like "free," "buy," "guarantee," "no obligation," etc.
• Avoid excessive punctuation or capitalization: Avoid using disruptive tactics to get people's attention; instead, try personalizing your emails and using catchy language. 
• Personalize content: Personalize email content with the recipient’s name and deliver relevant information.
  Tip: RingCentral Events supports a template language that enables you to insert custom variables to personalize your emails with event and user data.
• Clear and compelling subject lines: Catch attention without being misleading. Keep subject lines concise and informative to encourage higher open rates.
• Content balance: Balance text and images and ensure that images are not large and heavily loaded. Never send one big image with little or no text
• Use spell check: Ensure your text is free from spelling and grammar mistakes.
• Manage frequency: Sending too many custom emails can increase unsubscribe rates, so only send essential communications.
• Send a test email: Once your customized email is ready, send a test email to ensure it looks good across different email clients and mobile apps. 
• Keep your email lists current and clean: When uploading your registrations in bulk or sending Magic Link invites, ensure your database is up-to-date and includes the target audience only.  Expired email addresses can turn into bounces. Never use 3rd-party mailing lists. 

Corporate filters and firewalls

RingCentral Events emails may get filtered out by advanced email security used by organizations and corporations. If most of the people on your registration list are using a corporate email domain, to help mitigate deliverability issues, follow these recommendations:

• Request whitelisting: Encourage users to contact their corporate IT team to whitelist no-reply@events.ringcentral.com to reduce the chances of blocked emails.
  Tip: When joining an event from a corporate device or while using a corporate network, users may also need to whitelist several websites and open several ports to enable the full functionality. To learn more, refer to our guide on Network connectivity settings.
• Send test emails: Before opening registration, send test emails to see if filters within specific organizations block them, then adapt as necessary.

When users don’t receive emails

If attendees do not receive registration confirmation or other event emails:

• Advise checking spam or junk folders: Sometimes, emails are mistakenly routed there.
• Request whitelisting of the sender address: Adding reply@events.ringcentral.com to their contacts list can reduce the chances of messages going to spam.
• Resend the event access email:
  • If they are already registered, from Event Dashboard > Registration > Registrants, you can manually resend registration emails to specific attendees.
  • If not registered yet, you can resend a Magic Link invite from Event Dashboard > Registration > Magic links > Manage invitations. 
• Copy the event access link:
  • If they are already registered, copy the Magic Link from Event Dashboard > Registration > Registrants and send it to the registrant via an alternative channel.
  • If not registered yet, you can download Magic Links from Event Dashboard > Registration > Magic links > Manage invitations. 
• Instruct to sign in: If they are already registered, ask them to sign in to their RingCentral Events account and access the event via the Profile Dashboard.