Mastering Email Deliverability: Best Practices for Email Marketing Success

Your eCommerce brand’s email marketing efforts might be some of the best on the market. But, if your emails aren’t reaching your audience’s inboxes… then “best” doesn’t matter!

This is where email deliverability comes into play.

Email deliverability is the key to ensuring your messages land where they belong, and requires a combination of strategic planning, meticulous execution, and ongoing monitoring. Here’s how you can master the art of email deliverability to maximize the impact of your campaigns.


Build a High-Quality, Highly Engaged Email List

Start by cultivating a clean and engaged email list. Focus on organically growing your list through opt-in forms, lead magnets, and other permission-based methods. Regularly clean your list by removing inactive or bouncing addresses and never purchase or rent email lists (they’re not ethical or good for deliverablity!).

Authenticate Your Domain Before Anything Else

Email authentication protocols such as DKIM, SPF, and DMARC help verify the legitimacy of your email messages, reducing the likelihood of them being flagged as spam. Ensure that these protocols are properly configured for your domain to build trust with email service providers (ESPs) and improve deliverability.

Always Craft Compelling Subject Lines and Content

Pay close attention to your subject lines and email content to avoid triggering spam filters. Personalize subject lines and avoid spammy language, excessive symbols (like !!!!), and excessive emojis (one or two is sufficient). Use your subject lines to show what valuable, relevant content is inside the email.

Assess and Optimize Your Sending Frequency and Timing

Finding the right balance of staying top-of-mind without overwhelming your subscribers is crucial. Monitor engagement metrics such as open rates and click-through rates to gauge the optimal sending frequency for your audience. Don’t forget to account for different time zones and preferences, too!

Take Steps to Maintain a Positive Sender Reputation

Your sender reputation plays a huge role in deliverability, determining whether your emails land in the inbox or the spam folder. To strengthen your sender reputation, focus on delivering high-quality content, minimizing spam complaints, adhering to best practices, and monitoring your reputation regularly.

Segment Your Email List for Better Personalization

Segmenting your email list based on demographics, preferences, and past interactions allows you to tailor your messaging to specific audience segments. This increases your content’s relevance and encourages engagement, both of which are good for deliverability. Highly personalized content is always the way to go!

Monitor and Analyze Metrics to Improve Performance

Key performance indicators (KPIs) like deliverability rates, open rates, click-through rates, and conversion rates can help you evaluate the effectiveness of your email campaigns. Identify trends, patterns, and areas for improvement, then adjust your strategies (or try new ones!) to optimize deliverability and maximize results.

Stay Informed About Industry Trends and Best Practices

The email marketing industry is constantly evolving, with new technologies, regulations, and consumer behaviors emerging on an (almost) daily basis. Maintain your competitive edge by keeping up-to-date on industry trends and best practices, and regularly checking your compliance against requirements like GDPR.

Wrap Up

Email marketing is only effective if your emails are actually getting delivered. So, if you want to maximize the reach and impact of your email campaigns, it’s time to focus on deliverability. From authenticating your domain to segmenting your email list, there are many different ways to master the art of mail deliverability…and they’re all worth it if you want to see better results!