What Is Email Deliverability

Email marketing has many benefits. This is the highest ROI among all channels of direct communication, and interaction with customers, for which you don’t need to pay extra. But many companies make typical mistakes that nullify all efforts to develop it.


The more competently email marketing is conducted, the more profit it brings. We have prepared a selection of the most common mistakes that are made when launching mailing lists. We tell you what they lead to, how to avoid them and not miss the profit.


How often do you check your spam folder? Never? Then how do you know important emails aren’t in the spam folder? Do you just trust your Internet service provider (ISP)? There is no guarantee that your important emails will be delivered.


This process is called email deliverability. It ensures that your email appears in the recipient’s inbox, which can lead to conversions and sales if your audience is convinced by the message in the inbox.


Email deliverability depends on the number of emails that end up in your list’s inboxes. A delivery failure is when your emails do not end up in your customers’ inboxes. Then all the effort you put into creating the perfect email marketing messages could be for naught if the emails you send don’t reach the recipients’ inboxes. This is why email deliverability is so important.


The higher your email deliverability is, the more likely you are to convert recipients into potential clients and the more likely your business will be to succeed. Sounds simple, right? However, the deliverability process itself can be much more complex than it might seem at first glance. What to do if your recipients are not receiving your emails? The good news is that several workarounds can help improve your email deliverability.

How to Improve Your Email Deliverability

1. Authenticate Your Email Domain & Use the Same IP Address

Email authentication is a sender authentication procedure. ISPs and postal services analyze emails to make sure the email is from a trusted and conscientious sender and not from a scammer. For important mailings, it is recommended to have a separate IP. This precaution will ensure high deliverability, and other senders with a low reputation will not create problems.

2. Send relevant and attractive emails to subscribers

When sending marketing emails, it is always important to send messages that people will enjoy reading. Sending engaging and relevant emails will increase your email deliverability and also increase your campaign’s conversion rate. Instead of just focusing on promotional messages, consider sending engaging emails that your recipients might be interested in. With a friendly approach, you can offer tips, tricks, and other information that may be valuable to your audience. Do your best to send relevant and inspiring content that grabs the attention of subscribers and encourages them to interact with your advertising campaign. Add links to register or view additional content, ask for feedback, and keep the conversation going. When subscribers interact with your emails, it signals to ISPs that your content is appreciated.

3. Monitor performance regularly

To improve email deliverability with time, it’s important to check your performance metrics regularly. Make sure your bounce rate is low and your email deliverability is up to acceptable standards. If this is not the case, then you need to identify the problems and fix them as soon as possible. Lack of performance review and action can quickly damage your company’s reputation. A good email delivery rate will help you ensure that your company’s marketing emails are received and opened by recipients. These are just some of the best ways to increase email deliverability and create superior email marketing campaigns. Email deliverability is something you should check regularly and make improvements as needed.

4. Don’t Email Too Often

It’s important to have a consistent email schedule with the right timing and frequency to improve deliverability and open rates. There is no point in sending emails when the recipients are unlikely to be able to read them, so it is important to spend some time choosing the right time to send emails based on your target audience. Developing a relationship with subscribers is a lot like real life: when you’ve just got permission to send emails to someone, you shouldn’t immediately bombard the person with emails. ISPs detect a pattern in the number of emails you send. If you suddenly start sending a flood of emails, your campaign may be blacklisted. To avoid this, first, win over subscribers and gradually increase the number of letters when you see engagement and a positive response to your campaign.

5. Update your email lists regularly

It is important to regularly update your email lists and remove those who no longer check or open your emails and those from whom you have not received any response. Along with that, delete any email addresses that are no longer in use or addresses that you have duplicates for. This will help you avoid sending emails to the wrong people and increase the deliverability of your emails. Check your mailing list frequently for inactive subscribers, spam, and invalid email addresses. If you send a newsletter to non-existent addresses, you will get a hard refund, which will negatively affect your reputation as a sender. Make sure you give people the option to unsubscribe from your mailing list.


The way to great deliverability can be long, confusing, and winding, but these tips will help you navigate your way to sending great email campaigns that will land in your inbox.

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