The Ultimate Guide to Email Deliverability: Tips and Best Practices


‍In today’s digital world, email is an essential tool for communication, marketing, and sales. However, sending an email doesn’t guarantee that it will reach the recipient’s inbox. This is where email deliverability comes in. Email deliverability refers to the ability of an email to reach the recipient’s inbox, and it is critical for any business that relies on email for communication or marketing. In this ultimate guide to email deliverability, we will explore what email deliverability is, why it matters, factors that affect email deliverability, as well as tips and best practices for improving email deliverability.

Understanding email deliverability and why it matters

Email deliverability is the process of getting an email delivered to the recipient’s inbox. It is not just about sending an email, but also about ensuring that it lands in the recipient’s inbox, and not in their spam or junk folders. Email deliverability is important because if an email lands in the recipient’s spam folder, it is less likely to be seen, opened, or acted upon. Poor email deliverability can also harm a business’s reputation, as it can lead to high bounce rates, low engagement rates, and even blacklisting by email providers.

Factors that affect email deliverability

Several factors affect email deliverability, including:

1. Sender reputation

The sender’s reputation is critical to email deliverability. Email providers use sender reputation to determine whether an email is spam or legitimate. A sender’s reputation is based on several factors, including their email sending practices, such as how often they send emails, their email content, and the number of spam complaints they receive.

2. Email content

The content of an email also affects email deliverability. Email providers use spam filters to detect spammy content in emails. Spammy content includes things like excessive use of capital letters, too many images, and certain words and phrases commonly used in spam emails. To improve email deliverability, it is important to create high-quality email content that is relevant, engaging, and free from spammy elements.

3. Email authentication

Email authentication is the process of verifying the authenticity of an email. Email authentication helps email providers ensure that the email is coming from a legitimate sender and not a spammer. There are several authentication protocols, including SPF, DKIM, and DMARC, that businesses can use to improve email deliverability.

4. Email list quality

The quality of the email list also affects email deliverability. A high-quality email list consists of subscribers who have opted in to receive emails from the business. A low-quality email list consists of purchased or rented email addresses or email addresses that have been harvested from the internet. Sending emails to a low-quality email list can lead to high bounce rates and low engagement rates, which can harm email deliverability.

Check our follow-up guide from Reply`s specialist