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An Ultimate Guide To Email Deliverability

sending emails

Is your inbox strangely filling these days?

If the answer is yes, then maybe you need to unsubscribe and clear your lists for more efficient email deliverability rates.

To only receive messages, and services from brands that you like, cut off from the brands who aren’t providing what you need. This is the same advice we would give to any of your customers also. The brands that are doing this correctly are improving their email deliverability rates actively.

If you aren’t optimizing your email list for best deliverability rates, you’re missing big ROIs.

What Is Email Deliverability?

When your email lands into your subscriber’s inbox, not in the spam, trash, or another folder, this process is known as the email deliverability process.

This safe process occurs when your email crosses all the barriers and identification metrics. Deliverability ensures that your email is reaching your audience’s inbox, which is also known as inbox placement.

Some reports suggest that 78% of companies have email deliverability issues. As per SendGrid, 21% of opt-in emails never land in an inbox. And to make sure this doesn’t happen to your brand, looking after your email deliverability rate is the key.

That’s the reason it’s crucial to keep track of bounce rates and email acceptance rates and work on future email campaigns for more conversions.

Why Is It Essential To Track Email Deliverability?

Forbes stated that 65% of small businesses’ average open rates fall between 11% and 50%. Also, the study showed that small businesses need to improve their click-through rates since 77% of small businesses’ average email click-through rates are between 0% and 10%.

This means, as brands, it’s crucial to understand what goes behind the scenes. It is important to track emails sent, delivered, opened and clicked to gain some clear insight.

To make this process smoother, double-checking email authentication, managing bounce rate, and monitoring feedback loops can be the first step to get started. As per email service providers (ESPs), if you send 50,000 emails and 10,000 are not delivered to the recipient, it’s the equivalent of having a list of 40,000 emails. That is, you lost 10,000 sales opportunities, and every email that doesn’t show up in the inbox is considered “not delivered.”

All these stats, numbers, and click-through rates can be improved by just analyzing and tracking the status of your emails sent.

So, here are few reasons why it’s essential to track your email deliverability rates:

  • It saves your precious time as a business owner
  • Provides you remarkable insights into your audience’s needs and wants
  • Allows you to track your e-mail marketing efforts and campaigns
  • Helps you to fix and improve email deliverability rate

5 Effective Ways To Increase Email Deliverability

sales analytics Now that you have understood its importance and benefits let’s get into action. Here are five practical ways you can increase email deliverability rates.

  1. Maintain A Clean Email List

The best way today’s marketers are improving their ROI is by removing subscribers who don’t engage, respond or act from their email lists. Even the email lists that include spammers or unauthenticated email addresses, removing them from your email lists can help you optimize and target your active audience.

In a nutshell, decluttering your email helps you focus on people who genuinely want your product or service.

  1. Make Unsubscribe Option Easily Available

People don’t like ambiguity or unclear routes to reach their destination. Adding an unsubscribe button or opt-out-link below your email newsletter is the way to clean up your email list.

As per Statista, 290 billion emails are sent and received each day. This doesn’t mean each one of them is opened and read.

When you provide your audience with an easy unsubscribe link, it becomes clear for you to understand who is your target audience and who is loving your content/product or service. This helps you to boost engagement, reduce bounce rates and increase click-through rates for your future email campaigns.

  1. Personalize Emails

In this world full of bots, personalizing your emails does help you to stand out. If you’re not showing the human side of your brand, your brand may come under the 20.4% of emails that either go to spam or undelivered.

It’s always about your customers, so think about what excites them, how you can provide value, and keep them engaged. Add their names and wish them on their birthdays or special occasions. Format your email such that you’re talking to a friend to create a strong customer-brand relationship.

  1. Monitor Your Email Campaigns

Managing expectations, email campaign results, and bounce rates is a tough job.

That’s why monitoring your email campaigns points out the deliverability issues. Whether it’s keeping track of soft bounces, spam email addresses, keeping a check on sender and recipient scores, or even choosing the best time to send emails, all these can be analyzed only through monitoring. It helps you identify the areas which need improvement for every email campaign.

  1. Create SPF & Configure DKIM

In these uncertain times where we can measure the impact of COVID-19 from remote classes to working, email has become one of the most obvious choices of written communication for many companies.

This is where security and authentication play a great role; any message sent without DKIM and/or SPF is considered doubtful by the different email tools.

Now here are the benefits of DKIM; it prevents phishing and keeps scammers away; not only this, your emails are identified by ISPs and your ideal email clients. This means it improves the chances of your email reaching the right contact.


The ultimate goal of email deliverability is to make sure that every subscriber whose on your email list can open your email messages.

Email is the single most marketing strategy that isn’t going anywhere. So experiment, fail and be human to get more responses for your email campaigns.