How To Improve Email Deliverability Rates

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With the global number of email users expected to grow to 4.6 billion in 2025, email marketing is definitely here to stay. It is a robust tool for businesses to engage with their audience, build brand loyalty, and drive conversions.

However, no matter how well-crafted your email campaigns are, they will only bring results if they reach your recipients' inboxes. Improving email deliverability rates is crucial to ensuring your messages serve their purpose. In this article, we'll explore effective practices to boost your email deliverability, from maintaining a clean email list to using professional deliverability services. Let's get down to business.

Factors affecting email deliverability

Before we move on to describing the best strategies to improve email deliverability, it's essential to understand the factors behind email deliverability rates:

  • Sender reputation: A negative reputation from previous spam complaints or suspicious activities can lead to filtering of your emails by ISPs.
  • Engagement metrics: High open and click-through rates indicate desired content, while low engagement may result in emails being marked as spam.
  • Email authentication: Properly implementing SPF, DKIM, and DMARC protocols helps ISPs recognize legitimate senders and improves deliverability.
  • Content quality: Avoiding spam-like content and using relevant, valuable content enhances the chances of your emails landing in the right folder.
Factors affecting email deliverability

By proactively addressing these factors, you can significantly improve email deliverability and optimize the effectiveness of your email marketing efforts.

How to skyrocket your email deliverability

So, here's the most exciting part: in this section, we'll closely examine how you can achieve the highest possible deliverability rates.

1. Maintain a clean and updated email list

It's vital to regularly clean your email list to remove inactive or invalid email addresses: they can adversely affect your sender reputation. Use email verification services to identify and eliminate addresses that frequently bounce. Also, make sure you promptly process unsubscribe requests to minimize spam complaints. 

There are many different websites for checking emails, but our suggestion is Valid Email, a tool that allows you to validate up to 1000 emails a day for free.

2. Authenticate your email domain

Implement email authentication protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance).

These authentication methods verify your domain's identity and help ISPs (Internet Service Providers) recognize legitimate emails, improving your sender reputation and deliverability.

3. Segment your email list

Sending relevant content to the right audience is essential for better engagement and deliverability.

By segmenting your email list based on user behavior, preferences, and demographics and tailoring your messages to each segment's needs, you'll ensure higher open and click-through rates, signaling to ISPs that your emails are desirable to recipients.

4. Optimize your email content

Likewise, your email content plays a significant role in email deliverability. Avoid using spammy language, excessive capitalization, and misleading subject lines. Instead, focus on providing valuable, informative, and engaging content.

monetize email list

Strike a balance between images and text, as image-heavy emails might trigger spam filters.

5. Go for a double opt-in

A well-thought-out opt-in process can go a long way toward your email list containing engaged contacts, i.e., those likely to open and read your emails. Suppose you send email messages to individuals who didn't agree to it.

In that case, they can mark your emails as spam, which can badly affect your deliverability rates.

double optin

To prevent this, it's best to use double opt-in. A double opt-in is used to verify the authenticity of a subscriber's email address and confirm their consent to receive emails from you. Unlike single opt-in, the double opt-in process involves an additional confirmation step.

6. Keep tabs on engagement metrics

Keep an eye on email engagement metrics, such as open, click-through, and unsubscribe rates. ISPs consider recipient engagement when deciding whether to land your emails in the inbox or the spam folder.

While high engagement is the sign that your emails are wanted, low engagement may lead to your messages being marked as spam.

7. Be consistent

Be consistent with your email sending frequency since irregular or sudden bursts of emails may trigger spam filters. To minimize the risk of getting into your recipient's spam folders, we recommend developing a sending schedule and informing subscribers about it during the signup process.

Grow Your Manufacturing Business email marketing

When they know what to expect, recipients are less likely to report your emails as spam.

8. Monitor blacklists and sender reputation

Getting into a blacklist can adversely impact your deliverability, so regularly check whether your domain or IP address has been blacklisted. Also, utilize reputable tools to monitor your sender reputation and take necessary steps to tackle any issues.

9. Make it a breeze to unsubscribe

It's imperative to ensure your subscribers have no trouble opting out of your list. On the contrary, if this process is confusing or requires too many steps, folks will mark your email as spam, and you know what can happen with your deliverability rate.

Given that, it's wise to allow subscribers to opt out easily once they want to. For this, add a clear unsubscribe link or button to each message.

10. Warm up new IP addresses

If you're using a new IP address to send emails, warm it up gradually. Start by sending a small volume of emails and gradually increase the volume over time.

This warming-up process helps establish a positive reputation with ISPs and avoid sudden spikes that might raise red flags.

To wrap it up: how to improve email deliverability rates

Ensuring a successful email marketing campaign goes beyond crafting compelling subject lines and creating personalized messages. While there are many aspects to consider, you can streamline your email marketing efforts with automated tools such as Growbots

From email verification to deliverability testing, these guys have you covered if you need professional help with your email deliverability.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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