How To Improve Email Deliverability

In the world of email marketing, there are a lot of factors that have to be put into account. These include open rate, having the right call-to-action, and email subject. However, none of these factors hold any weight or relevance to your email deliverability test. This is because, if your emails don’t find their way to the desired inboxes, no other factor matters. According to a deliverability benchmark report, over 20 percent of total emails sent never get to their desired destination. This article will show you various tips on how to improve email deliverability.

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What is Email Deliverability

Email deliverability is the rate at which emails make their way to their desired destination (user’s inbox). According to reports, one out of 5 emails sent does not reach the user’s inbox. These emails either find their way into spam folders or get totally deleted by the internet service provider (ISP). Email deliverability issues often result from shady email practices and not sticking to rules laid out by ISPs. To improve your email marketing deliverability, follow the practices outlined below.

How to Improve Email Deliverability

There are proven techniques that can help you improve open rate and prevent delivery failure. These are the email deliverability best practices performed by some of the biggest email marketing brands.

1. Perform Email Validation

Performing email validation will help you filter spam traps and other irrelevant addresses from your mailing list. Sending emails to addresses that don’t exist or are spam traps will affect your email reputation. Use email validation tools to identify addresses that will leave your emails vulnerable and to decrease bounce rate.

2. Use Double Opt-in

When using a pre-checked box to gather subscribers, you are most likely going to get emails that will hurt your deliverability rate due to spam complaints. A double opt-in however, is a process where users who desire to subscribe to your mailing list receive a message confirming their desire to join your mailing list. This is a less-traveled route as it decreases the number of subscribers that you can get. However, it also increases the quality of subscribers that you get. This way, you only get subscribers who are genuinely interested in what you have to offer and would be less likely to unsubscribe from your mail list. This will improve deliverability, engagement, lower bounce rate, and fetch you higher quality leads.

3. Simplify The Opt-out Process

It is mandated by the CAN-SPAM Act for you to simplify the opt-out process for your subscribers. However, many businesses fail to implement this rule. They either make the opt-out button hidden or they don’t add one at all. This can affect your email authority as users who are unable to unsubscribe begin to mark your messages as spam. To avoid this, ensure to put the opt-out button where it can easily be found. We also recommend you use a one-click unsubscribe and a successful unsubscribe message to make the process easier. You don’t want your users to resent for being unable to opt-out from your mailing list.

4. Ensure Your Name and Sender Information Is Constant

In order to improve email deliverability, you have to ensure your information is consistent. This includes your business name, address, and other information you include on your company mail. Other than the fact that this is required by the CAN-SPAM Act, it also ensures your subscribers don’t confuse your mail for that of other businesses. Avoid flip-flopping between the name you choose to represent your brand with, as it will also increase your open rate and prevent your messages from being marked as spam.

5. Avoid Barraging Your Subscribers With Emails

How many emails you send your subscribers per month can lead to a decreased delivery rate. While the issue of surplus emails can be subjective, it shouldn’t be more than twice a week and 8 per month. The most successful marketers are stated to send between 1-8 per month. Indecent barraging of emails can cause even your most engaging subscribers to stop reading your messages, or worse yet, unsubscribe or mark as spam. It also helps improve email deliverability if messages aren’t erratic or spontaneous. Ensure emails are sent in a consistent hour and day every time and avoid long breaks.

6. Employ Email Segmentation

You can also improve deliverability with email segmentation. Popular segmentation is based on demographic, location, past purchases, and position in the sales funnel. A research carried out by Mailchimp showed that segmentation of emails resulted in a higher open rate, more clicks, and less bounce rate. It is important to note that ISPs favor your messages and increase your authority when you have a high engagement. Since people have shown that they engage with emails specifically tailored to their needs, mail segmentation is the best way to increase engagement.

7. Suppress Inactive Users

Improving email deliverability is all about following ISPs rules to gain their trust. Inactive subscribers affect your deliverability. Ensure to filter your mailing list from time to time and eliminate mail subscribers who get your emails but do not engage.

8. Maintain Proper IP Allocation

Once your daily emails sent hit 25,000, it's time to get a dedicated IP. ISPs can block an entire IP pool if they suspect you just keep adding IPs to your list. Once you get a dedicated IP, ensure to warm it by sending a small batch of emails.

9. Avoid Spammy Subject Line

There are certain keywords that can get your emails classified as spam. A couple of them include Free, Risk-Free, Call Now, and more. There are hundreds of keywords that you should avoid. However, a rule of thumb in order to avoid spammy subject lines is to focus on the value of your email and not try to be pushy, saley, or create an unnecessary urgency.


Your mail delivery rate is the most important aspect of your email campaign. To ensure your emails are getting to their desired destinations, follow the 9 best email deliverability practices outlined in this article.

How To Improve Email Deliverability - FAQs

1. What affects email deliverability?

The delivery rate can be affected by a couple of reasons. The most obvious is by flucking on the best email deliverability practices. Not sticking to ISP rules, sending emails to the wrong users, and too many emails being sent at successive intervals are among them.

2. What tactics can be followed for improving email marketing deliverability?

The more engagement your emails get, the higher your mailing authority is. To improve email marketing deliverability, simply follow ISP guidelines, get genuine mail subscribers, and filter your mailing list for spam traps.

3. What is a good email deliverability rate?

95% and higher is considered a good delivery rate according to ISPs and email marketers worldwide.

4. How do you ensure email deliverability?

The fundamentals for ensuring email deliverability is having the right mailing list. Other guidelines include following ISP’s guidelines and employing email segmentation for more engagement.

5. Why would email not be delivered?

If your emails are considered spam by ISPs, your messages are automatically deleted or sent to the spam folder.

Clean Email Team Updated on May 8, 2022