Iva Josifoska - 01/21/2022 - Email Marketing - 0 Comments - deliverability rate / email marketing

The Importance Of Email Marketing

Even though some may say that email marketing is dead, it’s quite the opposite. Email marketing can be a fantastic tool to grow your business. 

You can leverage the power of email throughout the whole buyer’s journey. Whether you have an eCommerce business or you’re an educational institution, you can target customers’ personal needs.

You might think that the process of sending emails is a no-brainer. But that’s far from the truth. You need to pay attention to many details that affect email deliverability and open rates.

So let's dive deep and check out the factors that affect delivery and how to solve them.


What Is Email Deliverability?

According to Hubspot, “email deliverability is the rate at which your email makes it into recipients inboxes.”

The deliverability rate, however, may be misleading. You may see rates such as 99% and think that’s good. But what you may be missing is one point. You don’t want just to get your email delivered. You want to get your email to your customer’s inbox.

If you don’t comply with specific guidelines, spam flyers will send your emails in the spam or junk folders. What is worse, they can even block you from sending emails at all.

email deliverability

What Is A Good Email Deliverability?

As we have just said, the deliverability rate doesn’t say much itself. However, marketers should focus on having a 100% deliverability rate. But take into consideration the following metrics:


  • The bounce rate should be lesser than 3%; both hard and soft bounces;
  • A good deliverability rate is considered 95% or above;
  • Keep an eye on the spam rate; it shouldn’t be higher than 0,08%.


However, those numbers can fluctuate, and many factors affect them.

deliverability score


Email Deliverability Common Issues

Many factors can have a negative impact on deliverability rates. Let’s check out some of them. 


  • A high complaint rate: people can mark emails as spam;
  • A high bounce rate: this shows poor list hygiene;
  • Low engagement: if the subscriber isn’t opening the emails, more and more emails will end up in his spam folder;
  • High frequency: subscribers might get overwhelmed from receiving too many emails;
  • Sudden increase of sent emails: you should increase your mailing size gradually;
  • Switching between different ESP’s: spam filters may see you as a threat. 


Factors That Affect Email Deliverability

When talking about the factors that affect email deliverability, they can be classified into different categories:


  • Reputation;
  • Authentication;
  • Infrastructure;
  • Content;
  • Other factors.


Let’s take a look at each one of them.


Reputation Factors

Mailbox providers run immediate checks known as email reputation checks when you send an email. Those are complex formulas that generate a score that affects your deliverability rate. Some of the factors that impact the score are who and how you are emailing, the content of your email, and frequency. 


They also check sender reputation, server/IP reputation, domain reputation, and email engagement metrics.


You can use email testing tools that’ll give you insight into what’s going on. You can check these tools that will help you. 


Sender Reputation And How To Increase It

senderscore results

Email deliverability goes hand in hand with sender reputation. Here are five factors that impact sender reputation:


  • Consistent campaign volume: Try to distribute your email marketing campaigns evenly.;
  • Clean your lists: don’t let bounces stay in your list;
  • Spam complaints: keep your content relevant so that your subscribers don’t mark your emails as spam;
  • Spam traps: these are fake email addresses that look real; avoid sending emails to them;
  • Blacklists: check this tool to see whether you’ve been blacklisted.


Authentication Factors

You’ve probably come across spam senders who pretend to be someone else and send emails on their behalf. Spammers can easily impersonate your brand’s email and send campaigns on your behalf with email spoofing.


Mailbox providers have become better at detecting spam senders. Here‘s how it works. The provider checks the origin of the IP address and whether that IP address has permission to send emails or not. This process is called authentication. 

authentication factors

How To Set Up Email Authentication?

One way is to use SPF (sender policy framework), which is an email validation system. It prevents spam by verifying the sender’s IP address. An SPF record allows web administrators to select which web hosts are authorized to send messages from a particular domain. Simply put, SPF claims the ownership of your domain and that you have permission to email people using this domain. 


Another way is the usage of DKIM (DomainKeys identified mail). DKIM indicates ownership of the email message by a particular organization. With setting up DKIM, all your emails should have digital signatures in the header. The signature ensures that the content hasn’t been modified and the email is sent from the right domain. 


Infrastructure Factors

Email infrastructure refers to the software and hardware used to send and deliver your emails. You should use an ISP rather than your own infrastructure because there are many low-level protocols and standards that you must implement and adhere to.


Content Factors

You might be surprised, but email content is also a factor that affects deliverability. You should look out for bad templates, poor and heavy images, inadequate and irrelevant content. 


ESP’s search for different characteristics to determine whether a message is safe or not:


  • Language: stay away from words that will send you to the spam folder immediately;
  • Links: be cautious of dangerous links and don’t ever use URL shorteners;
  • Length: email longer than 500 characters can trigger a red flag, but so can too short emails.


When creating emails, you want to ensure that the content is relevant to your audience. You also need to be consistent with your design to maintain brand consistency. Moreover, your emails should be mobile optimized since almost 50% of opens occur on mobile. Lastly, don’t use spammy or clickbait subject lines, and always make sure that the subject line is aligned to the email content. 

mobile optimization

Other Factors

We already saw that email creation is a complex process. Here are some additional factors that you should consider:


  • Double opt-in rather than single opt-in;
  • Audience segmentation;
  • Include unsubscribe link;
  • Don’t Use a “No-Reply” Sender Address;


Key Takeaways


Email deliverability is a metric you should keep your eye on. It’s impossible to build it in a day, but surely you can ruin it immediately after sending a reckless campaign.


These are the crucial things on how to boost and improve email deliverability rates:


  1. Implement a sender’s reputation warming;
  2. Keep your list clean;
  3. Segment your lists;
  4. Use email authentication;
  5. Focus on the content;
  6. Be patient.


Follow this thorough guide to boost your email deliverability rates quickly. Contact our expert email marketing team to skyrocket your engagement if you still have any questions. 

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