Email deliverability best practices

Email deliverability is the metric that measures the number of emails that reach your recipient’s inbox.   

There are many factors that influence whether or not the email you send reaches your prospects’ inbox.  

And there are some good practices you could follow to make sure maximum deliverability;    

Do not buy email lists  

Many marketers get tempted to grow their email newsletter subscriber numbers by buying the email list.   

Howbeit, that’s a very bad idea.   

When you buy an email list, people in that list didn’t opt-in to receive your emails. Hence there is a high chance that when they get your emails, they’ll mark it as spam.  

Then how to find an email address to build prospect list.  

How to find an email address? 

You may use the email search tools such as to find email addresses using your prospect’s name.  

This tool’s free version allows you to find ten email addresses for every month.   

Create engaging content  

Your content will not prevent your emails from reaching the inbox. However, if you send poor-quality content or ones that are not at all engaging, your prospects will mark it as spam.    

Monitor your reputation metrics proactively   

Keep track of your email reputation score to learn all that you need to change to improve your email campaign.  

A sender score’s proprietary algorithm ranks a sender’s IP address on a scale of 0 to 100, where zero is the poor score and hundred is the best score.  

This ranking is in turn based on factors such as the amount of rejected emails, number of emails, your external reputation, number of unknown users, complaints against your brand, etc.    

Spam and complaint rates  

You can reduce the spam rates with a simple solution. You can send content that adds value to the people you target.    


Email bounces can happen due to various reasons – it could be technical or reputation-based.  

When you send emails to non-existent or inactive email accounts, it will have a negative impact on your sender’s reputation. This could result in your emails getting filtered to the spam folder.    

IP and domain reputation  

Email service providers use IP reputation or domain reputation to identify the credibility of senders.  

When you have a low IP or domain reputation, your emails would be filtered to spam.   

Email list health  

It is essential to maintain a list of engaging and active prospects in your email list.   

For this, you should ensure that all prospects in your database are validated and highly relevant to your business.  

Here are a few steps you should follow;    

Double Opt-in  

When you are placing the signup form on your website or landing pages, make sure that you verify that users have entered the correct/valid email address through double opt-in.    

This will help in minimizing the chance of lowered reputation that could arise from a high bounce rate and very low engagement.    

Filter on engagement  

If you find a set audience not engaging with your emails. Over time, you should remove them from your email list.  

Keeping such prospects in your email list will affect your email open rate or click rate.  

You can send an email asking for their confirmation if they are interested to receive emails from your brand or not.    

Unsubscribe Option  

Besides this, in all your emails you can keep an option to unsubscribe from your newsletter. It’s good to make it easy for people to unsubscribe.    

Final Thoughts  

With personalized email content and relevancy, you could build your bond with your prospects. And avoid filtering that occurs by sending spammy content. This will improve your email deliverability too. 

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