Improving email deliverability is crucial for successful marketing. Key steps include maintaining domain reputation, avoiding free domain emails, implementing authentication protocols, and avoiding spam triggers like excessive graphics or capitalization. Staying off blacklists, building permission-based lists, and verifying emails in real-time are also vital. Regular list updates ensure accuracy, maximizing campaign impact.

A strong email deliverability rate is essential to the success of your marketing initiative. After all, if your email marketing campaign isn't reaching your audience's inbox, it doesn't matter how well-written and produced it is. 15% of emails still don't make it to the inbox, according to Return Path.

Understanding the email path is crucial to comprehending why that occurs. Every email sent is first delivered to the Email Service Provider (ESP) of the recipient, and then it passes through their spam filters before arriving at the most desired location—your customer's inbox. And email deliverability is this.


How Can You Make Your Emails More Deliverable?

Fortunately, there are a lot of strategies you can use to increase email deliverability and, consequently, email marketing return on investment. We have compiled ten useful steps that will come in handy during this voyage!

1. Maintain the reputation of your domain.

Your email deliverability may be directly impacted by the reputation of your domain. Your emails are more likely to be regarded as spam and never make it to the inbox if your domain reputation is poor. For this reason, if you wish to improve your deliverability score, you must find and rectify any problems pertaining to your domain's reputation, including those involving email content, authentication, and IP address monitoring. And we'll cover all of that in the upcoming subjects.

2. Spam Assassin x Free Domain

In relation to the domain, Spam Assassin is likely to flag a generic free domain email address like Yahoo, AOL, Gmail, Hotmail, etc. as suspicious. This is due to the fact that sending bulk emails from a personal email account or using this free webmail frequently indicates that the sender is attempting to conceal his identity. Consider sending your campaign from a domain that contains the name of your website in order to avoid that.

3. Strict requirements for increased deliverability

You are aware that SMTP (Simple Mail Transfer Protocol) makes it easier for mails to be sent and received if you own a domain. Nevertheless, the SMTP can only be used to distribute mail; it cannot be used to manage accounts or detect unsanctioned message delivery on your behalf. For this reason, a variety of email policies and protocols, including DKIM, FPS, and DMARC, are in use today to stop fraud on a global scale. We'll discuss these criteria in this section along with how they may impact the deliverability of your emails.

By setting up DomainKeys Identified Mail (DKIM), you may use cryptographic authentication to sign the message and prevent spammers, hackers, and other online criminals from changing it while it's in transit. In order to verify and guarantee your identity as the sender, this step is essential. In order to complete this process, two keys must be created: a public key that is preserved in the Domain Name System (DNS) and a private key that is kept on your sending SMTP server.

The Sender Policy Framework is a crucial additional tool for safeguarding the reputation of your domain name (SPF). Domain owners employ this protocol to stop spoofing, which is the practice of tricking consumers into believing that a message is from a firm or person they know or trust in order to obtain their personal information. This is how it operates: by setting up your SPF as a text record inside the DNS server your domain uses, you may specify which IP addresses are permitted to send your emails.

The last record is the Domain-based Message Authentication, Reporting, and Conformance (DMARC) record. It combines the DKIM and SPF standards and provides activity reports. You can add this additional security layer to your DNS zone to receive reports in the event that a message fails both your domain sending activity and the DKIM and SPF authentication processes. After that, you can reject, report, or quarantine this communication.

4. Steer clear of writing in pictures

Certain anti-spam algorithms can recognize emails with large graphics or photos with a lot of text as fraudulent and will ban those emails automatically. Try limiting the amount of text on photos to prevent this from going directly to spam. Your email may be flagged by spam filters if it contains more than 50% graphics, according to Outfunnel. The same goes for too large photos. Try to get at least 60–70% text and 30–40% image content.


We can be drawn in by capital letters and exclamation points, right? It does not follow, however, that utilizing all capital letters in the subject line of your email campaign will improve email deliverability—in fact, the opposite may occur. This is due to the fact that this method frequently conjures up images of spam or fake messages by inflating their urgency. Therefore, make sure that the subject, body, and links of your email campaign don't contain a lot of exclamation points or simply capital letters to prevent getting caught and blocked by these filters.

6. Steer clear of blacklists

Internet service providers and anti-spam systems employ blacklists as a kind of spam filter, which identifies IP addresses or domains in real time that are known to engage in spammy activities. Blacklists are used by companies such as Internet service providers to prevent spam from entering their systems. Thankfully, there are several of strategies to make sure your email reaches your audience rather than ending up on that list. You will already be far away from being placed on a blacklist if you adhere to all of the advice in this piece.

7. Narrow down your target audience

While there are numerous methods to obtain contacts for your email campaign, you should think about creating a permission-based list—where recipients have voluntarily agreed to receive your emails—instead of scraping or purchasing lists, for example, in order to preserve the reputation of your domain and prevent harming your email deliverability score. Additionally, you should add people to your list who are more likely to interact with your emails. When someone who is merely uninterested in your content immediately blocks you, it might negatively impact your deliverability rates. All it would take to prevent that is to include an unsubscribe option.

8. Update your subscription forms with real-time email verification.

It is very likely that you will make mistakes and add invalid email addresses to your list when manually entering the email addresses into your database. Invalid email addresses will never be added to your list if you include a Real-Time Email Verification feature on your subscription forms.

9. Make sure your list is current.

Lists naturally deteriorate with time at a rate of 2% every month. Thus, periodically purge your email lists. which you can accomplish with ease by utilizing Valid Email, an email checker.

Concluding the discussion

Knowing what to do to improve your email deliverability rates and monitoring these adjustments can safeguard your domain's reputation, shield it from fraud attempts, preserve the information of your audience, and ultimately increase your desired deliverability.


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