Email Deliverability Success: Understanding the Key Factors and Best Practices

Email deliverability is a crucial aspect of digital communication, affecting how your messages reach your audience. Understanding this concept is key to ensuring that your emails reach the intended inboxes and fulfill their communication purpose.

What is Email Deliverability?

Email deliverability is the percentage of email messages that are successfully delivered to a recipient's inbox.

A variety of factors can affect email deliverability, such as whether the email contains spammy content, the email sender's reputation, and whether the email server is configured properly.

The Impact of Email Deliverability on Communication

No matter how good your subject line or offer is, if your email doesn't reach people's inboxes, they won't see it. To see how well your email is doing, you need to monitor the percentage of emails delivered to the inbox, versus messages sent to the spam folder, rejected, or blocked.

There are a lot of things that can affect how well your emails get delivered. For example, unexpected events like the COVID-19 global pandemic. Global email volumes are always changing, so that can have an effect too. Even one-time email campaigns can influence how well your emails get delivered. Here is a case study of how we helped an E-commerce company go from poor Inbox Placement to achieving Email Deliverability success in just 25 days.

Misleading Metrics

Many people use the "delivered" rate provided by their email service provider (ESP) to measure how well their emails are being delivered. However, this term can be misleading because it only measures the percentage of emails that were accepted or rejected by a mailbox provider (MBP).

When you send emails, you want them to be delivered to the inbox. But sometimes they go to the spam folder or just disappear. You can't tell how well your email is doing by just looking at the delivery rate. This rate only tells you if your email was sent, not whether it was received by the person you sent it to.

How to measure email deliverability

  • Inbox placement rate: The percentage of emails that make it to the inbox or spam folder out of all those sent.
  • Spam placement rate: The number of messages delivered to the spam folder out of all those sent.
  • Missing rate: The proportion of mail that didn't arrive in the inbox or spam folder and was therefore rejected by the MBP.
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Key factors Influencing your Deliverability

There are a few things that can impact whether your email is delivered to someone's inbox or not. Here are the most common ones:

Sender Reputation

Internet service providers and email programs look at your emails to see if they are good. If they are good, they will generally go to your inbox. If they are bad, they might go to the spam folder or be blocked. This all depends on your sender's reputation.

Sender reputation is determined by several factors, including how many emails you send, how often your messages bounce, how many complaints you receive, and how often your messages are classified as spam. Recipient engagement also affects your reputation, including how often people open your messages and how often they report them as spam.

Before you send a new campaign, always make sure to check your sender's reputation. This will ensure that your messages are delivered to the inboxes of your recipients.

IP and Domain Reputation

An internet Protocol address (IP address) is a unique number that is assigned to each device connected to the internet. There are two types of IP addresses: dedicated and shared. When you use a shared IP address, the actions of other users who are also using that same address can also affect your reputation.

If you want more control over your reputation as a sender, you can use a dedicated IP address. But it's important to follow best practices and warm up the address first, or you could lose your reputation.

Domain reputation is simpler. It uses your IP address and the sending domain. Domain reputation is important for both ISPs and MBPs when making filtering decisions because sophisticated spammers frequently change their IP addresses to avoid being discovered.

Blocklists or Blacklists

Blocklists, or blacklists, are just as terrible as they sound. These are lists of spammers (or people who send a lot of emails that are similar to spam) that email service providers use to decide if an email is going to be delivered.

List Hygiene

You need to keep your mailing list updated. You need to take people off your list if they unsubscribe. This is required by law in most areas. You should also check that your list does not have any invalid addresses.

• Some email addresses may not be recognized or may be invalid. This includes email addresses that have been abandoned or shut down by the MBP, as well as those with typos.

• Recycled spam traps are email addresses that were once legitimate but are now used to trap spam emails.

• Pristine spam traps are email addresses that are only used to catch spammers. These traps can hurt your deliverability because they indicate that you may have questionably acquired your list.

Email Content

People frequently unsubscribe or label spam mail that isn't relevant to them or their interests. Even if they don't do this, lower read rates and higher deleted unread rates will send negative signals to MBPs.

It's time to stop sending the same email to a lot of individuals and using outdated marketing tactics.

Senders should avoid using link shorteners, spammy language, excessive capitalization, and huge pictures when sending emails, as these elements can influence the filtering decisions made by MBP.

Including a clear unsubscribe link in every email is required by law in many countries. It's also good practice to include an email address or physical mailing address so that people can contact you if they have any questions or problems.


Email deliverability can be a complex issue, but there are steps you can take to overcome problems and ensure that your emails reach your customers.

If you need help with email deliverability issues or if you don't have the time to deal with them, don't hesitate to contact us. We can quickly get your email campaigns back on track. Book a free consultation with us by clicking on this link. Take a step forward in solving your business problems!

This article was written by Bobby Mansker Jimenez, one of our team members at Gobvio.

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