Email Deliverability

How Email Deliverability Affects Your Business

Old is gold as people say but not so gold when it comes to emailing strategies. Before email marketing metamorphosed into what it is now, the main focus for business owners was to have a long recipient list to just send emails to whether or not it was being read. If recipients didn’t unsubscribe, they will continue receiving emails regularly.

Presently, the world has adopted a different email strategy. Internet service providers require engagement from recipients in the form of clicks, open rates and replies to emails received. These responses could either be negative or positive, this does not matter as long as there is user engagement.  

Before getting into email deliverability, let us share foundational knowledge on email marketing.  

Email marketing is when you send a commercial email message to contacts who have joined your email list and given you express permission to send them emails. 

Email marketing is used to inform, increase sales, and create a brand community (e.g., with a newsletter). 

Modern email marketing has evolved from bulk mailings that were initially are one-size-fits-all and now focus on permissions, segmentation, and personalization. 

Astonishingly, around 3.9 billion people used emails globally in 2020, this number is projected to touch a staggering figure of 4.48 billion by 2024 according to a study by Statista. 

Having said that, marketers continue to encounter several obstacles in their email marketing operations. One of the most significant problems is the amount of time required to produce a visually appealing email from scratch. That is where email marketing tools come in handy to save time. 

A few popular email marketing tools include:  

As much as email marketing and its tools are necessary, they are not effective unless there is deliverability. It is not as simple as it sounds until or unless you have an email deliverability strategy in place for your company. 

Email Deliverability Explained. 

Email deliverability is defined as the measurement and comprehension of a sender’s success in getting their marketing email into people’s inboxes. It is critical to be able to spot patterns in your email deliverability data (such as opens, clicks, bounces, and unsubscribe spam reports) and to have a framework in place to pivot your approach based on who the trends are affecting. 

A Deliverability check makes you understand why out of the 1000’s emails that are sent to customers on a daily basis, you only get an active interest of 50 people showing. Here is the catch, this is when you realize that you need to check your email deliverability as a company. The higher the number of emails that reach a customer’s inbox rather than spam folder the greater the chance of customer recognition and response.   

When you send an email, reaching the inbox of the recipient should be the primary goal but there are three phases that the email passes through before arriving in the recipient’s inbox. These phases include delivery rate, deliverability and placement.  

Delivery Rate 

This can also be referred to as delivery rate or acceptance rate which confirms that the mail has been accepted into the Internet Service Provider’s (ISP)’s server. The ISPs will send out a message if the email has been accepted into their server or rejected.  


This is the next step after the delivery rate. But unfortunately, in this section, the Internet Service Providers (ISPs) do not acknowledge where the mail landed. It may land in any of the recipient’s mail folders which include primary, social, promotions and junk. 


This process means exactly what it says. It refers to which tab the mail goes into in the individual’s mail folder. 

Why Email Deliverability is Important for Your Business. 

As mentioned above ROI is a crucial factor for email deliverability. Hence, a key focus should be placed on deliverability. The better the deliverability the higher the chances of a better ROI. Moreover, the changing market trends and customer demands have made it a necessity for Brand recognition to be built.
Therefore, to allow for increased engagement by ensuring that more and more emails are clicked, opened and responded to, deliverability is fundamental. Only when they reach a person’s inbox will responses be received for emails sent and ensure participation.  

When deliverability does not work effectively, the effort, time, money and resources spent to ensure that mail reaches the recipient will be futile if the message ends up in the spam box. This will further raise costs to re-strategize, plan and resend several emails. That is why before a large number of emails are sent out, the company should check on its deliverability. Only then you can have a higher probability of reaching the receiver’s inbox folder. 

Marketers rely on core points and need to measure aspects engagement metrics, blacklist checks and postmaster tools to try and identify which tab the email has gone into. 

Ways to Improve Your Email Deliverability 

Internet Service Providers  sort out recipient’s emails based on algorithms. But is that all?  

To get into the inbox other factors need to be considered and be put in place to make sure receivers can read and understand your email. Some of these factors include;



  • Does the matter really matter?

    Make sure to always send high-quality content. The lower the quality the higher the probability of having a bad reputation. You can always fix this by ensuring high-quality content that would get into the right folder when emails are sent. 


  • Is your IP happy?

    The purpose of ISP filters is to protect users from spam emails. How can you convince these monitors that your IP address is legitimate and reliable?
    Begin every email marketing strategy by generating tiny batches of emails. Deliver these messages to addresses you know are available and ready to engage. As these emails are acknowledged and opened by engaged people, your IP will begin to develop trust with the ISP. 


  • Get the right amount

    The greater the number of opens and clicks on your emails, the higher your sender reputation. When your emails prompt people to act, such as visiting your website, it demonstrates to the ISP that your audience values your emails. 


  • User response

    Be focused on the responses you receive overtime from your contacts and how the responses are. Once this is monitored, a track record can be kept of how users are reacting to your emails and whether they are interested in the content. 


  • Authentication

    Always authenticate your emails make sure they look true to the brand they represent. This will allow ISPs to understand that you are genuine.


  • Did you get a hard bounce?

    When you send an email to an address that does not exist, you will receive a hard bounce. ISPs consider hard bounces when determining sender reputation since they might indicate poor audience management. Soft bounces, on the other hand, occur when an email address has a momentary problem, such as an overflowing inbox. If you’re getting a lot of bounces, you might need to modify the method you use to develop your audience. 


  • Did you know of the sender policy framework?

    A sender policy framework, or SPF, boosts your credibility in the eyes of the receiving email server. To ensure that the domain name is authentic, the server can cross-reference it with the corresponding IP address. Your emails may be refused if you do not have an SPF in place. 


  • Check Feedback Loops

    Most major ISPs offer feedback loops via which the email sender can obtain information from receivers who have complained about the sender’s email. These are referred to as Complaint Feedback Loops or FBLs.
    This information is easily accessible through Yahoo, AOL, and Microsoft. Gmail users can configure a Feedback Loop header that does not utilize the standard ARF format used by most FBLs. Only ESPs (email service providers) are allowed entry into Gmail’s FBL program. 


  • Email Frequency

    Sending out too many emails might cause your subscriber list to suffocate. Too few emails might suffocate your revenue.
    So, how can you maximize deliverability? You send the appropriate number of emails. The only method to find that perfect number is to thoroughly test, which is difficult. Furthermore, it takes a long time, during which you may make blunders.
    One email each week is a decent starting point. As long as you have very strong material, you may attempt scaling up to twice weekly. You may even reduce your frequency to once a month without completely losing touch with your audience. However, if you step beyond those two borders, you are entering a risky zone. 


  • Check Blacklists

    If you’re having sending issues, or even if you’re not, it’s a good idea to check the blacklists. These DNS-based blacklists are designed to protect consumers against IP addresses that have received a large number of spam reports.
    Check that your IP address is not on this list.
    MXToolbox can do a fast check on an IP address. Alternatively, you may join up for a free monitoring service. 


From the information above you now probably have an idea about the importance of email deliverability for email marketing. This is the first step. After which, you may go crazy with designing catchy subject lines and compelling email content.  

Email marketing is extremely effective – but only if the emails are delivered. 

Finally, the essential for deliverability is a clean, engaged audience that leads to a solid sender reputation. Keep an eye on your email reports and audience data to make sure you’re delivering the correct emails to the right individuals. Nothing can stop you from reaching inboxes if you understand what email deliverability means. 

Marketing is not restricted to social media, believe it or not, email marketing is the best way to market your product or service. Reaching out to customers is just a “send’ button away. Contact The METO DIGMA to improve your email deliverability so as to land in the right message box. We will provide you with the best services and get your emails noticed.

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