7 Important Practices to Improve Email Deliverability


I love to talk about email marketing, it’s so fascinating how such a “quiet” marketing strategy is so successful. However, the strategies only work if you create and send your emails the right way. I’ll be straightforward here- Your emails will be useless unless they reach the recipient’s inbox at all!

Email deliverability is a crucial factor in these marketing strategies. This refers to how many emails were accepted by ISPs and send to the recipient to view. Basically, it’s the rate of emails which didn’t bounce, whether they were sent to the spam nor main inbox.

Without the positive rates of email deliverability, you won’t be able to drive any revenue from your campaign. How can you share what you have to offer if it doesn’t even send to your audience? This is just because of a total waste of effort, time, and money.

I know how irritating it is to deal with your emails NOT sent out as expected. That’s why I did the research and show you the seven important practices to improve email deliverability.

You can have applications like Postcards Email Builder or other fancy software to create and design your emails perfectly to send out. But this will all go to waste if you aren’t able to successfully send them in the first place! To improve your email deliverability rates, here are important tips to follow:

  1. Send From Dedicated IP Addresses

Your IP address’ domain, email address, and even its reputation will play a role to get your emails sent straight to your recipients’ inboxes. A message that bounces or will be reported as spam will count against your IP address’ reputation. As a result, it affects your email deliverability and can even block it entirely.

That is why I recommend that you learn all about IP addresses and using certain domains to improve this rate.

Shared IP addresses are best for this who send fewer than 5,000 emails a day, though you have no control over sender reputation.

Dedicated IP addresses are best for 50,000 emails a week, focusing on time sensitivity and protecting your reputation. Make sure that you send emails in increments to prevent being seen as a scammer.

Furthermore, it’s best to separate your IP addresses according to its function. This ensures that your emails will receive the best delivery, from separating support, customer, marketing, and other sub-departments.

  1. Authenticate All Your Emails

Make sure that all your emails are authenticated, which identifies who owns the email address. This protects it from any spammers or phishers who use email to send out harmful messages.

To do this, enable the Sender Policy Framework and Domain Keys Identified Mail. This will verify your reputation as a sender and prove to ISPs you own the domain. Create a DMARC record afterward to make sure that the email is authenticating properly, providing any warning of failures or auspicious activities.

  1. Know the Sender Score

ISP providers such as Yahoo Mail, Outlook, or Gmail utilize advanced spam methods to protect users and their mail services. The spam filters are the first line of defense, as it would analyze all incoming emails and only allow the legit ones to reach a user’s inbox. The bad ones go to span or reject the email completely.

There are programs that can check your email content to determine if your email is spam. This is useful before sending out your emails to lessen the probability of it reaching spam or rejection.

  1. Avoid Any Spam Trap

There are spam traps created by ISPs and anti-spam groups, a tool which identifies users who send emails from lists that are outdated or without any permission to send it out.

Spam traps are like regular email addresses, created from old email accounts people don’t use anymore. The address will be put online where robots or people harvest them for sending out. Never try to harvest emails online and use email validation when verifying your subscriber list.

  1. Create Content and Subject Lines Which Are Non-Spammy

Good content and subject line aren’t just for user clickability rate, but for email deliverability as well. Email spam filters would also look at the email’s subject, preheaters, and its content. If ever any of these look like it’s spam with unsupported codes, then it will most likely be put to spam or rejected.

Make sure that you check for spam before hitting the send button. Furthermore, avoid emails that contain purely capital letters, excessive punctuation, poor spelling, and scam-like content.

  1. Manage Email Lists

Do not buy email list but manage them based on the subscriber list you have. Your main focus is making your subscriber database grow organically from those who are truly interested with what you have to offer.

So make sure that your subscriber list is updated and segregated according to the subscribers’ demographics, interests, and other specific factors. This decreases bounce rates and abuse complaints while increasing conversion and engagement.

  1. Comply With the Laws

This is absolutely crucial if you want to make sure that your emails are sent at all!

The law mandates a preference center that includes unsubscribing links for email. Furthermore, it requires you to have opt-in permission from your subscribers, building your reputation. Meaning, the people you send emails to have given you the permission to receive any information, newsletters, or notifications you send.

It’s best to read up on the laws to prevent any trouble or high penalties.

Wrapping It Up

There are many aspects to take care of in email marketing, with email deliverability being one of the first priorities. Through the right practices, not only will people receive your emails, but they’re most likely to click and view it as well. The next thing to prioritize? Your email’s content and design!

Hopefully, this article on the important practices to improve email deliverability helped you out. So don’t wait any longer and begin following any of these tips now.

If you have any questions or want to share your tips and experiences with improving email deliverability, then comment below. Your thoughts are much appreciated!