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Optimize email deliverability with tips on sender reputation, list hygiene, and more to ensure your emails hit inboxes—not spam.
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<img src="https://inboxflows.com/_/image/https%253A%252F%252Fcontent.delivra.com%252Fspacer.gif/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZjb250ZW50LmRlbCIsInRpbWUiOjE3NDA4MzM3ODYuNTY0MDkxMn0:1toMOI:YGe8N-K8ux6sWqAdZ-BI91vFlQB8Eds4wvGlSp01qJk" style="mso-hide:all;display: none;width:0px;height:0px;border:0;"/>
</td>
<td colspan="3" rowspan="1" style="vertical-align:middle;text-align:center;width:60%;line-height:1.2;font-family:DM
Sans,sans-serif;font-size:16px;color:#16233E;mso-line-height-rule:exactly">
<h3 style="mso-line-height-rule:exactly;Margin:0;font-family:'DM Sans',sans-serif;color:#16233E;font-size:20px;">
<img class="img100" height="auto" src="https://inboxflows.com/_/image/https%253A%252F%252Fcontent.delivra.com%252Fdvmktg2022%252FThe_Inbox%252Fthe-inbox-logo-dark3x.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZjb250ZW50LmRlbCIsInRpbWUiOjE3NDA4MzM3ODYuNTY4NDg4Nn0:1toMOI:5XOXC9IpAsvvgn07dbxo79bPRTMGrOh_fM8QFny-4lo" style="padding:0;max-height:63px;width:360px;vertical-align:middle;" width="360"/>
</h3>
<h3 style="mso-line-height-rule:exactly;Margin:0;text-align:center;font-family:'DM Sans',sans-serif;color:#16233E;font-size:20px;">
<br/>
The definitive marketing
email.
</h3>
<div style="text-align: center">
<br/>
</div>
<div style="text-align: center">
<span style="font-size:16px;font-family:DM Sans,sans-serif">
November 20, 2024
</span>
</div>
</td>
<td colspan="1" height="1" rowspan="1" style="width:20%;height:1px;vertical-align:top;text-align:left;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E">
<img src="https://inboxflows.com/_/image/https%253A%252F%252Fcontent.delivra.com%252Fspacer.gif/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZjb250ZW50LmRlbCIsInRpbWUiOjE3NDA4MzM3ODYuNTY4NjU2NH0:1toMOI:59SXugk0NabfsIKvunU2CKnY8wyGCGM7o91zC3JWOO0" style="mso-hide:all;display: none;width:0px;height:0px;border:0;"/>
</td>
</tr>
</tbody>
</table>
<!--[if gte mso
9]></td></tr></table></div></div></v:textbox></v:rect><![endif]-->
</td>
</tr>
</tbody>
</table>
</td>
</tr>
<tr style="padding-top:48px;padding-bottom:12px">
<td class="td100" colspan="6" style="text-align:center;vertical-align:middle;padding:48px 24px 12px;width:100%;font-size:1px;font-family:DM Sans,sans-serif;color:#16233E">
<img class="img100" height="auto" src="https://inboxflows.com/_/image/https%253A%252F%252Fcontent.delivra.com%252Fdvmktg2022%252FThe_Inbox%252Femail-deliverability-img.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZjb250ZW50LmRlbCIsInRpbWUiOjE3NDA4MzM3ODYuNTY4Nzk4OH0:1toMOI:ywAXKJiGruXUg3pGt4ooVTAtkk5Ifselr0ABfHqLd-w" style="width:552px;max-height:770px;vertical-align:middle;" width="552"/>
</td>
</tr>
<tr style="padding-top:12px;padding-bottom:48px">
<td class="td100" colspan="6" style="text-align:center;vertical-align:top;width:100%;line-height:1.5;padding:12px 40px 48px;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;mso-line-height-rule:exactly">
<div style="text-align: center; list-style-position: inside">
</div>
<span style="font-size: 20px">
<strong>
</strong>
</span>
<span style="font-size: 20px">
<strong>
</strong>
</span>
Email deliverability isn’t just about whether your message gets sent—it’s about whether it reaches your subscribers’ inboxes instead of getting trapped in the dreaded spam folder. A deliverability rate between
<a style="color:#0270DE;text-decoration:underline;" target="_blank">
85%-95%
</a>
ensures your emails are actually being seen and opened by your audience. If your emails aren’t landing in the right place, your engagement, open rates, and ultimately, the success of your campaigns will suffer.
<br/>
<br/>
Which is
why we’re going to tackle the essentials. Get ready for the details on what email deliverability actually is, best practices, and how strategies like list cleaning and optimizing your ESP can help you out. Let’s break down what you need to know to boost your email deliverability and keep your campaigns on track!
<br/>
<br/>
<strong>
— The Inbox team
</strong>
<br/>
<strong>
</strong>
<div style="text-align: left">
<em style="font-size: 14px">
</em>
</div>
</td>
</tr>
<tr style="padding-top:48px;padding-bottom:12px">
<td class="td100" colspan="6" style="text-align:center;vertical-align:top;padding:48px 40px 12px;line-height:1.5;font-family:DM Sans,sans-serif;font-weight:bold;color:#16233E;width:100%;background-color:#E2E8F6;font-size:16px;mso-line-height-rule:exactly">
<span style="font-size: 14px">
SKIP THE SCROLL
</span>
</td>
</tr>
<tr style="padding-top:12px;padding-bottom:48px">
<td class="td100" colspan="6" style="text-align:left;vertical-align:top;padding:12px 40px
48px;background-color:#E2E8F6;width:100%;color:#0270DE;font-weight:normal;line-height:1.5;font-family:DM Sans,sans-serif;font-size:16px;mso-line-height-rule:exactly">
<ul>
<li>
<a style="color:#0270DE;text-decoration:underline;" target="_self">
What deliverability is and why marketers care so much
</a>
</li>
<a style="text-decoration:underline;color:#0270DE;" target="_self">
</a>
<a style="color:#0270DE;text-decoration:underline;" target="_self">
</a>
<a style="text-decoration:underline;color:#0270DE;" target="_self">
</a>
<li>
<a style="color:#0270DE;text-decoration:underline;" target="_self">
Maximize deliverability with relevant content
</a>
</li>
<a style="text-decoration:underline;color:#0270DE;" target="_self">
</a>
<li>
<a style="color:#0270DE;text-decoration:underline;" target="_self">
Clean email lists directly benefit deliverability
</a>
</li>
<li>
<a style="color:#0270DE;text-decoration:underline;" target="_self">
Your ESP should always advocate for your deliverability
</a>
</li>
</ul>
</td>
</tr>
<tr style="padding-top:48px;padding-bottom:12px">
<td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;padding:48px 40px 12px;font-family:DM Sans,sans-serif;font-size:14px;color:#16233E;font-weight:bold;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
<a class="dEditorAnchor" id="WhatDeliverabilityIsAndWhyMarketer" name="WhatDeliverabilityIsAndWhyMarketer" style="color:#0270DE;" title="WhatDeliverabilityIsAndWhyMarketer">
</a>
FEATURED 📝
<br/>
</td>
</tr>
<tr style="padding-top:12px;padding-bottom:12px">
<td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;font-family:DM Sans,sans-serif;font-size:32px;color:#16233E;font-weight:bold;padding:12px 40px;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
What deliverability is and why marketers care so much
<br/>
</td>
</tr>
<tr style="padding-top:12px;padding-bottom:12px">
<td class="td100" colspan="6" style="text-align:left;vertical-align:top;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;background-color:#FEFEFE;padding:12px 40px;mso-line-height-rule:exactly">
Deliverability is a huge topic so let’s demystify some of the basics. Deliverability evaluates whether your emails reach the main inbox of your subscribers, not just whether they're successfully sent.
<br/>
<br/>
A low deliverability score means your
audience won’t even see your emails, leading to lower open rates and engagement. An ideal deliverability rate is 85%-95%, which ensures that your emails are landing in inboxes, not spam.
<br/>
<br/>
<strong>
What are the top factors affecting deliverability?
</strong>
<br/>
<ul>
<li>
<strong>
Sender reputation
</strong>
<br/>
If your sender score drops below 70, it significantly reduces deliverability. Improving your reputation through engagement can get you back on track.
<br/>
<br class="k-br"/>
</li>
<li>
<strong>
Quality content
</strong>
<br/>
Emails with
relevant content and non-spammy subject lines tend to reach the inbox more frequently.
</li>
</ul>
Your ESP should give you access to data that helps you determine your deliverability rating and sender score. Many modern ESPs offer tools to help you monitor both as part of their analytics and reporting features. However, the extent to which these scores are directly available can vary based on the platform you’re using so it’s worth checking out.
<br/>
<br/>
<strong>
Two starting tips to boost deliverability:
</strong>
<br/>
<ul>
<li>
<strong>
Use double
opt-in
</strong>
to ensure only engaged subscribers are added to your list. New subscribers must confirm their subscription to start receiving regular emails from your brand.
<br/>
<br class="k-br"/>
</li>
<li>
<strong>
Clean your list regularly
</strong>
by removing inactive contacts or fake emails to maintain a high deliverability rate. (More details on this later).
</li>
</ul>
</td>
</tr>
<tr style="padding-top:12px;padding-bottom:48px">
<td class="td100" colspan="6" style="text-align:left;vertical-align:top;padding:12px 40px 48px;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
<div style="text-align: center; list-style-position: inside">
Phew, now we’ve explained the basics, we can delve deeper into some strategies and best practices that can hugely benefit your deliverability. Check out this read by WebFX,
<a style="color:#0270DE;text-decoration:underline;" target="_blank">
What Is Email Deliverability? Definition & Best Practices for 2024
</a>
.
</div>
</td>
</tr>
<tr style="padding-top:48px;padding-bottom:12px">
<td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;padding:48px 40px 12px;font-family:DM Sans,sans-serif;font-size:14px;color:#16233E;font-weight:bold;width:100%;background-color:#FFF4CE;border-style:none;background-repeat:no-repeat;background-size:auto;mso-line-height-rule:exactly">
<a class="dEditorAnchor" id="MaximizeDeliverabilityWithRelevant" name="MaximizeDeliverabilityWithRelevant" style="color:#0270DE;" title="MaximizeDeliverabilityWithRelevant">
</a>
MARKETER’S PLAYBOOK 📚
<br/>
</td>
</tr>
<tr style="padding-top:12px;padding-bottom:12px">
<td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;font-family:DM Sans,sans-serif;font-size:32px;color:#16233E;font-weight:bold;padding:12px 40px;width:100%;background-color:#FFF4CE;mso-line-height-rule:exactly">
Maximize deliverability with relevant content
<br/>
</td>
</tr>
<tr style="padding-top:12px;padding-bottom:12px">
<td class="td100" colspan="6" style="text-align:left;vertical-align:top;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;background-color:#FFF4CE;padding:12px 40px;mso-line-height-rule:exactly">
How do you know what is relevant to who? Beware—sending irrelevant content or ignoring opt-in practices—can lead to a range of deliverability issues. Avoid blacklistings, blocks, and being relegated to the spam folder by only sending content your subscribers
want to see.
<br/>
<br/>
<strong>
#1 - Provide a user-friendly preference center
</strong>
<br/>
A preference center gives subscribers the keys to their inboxes. It lets them choose what types of emails they want because what’s relevant to them may change over time. Create a preference center that’s easy to navigate, uses a simple layout, and clearly breaks up your content into different areas of interest.
<br/>
<br/>
<strong>
#2 - Leverage engagement data for personalization
</strong>
<br/>
Knowing what subscribers engage with is key to making your
emails personalized. Dive into your email performance metrics and preference center feedback. Use this data to tailor your future emails whether it’s the subject matter, the tone, or the frequency. This keeps subscribers engaged and reduces email fatigue, leading to better open and click rates!
<br/>
<br/>
<strong>
#3 - Segment your audience for specificity
</strong>
<br/>
Not all subscribers are the same, some might want every single product update, while others just want to know about your big annual sale. Creating segments based on preferences,
engagement history, or location ensures that the right content lands in the right inbox. This respects your subscribers' individuality and minimizes the chances of sending irrelevant emails. Better segmentation means fewer complaints, and a more engaged audience improving your email deliverability rate.
<br/>
</td>
</tr>
<tr style="padding-top:12px;padding-bottom:48px">
<td class="td100" colspan="6" style="text-align:left;vertical-align:top;padding:12px 40px 48px;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;background-color:#FFF4CE;mso-line-height-rule:exactly">
<div style="text-align: center; list-style-position: inside">
In short, sending relevant content isn't just about keeping your subscribers happy—it’s also about staying in their inbox, not their junk folder! Now these three points are critical, but obviously, there’s a lot more to it. Get all the details on
<a style="color:#0270DE;text-decoration:underline;" target="_blank">
Building an Engaging Email Preference Center: Best Practices and Examples
</a>
from Delivra.
</div>
</td>
</tr>
<tr style="padding-top:48px;padding-bottom:12px">
<td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;padding:48px 40px 12px;font-family:DM Sans,sans-serif;font-size:14px;color:#16233E;font-weight:bold;width:100%;background-color:#E2E8F6;mso-line-height-rule:exactly">
<a class="dEditorAnchor" id="CleanEmailListsDirectlyBenefit" name="CleanEmailListsDirectlyBenefit" style="color:#0270DE;" title="CleanEmailListsDirectlyBenefit">
</a>
TRIED & TRUE 💪
<br/>
</td>
</tr>
<tr style="padding-top:12px;padding-bottom:12px">
<td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;font-family:DM Sans,sans-serif;font-size:32px;color:#16233E;font-weight:bold;padding:12px 40px;width:100%;background-color:#E2E8F6;mso-line-height-rule:exactly">
Clean email lists directly benefit deliverability
<br/>
</td>
</tr>
<tr style="padding-top:12px;padding-bottom:12px">
<td class="td100" colspan="6" style="text-align:left;vertical-align:top;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;background-color:#E2E8F6;padding:12px 40px;mso-line-height-rule:exactly">
<em>
</em>
Maintaining a clean email list is essential for more than just boosting engagement—it's the foundation of good email deliverability. By focusing on removing inactive subscribers and those who often mark your messages as spam, you're optimizing
deliverability, ensuring your emails are reaching inboxes, not spam folders, where they’ll go unnoticed. There are two major ways that it does this:
<br/>
<ul>
<li>
<strong>
Boosting engagement rates
</strong>
<br/>
A clean email list is the ticket to higher engagement rates. By removing inactive subscribers or those who frequently mark you as spam, you’re ensuring that your messages are reaching the right people—those who actually want to hear from you. This improves your open and click-through rates. A high-quality list helps keep your sender
reputation intact, which directly impacts deliverability rates. Remember, email providers are tightening their anti-spam policies, so maintaining a high-quality list is crucial to staying in their good graces.
<br/>
<br class="k-br"/>
</li>
<li>
<strong>
Complying with data privacy regulations
</strong>
<br/>
Keeping up with data privacy laws like GDPR or CAN-SPAM isn’t just about legality—it’s crucial for deliverability. Sending emails to uninterested or irrelevant subscribers increases your risk of blacklistings and blocklists which hurts your
deliverability score. Or it could mean you're sending to outdated or inaccurate email addresses, which can lead to higher bounce rates. High bounce rates signal poor list quality to ESPs, further reducing deliverability over time.
</li>
</ul>
</td>
</tr>
<tr style="padding-top:12px;padding-bottom:48px">
<td class="td100" colspan="6" style="text-align:left;vertical-align:top;padding:12px 40px 48px;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;background-color:#E2E8F6;mso-line-height-rule:exactly">
<div style="text-align: center; list-style-position: inside">
Regularly cleaning your email list isn’t just a best practice; it’s a strategic move that can significantly impact your deliverability. Essentially, good list hygiene ensures that your emails land in the inbox, engage your audience, and comply with data regulations, all of which drive stronger deliverability. If you need more inspiration check out more reasons why
<a style="color:#0270DE;text-decoration:underline;" target="_blank">
Marketing Strategies Must Evolve With the Times in 2024
</a>
.
</div>
</td>
</tr>
<tr style="padding-top:48px;padding-bottom:12px">
<td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;padding:48px 40px 12px;font-family:DM Sans,sans-serif;font-size:14px;color:#16233E;font-weight:bold;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
<a class="dEditorAnchor" id="YourESPShouldAlwaysAdvocate" name="YourESPShouldAlwaysAdvocate" style="color:#0270DE;" title="YourESPShouldAlwaysAdvocate">
</a>
SILVER LINING SLIP-UPS 🌤️
</td>
</tr>
<tr style="padding-top:12px;padding-bottom:12px">
<td class="td100" colspan="6" style="text-align:center;vertical-align:top;line-height:1.5;font-family:DM Sans,sans-serif;font-size:32px;color:#16233E;font-weight:bold;padding:12px 40px;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
Your ESP should always advocate for your deliverability
</td>
</tr>
<tr style="padding-top:12px;padding-bottom:12px">
<td class="td100" colspan="6" style="text-align:left;vertical-align:top;padding:12px 40px;font-family:DM
Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
We get it, auditing or (gasp) switching your ESP can seem completely overwhelming. Really it just comes down to looking at your needs and making sure that your ESP is growing with you and gives you the tools you need to make deliverability more of a guarantee. Who doesn’t love a helping hand? So if this conversation is making you realize that you’ve left this particular topic on the back burner for too
long (whoops) we’re here to help and made this checklist for you.
<br/>
<br/>
What your ESP should do for you:
<br/>
<ul>
<li>
<strong>
Manage sender reputation effectively
</strong>
<br/>
Ensure it segments and sends to your most engaged subscribers first to avoid spam flags and build a strong reputation with email services like Gmail and Outlook.
<br/>
<br class="k-br"/>
</li>
<li>
<strong>
Support advanced email authentication
</strong>
<br/>
Make sure your ESP backs authentication protocols like SPF, DKIM, and DMARC to verify your emails’ legitimacy
and improve inbox placement. This can be the difference between a successful send and actually reaching the inbox.
<br/>
<br class="k-br"/>
</li>
<li>
<strong>
Provide list hygiene and segmentation tools
</strong>
<br/>
Your ESP should offer bounce management and tools to keep your list clean, improving both open and bounce rates. We discussed earlier why it’s important, but this will help you execute it.
<br/>
<br class="k-br"/>
</li>
<li>
<strong>
Enable advanced personalization
</strong>
<br/>
It should allow for segmentation based on user behavior, preferences,
and demographics to deliver highly targeted, engaging emails—helping you avoid blacklistings.
<br/>
<br class="k-br"/>
</li>
<li>
<strong>
Offer analytics & deliverability monitoring
</strong>
<br/>
Ensure it tracks critical metrics like open rates, bounce rates, and spam complaints, allowing you to quickly optimize for better results. If your ESP offers this, it lets you rest easy knowing you’ll be notified if there’s ever an issue.
</li>
</ul>
Make sure your ESP checks all these boxes to boost your email deliverability and campaign success! It’s also
worth noting that different ESPs protect their deliverability rate differently. Some offer free trials to anyone or don't vet new accounts and this can affect the deliverability scores of others using their service. (Pssst…
<a style="color:#0270DE;text-decoration:underline;" target="_blank">
Delivra
</a>
checks every box on that checklist
and is more protective of its deliverability than any other ESP!)
</td>
</tr>
<tr style="padding-top:12px;padding-bottom:48px">
<td class="td100" colspan="6" style="text-align:left;vertical-align:top;padding:12px 40px 48px;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E;line-height:1.5;width:100%;background-color:#FEFEFE;mso-line-height-rule:exactly">
<div style="text-align: left">
<span style="text-align: center">
<div style="text-align: center; list-style-position: inside">
If your email software isn’t going the extra mile for you,
it might just be time to
<a style="color:#0270DE;text-decoration:underline;" target="_blank">
break up
</a>
and move on to something better suited to your needs. Remember, it should work for your deliverability, not against it.
</div>
</span>
</div>
</td>
</tr>
<tr style="padding-top:40px;padding-bottom:12px">
<td class="td100" colspan="6" style="text-align:center;vertical-align:top;padding:40px 20px 12px;background-color:#FFF4CE;width:100%;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E">
<h3 style="mso-line-height-rule:exactly;Margin:0;font-family:'DM Sans',sans-serif;color:#16233E;font-size:20px;">
Did a friend forward you this email?
</h3>
</td>
</tr>
<tr style="padding-top:12px;padding-bottom:40px">
<td class="td100" colspan="6" style="text-align:center;vertical-align:middle;width:100%;font-weight:bold;padding:12px 20px 40px;background-color:#FFF4CE;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E">
<table border="0" cellpadding="0" cellspacing="0" style="margin: 0px auto;" width="auto">
<tbody>
<tr>
<td align="center" bgcolor="#597BC5" style="text-align:center;-webkit-border-radius:8px;-moz-border-radius:8px;border-radius:8px;font-weight:bold;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E">
<table align="center" border="0" cellpadding="0" cellspacing="0" style="border:none; border-spacing: 0; border-collapse: collapse; mso-table-lspace:0; mso-table-rspace:0; mso-margin-top-alt:0px; mso-margin-bottom-alt:0px;
mso-padding-alt: 0px 0px 0px 0px;" width="100%">
<tbody>
<tr>
<td height="auto" style="vertical-align:middle;text-align:center;font-weight:bold;font-family:DM Sans,sans-serif;font-size:16px;color:#16233E" valign="middle">
<a style="-webkit-border-radius: 8px; -moz-border-radius: 8px; border-radius: 8px; color: #FFFFFF;
text-decoration: none; border: 1px solid #597BC5; display: block; " target="_blank">
</a>
<table bgcolor="#597BC5" cellpadding="0" cellspacing="0" class="newButton" height="auto" style="-webkit-border-radius: 8px; -moz-border-radius: 8px; border-radius: 8px; padding-right:16px;mso-padding-right-alt: 16px;padding-left:16px;mso-padding-left-alt: 16px;padding-top:12px;mso-padding-top-alt: 12px;padding-bottom:12px;mso-padding-bottom-alt: 12px; " width="100%">
<tbody>
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<colgroup>
<col width="17%"/>
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<br/>
Delivra
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880 West Monon Green Blvd., Ste. 101
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Carmel, IN 46032 United States
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866.915.9465
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4 months, 1 week ago - marketing@delivra.com
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