Email Marketing

5 Simple Steps to Improve Your Email Deliverability Today

Elevate Your Email Game


Qasim Farooq


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You've got your email campaigns on point, your content's top-notch, but wait… are your emails even reaching your audience?

In the competitive landscape of email marketing, content is no longer king. Your emails might be brimming with charm and value, but if they're lost in the wilds of the spam folder, all that effort goes to waste. So what then holds the magic key for successful email outreach? The answer: Email Deliverability. 

Email deliverability is the most essential component of successful email marketing. By improving email deliverability, you can ensure that your emails reach your audience, foster trust and credibility, and drive the desired actions.

In this blogpost we will look at 5 simple steps that can guide you on how to improve your email deliverability, and ensure that your emails are front and center in your recipients' inboxes.

Email Deliverability: What It Is And Why It Matters?

Email deliverability is a critical metric in email marketing that refers to the ability of an email message to successfully reach the recipient's inbox rather than being filtered into the spam folder or rejected altogether. Basically, it is the journey your email takes from the moment you hit send to the moment it arrives in your recipient's inbox.

Consequently, an email deliverability failure is usually when an email went to the spam folder or was blocked by the ISP. And so, in essence, it's the art and science of ensuring that your emails reach the right people at the right time.

Now that we've defined email deliverability, let's explore why it's of paramount importance in the realm of email marketing.

Why Is Improving Email Deliverability Important?

Understanding the importance of email deliverability can be the difference between your email campaigns soaring to new heights or getting lost in the digital wilderness. Here is why:

According to Demand Metric 30% of email marketers cite deliverability as their primary challenge & 67% report inbox placement rates of less than 90%
  1. Reaching Your Target Audience - The fundamental purpose of email marketing is to engage with your audience. So, if your emails don't land in the inbox, your marketing efforts are in vain. Improving email deliverability ensures that your messages land where they are intended – the recipient's inbox, therefore ensuring that you effectively target your intended audience. 

  2. Building Trust and Credibility: Consistently high deliverability rates help build trust and credibility with your subscribers. When recipients regularly see your emails in their inbox, they are more likely to view your brand as trustworthy.

  3. Increased Conversion Rates: The primary goal of email marketing is usually to drive conversions, whether it's making a purchase, signing up for a webinar, or downloading a resource. Emails that reach the inbox have a higher chance of achieving these goals.

  4. Positive Sender Reputation: ISPs (Internet Service Providers) and email service providers evaluate your sender reputation to determine whether your emails are legit or spam. High deliverability, in this context, is directly linked to a positive sender reputation.

  5. Cost Efficiency: Improving email deliverability means you're getting the most out of your email marketing investments. You're not wasting resources on emails that never make it to their intended recipients.

To put it simply, email deliverability is the lifeblood of your email marketing campaigns. It is the key factor that determines whether your messages have the opportunity to shine or get lost in the digital wilderness. By improving email deliverability and following best practices, you can ensure that your emails consistently reach the inbox, engage your audience, and drive the desired actions. 

Mastering The Inbox: How To Improve Email Deliverability In 5 Easy Steps

Now that we have established that the key to ensuring your emails are read and acted upon lies in understanding and optimizing your email deliverability, let’s look at five essential steps that can help you achieve just that!

Step 1: Cleanse Your Email List

Your email list is at the core of your email marketing efforts. Imagine it as a garden; it thrives when tended to but can become overrun with weeds if left unattended. A cluttered list filled with inactive or invalid email addresses is a surefire way to plummet your deliverability rates. 

You can achieve a clean email list by,

  • Removing dormant subscribers.

  • Correcting typos in email addresses.

  • Eliminating hard bounces.

When your list is free from invalid, outdated, or mistyped email addresses, your emails are more likely to reach the recipient's inbox rather than being bounced back or sent to the spam folder. Moreover, a clean list sets the stage for improved email deliverability by signaling to email service providers (ESPs) that you're a sender worth trusting.

Therefore, regular list maintenance and hygiene practices are essential for improving email deliverability and driving the desired actions from your recipients.

Step 2: Craft Engaging and Relevant Content

Crafting engaging and relevant content isn't just about capturing your audience's attention; it's a fundamental element for improving email deliverability. 

While it may not be immediately apparent, the quality of your email content plays a pivotal role in determining whether your emails end up in the recipient's inbox or get relegated to the spam folder. By focusing on content that resonates with your audience, you're more likely to see your emails consistently land in the inbox, where they can have the greatest impact.

In contrast, unengaging emails can lead to inactivity among your subscribers. If recipients don't interact with your emails over an extended period, ISPs might consider your emails less relevant and are more likely to direct them to the spam folder.

To keep your audience engaged and maintain high deliverability:

  • Create attention-grabbing subject lines.

  • Craft relevant and valuable content.

  • Personalize your emails to resonate with each recipient.

So, crafting engaging and relevant content is not just about captivating your audience; it's also a pivotal element of email deliverability. By focusing on creating valuable content that resonates with your subscribers, you increase the likelihood that your emails will consistently land in the inbox, ultimately leading to more successful email marketing campaigns.

Step 3: Authenticate Your Domain

Domain authentication is like presenting your credentials to prove your email's legitimacy. It acts as a digital signature, assuring email service providers (ESPs) and ISPs that your emails are legitimate and not forged by malicious actors. Without domain authentication, your emails are more likely to be flagged as spam or even blocked altogether. So, to become an email deliverability expert it is absolutely essential that you incorporate domain authentication.

To achieve this, implement authentication protocols like:

  • SPF (Sender Policy Framework): Specifies which IP addresses are authorized to send on behalf of your domain.

  • DKIM (Domain Keys Identified Mail): Adds a digital signature to your emails to verify their authenticity.

It's a critical step in ensuring that your messages successfully reach the recipient's inbox, fostering a positive email deliverability track record and bolstering the effectiveness of your email marketing campaigns.

Step 4: Monitor, Analyze, and Adapt

Email deliverability isn't a set-and-forget endeavor; it requires ongoing monitoring and adjustments. Constant vigilance allows you to track the performance of your email campaigns, identifying what's working and what's not.

Regularly check email deliverability metrics, including:

  • Open rates.

  • Click-through rates.

  • Bounce rates.

  • Spam complaints.

By closely monitoring key metrics you gain valuable insights into recipient engagement and the health of your sender reputation. This data-driven approach is the compass that guides you toward the inbox, ensuring your emails remain relevant, engaging, and welcomed by recipients, all of which are pivotal to improve email deliverability rates.

Step 5: Test Email Deliverability

Carrying out email deliverability testing is a pivotal practice in the pursuit to improve email deliverability and becoming an email deliverability expert. It's akin to running diagnostics on your email campaigns, ensuring that they perform optimally. An email deliverability check through testing, can help you identify potential issues like spam triggers, rendering problems, or incorrect links that could hamper your emails' ability to reach the inbox.

Here are some ways you can check email deliverability through testing, using email deliverability services:

  • Spam Filter Tests: Email testing tools often include spam testing features that analyze your email content and subject lines to identify elements that might trigger spam filters. By making necessary adjustments, you can reduce the chances of your emails being marked as spam.

  • Content Analysis: Testing tools providing email deliverability services can analyze your email content and suggest improvements to make it more engaging and relevant to your audience, which can boost open and click-through rates.

  • Link and Image Testing: Email testing tools can check for broken links and missing images in your emails. Broken links can negatively impact user experience and engagement.

Testing allows you to fine-tune various elements of your emails, from subject lines and content to formatting and engagement, ensuring that your messages are both welcomed by recipients and recognized as legitimate by email service providers.

Email deliverability is not a mysterious enigma; it's a science and an art. By following these five informative steps - cleaning your list, authenticating your domain, crafting engaging content, testing email deliverability, and monitoring the key metrics - you can master the art of how to improve your email deliverability. 

As an additional step, also incorporate email warmups into your email marketing strategy to improve email deliverability. By properly warming up your account, you can make sure that your emails will be delivered directly to the intended recipients' inboxes without issue. This makes email warmup an essential element for successful email marketing.

here is why email warmups are a game changer

The Bottom Line

Unlocking the secrets of successful sales outreach isn't as daunting as it may appear. By steering clear of some major red flags, you can navigate the path to success smoothly. Nevertheless, in today's digital age, a thriving business must harness the appropriate email marketing tools to truly make a significant impact.

GoCustomer is your ultimate solution for boosting email deliverability. Say goodbye to the spam folder and hello to the inbox, where your messages belong. Our user-friendly tool is designed to help both beginners and seasoned email marketers enhance their email game. Whether you're looking to clean up your email list, ensure domain authentication, or dive deep into performance analytics, GoCustomer has you covered.

Upgrade to GoCustomer today and experience the difference for yourself.

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Reach more customers with your cold emails

Table of Contents

    In a nutshell

    It's recommended to clean your email list regularly, at least every few months. However, the exact frequency may vary depending on your email list's size and activity. Regular list maintenance ensures better email deliverability.
    To avoid spam complaints, ensure your emails are relevant, provide value to recipients, and have clear opt-in processes. Monitor your email list regularly and promptly honor unsubscribe requests. Following email marketing best practices is crucial to prevent being marked as spam.
    Improving email deliverability is an ongoing process. It's not a one-time effort but a continuous journey that requires consistent list maintenance, content optimization, and adaptation to industry changes and best practices.
    Improved email deliverability results in higher open rates, increased engagement, better conversion rates, a positive sender reputation, and ultimately, more successful email marketing campaigns that drive your business objectives.
    While it's possible to take steps to improve email deliverability manually, leveraging third-party tools or services designed for this purpose can significantly streamline the process and provide advanced features and analytics. Using such tools can help you achieve better results more efficiently.
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