Best practices

Marketing Strategy: Best practices for email deliverability

Learn the best practices for email deliverability and improve your marketing strategy with our comprehensive guide.

Email has long been one of the most effective marketing tools businesses have at their disposal. However, with the ever-increasing focus on email deliverability, ensuring that your emails land in your subscribers’ inboxes has become crucial to the success of any email marketing campaign. In this article, we’ll explore the best practices for email deliverability and how to create an effective marketing strategy that drives results.

Understanding Email Deliverability

Email deliverability refers to the ability of an email to reach the intended recipient’s inbox. There are several factors that determine whether an email is delivered successfully or not, including sender reputation, content quality, and technical settings. Understanding the nuances of email deliverability is crucial to creating a successful email marketing strategy that delivers a high return on investment (ROI).

What is Email Deliverability?

Email deliverability is the process of ensuring that an email reaches the inbox of its intended recipient. It involves a range of factors that impact the overall success of an email campaign, including content, infrastructure, and technical settings such as authentication protocols and spam filters. In essence, email deliverability is how successful an email is at arriving in the recipient’s inbox rather than being flagged as spam or filtered out altogether.

Why is Email Deliverability Important?

Email deliverability is crucial to the success of any email marketing campaign. If your emails are not reaching your subscribers' inboxes, you are missing out on valuable engagement opportunities. Email deliverability affects key metrics, such as open rates and click-through rates, which directly impact the ROI of your email campaigns. Ensuring that your emails have a high deliverability rate is essential to maintaining a healthy email list and driving results.

One important factor that impacts email deliverability is sender reputation. This refers to how trustworthy and reputable your brand is perceived by email providers. A high sender reputation means that your emails are more likely to be delivered to the inbox, while a poor sender reputation can lead to emails being marked as spam or filtered out altogether.

Another critical factor is content quality. The content of your email should be engaging, relevant, and valuable to your subscribers. If your content is low quality, or if you use spammy tactics such as using all caps or excessive exclamation points, your emails are more likely to be flagged as spam.

Technical settings also play a crucial role in email deliverability. Authentication protocols, such as SPF and DKIM, help to verify that your emails are coming from a legitimate source. Spam filters are also used by email providers to automatically filter out emails that are suspected to be spam. Ensuring that your technical settings are correctly configured can help to improve your email deliverability.

Overall, understanding email deliverability is essential to creating a successful email marketing strategy. By focusing on factors such as sender reputation, content quality, and technical settings, you can improve your email deliverability and drive better results from your email campaigns.

Building a Quality Email List

Building a high-quality email list is the foundation of any successful email marketing campaign. Gaining subscribers through opt-in forms and maintaining a clean email list are two key aspects of building a quality email list that can yield long-term benefits.

Gaining Subscribers Through Opt-in Forms

One of the most effective ways to gain subscribers is through opt-in forms. By placing opt-in forms on your website, social media channels, or other channels where your target audience frequents, you can create a list of engaged users who are interested in your business. Make sure your opt-in forms are clear, easy to complete, and provide a value proposition that encourages users to sign up.

When creating opt-in forms, it's important to consider the placement and design of the form. Placing the form in a prominent location on your website, such as the homepage or a landing page, can increase visibility and encourage more sign-ups. Additionally, using eye-catching design elements, such as bold colors or graphics, can make your form more visually appealing and increase conversions.

Another effective strategy for gaining subscribers is to offer incentives for signing up. This can include exclusive content, discounts, or access to special events. By offering something of value, you can encourage users to sign up and increase the perceived value of your email list.

Maintaining a Clean Email List

Maintaining a clean email list is crucial to email deliverability. Removing inactive or unengaged subscribers, using double opt-in, and regularly cleaning your email list are all effective strategies for maintaining a healthy email list. A clean email list ensures that your emails are being delivered to engaged subscribers who are more likely to open, click, and convert.

One way to maintain a clean email list is to regularly remove subscribers who have not engaged with your emails in a certain period of time. This can include subscribers who have not opened or clicked on any emails in the past 6 months to a year. By removing these subscribers, you can improve the overall engagement rate of your email list and increase the likelihood of your emails being delivered to the inbox.

Using double opt-in is another effective strategy for maintaining a clean email list. Double opt-in requires subscribers to confirm their email address before being added to your email list. This ensures that only interested and engaged users are added to your list and reduces the likelihood of fake or spam email addresses being added.

Segmenting Your Email List

Segmenting your email list is another effective way to improve email deliverability. By segmenting your email list, you can send targeted messages that are relevant to specific groups of subscribers. This leads to increased engagement and higher deliverability rates because your messages are more likely to be relevant to the recipient.

When segmenting your email list, consider factors such as demographics, behavior, and interests. By grouping subscribers based on these factors, you can create targeted campaigns that are more likely to resonate with your audience. For example, you could segment your list based on location and send targeted messages promoting local events or promotions.

Overall, building a quality email list requires a combination of strategies, including gaining subscribers through opt-in forms, maintaining a clean email list, and segmenting your email list. By implementing these strategies, you can create a list of engaged subscribers who are more likely to open, click, and convert, leading to a more successful email marketing campaign.

Crafting Effective Email Content

Creating effective email content is another crucial aspect of email deliverability. Writing compelling subject lines, personalizing your emails, and creating mobile-friendly emails are three key tactics for crafting effective email content that resonates with your audience.

Writing Compelling Subject Lines

Your subject line is the first thing your subscribers will see in their inbox, so it’s crucial to make it compelling. A well-crafted subject line can entice your subscribers to open your email, leading to greater engagement and higher deliverability rates. Make sure your subject line is relevant, concise, and compelling.

One way to make your subject line compelling is to use action-oriented language that creates a sense of urgency. For example, "Don't miss out on this limited-time offer" or "Last chance to register for our exclusive webinar." Another effective strategy is to use personalization in your subject line, such as including the recipient's name or referencing their recent activity on your website.

Personalizing Your Emails

Personalizing your emails is another effective strategy for improving email deliverability. By personalizing your emails, you can create a sense of connection with your subscribers and increase the likelihood that they will engage with your content. Use personalized greetings, dynamic content, and segment-specific messaging to increase engagement and drive results.

One effective way to personalize your emails is to segment your email list based on subscriber behavior or demographics. For example, you could send different content to subscribers who have previously made a purchase versus those who have not. You could also personalize your emails based on the subscriber's location, interests, or job title.

Creating Mobile-Friendly Emails

Creating mobile-friendly emails is an essential aspect of email deliverability in today's digital landscape. With more and more people accessing their email on mobile devices, it's crucial to ensure that your emails are optimized for mobile. Use a mobile-responsive design, keep your content concise, and utilize a clear call-to-action (CTA) to maximize engagement and improve deliverability rates.

One way to ensure that your emails are mobile-friendly is to use a responsive email template that automatically adjusts the layout based on the screen size of the device. You should also keep your content concise and easy to read on a small screen. Use short paragraphs, bullet points, and images to break up the text and make it more visually appealing. Finally, make sure your CTA is prominently displayed and easy to click on a mobile device.

By following these tips for crafting effective email content, you can improve your email deliverability rates and increase engagement with your subscribers. Remember to test and optimize your emails regularly to ensure that you are delivering the best possible content to your audience.

Technical Aspects of Email Deliverability

Underlying the best practices for email deliverability are various technical aspects that affect overall deliverability rates. Understanding sender reputation and IP address, authentication and security protocols, and email service providers (ESPs) are crucial for creating a successful email marketing campaign that drives results.

Sender Reputation and IP Address

Sender reputation and IP address are critical factors that can impact your email deliverability rate. ISPs use sender reputation and IP address to determine whether to deliver an email to a recipient's inbox or filter it out as spam. Maintaining a good sender reputation and a clean IP address is essential to high deliverability rates. Keep an eye on your metrics, monitor bounce rates, and follow best practices for email marketing to maintain a healthy sender reputation.

Authentication and Security Protocols

Implementing authentication and security protocols is another key aspect of email deliverability. By ensuring that your emails are authenticated, you can reduce the likelihood that your emails will be marked as spam or filtered out altogether. Use protocols such as Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting & Conformance (DMARC) to improve deliverability rates.

Email Service Providers and Deliverability

Finally, email service providers (ESPs) play a crucial role in email deliverability. Choosing a reputable ESP that prioritizes deliverability and provides robust technical support can help ensure that your emails are reaching your subscribers' inboxes. Look for ESPs that provide spam detection, authentication, and list management tools to enhance deliverability rates and drive results.


By following the best practices for email deliverability, you can enhance the success of your email marketing campaigns and drive higher engagement rates. Understanding the nuances of email deliverability, building a quality email list, crafting effective content, and implementing technical best practices are all keys to creating a successful email marketing strategy. Keep these best practices in mind and test, refine, and optimize your campaigns to achieve long-term success.