7 Best Practices to Improve Your Email Deliverability Rate

If you’re like most people, you probably spend a good chunk of your day sending and responding to emails. And, if you’re a business owner or marketing professional, a large portion of those emails are probably promotional in nature. This means that deliverability is critical to the success of your email marketing campaigns.

Email deliverability is the process of making sure that your emails arrive in the inbox of your recipients. It’s important because if your emails don’t arrive, then your recipients can’t read them, which makes the entire campaign effectively worthless.

There are a number of factors that can affect email deliverability, including things like the content of the email, the sender’s reputation, and the recipient’s spam filter settings.

There are a few things that you can do to improve your email deliverability, such as using a good email service provider, cleaning up your list using an email list checker, and following best practices for designing and sending your emails.

 If you’re currently struggling with your sender reputation and have been surfing online on how to improve it, fortunately, your search ends here.

 In this article, we’ll be sharing tips and tricks that you can easily follow to improve your email deliverability and boost your chances of landing in the primary inbox folder.


Let’s jump in.


What is Email Deliverability?

Email deliverability is the process of sending emails to recipients without them getting blocked by spam filters. It’s a complex process that involves many different factors, including email content, sender reputation, and server configuration.

There are a few things you can do to improve your email deliverability, such as using a double opt-in confirmation process and keeping your list clean by removing inactive subscribers using an email verifier.

What is a good email deliverability rate?

email deliverability rate

Email deliverability rate is the percentage of emails that are successfully delivered to their intended recipients. A good email deliverability rate is generally considered to be around 95%. This means that out of every 100 emails sent, 95 of them are delivered successfully.

There are a number of factors that can affect email deliverability, such as the quality of your email list, the content of your emails, and your sending reputation. Maintaining a high deliverability rate is important in order to ensure that your messages are getting through to your subscribers.

One of the best ways to stay on top of your email deliverability health is to routinely use double opt-in when adding new subscribers to your list, segmenting your list so that you only send relevant emails to each group, and monitoring your sending reputation like a hawk.

7 Best Practices to Improve your Email Deliverability Rate

improve your Email Deliverability

If you’re not regularly monitoring and improving your email deliverability rate, you’re missing out on valuable opportunities to engage with your customers.

 Here are five best practices to help you get more of your emails delivered to your inbox:

1. Maintain a healthy email list

Email lists are a valuable asset for any online business owner. whether you own an eCommerce brand, SaaS solution, or any online storefront. It’s incredibly important to maintain the hygiene of your list. Email lists can be used to cultivate relationships with customers and promote products or services. But if they are not well-maintained, they can quickly become a liability.

 Here are some tips for keeping your email list healthy:

  1. Keep it clean: Remove bounced addresses and unsubscribes from your list on a regular basis using an email list verification solution. This will help keep your deliverability rates high and prevent you from wasting time and money sending emails to people who will never see them.
  2. Keep it fresh: Make sure you are regularly adding new subscribers to your list. This can be done through website sign-ups, opt-in forms, and other methods.
  3. Maintain a consistent email schedule: Your subscribers should know when to expect an email from you, and you should stick to that schedule as much as possible.
  4. Offer valuable content. Your emails should provide value to your subscribers, whether that’s in the form of helpful information, entertaining content, or exclusive deals.
  5. Keep your emails short and to the point: No one wants to read a long novel in their inbox, so keep your emails concise and focused on one central message.
  6. Make it easy to unsubscribe.

2. Respect the CAN-SPAM law

The CAN-SPAM Act is a law that sets the rules for commercial email, establishes requirements for commercial emails, gives customers the right to opt-out of receiving unsolicited commercial emails from a company, and spells out tough penalties for violations.

In order to abide by the CAN-SPAM law, businesses must follow certain guidelines when sending commercial emails.

First, online business owners must include a valid physical address in their emails. This address can be the business’s headquarters address, a PO box, or a registered agent’s address. Second, it is highly recommended to provide recipients with a clear way to opt out of future emails.

This opt-out mechanism must be clearly visible and easy to use; it cannot require recipients to take any action other than sending an email or visiting a web page.

3. Monitor your email reputation metrics like a hawk

While some people still think that email marketing is outdated and over the hill, for a large contingent of online business owners. Email marketing is still one of the most effective and cost-effective marketing channels to drive traffic and increase conversion rates without spending a penny on paid ads.

But as with any tool, it needs to be used correctly in order for it to be effective. This means monitoring your email marketing metrics and making changes based on what those metrics are telling you.

There are a number of different email marketing metrics you should be tracking, including open rate, click-through rate, unsubscribe rate, and complaints. By monitoring these metrics, you can get a good idea of how your email campaigns are performing and make necessary changes to improve results.

For example, if you see that your open rates are low, you may need to work on your subject lines or consider using a different email service provider. If your click-through rates are low, you may need to rethink your call-to-action or the content of your emails.

4. Make it easy for recipients to unsubscribe

It’s important to make it easy for your subscribers to unsubscribe from your email list because otherwise they’ll either stay on your list and be unhappy, or they’ll mark your emails as spam. If you make it easy for them to unsubscribe, they can still remain happy customers and continue to buy from you.

There are a couple of things you can do to make it easy for your subscribers to unsubscribe. First, include an unsubscribe link in every email you send. Second, make sure that the unsubscribe process is quick and easy – don’t require them to log in or remember their password, for example.

By making it easy for your subscribers to unsubscribe, you’re showing that you respect their time and their decisions. This can only help improve customer satisfaction and loyalty in the long run.

5. Don’t use misleading subject lines

Your email inbox is probably full of unread messages. You may have even given up on some of them, simply because the subject line was so misleading. It happens to all of us. In an effort to get our attention, the sender used a subject line that had nothing to do with the actual content of the message.

When you’re creating your own emails, it’s important not to use misleading subject lines. Your recipients will appreciate it if they can trust that the subject line accurately reflects the content of your message. Otherwise, they’re likely to just delete your email without even opening it. This can severely hurt your sender’s reputation with your ESP.

Of course, there are always exceptions to the rule. If you’re planning a surprise party or sending a confidential email, you may need to be more creative with your subject line. But in general, it’s best to keep things simple and straightforward.

Here are some ways to take your subject lines to the next level:

6. Make sure your HTML and plain text match

When creating HTML emails it is important to make sure that the HTML and plain text versions match closely. This can be accomplished by using a tool like Dreamweaver or by hand coding the email.

If the HTML and plain text do not match closely, it can cause problems with how the email is displayed to the recipient. This can lead to confusion and frustration, as well as a poor impression of your brand’s image..

It is therefore essential to take the time to ensure that your HTML and plain text match up perfectly. By doing so, you will create a much better experience for your recipients, and avoid any potential problems.

7. Set up sender authentication

Sender authentication is an important process that helps ensure that the email you send actually comes from your domain. By authenticating your sender identity, you can help prevent spoofing attacks and protect your email reputation. 

Here’s how to set up sender authentication for your domain: 

  1. Choose an email service provider that offers sender authentication. Many reputable providers offer this service, so shop around to find one that meets your needs.
  2. Set up DNS records for your domain. This step is required in order to authenticate your sender identity. Your DNS records must include a Sender Policy Framework (SPF) record and/or a DomainKeys Identified Mail (DKIM) record.
  3. Configure your email client or server to use the chosen email service provider.


In summary, following these best practices to improve your email deliverability rate can be a monumental key to maintaining your email campaigns successfully. 

By continuously monitoring your sending reputation, implementing strong authentication measures, and maintaining a healthy list of subscribers using an email list verify, you can ensure that your emails are making it to the inbox.