Email deliverability is a critical factor in the success of any email marketing campaign. Ensuring that your emails reach the inbox of your recipients is essential for effective communication and engagement. In this article, we will delve into the concept of email deliverability and present you with a comprehensive questionnaire to assess and improve your email deliverability strategies.

Chapter 1: Understanding Email Deliverability

Email deliverability refers to the ability of your emails to reach the intended recipients' inbox without being marked as spam or bouncing back. It depends on various factors, including sender reputation, email content, authentication protocols like SPF and DKIM, and the quality of your email list. High deliverability ensures that your messages have a better chance of being opened and acted upon by your target audience.

Chapter 2: The Email Deliverability Questionnaire

Answer the following questions to assess and improve your email deliverability:

1. Do You Have Permission-Based Email Lists?

Ensuring that you have obtained explicit consent from your recipients to receive emails from you is crucial for maintaining a positive sender reputation and avoiding spam complaints. Review your email acquisition methods and ensure that your lists consist of subscribers who have willingly opted in to receive communications from your brand.

2. Have You Implemented SPF and DKIM Authentication?

SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) are authentication protocols that verify the legitimacy of your emails. Implementing SPF and DKIM records in your DNS settings helps prevent email spoofing and improves your email deliverability.

3. Are You Monitoring Your Sender Reputation?

Your sender reputation plays a crucial role in determining whether your emails will reach the inbox or end up in spam folders. Use email deliverability tools to monitor your sender reputation and take necessary actions to maintain a positive reputation.

4. How Clean Is Your Email List?

A clean email list comprises active and engaged subscribers. Regularly remove inactive or unengaged contacts from your list to improve deliverability and avoid spam traps.

5. Do You Send Engaging and Relevant Content?

Engaging and relevant content increases the chances of your emails being opened and acted upon. Tailor your email content to the preferences and needs of your audience to improve engagement and deliverability.

6. Are You Segmenting Your Email Lists?

Segmenting your email lists allows you to send targeted and personalized content to different groups of subscribers. This improves engagement and reduces the likelihood of your emails being marked as spam.

Chapter 3: Email Deliverability Best Practices

Implementing best practices can further enhance your email deliverability:

  • Monitor Deliverability Metrics: Keep track of email deliverability metrics such as open rates, click-through rates, and bounce rates to identify areas for improvement.
  • Use Double Opt-In: Implement a double opt-in process to verify the authenticity of new subscribers and reduce the chances of spam complaints.
  • Keep Your Email Lists Updated: Regularly remove email addresses that bounce or generate spam complaints to maintain a clean list.
  • Warm-Up New IPs: If you are using a new IP address to send emails, warm it up gradually to establish a positive reputation.
  • Include an Unsubscribe Link: Make it easy for recipients to unsubscribe from your emails to avoid spam complaints.
  • Test Your Emails: Use email testing tools like Mailtrap to check the deliverability of your emails and identify any issues before sending them to your entire list.


Email deliverability is a crucial aspect of successful email marketing. By understanding the factors that impact deliverability and implementing best practices, you can ensure that your emails reach the intended recipients' inbox and drive better engagement with your audience.