As a marketer, you understand the importance of email deliverability in reaching your audience and driving engagement. To maximize the effectiveness of your email campaigns, it's crucial to optimize your email deliverability and ensure that your messages land in your recipients' inboxes. In this comprehensive guide, we will explore expert tips and best practices to improve email deliverability using HubSpot. Whether you're new to email marketing or looking to enhance your existing campaigns, this guide will provide you with the knowledge and strategies you need to increase your email open rates and engagement.

Understanding Email Deliverability

Email deliverability refers to the ability of your emails to reach your recipients' inboxes successfully. Several factors influence email deliverability, including spam filters, sender reputation, email content, and contact list quality. To improve your email deliverability, consider the following best practices:

Authenticate Your Email: Implement authentication protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance). These protocols verify your identity as a sender and increase your chances of bypassing spam filters.

Avoid Spam Trigger Words and Phrases: Refrain from using words and phrases commonly associated with spam in your subject lines and email content. Spam filters are designed to flag emails that contain such terms, potentially sending them to the spam folder.

Optimize Email Content: Craft engaging and relevant email content that provides value to your recipients. Use a balanced mix of text and visuals, and ensure your emails are well-structured, easy to read, and mobile-friendly.

Monitor and Improve Sender Reputation: Your sender reputation plays a vital role in email deliverability. Maintain a positive reputation by consistently sending quality emails, avoiding spam complaints, and monitoring your sender score.

Regularly Clean Up Contact Lists: Periodically review and clean up your contact lists to remove inactive or unengaged subscribers. This helps improve deliverability and ensures that your emails are reaching the most interested recipients.

Optimizing Email Delivery with HubSpot

HubSpot offers a range of features and tools to help you optimize email delivery and improve your campaigns' success:

Email Deliverability Best Practices: HubSpot provides a comprehensive guide that outlines best practices for email deliverability. This resource covers topics such as list management, spam filters, authentication, and reputation management.

Spam Filter Avoidance: HubSpot's email marketing platform includes built-in tools to help you avoid common spam filters. These tools analyze your email content and provide recommendations to increase your chances of reaching the inbox.

Email Content Optimization: With HubSpot, you can easily create visually appealing and engaging email templates. The platform offers drag-and-drop editors, personalization options, and mobile optimization features to ensure your emails are effective across devices.

Contact List Management: HubSpot allows you to segment and manage your contact lists effectively. By organizing your contacts based on various criteria, you can send targeted emails to specific segments, improving engagement and deliverability.

Email Analytics and Reporting: HubSpot provides detailed analytics and reporting features that allow you to track the performance of your email campaigns. By analyzing metrics such as open rates, click-through rates, and bounce rates, you can identify areas for improvement and optimize your future campaigns.


1. How can I authenticate my email using HubSpot?

To authenticate your email using HubSpot, you can follow the step-by-step instructions provided in the HubSpot Knowledge Base. These instructions guide you through the process of setting up SPF, DKIM, and DMARC records for your domain.

2. Are there any recommended email content practices to improve deliverability?

Yes, some recommended email content practices include personalizing your emails, avoiding spam trigger words and phrases, optimizing your subject lines and preheaders, and ensuring a good text-to-image ratio. HubSpot's best practices guide offers more detailed insights on this topic.

3. How often should I clean up my contact lists?

Cleaning up your contact lists should be done periodically, ideally every three to six months. Regularly removing inactive or unengaged subscribers helps maintain a healthy contact list and improves your email deliverability.

4. What is a good sender score, and how can I monitor it?

A good sender score typically falls within the range of 80 to 100. You can monitor your sender score using email deliverability monitoring tools like These tools provide insights into your sender reputation and offer suggestions for improvement.

5. How can I improve engagement with my email campaigns?

To improve engagement with your email campaigns, consider segmenting your audience, personalizing your emails, using compelling subject lines, and providing valuable and relevant content. Regularly analyze your email metrics and use the insights to refine your email marketing strategy.

With HubSpot's email marketing tools and the implementation of best practices, you can significantly improve your email deliverability and achieve higher open rates and engagement. Remember to continuously monitor your email performance, adapt your strategies as needed, and stay informed about industry trends to stay ahead of the curve. Start optimizing your email campaigns today with HubSpot and experience the benefits of improved email deliverability.