Understanding Email Deliverability

Email deliverability refers to the ability of an email to reach the intended recipient's inbox successfully. High deliverability is crucial for survey researchers as it directly impacts response rates and data quality. When using Qualtrics for survey distributions, maintaining good email deliverability is essential to maximize survey participation and gather accurate data.

Challenges of Email Deliverability

Several factors can affect email deliverability, and understanding these challenges is the first step toward overcoming them. Some common challenges include:

1. Spam Filters:

Email service providers use complex algorithms to detect and filter out spam. If your survey emails trigger spam filters, they may end up in recipients' spam folders, reducing the chances of survey completion.

2. Email Content:

Emails with suspicious content or excessive use of certain keywords may be flagged as spam. It is crucial to craft survey emails that are relevant, personalized, and free from spammy elements.

3. Sender Reputation:

Your sender reputation plays a significant role in email deliverability. A good sender reputation indicates to email providers that your emails are legitimate and trustworthy.

Tips to Improve Qualtrics Email Deliverability

Now, let's explore some valuable tips to enhance your Qualtrics email deliverability:

1. Avoid Being Marked as Spam:

Qualtrics provides guidance on avoiding spam folders and maintaining a positive sender reputation. Following these best practices can help increase email deliverability and reduce the risk of being marked as spam.

2. Manage Email Distributions Effectively:

Utilize Qualtrics' email distribution management features to segment your audience, schedule distributions strategically, and monitor engagement. This will help improve deliverability by sending targeted and timely survey invitations.

3. Use a Custom "From" Address:

Personalize the "From" address of your survey emails to make them more recognizable and trustworthy to recipients. A custom "From" address adds credibility to your emails and increases the likelihood of successful delivery.

4. Regularly Monitor Email Bounces and Feedback Loops:

Monitor email bounces and feedback loops to identify and address delivery issues promptly. Qualtrics offers valuable insights into email bounce rates and provides actionable steps to improve deliverability.

Frequently Asked Questions

1. Why are my Qualtrics survey emails going to spam folders?

If your Qualtrics survey emails are ending up in spam folders, it could be due to various reasons, including trigger words, spammy content, or a poor sender reputation. By following best practices for email deliverability, you can improve the chances of successful email delivery.

2. How can I improve email deliverability in Qualtrics?

To improve email deliverability in Qualtrics, focus on maintaining a positive sender reputation, crafting relevant and personalized content, and monitoring email bounces and feedback loops. Additionally, utilize Qualtrics' email distribution management features to optimize survey invitations.

3. Can I use a custom "From" address in Qualtrics?

Yes, Qualtrics allows you to use a custom "From" address for your survey emails. By personalizing the sender address, you enhance brand recognition and increase email deliverability.


Effective email deliverability is crucial for the success of your Qualtrics surveys. By understanding the challenges of email deliverability and implementing best practices, you can ensure that your survey invitations reach your audience's inbox and yield valuable insights. Follow the tips provided in this guide to enhance your Qualtrics email deliverability and unlock the full potential of your survey research.