Understanding Email Deliverability on Wix

Email deliverability is the measure of how successfully your emails are delivered to the recipients' inboxes. On Wix's email marketing platform, various factors influence deliverability, including sender reputation, content quality, engagement rates, and proper email authentication. As an expert, I'll guide you through each aspect, helping you understand the significance of email deliverability and how it impacts your email marketing success on Wix.

Best Practices to Increase Email Deliverability

To enhance your email deliverability on Wix, follow these expert tips and best practices:

1. Build a Quality Subscriber List

Focus on growing an organic and engaged subscriber list. Avoid purchasing email lists, as they often include inactive or uninterested recipients, which can harm your deliverability rates. Encourage website visitors to subscribe to your emails by offering valuable content and exclusive promotions.

2. Use Double Opt-in

Implement double opt-in for your subscribers to confirm their intent to receive emails from you. This extra step ensures that you have a list of genuinely interested recipients, reducing the chances of spam complaints and improving deliverability.

3. Craft Engaging and Relevant Content

Create compelling and relevant content that resonates with your audience. Avoid using spammy language and excessive promotional content, as these can trigger spam filters and impact your deliverability. Personalize your emails to make them more engaging and appealing to your subscribers.

4. Segment Your Email List

Segment your email list based on your subscribers' preferences, behavior, and demographics. Sending targeted and personalized content to specific segments improves engagement rates, ultimately positively affecting deliverability.

5. Monitor Engagement Metrics

Regularly monitor key engagement metrics, such as open rates, click-through rates, and bounce rates. Analyzing these data points allows you to identify areas for improvement and adjust your email marketing strategies accordingly.

Email Authentication and Deliverability

Email authentication is essential for ensuring the legitimacy of your emails and preventing spoofing or phishing attempts. On Wix, you can leverage various authentication protocols:

1. SPF (Sender Policy Framework)

SPF is a DNS record that specifies which IP addresses are authorized to send emails on behalf of your domain. Implementing SPF helps email providers verify the authenticity of your emails, positively impacting deliverability.

2. DKIM (DomainKeys Identified Mail)

DKIM adds a digital signature to your emails, verifying that they were sent by your domain and have not been altered during transit. This authentication method further enhances the credibility of your emails and ensures better deliverability rates.

3. DMARC (Domain-based Message Authentication, Reporting, and Conformance)

DMARC builds on SPF and DKIM, providing additional control over email authentication policies. By setting up DMARC, you can instruct email providers on how to handle emails that fail authentication checks, further improving deliverability.

Troubleshooting Deliverability Issues on Wix

If you encounter deliverability issues with your Wix email campaigns, consider these troubleshooting tips:

1. Check Your Sender Reputation

Your sender reputation significantly impacts deliverability. Regularly monitor your sender score using tools like SenderScore.org. A good reputation leads to better inbox placement, while a poor reputation may cause emails to land in the spam folder.

2. Review Content and Subject Lines

Spam filters often flag emails with certain keywords or phrases. Review your content and subject lines to avoid using spam-triggering language and ensure that your messages are concise and relevant.

3. Monitor Spam Complaints

Pay attention to the number of spam complaints you receive. High complaint rates can negatively impact your deliverability. If you notice an increase in complaints, review your email practices and seek to improve engagement with your audience.


As you delve into the world of email marketing on Wix, optimizing your email deliverability is essential for successful communication with your audience. By following the best practices, implementing email authentication, and troubleshooting potential issues, you can ensure your emails reach your subscribers' inboxes, fostering meaningful engagement and driving business growth.