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A brief Introduction to Email Deliverability

Email Deliverability

Email deliverability is a term that refers to everything connected to the ability of your emails to turn up at the recipients’ inbox.

Email deliverability directly influences the effectiveness and reach of your campaign: no one can view an undelivered email or click an unseen link. That’s why good email deliverability is vital to the success of your email marketing campaigns.

The main pitfalls in email deliverability

1.Bounced emails

Bounced emails can’t be avoided. Whether the address has been deleted, domain expired, or mistyped from the start, bounced emails will hinder your list development at all times. Correct them as you go, because ISPs will likely think that you are a spammer

2.Spam filters

Spam filters usually check for content quality, senders IP and reputation. So it’s important to keep your reputation in good condition. Even more importantly, always think about what you are writing in your message body. As there is more spam traveling around the world than actual marketing related emails, it is important you are aware of words not to use in emails not to be identified as spam. You can read more about avoiding spam filters and words not to use in this article.
Spam filters usually act in favor of the user, but can cause your email to land in the spam folder.

Note that most email service providers (ESPs) have built-in spam check options that offer you to check spam-rating of your emails before you send them.

3.Invalid HTML

Most emails sent today are not W3C compliant and invalid HTML emails are likely to be blocked, just because email spam senders sometimes use standard-ignorant HTML to their advantage. Use the W3C validator for keeping your emails standard compliant.

How to ensure deliverability (or at least better it)

1.Send targeted emails

Most of the errors in deliverability are caused by using low quality email lists, or not having email lists targeted enough. Blast an email to too broad of an audience and you will get unhappy readers because of wrong interests.

Targeted emails aren’t simply ones with the recipient’s name in the email.
The content of relevant emails is relevant to the user’s interests, isn’t overly sales-oriented, and doesn’t contain misleading information, links, etc.

2.Use ESPs for sending email.

Although you are the one who’s responsible for proper delivery, ESPs can help you deliver more emails than by going solo.

First of all, ESPs act on the basis of permission email marketing, which is actually the only legal way of sending commercial email in the U.S. and most countries around the world.
ESPs also have ongoing relations with internet service providers, and employ a significant amount of tools (bounced email removal and logging) for making your life easier.

3.Be honest to your subscribers

This one usually goes without saying, but telling half-truths is lying — at least in email marketing, anyway. Tell your users about when, how often, and about what you’ll be sending emails. You can’t exploit the email because somebody signed up for your company newsletter a while ago.

In a nutshell

Send targeted emails, probably with the help of ESPs.

Personalize emails for better delivery results, and practice honesty to your subscribers.

There is no ‘magic pill’ for bettering email deliverability, but honest, transparent campaigns will be delivered to more recipients than the ones that reek of email spam.

A brief Introduction to Email Deliverability
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    February 10, 2011 at 5:16 pm

    Great information. A great majority of bounces, however, can be eliminated from a list. Services like identify non-existent accounts and dead domains in real-time before a bad address enters the delivery channel.

    Our clients use this service eliminate nearly all risky data that could lead to deliverability issues.

    Thanks for the information!


    February 11, 2011 at 4:11 am

    Hi Matt, thanks for your comment.
    Yes correct, there are quite few options to scan your emails before sending to eliminate dead addresses. Your service looks great. Just so people understand they need to contact you to set up account, then upload their data and you will return data about non-existing emails.
    Do you have an API that can be used to speed up the process or do it semi-automated?

    Tomas – Mailigen Team

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    October 6, 2011 at 5:22 pm

    I agree with all that you say, but have one item I would like to expand upon. Deliverability is not the metric that should be focused on. Rather, it is the ability to get the email into the inbox, past all the roadblocks you mention, that really counts. The email can be delivered to the ISP, but not get to the recipients inbox for many reason. So, inbox placement is the true indicator of an email campaign’s success.

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    August 5, 2013 at 10:24 pm

    Agree with all that’s been mentioned in this thread. The great majority of bounces, can be eliminated from an email list. I personally use, these guys help me identify non-existent accounts removing nearly all risky data that could lead to email deliverability issues.Quite pleased with their service.

    July 16, 2018 at 6:05 pm

    Spam Trap & Abuse Email Checker helps you to scrub your list clean by removing known email complainers, abusers and spam traps from your email address lists. This improves your overall email hygiene! I recommend you to try this guys. Here you have the link if you want to test out the service using their free trial of 100 credits.

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