Email Deliverability Optimization

Level 9 - Community Advisor

Email Deliverability Optimization

What is email deliverability?

Email deliverability refers to how an email reaches your customer’s inbox, and it's crucial to understand what happens after you click the send button.

  • The deliverability of an email is affected by factors like:
  • The type of content in your email
  • The quality of your database
  • Spam filters and client-side filters
  • Authentication and infrastructure
  • Subscriber engagement
  • Junk folders

There can be a lot standing in the way of a simple email reaching someone, but the good news is there are several steps you can take to improve the chances of your emails reaching your customers.


Why is email deliverability important?

Simply put, if your emails aren’t reaching your customers, then that means they aren’t getting your messages. If they aren’t getting your messages, they are missing an opportunity to make a purchase, which impacts your bottom line. 

With email being such an important means of generating revenue, it’s critical to make every effort to ensure your emails have the highest chances of landing in your customers’ inboxes.

Delivery vs. Deliverability


Delivery is a word to describe how an email reaches someone’s inbox. In technical terms, it's the measurement of your email rate of acceptance at the gateway of your subscribers. Before even a spam folder comes into the picture, there are factors that can affect just getting your email to the recipient.





Deliverability is a word to describe where an email lands after it’s been accepted by the recipient’s server. In technical terms, it's the rate of email delivered to your subscribers inbox rather than the spam, bulk, or junk folder.


How to Improve Deliverability

You need to craft engaging content and adhere to a thoughtful marketing strategy before people will open your emails. How do you do this? You can use the following best practices when creating your email content.


  • Spend time creating a good subject line: Be creative, and try wording your subject line to entice your audience to open your email. Keep it straightforward and concise. Don’t keep it a secret as to what’s inside. People want to know what they’re about to open.
  • Be trustworthy and consistent: Use a “From” name and reply-to email address your audience will recognize. For example, if someone signed up to receive messaging from Acme Solutions, but received an email from Michael Smith, they might not open it.
  • Have a strong design strategy
  • Always target your audience

  • Be responsible: When you’re collecting leads and information for your database, it’s important to follow a few best practices so you can minimize the risk of putting off a buyer who might otherwise be interested in purchasing your products or services.
  • Find the best time to send: Timing is everything, and it’s really important when it refers to the time you send emails. If you want people to open your emails, it’s critical to understand the type of audience you have, and when they’re most likely to engage.


Complying with Email Regulations

Since email deliverability is determined by sender reputation, engagement, bounce rates, and complaint rates, it’s crucial to follow some simple and standard rules when sending emails.

  • Adhere to tool’s Terms of Use
  • Get Your Customer’s Permission
  • Practice Clean Opt-in Methodologies: The cleaner your list, the better the deliverability. Here are a few key points to follow:
  • Don’t buy or rent email addresses.
  • Use confirmed double or single opt-in.
  • Make it easy for people to update their preferences or unsubscribe.
  • Manage bounces, complaints, and unsubscribes. Make sure these are removed from your list so you won’t be able to send them again.
  • Monitor bogus emails.
  • Meet Your Audience’s Expectations: It’s important to send your customers what they signed up to receive.



Level 10 - Community Moderator

Re: Email Deliverability Optimization

Hi Vinay,


This reads like a blog post and as such isn’t appropriate for the peer-to-peer support area. (Blogging rights are a special permission only awarded to people with a certain number of direct, helpful responses to user questions.)


I would ask that you withdraw the post and then continue to help people who’ve posted requests for assistance here on the Nation.


(Also not sure this content would be right as a blog post, either, because the same info is available elsewhere on the Marketo site.)