Email Deliverability: 5 Effective Ways to Increase It

Email marketing is still one of the best ways to converse with your customers. It is also one of the best ways to promote and grow your business. However, email marketing also has its own handicaps. One of these is email deliverability: a very delicate topic. 

Email deliverability is everything when it comes to effective marketing. And there is a very simple logic behind that. If you can’t reach your subscribers, you can’t inform them about your latest campaigns or products. For this reason, in this article, we will be giving you 5 tips that will help you increase your email deliverability. We will also help you understand how the system works on a deeper level. But, in order for us to be able to do that, you should first know what email deliverability really means.

What Is Email Deliverability?

Email deliverability is a term that refers to the rate or action of your emails going to your subscribers’ inbox. It is also referred to as inbox placement. Email deliverability is an important concept because it is very delicate. It needs a great effort and investment of time in order to be effective. 

Email deliverability is usually managed by an algorithm in email systems. Sometimes, your emails might fall into the spam box. This might be due to several reasons such as using unverified links or using spam-trigger words. Whatever the reason might be, the algorithm scans and analyzes your email. And when it finds a problem, it sends your email into the spam box. Additionally, individuals also might mark your emails as spam. If many people do it, this might also cause your email deliverability to decrease.

5 Simple And Effective Tips That Will Increase Your Email Deliverability

As we mentioned above, email deliverability is the key to success in an email campaign. Henceforth, it requires serious attention, maintenance, and investment. For this reason, below, we will be mentioning 5 simple and effective tips that will help you increase your email deliverability. So, without further ado, let’s begin!

Segment Your Subscribers

Segmenting or grouping your subscribers according to their purchases or shopping habits might greatly help you. For example, grouping customers that like to make big purchases at discount times such as valentine’s day or cyber friday can increase your email deliverability greatly. By doing this, you will be able to send highly relevant emails. This means that your subscribers will be more pleased with your emails. This might also potentially increase the amount of subscribers you have. 

Provide Easy Unsubscription 

If there is one thing both your subscribers and the algorithm will like, it’s easy unsubscription. If you ask yourself ‘’how can you increase your email deliverability by letting people unsubscribe more easily?’’ let us explain.

Promotion emails or campaign emails might not be the best for all customers. Sometimes, some customers might find it useless or even annoying to get promotion emails. And if they can’t unsubscribe easily from your email list, they will most probably mark your emails as spam. Because they will not want to see your emails or get notifications from your emails. And if a certain number of people mark your emails as spam, your deliverability will decrease. For this reason, letting people unsubscribe from your campaign as easily as possible can protect your email deliverability. 

Maintain A Good IP And Sender Reputation To Increase Email Deliverability

Having a good IP and sender reputation is like having a good resume to present to the algorithm. If you have a reliable IP and a good sender reputation, the chances of your emails going into the spam box will become a lot lower. 

While maintaining a good IP and sender reputation is not very easy, it is also not exactly rocket science. It just requires persistence and investment, just like any other similar concept. For further information on the topic, you can have a look at our article about IP reputation by going to

Avoid High Bounce Rates

Bounce rate is a very interesting and partly complicated concept. Email bounce basically means that the email address you sent the email to either doesn’t exist or the owner hasn’t given you consent for you to send them emails. 

Both of these problems can be solved by taking good care of your email list. You should always only send emails to people who have given consent. And you should carry out periodical examinations on your email list. This way, you can update it more often and remove email addresses that don’t exist or haven’t given you consent.

Avoid Spam Trigger Words

Some words or phrases in emails are flagged as spam by the algorithm right away. The algorithm takes this step in order to stop frauds and similar practices. As we mentioned above, your emails going into the spam box is something bot decreases your email deliverability and damages your IP and sender reputation. For this reason, it is important to avoid using these words. Some of the most hazardous spam triggers are the words and phrases like “100% free” and “extra revenue.”

On the internet, there are several lists of spam triggers. Although learning all of these words and expressions might be challenging, avoiding them is actually quite simple. Just make sure that when you read the sentences that they don’t sound shady or fraudulent.

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