Tips To Increase Email Deliverability in 2022

Tips To Increase Email Deliverability
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When it comes to improving conversions in your organisation, email is still king. In fact, for every $1 you spend on email marketing, you may get $42 in return.

Apart from its high return on investment, email marketing helps you to avoid things like constantly changing social media algorithms, but it does have its own gatekeeper that might prevent your emails from reaching your subscribers’ inboxes: email deliverability.

In this post, we’ll go over eight simple ways to improve email deliverability (that don’t require any technical knowledge) so that your well-crafted sales and marketing emails don’t end up in the dreaded “spam” folder or bounce.

Tips To Increase Email Deliverability:

What is Email Deliverability?  

The number of emails that make it to your contacts’ inboxes is referred to as email deliverability. This indicates that your emails were delivered correctly and that your subscribers were able to view them. When a large percentage of the emails you send land up in the spam/junk folder or are immediately blocked by an Internet Service Provider (ISP) like Gmail, Yahoo!, Outlook, Hotmail, or AOL, you have an email deliverability problem.

To keep their consumers safe from damaging, poisonous, and malicious messages, ISPs are constantly updating and upgrading their spam-detection capabilities. However, it can damage well-intentioned email marketers that send mass emails to vast (or small) lists of contacts, necessitating the need to monitor email deliverability.

But why is it so vital to have a high email deliverability rate? Is it something you should be concerned about, or should you put it on the back burner?

Continue reading to see why email deliverability is so important for increasing the ROI of your email marketing initiatives.

What Role Does Email Deliverability Play in Email Marketing Success?

The whole idea of methodically creating an email list is to have a direct channel of communication with your consumers, where you can create trust and sell to them, and depending on the size of your list, maintaining it might be pricey.

So, wouldn’t it be awful if the majority of your emails went straight to your subscribers’ spam folders? Or not even getting that far and being directly blocked?

If your emails are bouncing or being labelled as spam, you have little opportunity of converting those contacts or creating a relationship with them. Ever.

So all of the money you’ve put into email marketing, both in terms of software and people for producing emails and growing your list, is going to waste. The bottom line is that if your emails aren’t delivered correctly, your email marketing ROI will suffer.

We’re quite sure you don’t want your emails to end up in the spam folder, so if you’re having issues with email deliverability, or just want to be proactive and avoid future email deliverability issues, you can use these 9 methods to assist you land in the coveted “main” inbox.

How to Make Your Emails More Deliverable

#Encourage your subscribers to add you to their ‘Safelist.’

Safelisting, often known as “whitelisting,” is the process of your subscribers manually informing their ISP that you are a trustworthy contact and that your emails are secure. However, if you’re asking your subscribers to do anything like this manually, you should emphasise the importance of your emails and remind them that if they don’t add you to their’safelist,’ they may miss out on important material or offers.

Depending on which ISP and device your contacts use, the procedure of safelisting will be different (Apple or Android).

Within your ESP, you can typically find out what ISP and device your contacts are using (email service provider). In ActiveCampaign, you can access it under Reports > Contact Reports > Email Client Trends, as an example.

You can send segmented emails to your subscribers and show them step-by-step how to safelist you once you know what device/ISP they’re using.

#Create Audience Segments and Send Highly Relevant Emails

Segmenting your email list means taking advantage of the information you already have on your contacts to send them highly targeted email messages. You can segment your email list by using information such as location, occupation, or certain behaviours (such as clicking on a link or abandoning a shopping) to improve your open and click-through rates.

But what role does segmentation and personalization play in email deliverability?

Simply put, the more relevant your emails are to your subscribers, the more likely they are to open, read, and click on the links in them. All of these acts send out positive signals to email services like Gmail, indicating that your emails are important to their customers and so help you avoid the spam folder.

Benefits of Segmenting & Personalizing your Emails 

  • Increase your open rate. 
  • Increase your CTR.
  • Increase conversions while lowering your chances of being flagged as spam.
  • Increase the number of visitors to your website.

#Never ever buy an email list

Permission-based marketing is a type of email marketing. This implies you’ll need someone’s permission before you can start sending them newsletters and promotions via email. Additionally, if you have subscribers in the European Union (EU), your emails must comply with GDPR.

However, purchasing email lists gives you access to a list of people who have never heard from you and have never given you permission to contact them. As a result, the chances of them listening to you when you arrive in their inbox are small, and most will simply report you as spam.

A high amount of spam complaints will severely harm your sender reputation (a score used by ISPs like Gmail to determine how trustworthy your organization’s emails are) and increase your chances of being filtered into the rubbish folder.

As a side note, your sender reputation is inextricably related to the reputation of your domain and the IP address from which you send your emails. The quality of your emails, how engaged your contact list is, and the quality of your contacts all contribute to your IP reputation. The more spam complaints you generate, the worse your sender reputation will get.

Creating a terrific opt-in incentive and ensuring that subscribers give you permission to contact them again in the future is the greatest method to grow an engaged and healthy email list. The easiest method to avoid people reporting you as spam is to build an email list based on value and consent.

How to Get Consent to Email your Subscribers  

  • Create a double opt-in. This is when subscribers get an initial confirmation email asking for their consent to be subscribed to your list. 
  • Have a check-box on your opt-in form that allows new subscribers to say that they give you permission to send sales, news and promotional emails. Make sure the default option isn’t already checked – the subscriber needs to take positive action and actively opt-in. 
  • Don’t make it a requirement to sign up for your newsletter in order to get a lead magnet or other gated content. 

#Make unsubscribing easy for your subscribers

Allowing subscribers to opt-out of receiving your emails may appear to be the worst thing you could do for your email marketing, yet nothing could be farther from the truth. Allowing subscribers to unsubscribe will maintain your mailing list clean and healthy, as well as legal.

GDPR law mandates that all subscribers have an easy option to unsubscribe from your email newsletters, and making it more difficult for them to do so would only encourage them to report you as spam, causing your emails to be blocked by their ISP.

Most email service providers (ESPs) will automatically add an unsubscribe link at the bottom of your emails so that your subscribers can easily opt out. Never delete or modify this, and make sure it’s prominent and easy to discover for your subscribers.

Remember that your contacts can opt out of some promotional activities while remaining on your main list. This will help your contacts self-segment and lower your unsubscribe rate.

Always keep in mind that the more difficult it is for individuals to unsubscribe, the more likely you are to be reported as spam.

#Clean your email list on a regular basis

If your list is spotless, you’re much more likely to experience an increase in email deliverability. That simply means you’re spending time re-engaging inactive contacts and eliminating contacts who haven’t opened your emails in a long time.

Most reliable email service providers let you see and filter who hasn’t seen your emails in a certain amount of time. Check which subscribers haven’t opened your emails in the last 2-3 months and try sending them a’re-engagement’ campaign to entice them back, but if they don’t respond, remove them from your list.

However, keep in mind that your open rates may be overstated in the future owing to a new Apple update. Because Apple’s current operating system includes an update that records all emails as opened, your data may be skewed.

To fix this, start paying closer attention to your click-through rates, or how many people are clicking links in your emails. This is a more trustworthy and relevant metric to track, especially in light of Apple’s latest update.

Sending emails that go unopened in inboxes sends negative signals to ISPs and hurts your email deliverability, so make sure your list is as active and healthy as possible.

#Choose a Reputable ESP (Email Service Provider) with Good Deliverability Rates 

Sometimes your email deliverability problems are beyond your control, and the underlying culprit is your Email Service Provider (ESP), or the email marketing platform you’re employing.

You’re presumably utilising a shared IP address unless you have your own dedicated IP address, which means that other users’ reputation can affect yours because you’re sending emails from the same server. If you send a huge number of emails to a large list on a regular basis, it may be worth your time to set up your own dedicated IP address to better control your sender reputation.

Various email service providers have different deliverability rates. As of March 2021, here is a comparison of the best ESP deliverability rates, in descending order:

  • MailerLite – 97%
  • SendinBlue – 96%
  • ConvertKit – 96%
  • CleverReach – 94%
  • Hubspot – 92%

When selecting an ESP, you should evaluate their deliverability, as this is the programme you’ll be entrusting to interact with your subscribers.

#Check your subject lines for Spam

Did you realise that a few hundred words might send your emails straight to the spam folder? The subject lines of possible spam emails are one of the ways Gmail and other email systems filter them. You may activate a spam filter if your subject line contains any “spam trigger words.”

Words that May Trigger a Spam Filter

  • Hello 
  • Visit our website 
  • Call 
  • Offer 
  • Click here 

What about the tens of thousands of other spam words? Because you can’t memorise them, it’s preferable to utilise a programme like a subject line tester to uncover any potential spam triggers in your subject line.

#Encourage people to respond to your Emails

While high open rates and click-through rates are one way that email services like Gmail recognise high-quality emails, no engagement statistic is more powerful than answers to your emails.

Nobody responds to spam emails, so encouraging your contacts to hit reply and engage with your emails can be another fantastic indicator that your email content is useful and worthy of being delivered to their inbox.

Ask your subscribers specific questions at the end of your emails, or ask them to comment with their thoughts on your content, to encourage them to respond. This is especially effective for individual creators who may use their personal brand to stimulate one-on-one interaction.


Improving email deliverability does not always necessitate a high level of technical expertise. Without changing a single line of code, there are numerous ways to improve your sender reputation and raise the likelihood of your emails landing in the correct mailbox.

One of the best, long-term techniques for enhancing email deliverability, not to mention the ROI on your email marketing, is to spend time crafting amazing emails, making them relevant by segmenting your audience, and ensuring your list is founded on trust and interaction.

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