Things You Must Know About Email Deliverability to Become a Better Company

Vladislav Podolyako
Sep 06, 2022
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Even though it can be a lot of work at times, adhering to best practices for email deliverability is only one aspect of the equation. You must monitor the effectiveness of your emails if you want to increase the likelihood that they will reach a prospect's primary mailbox. 

Any email marketing effort depends on deliverability to succeed ⚡️. No matter how brilliantly crafted and arranged a sequence of messages, if they can't get to the intended audience, nobody will benefit from them. And monitoring email deliverability indicators is the best method to achieve that. 

Deliverability metrics are precisely what comes into play in this situation. This piece will tell you how to improve email deliverability and talk about the best email deliverability metrics and the principles of successful email marketing in general. If, at this point, you’re asking yourself, “what is email deliverability?” and “what is the definition of email deliverability?” we’ve got some answers for you.

What are email deliverability and deliverability email?

Email deliverability in email marketing refers to the likelihood that emails will reach subscribers' inboxes. High delivery probability is frequently indicated by a high deliverability rate. When it crashes, emails are typically blocked, routed to the junk folder or spam folder, or both.

To determine whether or not they will permit messages from a specific address to be successfully delivered, email service providers and spam filters evaluate the deliverability of IP addresses. These companies' major objective is to prevent 🚫 their clients from receiving spam and content that is similar to spam. 

The email deliverability rate is impacted by a few factors. For instance, implementing confirmed opt-in can guarantee that your contacts are interested in your material (this will also increase email deliverability and subscriber engagement rates) while installing appropriate authentication measures can increase your credibility in the eyes of mailbox providers. If you were to take away one lesson from this piece, let it be this one: your email marketing campaigns may have a better chance of success if you establish yourself as a dependable email sender.

Let’s discuss this in more detail.

Why is email deliverability so crucial? 

Your email campaign won't reach your intended audience without solid deliverability, your recipients won't have an opportunity to read and consider your offer, and your efforts will be for naught. Not the spam or rubbish bin 🗑, but the recipient's inbox, is where you want to end up. Maintaining a pulse on your deliverability will be made easier with the aid of important metrics tracking. So without further ado, let's get to business.

Email marketing deliverability metrics: what are they? 

Deliverability is a key factor for email marketers, therefore many of them try to assess and gauge the success of their email campaigns so they can figure out what's working and what needs to be improved. They are also aware that specific email deliverability metrics must be tracked and improved for email marketing to be successful. 

The main metrics that determine how effective and efficient your email marketing efforts are are as follows.

Delivery and deliverability rate

So, what is email delivery? The email delivery rate in email marketing is the proportion of your communications that are delivered to your receivers' email service providers. By dividing the number of emails sent by the number of messages sent to your subscribers, you can get the email delivery rate. 

Although having a high delivery rate is beneficial, it does not necessarily imply that all of your emails were delivered to the inbox. Although your delivery rate may be excellent, the majority of your communications may have been routed to the spam or garbage bin. The delivery rate's main goal is to demonstrate to marketers that their emails did not bounce (having a low bounce rate is also your priority). Email deliverability rate, as opposed to email delivery rate, is the measure of how many messages made it to subscribers' inboxes. ❗️ This way, be sure you don’t confuse the two terms.

Open rate

The amount of people on your mailing list who clicked on your emails is known as the email open rate. Having a high open rate is something that many marketers value, and for good reason — it indicates that people are reading your communications. 

The success of your cold email campaigns (once the emails get in a prospect's primary inbox, that is) depends on open rate, the most straightforward email marketing KPI. 📊 The average open rate for emails in 2021 was just over 24%. Only 24 of every 100 emails sent got opened. Meanwhile, many people wonder: “What's a good email open rate?”, and the answer is: somewhere between 18% and 29%.

Since there is no single email deliverability statistic that should be used to assess the performance of an email marketing campaign, it shouldn't be the only factor considered. Instead, to obtain a sense of their email performance, email marketers should investigate the numerous deliverability metrics. The open rate formula is pretty simple: the amount of messages that receivers accessed is divided by the total number of emails you send to determine open rates.

Click rate

The number of users who clicked on a link in your mails is known as your email click-through rate, or more simply click rate. This deliverability email rate can be computed by totaling the clicks on a particular email and dividing that number by the overall number of messages delivered. Your email’s click rate is a reliable sign of how engaged your subscribers are. In contrast to the email open rate, this metric demonstrates that recipients of your message were truly interested in what it had to say. Furthermore, it shows how many of your recipients are paying attention to your emails.

Even unique clicks might be considered by some mailbox providers when calculating this metric. A unique click is one made by a subscriber who opens a link in an email campaign for the first time. The same user's multiple clicks are not counted.

Spam rate

Spam rate (also often referred to as mail block rate) is the percentage of emails that are routed to spam folders after being marked as spam by either humans or Internet service providers (ISPs). In other words, the number of messages you send to subscribers that ended up in the spam folder is your spam rate. 📉 If you want to keep up your positive sender reputation, you must have a low spam rate because it demonstrates your dependability. However, if your spam rate stays high for a while, it will be difficult for your emails to get to the prospect's main inbox

When your spam placement rates increase, it can mean that something is wrong with your email marketing campaign. It is your responsibility as an email marketer to maintain your spam rates low so you may keep sending emails to your contacts.

Soft & hard bounces (aka bounce rate)

Your bounce deliverability email rate is the proportion of emails that did not successfully reach their intended recipients. Anytime an email from a sender is marked as a non-delivery, it bounces. By totaling up all of your bounced emails and dividing that number by the total number of emails you sent, you can get your bounce rate. 

There are two types of bounce rates: soft bounce and hard bounce. A soft bounce occurs when an email temporarily returns to the sender for a variety of reasons. Common causes include having a full inbox or the recipient's email server being down. A soft bounce usually resolves itself since it keeps sending the message until it is received. If the email still cannot be sent, a soft bounce will eventually become a hard bounce. So watch out for the acceptable soft bounce rate (which is 2% or less) and, if it gets higher than the norm, implement some measures.

A message that has been categorically refused for delivery is known as a hard bounce. This can be the case if the recipient's domain is inaccessible, the email address is invalid, or the email server has completely blocked the message. 📍 Hard bounces are one of the most crucial deliverability metrics to watch for since they have a big impact on sender reputation. To reduce hard bounces, it is essential to maintain adequate email list cleanliness. Either manually or automatically, you need to remove hard bounced emails from your email list right away. Your domain will be marked as spam if you don't. This will ultimately lower your domain reputation.

Spam complaints

The percentage of reports made against your emails by recipients who weren't interested in them is known as the spam complaints rate. Spam complaints occur when recipients label your email as spam because they find it irritating or uninteresting. And even if you follow all the rules, nobody is immune from receiving such complaints. Most service email deliverability providers offer a "mark as spam" option that enables users to report any unsolicited messages they have received. 

Email marketers that have received several spam complaints may have all of their future emails totally prohibited by mailbox providers and ISPs. This implies that not even users who would otherwise be interested in your material would receive your emails.

🤔 Understanding how spam complaints operate and how to stop them from occurring is critical in light of this. Make sure your messages are pertinent to your subscribers as one of the best ways to lower spam complaint rates.

High complaint rates can be avoided if you: 

  • Give recipients value by sending them helpful content;
  • Send relevant and personal messages; 
  • Include an unsubscribe link in your message to prevent your contacts from flagging your communication as email marketing spam (by the way, your unsubscribe rate also matters).

Inbox placement rate

It is frequently used synonymously with the phrase deliverability rate emails. The percentage of emails that were sent to the recipient's primary inbox as opposed to the spam or junk folder is known as the inbox placement rate or IPR. 

With the aid of programs like GlockApps, you can evaluate your inbox placement rate (you test it by sending your emails to a seed list). 👉 Having a low inbox placement rate could indicate: 

  • You sent mails to incorrect email addresses;
  • you have a negative reputation for your IP address or domain;
  • your content is irrelevant.

By taking these simple measures, you can raise your IPR: 

  1. Always validate email addresses, segment your target, eliminate inactive contacts, and interact with prospects to get to know them before reaching out. There are many email validation tools to pay attention to run email deliverability tests – plus, they’re often free tools;
  2. Keep an eye on your bounce rate and work to boost your domain's and email server's reputation (you can do this with a tool like Talos);
  3. Send no emails until the deliverability concerns have been rectified.

Spam traps

Major Internet Service Providers (ISPs) or anti-spam organizations utilize spam traps to find spammers. 

Spam traps have email addresses that resemble legitimate email addresses, but they are fake. Unfortunately, even well-crafted emails have a chance of getting caught in spam filters, which can harm your sender reputation, sender score, and email deliverability. 

💪 So, how to avoid spam filters? The only way to prevent falling into a spam trap is to construct excellent prospect lists (rather than purchasing ready-made ones), use email validation tools before sending the campaign, and clean your prospect list

So what can you do on your part to make the most out of your email marketing campaigns? We have some tips for you that will help you improve email deliverability. Here are our email deliverability best practices.

Email deliverability best practices (read: how to improve email deliverability)

It's time to make sure that your messages truly reach their intended recipients and not just wind up in the spam folder now that you are aware of how crucial email deliverability is and which metrics to take into account. Improving email deliverability is a piece of cake.

✅ The following recommendations will help you maximize your deliverability:

  • A link to unsubscribe must always be present in every email you send as per the rules of email marketing. When someone is no longer interested, they can use this feature to discontinue receiving your messages in the future;
  • Use calls to action, but not very often;
  • Never buy an email list because you'll wind yourself sending emails to contacts you didn't get naturally. These lists frequently include spam traps as well, which can damage your sender reputation;
  • Maintain the integrity of your email list by re-engaging or deleting people who haven't responded to your emails in a while;
  • Utilize email authentication standards like SPF and DKIM to establish more credibility with email service providers;
  • Send you subscribers’ scheduled emails. To prevent being marked as spam, you must take care not to send out too many emails in a short period.

So what do we have in the end? Here are some takeaway points for you.


In email marketing initiatives, email deliverability is a key factor 🔑. Your communications will have a higher probability of getting through to contacts if you have a strong deliverability email rate than if you have a poor one. 

There are various email deliverability parameters to take into account, and this fact is crucial to grasp. Included in these measures are your delivery rate, open rate, click rate, bounce rate, and spam complaint rate. Your emails will be more likely to be opened and read by your target audience if you keep an eye on these metrics and make sure they remain under control.

Vladislav Podolyako
Vladislav Podolyako
Founder & CEO
Vlad’s decades of entrepreneurial wisdom and business building experience have allowed him to successfully mentor a diverse group of business owners, entrepreneurs in growing their companies. A recognized expert in the areas of transforming organizational culture and leadership development, B2B Sales, Marketing, spent more than 10 years building technology products, with a background in communication networks and electronic device engineering.

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