The Ultimate Email Deliverability Guide: Ensuring Your Emails Hit the Inbox Every TimeYour blog post

In digital marketing, email remains a powerful tool for engaging with your audience. But what good is an email campaign if your messages never reach their intended recipients? Ensuring high email deliverability is crucial for any business looking to maximize the impact of their marketing efforts. Here’s your ultimate email deliverability guide to help ensure your emails make it to the inbox every time.Blog post description.

9/22/20244 min read

macbook pro on black textile
macbook pro on black textile

The Ultimate Email Deliverability Guide: Ensuring Your Emails Hit the Inbox Every Time

In digital marketing, email remains a powerful tool for engaging with your audience. But what good is an email campaign if your messages never reach their intended recipients? Ensuring high email deliverability is crucial for any business looking to maximize the impact of their marketing efforts. Here’s your ultimate email deliverability guide to help ensure your emails make it to the inbox every time.

1. Build A Quality Email List

Quality trumps quantity when it comes to your email list. Avoid purchasing email lists, as they are often riddled with outdated information and uninterested recipients. Instead, focus on growing an organic list of subscribers who genuinely want to hear from you.

- Use Double Opt-In: Confirm subscription requests with a follow-up email to ensure the recipient’s willingness.

- Regularly Clean Your List: Remove inactive subscribers and those who haven’t engaged with your emails in a while.

2. Authenticate Your Email Domain

Email authentication is vital for protecting your brand and improving deliverability rates. Ensure your email domain is authenticated through these methods:

- SPF (Sender Policy Framework): Authorizes your sending mail servers.

- DKIM (DomainKeys Identified Mail): Provides cryptographic proof that the email was sent by you.

- DMARC (Domain-based Message Authentication, Reporting & Conformance): Ties SPF and DKIM together to ensure email validity.

3. Monitor Your Sender Reputation

Your sender reputation significantly impacts whether your emails reach the inbox or get flagged as spam. Here’s how to maintain a good reputation:

- Maintain a Clean IP: Avoid blacklisting by keeping your IP address clean.

- Monitor Feedback Loops: Collect feedback from ISPs about spam complaints and act accordingly.

4. Craft Relevant and Engaging Content

Content is king, even in email marketing. Ensure your emails are relevant, engaging, and valuable to your subscribers.

- Personalize Your Emails: Use recipient’s names and tailor content based on their preferences and behaviors.

- Maintain a Balance: Avoid overloading your emails with images and links; find a good text-to-image ratio (80% text, 20% images)

- Clear Call-to-Actions: Make sure recipients know exactly what action to take next.

5. Ensure Emails Are Mobile-Friendly

With a large percentage of users accessing emails on mobile devices, it’s essential your emails look great on any screen.

- Responsive Design: Ensure your email design adapts to different screen sizes.

- Short Subject Lines: Keep subject lines concise and to the point for mobile readability.

6. Test Before You Send

Always test your emails before sending them to your entire list. This can help you catch errors and see how different email clients render your messages.

- A/B Testing: Experiment with different subject lines, designs, and content to see what resonates best with your audience.

- Use Preview Tools: Tools like Litmus or Email on Acid can show you how your email will appear across various platforms and devices.

7. Monitor Analytics and Metrics

Track your email performance to understand what’s working and where improvements are needed.

- Open Rates and Click-Through Rates: Assess how engaging your content is.

- Bounce Rates: Identify and address issues with email delivery.

- Unsubscribe Rates: Monitor to understand if your content or sending frequency might be turning people away.

8. Maintain Compliance with Regulations

Ensure your emails comply with legal regulations such as the CAN-SPAM Act, GDPR, and CASL.

- Include Easy Unsubscribe Options: Make it easy for recipients to opt-out.

- Clear Consent: Obtain explicit consent to send emails and respect opt-in preferences.

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By following this deliverability guide, you can enhance your email marketing efforts, ensuring your messages consistently reach your subscribers' inboxes. Stay proactive, test regularly, and always strive to deliver value to your audience.

​​Let's examine a few tool recommendations.

These could increase the deliverability rates of your emails. By the way, two of them are totally free!

Postmaster Tools for Google (free)

This is essential. With Google Postmaster Tools, you can monitor the reputation of your IP and domain and receive alerts when there are any problems.

It's a no-brainer if you are already signed up for the Google universe, which we are all. Setting it up only takes a few seconds.

Tools for Inbox Placement Testing

At The Inbox Response, we assess the deliverability of the email service providers we test using Glockapps, a commercial tool.

It's one of the most extensive testing programs, examining 20 different worldwide inbox providers, such as Gmail, Outlook, GMX, AOL, and many more.

Warmy's Email Deliverability Test is a free tool that you can use if that's more your style (which is totally acceptable). Even though there is a smaller selection of email providers, your emails are still tested for the major players.

Remember that the tests you send using these tools are nothing more than unsolicited emails. They will never click on any of your emails or check any of your test email accounts. Your actual deliverability rate is therefore probably higher than what these tools show. However, it's still a fantastic place to start if you have any problems.

"Repair Your Deliverability" Resources

Use InboxAlly if you are experiencing more serious deliverability problems.

This tool "teaches" Gmail, Outlook, and numerous other programs that the people who receive your emails value them. Emailing their seed list is all that is required. The email providers will then interpret these actions as good engagement signals, and they will result in openings, clicks, and even replies from them.


Email tools best for e-commerce:

Integration with online stores

Your email platform may sync customer and product data from your shop and improve your email marketing efforts with a direct store integration. For instance, you may use your clients' order history to target emails with recommendations for products or subscription reminders, or you may showcase items from your store in your emails.

Direct interfaces with popular e-commerce systems like Shopify, WooCommerce, and BigCommerce are a feature of the majority of excellent email marketing providers. Thus, you usually don't have to worry about your store not integrating with one of these platforms if you build it on one of them.

The best platforms for integrating with e-com are:

  1. Omnisend

  2. Klaviyo

  3. Active Campaign

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