What is Email Deliverability and How it is Important in 2024?

Email Deliverability

Email deliverability is a crucial aspect of email marketing that marketers and businesses cannot afford to ignore. Poor deliverability of emails can significantly impact the success of an email campaign, as it can lead to lower open rates, reduced click-through rates, and ultimately, lower revenue.

According to a study, the average email deliverability rate across various email marketing platforms tested was 84.2% as of April 2022, which represents a 4.7% decline compared to the corresponding period in the previous year.

There are several factors that influence the deliverability of emails, including the sender’s reputation, the content of the email, and the recipient’s engagement history. Understanding and optimizing these factors is key to improving email deliverability and maximizing the effectiveness of your email marketing efforts. In this blog, we will see what is email deliverability and how to improve them.

What is Email Deliverability?

Email deliverability refers to the ability of an email to land in a recipient’s inbox rather than getting bounced back, marked as spam, or sent to the junk folder.  In other words, it is the percentage of emails delivered by a mail server, and it could include any number of factors that affect whether an email reaches its intended recipient. For example, if an email was sent from a specific domain name. But the mail server was down or not properly configured at the time of sending. Then that specific campaign will incur some level of failure.

There are many other types such as external mail server availability, network congestion, and resource limits on your side or even the recipient’s end (such as they have disabled attachments), which can all contribute to higher rates of delivery failure. Email deliverability does not have a ‘one-size-fits-all’ answer.

Factors that Impact Email Deliverability

Many marketers face the issue of poor deliverability of emails, which can lead to reduced engagement and revenue. Here are some of the factors that can impact email deliverability, including the following:

Sender’s Reputation

Your sender’s reputation is an important metric that email providers use to evaluate your email-sending practices. Sender’s reputation is a reflection of your email program’s health and can influence whether your emails are delivered to the inbox or marked as spam. Factors that can impact your sender’s reputation include the quality of your email list, the frequency of emails, and the number of spam complaints.

Email Content

The content of your email can also impact deliverability. Emails that contain large file sizes can take a long time to load, resulting in a poor user experience. Sending too many images, links, or certain keywords can trigger spam filters and cause your emails to be sent to the junk folder. Moreover, email providers may flag these emails as spam or reject them entirely, leading to a negative impact on the sender’s email reputation and deliverability rates.

Subscriber Engagement

The engagement history of your subscribers can also play a role in email deliverability. If your subscribers are not opening or clicking on your emails, it can signal to email providers that your emails are not relevant, which can negatively impact deliverability.

Email Authentication

Email authentication is the process of verifying that an email is coming from a trusted source. Implementing authentication protocols like SPF, DKIM, and DMARC can improve deliverability by preventing spam and spoofed emails. When outside mail servers attempt to send an email campaign to a domain, the receiving mail server may check if the sender’s email address domain matches the domain of the sending mail server. If the domain names do not match or if the sender’s IP address is on a blacklist or has a poor reputation, the receiving mail server may flag the email as spam or block it altogether.

Based on the Use of Third-Party Filters

These third-party filters can sometimes be bypassed if the receiver is using a tool like SenderBase (via IP address, DNS query point), SpamAssassin (via spam confidence level), or Barracuda Spam Firewall (via email receiver domain). In addition, there are tools available that use something like SPF to bypass these filters.

Some Domain Name Servers (DNS) can be configured to block certain senders. Thus, causing your messages to never make it through to the intended recipient. This is done by creating a “block list” that prevents certain senders from sending mail with your domain as the “source”. Some senders may have been abused in the past. But are now trying to stay away from this by updating their lists frequently.

Blacklisting and Phishing

Blacklists” are lists of domains that spam sources use and share with each other in order to stop spamming each other. Blacklists like Spamhaus ensure that people cannot use a domain for spam purposes. “White lists” are lists that accept mail from senders, while Spamhaus is a “blacklist“.

Receiving emails from multiple domains can also be problematic and not necessarily due to a process error. If a user has set up multiple email addresses. Then an email from one of the domains may never make it through to the other.

Common Mistakes that Marketers Make

Common Mistakes that Marketers Make into Email Deliverability

Email Frequency

The frequency at which you send emails can impact deliverability. Sending frequent emails can pose several problems for email deliverability. When businesses send too many emails, it can lead to email fatigue and cause recipients to ignore or delete messages, which reduces engagement rates. Moreover, sending too many emails can lead to an increase in unsubscribes and spam complaints, which can negatively impact the sender’s email reputation and deliverability rates. Email providers take these complaints seriously and can use them as a factor in determining whether to deliver future emails from you to the inbox or the spam folder.

Email Design

The design of your emails is another crucial factor that can impact deliverability. Emails that are not optimized for mobile devices can be difficult to read, and users may quickly lose interest, delete the email, or mark it as spam. This can trigger email providers to start filtering out future emails from the same sender as spam, leading to lower email deliverability rates.

Overlooking the Email Subject Line

One common mistake that marketers make when it comes to email marketing is not putting enough effort into crafting an effective subject line. The subject line is the first thing that recipients see, and it can significantly impact the open rate of the email. A poorly written or uninteresting subject line can cause recipients to ignore or delete the email, which can harm engagement rates and deliverability rates.

Not Personalizing the Email Content

Another common mistake that marketers make is not personalizing the email content to their audience. Personalization involves more than just addressing the recipient by name. It also includes tailoring the content to the subscriber’s interests and behavior, and sending relevant and targeted offers or messages. Failing to personalize email content can result in low engagement rates and high unsubscribe rates, which may lead to lower email deliverability rates in the long run.

Sending Irrelevant Emails

Marketers can also make the mistake of sending irrelevant emails that do not align with the subscriber’s interests or behavior. This can result in low engagement rates, high unsubscribe rates, and a negative impact on the deliverability of emails. To avoid this mistake, marketers should segment their email lists and tailor the content to each segment’s interests and behavior.

Using Misleading or Deceptive Subject Lines

Finally, another common mistake that marketers make is using misleading or deceptive subject lines to entice subscribers to open their emails. This practice is known as clickbait and can harm the sender’s reputation and email deliverability in the long run. It is important to ensure that the subject line accurately reflects the email content and provides value to the subscriber.

Marketing on Sending Emails to Multiple Domains

Sending emails from multiple domains can also cause deliverability problems. Since some providers can block messages that originate from another domain. This is done for safety reasons if someone spams your domain.

This occurs when a sender sends an email using every part of your address (e.g., display name, username, and company name). This can result in messages from your domain being blocked by the email provider.

An email may also be blocked if it contains invalid data (e.g., large images). This is because these types of emails are flagged as viruses, so they are automatically blocked.

If your emails get through but avoid getting to their intended recipients. A lot of tools that provide deliverability statistics can be a good starting point for diagnostics and solution development.

How to Improve your Email Deliverability Rate?

Improving your email deliverability rate is crucial to the success of your email marketing campaigns. Here are some tips to help you improve your email deliverability:

Clean Your Email List Regularly

Maintaining a clean email list is critical to ensuring that your emails are delivered to your subscribers’ inboxes. An email list that includes invalid or inactive email addresses can hurt your sender’s reputation and increase the likelihood of your emails being marked as spam.

Regularly cleaning your email list by removing invalid or inactive email addresses can help improve your email deliverability rate and increase engagement with your subscribers. Additionally, it’s important to ensure that your subscribers have opted-in to receive your emails to avoid any potential issues with anti-spam regulations.

Personalize Your Emails

Personalization is a crucial aspect of effective email marketing, and it can significantly improve your email deliverability rates. When you personalize your emails, you make them more relevant and engaging for your subscribers, which can lead to higher open rates, click-through rates, and conversion rates.

It shows that you have taken the time to address the recipient directly, which can make them feel valued and important. Additionally, personalizing the content of your emails to the recipient’s interests and behavior can also help to improve engagement rates.

Optimize Your Email Design

In today’s fast-paced world, most people check their emails on their mobile devices. As a result, optimizing your email design for mobile devices has become increasingly important. By doing so, you can ensure that your emails are easy to read and engage with, regardless of the device your subscribers are using. A simple email design with a single-column layout can help make sure that your emails look great on any screen size. Additionally, including visually appealing images that are optimized for fast loading can also help improve engagement rates. By optimizing your email design for mobile, you can improve your subscribers’ experience and ultimately increase your email deliverability.

Test and Monitor Your Emails

Conducting regular tests can help you identify any issues that may impact the deliverability of your emails. It is essential to test the email content, subject lines, sender name, & sender email address to ensure that the email is not marked as spam. Monitoring your email deliverability rates, open rates, and click-through rates can help you gauge the success of your email campaigns. By tracking these metrics, you can determine what is working well and what needs improvement. Make adjustments to your email strategy based on the results of your tests and monitoring to optimize your email deliverability rates.

Avoid Spam Triggers

Avoid using spam triggers in your emails such as excessive use of capital letters, exclamation points, and spammy words. Also, avoid using too many images or large file sizes in your emails, as these can trigger spam filters.

Use Reliable Email Marketing Tools

Only use authentic and the most reliable email marketing tools. They are very crucial in improving your email deliverability rate. Using a reputable email marketing tool also helps to ensure that your emails are compliant with anti-spam laws and regulations. These tools often have built-in features that can help you maintain a clean email list, personalize your emails, and avoid spam triggers.

AeroLeads Campaigns is one such tool that you can rely upon. With our free cold email software, you can create and send personalized emails. The best part is that you only need a regular Gmail account to use it, which can help ensure that your emails go directly to your prospect’s inbox rather than their spam folder.

Additionally, our cold email marketing tool lets you track email open rates and replies right from the dashboard, making it easy to monitor your campaign’s performance. This free email marketing tool allows you to send unlimited emails to unlimited prospects, which can help improve your sales conversions.

Overall, AeroLeads Campaigns is a great option for businesses looking to improve their email deliverability rate and streamline their email marketing campaigns.

People Also Ask- FAQs on Email Deliverability

What is the importance of email deliverability rate?

Email deliverability rates are important because they measure the success of your email marketing campaigns. A high deliverability rate means that your emails are reaching your subscribers’ inboxes, which increases engagement and conversions.

How to Improve Your Overall Email Deliverability Rate?

You can improve your overall email deliverability rate by maintaining a clean email list, using a consistent “from” name and email address, personalizing your emails, optimizing your email design for mobile devices, and testing and monitoring your emails regularly.

How email deliverability is measured?

The deliverability of emails can be measured by tracking key metrics such as email delivery rates, open rates, click-through rates, bounce rates, and spam complaint rates.

What are the KPIs for email?

Key performance indicators (KPIs) for email include delivery rates, open rates, click-through rates, conversion rates, and revenue generated from email campaigns.

What is the best email marketing tool for improving email deliverability?

There are many email marketing tools including Mailchimp, Constant Contact, Campaign Monitor, and AeroLeads Campaigns. The best tool for your business depends on your specific needs and budget. AeroLeads Campaigns offers you to send unlimited emails to a maximum number of people for free.


Improving your email deliverability rate isn’t an easy process, but it is possible. It’s important to know that there’s no universal formula for success. And each approach you take will be different from the last. The key is to keep an open mind. Test everything, and choose the things that work well for you. Be sure to set a goal before you start in order to measure your success more easily.

Are you tired of low email deliverability rates and low sales conversions? It’s time to try AeroLeads Campaigns! With personalized emails, reliable email list cleaning, and advanced tracking features, our Campaigns tool is the perfect tool to improve your email deliverability and skyrocket your sales. Don’t wait, Get started for free and start seeing results!

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