Why Are Your ActiveCampaign Deliverability Rates Low and How to Improve It

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Written by: Mailmodo


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You spend hours creating an email, designing a great email layout, and following the right email cadence. But even after following these decisions, when you check your ActiveCampaign deliverability rates, you're shocked with the disappointingly low numbers.

How did this happen?

There could be two probable causes. One is you, and the other is your ESP.

Let's discuss in deeper detail what (or who) is causing your low ActiveCampaign deliverability rates.

Table of contents

What is email deliverability rate?

Email deliverability rate is defined as the percentage of emails delivered to users out of the total number of emails you sent. To get the maximum out of your email marketing campaigns, try maintaining this rate above 90%. You can also use this formula to calculate your deliverability rates.

Email deliverability rate = ( Number of emails received in users’ inboxes / Total number of emails sent ) x 100

ActiveCampaign deliverability issues

Here are five common reasons for your low ActiveCampaign deliverability rates.

1. Poor deliverability performance

Email Deliverability Report runs tests on different ESPs to find their deliverability rates. And when they tested ActiveCampaign, it was found to have an ~ 86% inbox placement rate, and ~ 11% of emails went to spam. If you're a newbie email marketer dealing with a few subscribers, that 11% spam rate may not make much difference. But as you grow your subscriber numbers, the 11% spam rate causes you to lose a sizable amount of business. So, not having 90% average deliverability rate may be the reason for your poor deliverability numbers.

2. Not setting up authentication systems

Gone are the days when kings used to send letters with stamps to verify their authenticity. In today's digital world, Sender Policy Framework (SPF) and Domain Keys Identified Mail (DKIM) are used to check your emails' authenticity. If you haven't set up these things properly, email clients will assume you to be a spammer without proof of ownership and will either reject your emails or direct you to the spam folders.

3. Using a shared IP address

Sharing territory with spammers is one of the quickest ways to make your way to the spam folder. We are talking about using shared IPs. That's because shared IPs are shared with multiple users, and even if one of them turns out to be a spammer, all marketers using that IP will get affected negatively. So if you have the resources, spending money on buying a dedicated IP will be one of the best decisions in your email marketing journey.

Related guide: Dedicated IP Address vs. Shared IP Address - Which One Should You Use?

4. Buying an email list

Many newbie email marketers think that the quickest way to succeed in email marketing is by buying an email list. They can't be more wrong. Buying an email list is against the email laws since the people on that list have not permitted you to send them commercial emails. So if you send emails to people on that list, they'll probably think, "I don't remember subscribing to this list. Maybe it's a spammer." And guess what happens next? They'll mark you as spam which will affect all parts of your email marketing, including your ActiveCampaign deliverability rates.

How to improve your ActiveCampaign deliverability rates?

Here are a few simple ways to solve the problems outlined in the above sections.

1. Organically build your email list

As you saw in the previous section, buying an email list is illegal, and users won't really engage with your email since they don't recognize you. So if you decide to build your email list organically, here are 3 easy steps you can follow.

  • Build a lead magnet that provides an incentive your target audience would want.

  • Build forms attached to this lead magnet.

  • Distribute this form and market your incentives.

Easier said than done. Check out our guide for a complete explanation.

Related guide: What Is an Email List and How Can You Build it From Scratch

2. Make the switch to a dedicated IP

A shared IP does you little to no good. If you're serious about your email marketing and can't afford to lose a big chunk of your audience due to spammers, switching to a dedicated IP is the way to go forward.

3. Set up authentication systems

There are different authentication systems, but you must set up two important ones to one on the safer side of email clients.

  • SPF: This method helps you stop spammers who try spoofing your emails.

  • DKIM: This method helps email clients identify whether the email has been tampered with during its transmission.

So set up these systems and see an increase in your ActiveCampaign deliverability rates.

4. Follow the right email etiquette

Change is the only constant. So things have changed in email marketing since its inception. What was considered acceptable in the past may not be anymore. So please educate yourself about modern email etiquette and be aware of outdated methods to avoid them.

Related guide: Evolution of Email Etiquettes and Tips to Write Better Emails

5. Sign up to Mailmodo

When you switch to Mailmodo, you'll be granted amazing benefits like AMP emails, helpful experts, tons of learning resources, and more. With us, your email marketing game will be at its peak.

Boost your email deliverability rates with Mailmodo

Here are the amazing benefits you get when you switch to our email marketing platform.

✅ Expert consultation for deliverability

From beginners to seasoned email marketers, we help everyone improve their deliverability. You'll get a consultation from our email deliverability experts, who know the ins and outs of email deliverability. So you can be sure that you're in the right hands.

✅ Help with domain warmup

Domain warm-up is often a boring task that many email marketers rush through. So to help you to do this process correctly, we have experts who will show you the right steps and strategies that are easy to understand, even for beginner email marketers.

✅ We don’t tolerate spammers

We know how hard you work to improve your email marketing process. We respect that and won't let spammers affect you in any way. We block users who constantly use our platform to scam people.

✅ Abundant resources on email deliverability

There is tremendous information available on email deliverability to the point where it has become difficult to sort the good from the bad ones. The good news is that we have built abundant resources you can consume in a properly organized manner. Check out our hub of email marketing resources to access them for free.

✅ Our customer success team is always here to help

Don't hesitate to shoot an email at with your doubts about email deliverability, AMP emails, email marketing, etc. And we’ll get back to you in no time. Our customer success team takes pride in its excellent guidance skills.


Continuous improvement is the answer to developing great email deliverability rates. And when you switch to Mailmodo, it is like wearing a jetpack and making the improvement rate much faster.

Want to know more about improving your deliverability? Check out our guide on email deliverability tips to make you an email deliverability pro.

What you should do next

Hey there, thanks for reading till the end. Here are 3 ways we can help you grow your business:

  1. Talk to an email expert. Need someone to take your email marketing to the next level? Mailmodo’s experts are here for you. Schedule a 30-minute email consultation. Don’t worry, it’s on the house. Book a meet here.

  2. Send emails that bring higher conversions. Mailmodo is an ESP that helps you to create and send app-like interactive emails with forms, carts, calendars, games, and other widgets for higher conversions. Sign up now and send 10k free emails/month. Sign up here.

  3. Get smarter with our email resources. Explore all our knowledge base here and learn about email marketing, marketing strategies, best practices, growth hacks, case studies, templates, and more. Access guides here.