12 Ways to Increase Your Email Deliverability

Increase email deliverability for better email marketing

Email deliverability is essential for the success of your email campaigns. So, how do you ensure that your emails are delivered? What if your emails don't reach your recipients? Fortunately, there are proven methods to increase your email deliverability. In this blog, we will discuss how to increase your email deliverability rates.

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What is email deliverability?

When the email reaches your subscriber's inbox, this event is called email deliverability. Deliverability ensures that your email is appearing in the mailbox of the recipient. This leads to conversions and sales if your email can convince your audience. However, all your efforts can go in vain if the email you are sending doesn't reach your subscriber's inbox. So, it becomes crucial to maintain good email deliverability. Higher the email deliverability, higher are the chances of the conversion rate and, consequently, higher chances of the organization's success.

Now that you understand email deliverability, let's look at how we can increase it.

How to increase your email deliverability

There are 12 different ways that we've listed to help you increase your email deliverability.

1. Authenticate your email with SPF, DKIM, and DMARC

Authentication of email conveys to your subscribers that the email is from a verified business or individual and not a fraudster. Hence, email authentication is necessary so that your email doesn't end up landing in a spam folder and directly reaches your subscribers' inbox. There are different ways through which you can authenticate your email as follows.

Using SPF ( Sender Policy Framework)

SPF is an email authentication method that doesn't let spammers use your domain. It sends emails on behalf of your domain by comparing the sender mail server's IP address with the list of authorized sending IP addresses.

Using DKIM (DomainKeys Identified Mails)

DKIM ensures that there is no alteration made in the message while transmitting it. Public-key encryption helps in encrypting a particular message. It involves linking the digital signature with the domain name in the DNS. The recipient system can verify by using the public key to decrypt the signature. It ensures that the message is not modified while transmitting, and thus the email is authenticated.

Use the Domain-based Message Authentication, Reporting, and Conformance or DMARC

DMARC is an authentication method that ensures that the email is not from a spam or phishing attack. DMARC uses both SPF and DKIM techniques to authenticate the email. It blocks all fraud messages sent from any specific domain.

2. Warm-up your IP and scale-up email send volume gradually

To build your IP address and domain reputation, you need to send your emails to a limited number of people and then gradually increase the number of emails as new IP addresses don't have any reputation at first. This process is known as domain warmup. However, building reputation and trust takes time.

3. Use double opt-in or confirmed opt-in

You need to be sure that your email doesn't end up landing in the wrong inbox or invalid accounts. So, double opt-in ensures that you have a good quality contact list and ensures your email reaches most people with correct email addresses. This option confirms the email by sending a confirmation email and then adding them to the contact list. It can help you send emails to the verified people who are interested in your product, increasing the email deliverability.

4. Simplify the opt-out process

You need to make sure that your subscribers don't have any issues when opting out. If they decide that they don't want to receive your emails, they should be able to unsubscribe easily. It helps in sending emails to only subscribers and target those who are interested in your information.

5. Avoid spam trap email

A spam trap is a honeypot to identify spammers. These are email addresses set up to track spammer and identify them. You should eliminate spam trap emails from your contact list because sending emails to spam trap emails can increase the bounce rate and decrease your company's email deliverability and reputation. In order to do this, you can use an email validation and verification tool.

6. Don't use spammy words in the subject line or email body

One of the most important ways to improve deliverability is to understand what causes emails to land in spam and how not to include those factors in your emails.

  • The subject line should be as short as possible and should not consist of any inappropriate words. Your email can go directly into the spam folder if you have chosen the wrong subject line for your email.

  • Avoid words that influence customers and can be treated as spam words like "free," "discount," "%," "solution," etc.

  • You have to avoid punctuation marks ( !,?) and also make sure that your subject line doesn't start with Re: or Fwd: as it can come under spam.

7. Avoid buying email lists

Buying email lists might seem to be the easiest way to reach the maximum number of people. Still, it may decrease your email deliverability as the emails might not be appropriate, and there may be false emails included in the list, apart from the various legal repercussions this might have. This can have a significant impact on your domain as well as your business reputation.

8. Clean your lists regularly and use segmentation

  • Have an active sunset policy in your email user journey. You must keep updating your lists regularly and eliminate the contacts that no longer check your emails, those who are not interested and showing zero response, and those who no longer use that email account. In this way, you will not send emails to the wrong people and will be able to increase email deliverability.

  • Segmentation of lists is essential to get the different types of customers like new customers, regular customers, irregular customers, etc.

  • Segmentation also helps to keep your existing customers connected and thus resulting in high email deliverability.

9. Send emails that people prefer reading

Sending relevant and engaging emails not just increases email deliverability but also increases the conversion rate of your email campaign.

  • Send emails that people like to read and be able to relate to them. Be clear about your message.

  • There are high chances that people would buy your product if the email can convince them.

  • You can approach them in a friendly way, give them the correct and best advice, and be empathetic,

  • Value their time by giving necessary information.

10. Get the sending frequency and schedule right

You need to make a consistent schedule for sending your email with the right frequency and right timing so that your email doesn't get ignored by people. There is no use in sending emails when people cannot view them, so it is essential to choose the best time according to your target audience and send the email when people can check and have some free time.

  • Usually, the best time to send the email is in the afternoon on weekdays as people are more active on weekdays than on the weekend. For example, if the target audience is working women, then the best time would be in the afternoon on weekdays. If the target audience is a fieldworker, then the best time would be in the night or the weekend.

11. Keep a check on sender reputation and blacklists

It is essential to have a good sender reputation or sender score. The sender score can be measured based on complaints filed against you by the user, the total number of spam reports of your company, your company's email history to date, your company domain's reputation, and the bounce rate. You need to avoid blacklisting as it decreases email deliverability.

  • You can provide a confirmed opt-in option in your email, regular email audits, and avoid spammy words to achieve a high sender score, which further helps you increase email deliverability and build trust among your target audience.

  • You can avoid blacklisting by fixing a consistent schedule so that your subscribers don't forget you and don't mark you as spam,

12. Monitor performance metrics regularly and fix issues

  • You must keep a check on your metrics regularly to increase email deliverability.

  • You should check if your bounce rate is minimum and the email deliverability rate is up to the mark, and if it is not up to the mark.

  • You need to find out the issues and fix them as soon as possible.

  • You should check what needs to be done and take action to maintain the reputation of your company.


These are some of the ways in which you can increase your email deliverability and build a superior email marketing funnel.

If you want to learn more about email deliverability, feel free to reach out to the Mailmodo team. At Mailmodo, we ensure that our users get the best deliverability and send highly converting email campaigns. In fact, the use of interactive emails makes the emails more engaging which creates more number of users responding via clicks and form submissions which increase the email deliverability.

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