Email deliverability refers to the ability of an email to reach the intended recipient’s inbox rather than being blocked by spam filters or ending up in the junk folder.

This is an important consideration for businesses, as low deliverability rates can significantly impact the effectiveness of email marketing campaigns.

There are several factors that can affect email deliverability, including the sender’s reputation, the quality of the email list, the content of the email, and the technical aspects of the email itself.

Here are some industry best practices and benchmarks to help increase email deliverability:

  1. Build a strong sender reputation: Email service providers (ESPs) use algorithms to determine the sender’s reputation based on a variety of factors, including the IP address of the sender, the number of bounces and complaints, and the overall engagement with the emails. To improve your sender reputation, it is important to regularly clean your email list to remove inactive or invalid email addresses, and to use double opt-in methods to confirm that subscribers want to receive emails from you. It is also a good idea to use a reputable ESP, as they will have a better reputation with the major mailbox providers.
  2. Use a high-quality email list: The quality of your email list is another important factor in email deliverability. It is important to avoid purchasing or renting email lists, as these lists are often full of invalid or spam trap addresses. Instead, focus on building your own email list through opt-in forms on your website and through other legitimate means.
  3. Write compelling subject lines and email content: The subject line and content of your email are also critical to email deliverability. Subject lines should be clear and concise, and avoid using spam trigger words such as “free,” “earn money,” or “click here.” The email content should be relevant and engaging to the recipient, and avoid using too many images or links, as these can trigger spam filters.
  4. Pay attention to technical details: There are several technical considerations that can impact email deliverability. For example, it is important to use a professional email template and to include your physical address and an unsubscribe link in the footer of your emails. You should also ensure that your email server is configured correctly and that you are following best practices for email authentication, such as using DKIM and SPF.
  5. Monitor and improve your deliverability: Finally, it is important to regularly monitor your email deliverability and to make improvements as needed. Many ESPs offer tools to help you track your deliverability rates and identify any issues. Common KPIs to keep an eye on include bounce rate, spam rate, click rate, and click-through rate.

By following these industry best practices and benchmarks, you can increase your email deliverability and improve the effectiveness of your email marketing campaigns. Remember to focus on building a strong sender reputation, using high-quality email lists, writing compelling subject lines and email content, paying attention to technical details, and regularly monitoring and improving your deliverability.