Guide to Email Deliverability: Metrics, Problems, and Solutions

Email marketing remains a powerful tool for businesses to connect with their audience. However, ensuring your emails reach the intended recipients’ inboxes can be a complex challenge. This is where email deliverability comes into play. In this guide, we’ll jump into what email deliverability is, the most important metrics to monitor, and the critical threats associated with poor email deliverability. Let’s dive in!

What is Email Deliverability?

In essence, it’s the process of ensuring that your carefully crafted emails reach the intended audience, fostering meaningful connections and driving conversions. Achieving high email deliverability involves multiple factors and best practices that increase the chances of your messages bypassing spam filters and reaching your subscribers.

However, it’s not just about hitting the “send” button. To maximize deliverability, marketers must focus on various elements, such as sender reputation, content relevance, authentication protocols ( SPF, DKIM, and DMARC), and engagement rates. By nurturing a positive sender reputation and sticking to industry standards, you can improve the chances of your emails landing in the inbox, where they can be seen, opened, and acted upon.

Mastering email deliverability is essential for any successful email marketing strategy, ensuring that your messages have the impact they deserve.

Email Deliverability Metrics That Matter

Bounce Rate: The bounce rate measures the percentage of emails that failed to reach the recipient’s inbox due to invalid addresses, technical issues, or other factors. Monitoring and reducing bounce rates are crucial for maintaining a clean and healthy email list.

Open Rate: The open rate indicates the percentage of successfully delivered emails that were opened by recipients. A higher open rate signifies that your subject lines and preview text are resonating with your audience.

Click-Through Rate (CTR): The CTR reveals how many recipients clicked on links within your emails. A high CTR indicates engaging content and relevant call-to-actions (CTAs).

Spam Complaint Rate: This metric measures the number of recipients who marked your emails as spam. A low spam complaint rate is vital to maintain a positive sender reputation and avoid being blacklisted.

Unsubscribe Rate: The unsubscribe rate represents the percentage of subscribers who opted out of your email list. Keeping this rate in check can help you identify potential issues with content relevance or frequency.

Threats of Poor Email Deliverability

Poor email deliverability can lead to a cascade of detrimental consequences for your email marketing efforts. One of the primary threats is a damaged sender reputation. Internet Service Providers (ISPs) and mailbox providers, such as Gmail/Google Workspace and Hotmail.Office 365,) closely monitor sender reputation to determine whether your emails deserve placement in recipients’ inboxes or end up in spam folders. Consistently sending emails to unengaged or disinterested recipients can severely damage your sender reputation, ultimately resulting in poor deliverability.

Another threat is the risk of blocklisting. If your email practices are flagged as spammy, your IP address or domain could end up blocklisted by ISPs and anti-spam organizations. Being blocklisted directly impacts deliverability, making it extremely challenging for your messages to reach your target audience effectively.

Poor email deliverability also leads to low engagement and conversions. When your emails struggle to reach the inbox, the chances of recipients opening, clicking through, and taking the desired actions decrease significantly. This lack of engagement affects KPIs, such as open rates, click-through rates (CTR), and, ultimately, your email marketing ROI.

Lastly, poor deliverability can cause a low sender score. Sender score is a measure of your sender reputation, and a low score can have a drastic impact on your email deliverability. ISPs often use the sender score as a filtering mechanism, and a low score can lead to more of your emails being sent to spam folders rather than reaching your audience’s inboxes.

Ways to Improve Email Deliverability

How can you ensure your emails don’t go to spam and your sender reputation is intact? Here are a few tips you can consider:

Maintain a Healthy Email List: Regularly clean your email list to remove invalid or inactive email addresses. Consider using tools like Alfred, an all-in-one list hygiene service, to ensure improved deliverability.

Personalization and Segmentation: Tailor your email content based on recipient preferences and behaviors. Segmentation allows you to send relevant emails, which boosts engagement and reduces spam complaints.

Authenticate Your Emails: Implement SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) to verify the authenticity of your emails. These protocols enhance trust with ISPs and decrease the likelihood of emails being marked as spam.

Monitor and Analyze Metrics: Regularly track key email deliverability metrics to identify trends and areas for improvement. Use this data to optimize your email campaigns for better performance.


Email deliverability is a critical aspect of any successful email marketing strategy. Understanding its importance and monitoring key metrics can help you ensure that your messages reach the right audience, resulting in higher engagement and conversions. However, poor email deliverability can damage sender reputation, blacklisting, and diminish ROI. By following best practices, maintaining a clean email list, and analyzing metrics, you can overcome deliverability challenges and improve your email marketing efforts. 

To start your journey towards improved email deliverability, reach out to Email Industries today. Contact us to optimize your email deliverability strategy and unlock the potential of your email marketing campaigns.