{"id":9200,"date":"2025-01-28T10:45:31","date_gmt":"2025-01-28T10:45:31","guid":{"rendered":"https:\/\/mailbluster.com\/blog\/?p=9200"},"modified":"2025-11-08T03:34:44","modified_gmt":"2025-11-08T03:34:44","slug":"improve-email-deliverability","status":"publish","type":"post","link":"https:\/\/mailbluster.com\/blog\/improve-email-deliverability","title":{"rendered":"How to Improve Email Deliverability: A Brief Guide"},"content":{"rendered":"\n<p>This is a basic email deliverability guide that explains its definition and other essential key factors, and teaches you how to improve email deliverability for successful email marketing. In 2023, approximately <a href=\"https:\/\/www.statista.com\/statistics\/255080\/number-of-e-mail-users-worldwide\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">4.37 billion<\/a> global email users existed, which is expected to grow to around 4.89 billion users by 2027. With such a huge number of email users all over the world, thriving email marketing is a must!&nbsp;<\/p>\n\n\n\n<p class=\"has-medium-brown-color has-text-color has-medium-font-size\">If you are engaged in email marketing or about to start, then it is a must to learn about the key metrics to measure its success. And deliverability is a crucial KPI (Key performance indicator) to measure and sustain successful email marketing.<\/p>\n\n\n\n<p>This blog will discuss email deliverability in-depth so we can understand how to improve it in the right way.<\/p>\n\n\n\n<h4 class=\"has-medium-gray-color has-text-color\">Table of Contents<\/h4>\n\n\n\n<ul><li><strong><em><a href=\"#What-is-Email-Deliverability\">What is Email Deliverability?<\/a><\/em><\/strong><\/li><li><strong><em><a href=\"#Difference-Between-Delivery-and-Deliverability\">Difference Between Delivery and Deliverability<\/a><\/em><\/strong><\/li><li><strong><em><a href=\"#Email-Deliverability-Rate-Test\">Email Deliverability Rate Test<\/a><\/em><\/strong><ul><li><strong><em><a href=\"#Email-deliverability-rate-example\">Email deliverability rate example<\/a><\/em><\/strong><\/li><\/ul><\/li><li><strong><em><a href=\"#What-is-a-Good-Email-Deliverability-Rate\">What is a Good Email Deliverability Rate?<\/a><\/em><\/strong><\/li><li><a href=\"#How-to-Improve-Deliverability\"><strong><em>How to Increase Deliverability<\/em><\/strong><\/a><\/li><li><strong><em><a href=\"#Wrap-Up\">Wrap Up<\/a><\/em><\/strong><\/li><\/ul>\n\n\n\n<h2 class=\"has-bright-blue-color has-text-color\" id=\"What-is-Email-Deliverability\">What is Email Deliverability?<\/h2>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter size-full is-resized\"><a href=\"https:\/\/mailbluster.com\/blog\/wp-content\/uploads\/2025\/01\/What-is-email-deliverability.png\"><img loading=\"lazy\" src=\"https:\/\/mailbluster.com\/blog\/wp-content\/uploads\/2025\/01\/What-is-email-deliverability.png\" alt=\"What is email deliverability\" class=\"wp-image-9216\" width=\"584\" height=\"306\"\/><\/a><\/figure><\/div>\n\n\n\n<p>Email deliverability is the capacity to deliver emails to the recipient&#8217;s inbox successfully. It only counts the emails that land in the recipient&#8217;s inbox, not in the junk or spam folder. In contrast, email delivery means the emails that are delivered to the intended recipient\u2019s mailbox (including both the inbox and spam folders).\u00a0<\/p>\n\n\n\n<p>Simply deliverability means only counting the emails that go straight to the receiver\u2019s \u201cinbox\u201d folder.&nbsp;<\/p>\n\n\n\n<p>Now, you may ask about the difference between email delivery and deliverability. Let\u2019s clarify it in the next section.<\/p>\n\n\n\n<h2 class=\"has-bright-blue-color has-text-color\" id=\"Difference-Between-Delivery-and-Deliverability\">Difference Between Delivery and Deliverability<\/h2>\n\n\n\n<figure class=\"wp-block-table mb-stripe-table\"><table class=\"has-fixed-layout\"><thead><tr><th class=\"has-text-align-center\" data-align=\"center\"><strong>Delivery<\/strong><\/th><th class=\"has-text-align-center\" data-align=\"center\"><strong>vs<\/strong><\/th><th class=\"has-text-align-center\" data-align=\"center\"><strong>Deliverability<\/strong><\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\">Inbox and spam both<\/td><td class=\"has-text-align-center\" data-align=\"center\">Counts emails in<\/td><td class=\"has-text-align-center\" data-align=\"center\">Only inbox<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Only ensure that the emails land in the recipient&#8217;s mailbox, where it doesn\u2019t matter.<\/td><td class=\"has-text-align-center\" data-align=\"center\">Main focus<\/td><td class=\"has-text-align-center\" data-align=\"center\">Avoid being spammed, and ensure the emails land in the inbox straight.<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Higher delivery rate.<\/td><td class=\"has-text-align-center\" data-align=\"center\">Primary target<\/td><td class=\"has-text-align-center\" data-align=\"center\">Maintaining an ideal deliverability rate.<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Good sender reputation.<\/td><td class=\"has-text-align-center\" data-align=\"center\">Highlighted outcome<\/td><td class=\"has-text-align-center\" data-align=\"center\">Superb sender reputation.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"has-bright-blue-color has-text-color\" id=\"Email-Deliverability-Rate-Test\">Email Deliverability Rate Test<\/h2>\n\n\n\n<p>To test the email deliverability rate:<\/p>\n\n\n\n<ul><li>First, start by dividing the number of emails delivered to the inbox by the number of total emails sent (excluding the number of bounced emails).<\/li><\/ul>\n\n\n\n<ul><li>After that, end the calculation by multiplying the previous result by 100; the result you\u2019ll get is the percentage of the email deliverability rate.<\/li><\/ul>\n\n\n\n<h3 id=\"Email-deliverability-rate-example\">Email deliverability rate example<\/h3>\n\n\n\n<p>For instance, assume some random numbers and manually calculate the email deliverability rate. Suppose you have sent a total of 10,000 emails (subtracting the number of bounced emails), and among those, 9,800 emails were delivered to the inbox. Then your email deliverability rate will be:<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>9800\/10000 = 0.98 X 100 = 98%<\/strong><\/p>\n\n\n\n<p>So, the deliverability rate for 10000 sent emails and 9800 delivered emails is 98%.<\/p>\n\n\n\n<p>This way, you can check your email deliverability manually or you can go for third-party email deliverability test tools.<\/p>\n\n\n\n<h2 class=\"has-bright-blue-color has-text-color\" id=\"What-is-a-Good-Email-Deliverability-Rate\">What is a Good Email Deliverability Rate?<\/h2>\n\n\n\n<p>To learn how to improve your email deliverability, you need to be aware of the email deliverability rates. You won\u2019t be able to compare your deliverability rate\u2019s position without knowing which deliverability percentage indicates which state: average, good, ideal, or poor. Though there is no solid benchmark for good email deliverability, according to several email campaign reports, we can come to some assumptions about good email deliverability rate:<\/p>\n\n\n\n<ul><li>An 85%-95% is a pretty good email deliverability rate.<\/li><li>A rate of 96% to 99% for deliverability is ideal.<\/li><li>An email deliverability rate of less than 80% indicates improvement requirements.<\/li><\/ul>\n\n\n\n<h5>What to do next?<\/h5>\n\n\n\n<p>Now, you check your email deliverability rate and compare the percentage to see in which state it\u2019s in right now. If it\u2019s 85% or more, then you\u2019re doing good. But if you see the deliverability rate is less than 85%, then you might have to work a bit to pull it up to that good rate. According to the given findings, 80% to 84% is an average email deliverability rate. If it\u2019s less than 80%,&nbsp; detect the lackings and causes of low email deliverability and rethink your email marketing strategy. After that, work on fixing deliverability troubleshoots to increase email deliverability.<\/p>\n\n\n\n<h2 class=\"has-bright-blue-color has-text-color\" id=\"How-to-Improve-Deliverability\">How to Improve Email Deliverability<\/h2>\n\n\n\n<p>Have you tested your email deliverability rate yet? Did you get a deliverability rate that is less than 80%? Or, you are in an average deliverability state between 70%-84% and setting your target on reaching the ideal email deliverability rate point? Work efficiently to increase your email deliverability, as this will lead to a higher email deliverability rate.&nbsp;<\/p>\n\n\n\n<p>For that, here is a brief guideline on how to increase or improve email deliverability.<\/p>\n\n\n\n<h5>Authenticate and verify your email address&nbsp;<\/h5>\n\n\n\n<p>Authentication and verification of an email address are ditching any security-related barriers. So, how do you do it?&nbsp;<\/p>\n\n\n\n<h5>Authenticate your emails&nbsp;<\/h5>\n\n\n\n<p>Reduce the risk of getting red-flagged for being suspicious or spammy. Authentication of your emails can fix it in a huge way. Following email authentication protocols such as:<\/p>\n\n\n\n<ul><li><strong>SPF<\/strong> (Sender Policy Framework): Determines which servers can send emails on your domain&#8217;s behalf.<\/li><\/ul>\n\n\n\n<ul><li><strong>DKIM<\/strong> (DomainKeys Identified Mail): Checks the legitimacy of an email sender using digital signatures to make sure the message contents haven&#8217;t been changed during transit.<\/li><\/ul>\n\n\n\n<p>These two are authentication methods and assist in stopping email spoofing and shields from illegal phishing attacks.<\/p>\n\n\n\n<ul><li><strong>DMARC<\/strong> (Domain-based Message Authentication Reporting &amp; Conformance): It is an email security protocol that helps validate email senders&#8217; legitimacy.<\/li><\/ul>\n\n\n\n<p>It is a security protocol that verifies email senders using the DNS (Domain Name System), along with the previous two SPF and DKIM protocols.<\/p>\n\n\n\n<h5>Verify your email address<\/h5>\n\n\n\n<p>Another way to authenticate your email address is by verifying your email addresses. Verify by getting a <a href=\"https:\/\/mailbluster.com\/blog\/blue-checkmark-for-verified-business-email\" target=\"_blank\" rel=\"noreferrer noopener\">blue checkmark for your business email<\/a> address, and your email address will be considered a valid source.<\/p>\n\n\n\n<h5>Adhere to email compliance regulations<\/h5>\n\n\n\n<p>Adhere to <a href=\"https:\/\/mailbluster.com\/blog\/everything-about-email-compliance-regulations\" target=\"_blank\" rel=\"noreferrer noopener\">email compliance laws and regulations<\/a>. Familiarize yourself with rules and laws like the <a href=\"https:\/\/www.ftc.gov\/business-guidance\/resources\/can-spam-act-compliance-guide-business\" target=\"_blank\" rel=\"noreferrer noopener\">CAN-SPAM Act<\/a> and GDPR (General Data Protection Regulation). It\u2019s highly essential to go by the laws to ensure your recipients that their data is collected and stored securely.<\/p>\n\n\n\n<h5>Maintain a good email list<\/h5>\n\n\n\n<p>Maintain and <a href=\"https:\/\/mailbluster.com\/blog\/how-to-build-an-email-list-for-free\" target=\"_blank\" rel=\"noreferrer noopener\">build a good email list<\/a>. Regularly check your email list. See who interacts with your emails and who doesn\u2019t. Identify whose email addresses are invalid and causing major delivery failure. Mark such email addresses and clean your email list by removing them. This way, you\u2019ll have a good email list with active recipients, and that surely helps improve email deliverability.<\/p>\n\n\n\n<h5>Always use double opt-in<\/h5>\n\n\n\n<p>Use <a href=\"https:\/\/mailbluster.com\/blog\/double-opt-in\" target=\"_blank\" rel=\"noreferrer noopener\">double opt-in<\/a> for users who sign up for your newsletters via the <a href=\"https:\/\/mailbluster.com\/blog\/newsletter-sign-up-landing-page-efficacy-examples\" target=\"_blank\" rel=\"noreferrer noopener\">newsletter landing page<\/a>. Use it to confirm users&#8217; willingness to receive your <a href=\"https:\/\/mailbluster.com\/blog\/business-newsletter-examples\" target=\"_blank\" rel=\"noreferrer noopener\">business newsletters<\/a>. This helps maintain an engaging and hygienic email list. Plus, the ISPs (Internet service providers) will consider your domain as authentic.<\/p>\n\n\n\n<h5>Include an unsubscribe link in email<\/h5>\n\n\n\n<p>Always remember to<a href=\"https:\/\/mailbluster.com\/blog\/unsubscribe-link-in-email-whats-it-how-to-add-one\" target=\"_blank\" rel=\"noreferrer noopener\"> unsubscribe link in an email<\/a>. It will help identify uninterested recipients. Also, ESPs (Email service providers) take this as a sign of maintaining quality and spam-free email content.<\/p>\n\n\n\n<h5>Increase audience engagement<\/h5>\n\n\n\n<p>Increase your audience engagement. If your recipients engage with you in a good way and if you can ensure a good engagement rate, then your emails will be able to avoid spam marks. Hence, your emails will land directly in the intended recipient\u2019s inbox folder.<\/p>\n\n\n\n<h5>Provide a smooth email customer journey<\/h5>\n\n\n\n<p>The key to keeping every email marketing sector in check is to provide a smooth <a href=\"https:\/\/mailbluster.com\/blog\/email-marketing-customer-journey\" target=\"_blank\" rel=\"noreferrer noopener\">email customer journey<\/a>. For that, you have to:<\/p>\n\n\n\n<ul><li>Send quality email content. Craft personalized and highly relevant emails like <a href=\"https:\/\/mailbluster.com\/blog\/what-is-dynamic-email\" target=\"_blank\" rel=\"noreferrer noopener\">dynamic emails<\/a> for your customers. The more your recipients can relate to your emails, the more they\u2019ll engage with your email content. And don\u2019t forget to include all the <a href=\"https:\/\/mailbluster.com\/blog\/essential-parts-of-an-email\" target=\"_blank\" rel=\"noreferrer noopener\">essential parts of an email<\/a>.<\/li><li>Optimize your email content. Maintain a balanced text-to-image ratio and avoid unnecessary HTML.<\/li><li>Avoid spammy words and overuse of all CAPS and special characters like \u201c$, *, ^\u201d in your email.<\/li><li>Choose a suitable email design. Make sure that your email templates look eye-catching. Also, don\u2019t forget to make them mobile-friendly.<\/li><li>Include clear CTAs (calls to action). Easify the process so your recipients can take the desired action without any hassle.<\/li><\/ul>\n\n\n\n<h5>Monitor email marketing KPIs<\/h5>\n\n\n\n<p>Monitor your <a href=\"https:\/\/mailbluster.com\/blog\/email-marketing-kpis\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing KPIs<\/a> on a regular level. And to improve email deliverability, keep your eyes on the following:<\/p>\n\n\n\n<ul><li><a href=\"https:\/\/mailbluster.com\/blog\/what-is-a-soft-bounce-email-how-to-prevent-it\" target=\"_blank\" rel=\"noreferrer noopener\">Soft bounce email rate<\/a><\/li><li>Hard bounce rate<\/li><li><a href=\"https:\/\/mailbluster.com\/helps\/what-is-delivery-rate\" target=\"_blank\" rel=\"noreferrer noopener\">Delivery rate<\/a><\/li><li>Deliverability rate<\/li><\/ul>\n\n\n\n<p>In addition, check open rates, unsubscribe rates, and click-through rates to find out areas for improvement.<\/p>\n\n\n\n<h5>Sender Reputation<\/h5>\n\n\n\n<p>Maintaining a good sender reputation also helps increase email deliverability. The benefits are vice versa. If the sender reputation is good, it will also increase your deliverability rate. On the other hand, if your email deliverability rate is good, then it will raise your sender reputation to a superb level. If you follow the above mentioned essentials accordingly, then your sender reputation will be in a good state.<\/p>\n\n\n\n<h5>Use a reputable email marketing platform or ESP<\/h5>\n\n\n\n<p>Use an email marketing platform or ESP that guarantees a good reputation for email deliverability. For example, <a href=\"https:\/\/mailbluster.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">MailBluster<\/a> is not only an affordable email marketing tool but also maintains a standard reputation for email deliverability. This email marketing tool ensures a 97.11% deliverability rate, an ideal percentage for the email deliverability rate. So, choose a reputable email marketing platform or ESPs for your email marketing that will help you increase email deliverability in every <a href=\"https:\/\/mailbluster.com\/blog\/email-campaign-ideas-types-examples\" target=\"_blank\" rel=\"noreferrer noopener\">email campaign<\/a>.<\/p>\n\n\n\n<h5>IP or domain facts<\/h5>\n\n\n\n<p>Monitor your IP address reputation. Regularly check your IP address for blacklisting issues.<\/p>\n\n\n\n<p>Also, consider warming up your IP address whenever you use a new IP address or domain to send emails. Why do it? Because it will help gradually increase the volume of emails sent from that domain or IP, and it will aid in building a good reputation with ISPs.<\/p>\n\n\n\n<h2 class=\"has-bright-blue-color has-text-color\" id=\"Wrap-Up\">Wrap Up<\/h2>\n\n\n\n<p>A good email deliverability rate means you have a positive sender reputation and a clean email list with engaging recipients. Therefore, email deliverability is considered a crucial email marketing KPI. This blog is presented to draw your attention to the matter and has been discussed in depth, so you can learn how to improve email deliverability by taking the necessary actions. Take all the ideas and implement them accordingly, along with choosing a reputed email marketing tool like our <a href=\"https:\/\/mailbluster.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">MailBluster<\/a> that ensures a higher email deliverability rate.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is a basic email deliverability guide that explains its definition and other essential key factors, and teaches you how to improve email deliverability for successful email marketing. In 2023, approximately 4.37 billion global email users existed, which is expected to grow to around 4.89 billion users by 2027. With such a huge number of &hellip; <a href=\"https:\/\/mailbluster.com\/blog\/improve-email-deliverability\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;How to Improve Email Deliverability: A Brief Guide&#8221;<\/span><\/a><\/p>\n","protected":false},"author":12,"featured_media":9203,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[544],"tags":[1086,1171,1151,1182],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Improve Email Deliverability: A Brief Guide<\/title>\n<meta name=\"description\" content=\"It&#039;s a brief email deliverability guide to learn how to improve email deliverability for successful email marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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