Belkins Help center

Email Deliverability

What Is Email Deliverability?

Learn how to successfully evaluate and improve email marketing by ensuring that all your emails arrive in your clients' inboxes.

Wondering why your email delivery metrics are way above the minimum standards, but the response from the clients is below the anticipated mark? Well, there is one thing that you probably haven’t heard about, deliverability!

What is email deliverability? It refers to the measure of emails that are delivered to the client's inbox. Email deliverability is affected by numerous factors, which include:

  • quality of email list;
  • IP reputation;
  • sender's domain;
  • sender's overall reputation. 

Email Delivery vs. Email Deliverability 

Email delivery estimates whether your email was received or not by the subscriber's inbox servers. An email that does not bounce is counted as delivered.

Email deliverability is related to where your email goes when it has been received by the subscriber's inbox servers. It is affected by such factors as authentication, sending reputation, and domain setup. A good delivery rate does not translate to good deliverability because some of your emails might go directly to the spam folder. Spam complaints greatly affect deliverability. To avoid them, you should implement procedures that prevent being associated with increased spam reports. Continue reading to find out how to avoid blacklisting of your IP. 

What is the objective of email deliverability? 

The main aim of email marketing is for your clients to get your emails. A delivery rate of 100% might look very good, but, practically, it does not help much. The downside of delivery rates is that they do not account for where your emails are landing. Emails that end up in the spam or junk folders are considered to be delivered. 

Unfortunately, emails ending in those folders are as good as useless since their ability to be read is close to zero. As such, delivery rates should not be used to keep track of your campaign effectiveness. 

That is where deliverability comes in. The main aim of email deliverability is to get your email to the potential lead. Getting your emails in clients' inboxes will improve the active engagement of the clients. It will increase sender reputation and, consequently, deliverability on the companies’ side. More interaction will lead to better business awareness and chances of making a sale. 

What affects deliverability?

Several factors affect email deliverability. We will research some of them and how their effects arise.


Email authentication is used by SMTPs to determine whether the email is sent from a verified source. For example, if there is a conflict between the true sending domain and the domain the email appears to be sent from, the email is red-flagged. Therefore, it is regarded as spam. It does not reach the client's inbox and results in a deliverability decrease.

The solution to this issue is to authenticate your emails. Verified SPF and DKIM allow the SMTP to easily validate your emails as authentic. And then, they are directed to the inbox of your clients.

Using single opt-in

Single opt-in is when people input their emails when subscribing without having to confirm them. No process is followed to confirm that the address belongs to whoever submitted it or that the owner gave permission. This option results in a poor email list with numerous invalid and non-existing emails. This often leads to high bounce rates and, consequently, affects your deliverability. However, this problem is solved by using double opt-in instead. Double opt-in means that people receive an email in their inbox, which they must confirm to complete the subscription.

Poor interaction 

When people subscribe to a service on your website, people are interested in it, and they want to receive email content from it. If, for whatever reason, you take too long to reach your audience — they will forget about you. So by the time you reach out, they will be wondering when and why they subscribed to your newsletter in the first place. The next step they take will be to unsubscribe or send your email to spam. 

Waiting too long to send an email eliminates your chances of making the first impression that always counts to get leads. It has the effect that will determine how the recipients are going to react to future emails. Therefore, when your clients subscribe to the website, a competitive marketer sends a welcoming email to strengthen the bond between your services and the recipient. It will lead to constant interaction and assurance that they will be looking forward to your emails. 

Send emails more consistently and regularly to ensure that your recipients are constantly engaged. The variation in the frequency of emails will depend on the nature of your business. The frequency must not overwhelm the recipients or be too sparse that it will disrupt the engagement process. 

Making unsubscribing difficult 

Many may wonder how this affects your deliverability rate as a marketer when you can still send emails. Let us explain. Hiding or making it hard for subscribers to unsubscribe will lead to frustration of the potential leads. What happens when they get frustrated is that they mark the email as spam. If this happens, all your messages will not get to the inbox. Imagine a situation where more than 30% of people reported spam. Your overall reputation would be compromised, and it would greatly affect your B2B lead generation.

The best way to avoid this problem is to make your unsubscribe option as clear as possible. When people are no longer interested in your services, they can easily unsubscribe. It is much better compared to having spam complaints as well as an unengaged audience that is likely to damage your sender's credibility. 

Sending to unengaged audiences 

The unengaged audience rarely reads incoming messages. With a low open rate, the ISP filters take note of that. Such a lack of engagement can lead to future campaigns being blocked. It results in a domino effect. Some of the future emails will get blocked, which leads to lower open rates, further decreasing the present engagement, and the process goes on and on until, finally, the address gets blocked. Over time, the email list becomes very long, making it difficult to take appropriate measures on unresponsive email addresses. As such, something needs to be done because continuous sending to an unresponsive audience can ripple the business’ reputation. 

A solution to the problem is the successful implementation of re-engagement campaigns. It provides a great way to reach an inactive audience. In the campaign email, you could also remind the recipients of your products and services: Why they should resume reading your emails. 

Provide a link for them to continue receiving your emails if they are still interested in your services. This re-engagement process enables you to successfully identify and eliminate those who are no longer interested.

If you have difficulties combating the effects that affect your deliverability rate, let Belkins help you with B2B lead generation.

What is classified as missing email deliverability?

Learn what is classified as missing email deliverability. Missing email is composed of messages that did not reach a mail server. These are the messages which are not present in any folders, including the inbox, trash, and spam. It may occur because the message was not sent properly or was blocked. You can also check your logs to confirm if the message was delivered or bounced. Below are some factors that contribute to messages getting lost. 

  1. The message was rejected by the recipient’s mail server.
  2. The message was received by the mail server but was not accepted. It is because of issues, such as spam filter results, reputation issues, and other measured metrics.
  3. The ISP has not accepted your email yet due to the throttling of inbound messages that are occurring. 

Now you know what is classified as missing email deliverability.

What is a good email deliverability rate? 

A fixed good email deliverability rate is quite difficult to define. Statistics have shown that commercial companies’ emails that make it to the inbox are 79%. The rest are going to spam, or they do not reach the recipient’s inbox. A deliverability rate of 75% and above is good for a business. For your overall deliverability, you should track the following metrics. They will help you successfully identify the areas that need improvement to increase your deliverability as a marketer. 

  • Your email service provider must have high delivery rates. A minimum of 95% would be a good starting point. You must find and use a service provider with high delivery rates. Mostly, these rates range between 88-99%. 
  • The bounce rate of both soft and hard must not exceed 3%.

Finally, your spam rate should not exceed 0.08%. By keeping it as small as possible, the ISP filters will not have any problems with your credibility. 

How to fix email deliverability?

One essential thing is to ensure that the message reaches the inbox of the intended recipient. Otherwise, the email content will be useless since it will be a waste of time and resources. Below are some tips to help you fix and improve your email deliverability monitoring.

Improve IP reliability

When you send emails, they first pass through the ISP filters. The filters are like security personnel who check whether your IP is valid and trustworthy. It is done to safeguard the recipients against junk mail. If your IP does not satisfy the established criteria, it might be regarded as spam and fail to reach the audience. To improve your IP reliability, always start your campaigns with active recipients who will engage with your content. Then, your ratings will steadily improve. 

Get a trustworthy sender reputation

The SMTP checks the sender’s reputation of any incoming email. If it falls below the minimum score, the email is automatically rejected. The score is calculated by using metrics like spam reports and the number of unsubscribes. For a consistent deliverability rate, as a marketer, you must always examine your score. It is to ensure that you are always above the required minimum.

Clean your list

It involves deleting non-existent users that are the main cause of hard bounces. An increase in bounce rates leads to damaging the sender's credibility, which will ultimately result in deliverability problems. It also involves removing recipients who have not opened the emails in a long time. It will help you avoid negative ratings, which will impact your B2B lead generation.

Moreover, you can grow your B2B lead list with Belkins. Experience the benefits of email deliverability to the full extent with our services - book a call with our expert today.