What is email deliverability?

Email deliverability is your email messages' ability to reach their intended recipients. It typically depends on factors such as sender reputation, spam filters, and email authentication standards. You can calculate your email deliverability rate by measuring the total number of emails sent divided by the number of emails delivered to inboxes, which excludes bounces and emails marked as spam. A good deliverability rate should be around 95%.

How can I test my email deliverability?

You can quickly check your email deliverability using free tools like Mail Tester: Go to Mail Tester and you'll see an email address displayed. Send an email to this address. After sending, click “check your score” on the same page. Review the provided information to see if there are any issues with your email, like being on blacklists or having missing authentication records. To specifically test your email marketing software, add the displayed email address as a contact and then send an email to it directly through your software.

Are spam and phishing emails the same?

No, spam and phishing emails are not the same. Spam emails are uninvited messages sent in bulk, often for advertising purposes, while phishing emails are designed to trick the recipient into revealing sensitive information, such as login credentials or financial data. While both types of emails can be annoying and potentially harmful, phishing emails are much more dangerous as they can lead to identity theft and financial losses.

Can I be removed from blacklists?

Yes, it is possible to be removed from a blacklist. However, it requires you to contact the blacklisting service and proof that you are not a spammer or sending malicious content. Once you show that you have taken steps to solve any potential issue, they will usually take you off their list.

How can I maintain a good email sender reputation?

Avoiding spam filters is critical to maintaining a good reputation as a sender. If your messages get blocked too often, services will start blacklisting your domain and/or IP address. This could hurt your ability to send emails in the future, reducing the effectiveness of your campaigns. Every email address has a sender reputation score, which is basically a measure of how trustworthy it is. Usually graded on a scale of 0-100, the higher your score, the more likely you are to get through spam filters. Think of it like a credit score – you want to keep it as high as you can.

Email Marketing

How to Avoid Email Spam Filters - The Ultimate Guide for Marketers

Steven L.

Updated: Oct 30, 2023

Steven L.

Average tennis player with above-average skills in marketing automation. I’m obsessed with delivering results but also tend to read each marketing email I receive five or more times to analyze it.