Studies show that nearly 20% of marketing emails will fail to reach a recipient’s inbox in 2025, with an even larger portion landing in spam folders. This is especially concerning given that for many ecommerce brands in North America, email marketing contributes to 30% of their revenue. That means a significant chunk of potential earnings—is being left untapped. So, why is email deliverability important? Because every email that misses the inbox isn’t just a lost message—it’s a lost sale.
Mastering email deliverability is an intricate dance that involves understanding the various factors that influence whether your emails land in the coveted primary inbox or get lost in the depths of spam filters. From your sender reputation and engagement rates to the quality of your email list, every detail matters.
In this guide, we’ll explore four actionable strategies and tools to boost your email deliverability, backed by data-driven insights. Whether you’re a seasoned marketer or just starting out, these tips and examples will help you consistently land in your audience’s primary inbox, ensuring your campaigns are seen, engaged with, and, most importantly, drive results. Let’s dive in!
Tip #1 Build a Strong Sender Reputation
Your sender reputation is your ticket to consistent inbox placement. Internet Service Providers (ISPs) evaluate your sender history to determine your trustworthiness, and even small missteps can jeopardize your deliverability. Here’s how you can build and maintain a strong reputation:
Clean and Segment Your Email List
Remove invalid or inactive addresses: Email APIs like Netcore can help you identify and eliminate invalid email addresses, reducing bounce rates and ensuring your campaigns reach real recipients with optimal email deliverability
Segment your audience: Divide your email list based on preferences, purchase history, or engagement levels to deliver more relevant content and optimize email deliverability. One powerful method of segmentation is using RFM (Recency, Frequency, and Monetary value), which helps categorize subscribers based on how recently they’ve interacted with your brand, how often they make purchases, and how much they spend. Tailoring content to each segment can dramatically improve engagement rates and reduce unsubscribes, as it ensures that your emails are more aligned with each subscriber’s behavior and interests.
For example, send loyalty rewards to frequent shoppers (high frequency, high monetary value) while re-engaging dormant subscribers (low recency) with exclusive offers or surveys. You can also target high-value customers with personalized promotions to encourage larger purchases while sending budget-friendly deals to those with lower spending habits. By leveraging segmentation – you create more personalized, meaningful interactions, leading to better customer retention and higher conversion rates.
Minimize Spam Complaints
Provide an easy-to-find unsubscribe link: If recipients can’t quickly find a way to opt-out, they’re more likely to mark their emails as spam. An intuitive unsubscribe process is crucial.
Deliver relevant content: Align your content with your subscribers’ preferences to avoid frustration. Include preference options during sign-up to let subscribers choose topics and frequency.
Maintain Sending Consistency
Consistent sending schedules build trust and boost email deliverability. Avoid sending too many emails quickly, as it could trigger spam filters. Conversely, infrequent emails might make recipients forget they subscribed.
Don’t Look Elsewhere! With Netcore’s advanced automation features, you can effortlessly schedule campaigns at optimal intervals, ensuring your messages reach the right audience at the right time without manual intervention. Netcore’s robust segmentation capabilities allow you to target subscribers based on their behavior, preferences, and purchase history, while personalized content ensures higher engagement rates. Additionally, with A/B testing and real-time analytics, you can continuously optimize your campaigns for better performance. Let Netcore handle the logistics, so you can focus on creating impactful, results-driven content.
Tip #2 Implement Robust Email Authentication Protocols
Email authentication is the backbone of email security, trust and robust email deliverability. Without proper authentication, your emails risk being flagged as spam or rejected outright by ISPs. Let’s explore how to implement these critical protocols:
SPF, DKIM, and DMARC
- SPF (Sender Policy Framework): Defines which servers can send emails on behalf of your domain. Publishing an SPF record in your DNS settings ensures ISPs recognize your server as legitimate.
- DKIM (DomainKeys Identified Mail): Verifies email authenticity by attaching a digital signature. Configuring DKIM records in your DNS proves your emails haven’t been tampered with.
- DMARC (Domain-based Message Authentication, Reporting, and Conformance): Adds a layer of protection by instructing ISPs how to handle emails that fail SPF or DKIM checks. It also provides visibility through detailed reports.
Action: Use tools like MXToolbox or Postmark to test your SPF, DKIM, and DMARC configurations.
PLEASE NOTE: Google and Yahoo have announced new rules for bulk email senders. The move sees the mailbox providers turn what many consider best practices for email authentication into mandatory requirements. CLICK HERE to improve email deliverability in these times of change.
Leverage BIMI (Brand Indicators for Message Identification): BIMI adds your brand’s logo to authenticated emails, increasing trust and engagement. Configure BIMI alongside DMARC for enhanced brand visibility in inboxes.Monitor Authentication Health: Platforms like Google Postmaster Tools and BIMI Inspector allow you to monitor your authentication settings and detect any issues before they impact deliverability.
Use a Custom Domain: Sending emails from a custom domain tied to your brand (e.g., [email protected]) increases credibility. Ensure this domain is configured with all authentication protocols for maximum deliverability.
Now that we’ve covered how to build and maintain a strong sender reputation and implement robust protocols, it’s time to shift our focus from the technical aspects of email deliverability to enhancing email content and design.
Tip #3 Optimize Email Content and Design
The content and structure of your emails play a crucial role in email deliverability. Poorly crafted emails can land in spam folders, even if your authentication is flawless. Here’s how to create emails that get delivered and engaged with:
Avoid Spam Triggers
Steer clear of trigger words: Words like “Buy now,” “Free money,” or “Act fast” are often flagged by spam filters.
Example: Replace “LIMITED TIME!!!” with “Exclusive offer ends soon.”
Limit special characters: Excessive use of symbols like “$,” “#,” or “!” can also raise red flags.
Design for Engagement
Mobile-first design: With over half of all emails opened on mobile devices, responsive design is non-negotiable.
Example: Use adaptable templates that resize images and text for smaller screens.
Balanced text-to-image ratio: Spam filters often penalize emails that are image-heavy. Aim for a healthy balance of text and visuals for optimal email deliverability.
Personalize Content
Use recipient data like names, location, or purchase history to craft personalized messages.
Example: “Hi [Name], your favorite [Product] is back in stock!”
Leverage Interactivity
Add interactive elements like polls, carousels, or embedded forms. These not only increase engagement but also demonstrate your emails’ value to ISPs.
Example: Include a “Rate Your Experience” poll for post-purchase emails.
Embed Accelerated Mobile Pages
Incorporating AMP (Accelerated Mobile Pages) into your emails is a game-changer for driving engagement and enhancing your email ROI. AMP allows you to include interactive, dynamic content that takes your emails beyond traditional formats:
Rich, Interactive Elements: With AMP, you can add interactive features such as carousels, forms, live content, and even a full-scale search bar linked to your product catalog that updates in real-time. This not only increases subscriber interaction but also improves overall engagement.
Enhanced User Experience: AMP emails offer an app-like experience right within the email itself, leading to higher open rates, more clicks, and better inbox placement.
Did you know? Netcore Cloud is recognized by industry analysts as a top-rated email vendor. In fact, Forrester has highlighted us as the only vendor to utilize a new email method — a transaction hub. Want to see how we make your emails perform like top-tier shopping apps and websites? Click here to learn more!
Tip #4 Monitor, Test, and Refine Your Campaigns
The email marketing landscape is dynamic. To stay ahead, you must continuously monitor performance, test new strategies, and refine your approach for maximum email deliverability.
A/B Testing
Experiment with subject lines, CTAs, email length, and design elements to determine what resonates most with your audience.
Example: Test “Exclusive Discount Inside” versus “Your 20% Off Awaits.
Harness the power of Netcore’s Subject Line Generator to effortlessly A/B test, create, and evaluate high-quality subject lines that consistently drive conversions. With smart, data-backed suggestions, you can fine-tune your subject lines for maximum impact, ensuring they grab attention and boost engagement every time.
Track Metrics Beyond Opens and Clicks
Engagement metrics: Monitor interactions like replies, forwards, and clicks to assess content relevance.
Spam complaints: A high complaint rate indicates a mismatch between subscriber expectations and content.
Regular List Hygiene
Remove inactive subscribers after re-engagement attempts. Focus on a smaller, highly engaged list to improve the sender’s reputation.
Identify Optimal Send Times
Use machine learning tools like Netcore’s Send Time Optimization to determine when your audience is most active. Timing emails for peak engagement increases the likelihood of inbox placement and interaction.
Conclusion
Improving email deliverability requires a strategic, multi-faceted approach. By strengthening your sender reputation, implementing robust authentication protocols, crafting engaging content, and continuously testing and refining your campaigns, you can achieve consistent inbox placement. Advanced tools and data-driven insights will empower you to adapt and thrive in the ever-evolving email marketing landscape.
Ready to enhance your email deliverability? Explore Netcore Cloud’s advanced Email API and start driving meaningful results today.
