TL;DR
Email deliverability checklist
✅ Authenticate domains
✅ Don’t mix up emails
✅ Avoid spammy behavior
✅ Get real and personal
✅ Clean your recipient list
✅ Proofread email content
✅ Align sending domains
✅ Monitor email events
✅ Test before sending
MailerSend works hard to ensure that your emails land in the inbox, but sometimes poor sending habits can prevent your emails from getting delivered. Learn how to improve email deliverability with these 9 best practices you can implement now.
Many factors influence deliverability. Fortunately for MailerSend users, our advanced sending infrastructure, continuous monitoring and industry standards all work together to maximize your email deliverability.
But there are a few things that ESPs have no control over—these are the responsibility of the sender. So when emails don’t get delivered, bad sending habits may be the reason why your emails are getting blocked or going to spam.
In this article, we’ll explain why deliverability is important, what affects it, and 9 healthy email habits you can adopt to improve email deliverability rates now.
What is email deliverability?
Email deliverability is your ability to reach the inbox of your recipients. It’s also known as the inbox placement rate, which is the percentage of emails that successfully land in the inbox.
Your email deliverability rate should not be confused with the email delivery rate, the percentage of emails received by your recipients’ email servers. You can enjoy a high email delivery rate, but poor email deliverability as your emails are going to spam.
Why email deliverability matters
Your ability to land in the inbox reflects your standing with mailbox providers like Gmail, Yahoo! Mail and Outlook.com. The sending reputation and domain reputation you build either identifies that you’re a genuine, trustworthy email sender, or that your emails should be singled out for spam.
Email deliverability also affects your brand experience. Customers may get frustrated if they are being asked to check for password reset emails in the spam folder, or they may not return if they are missing order confirmation emails from your WordPress site or WooCommerce store.
What affects email deliverability
Reaching the inbox every time depends on 4 things: infrastructure, authentication, reputation, and content. The responsibility for these is split between your email service provider and you. Let’s visit each one to determine which ones you have control over to improve email deliverability.
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