Improve Email Deliverability: Insights and Best Practices That Really Work

Improve Email Deliverability: Insights and Best Practices That Really Work


Some 21% of permissioned emails from legitimate senders around the world failed to reach the Inbox during the year-long period, up from 17% during the previous year-long period, according to Return Path’s latest study on this topic. The average Inbox placement rate in the US saw a sharp decline from 87% to 76%, meaning that almost 1 in every 4 commercial emails in the US fails to reach the Inbox.

How would you like a 21% performance improvement for your next email marketing campaign?

To help you deliver your legitimate email messages to the recipients’ Inboxes, I’ve created the list of best email practices, delivery scenarios and recommendations you can implement today.

And to make it easy, I broke them down into five chapters. In chapter 5 you can even check your email in real time using a free email spam checker. We’ll show you where it appears: in the Inbox or Spam.

Can’t Keep up? 9 Ways to Simplify Your Path to the Recipient’s Inbox

How ISPs Gamble with Your Reputation

Download a PDF of this whitepaper to read it later or print it.

Email marketing is about the balance between strategy, deliverability, funding, process, staffing and the need of the customer. Email marketing has a whole set of things that make a decision to the program. Deliverability is just one of them.

How to Get Emails Pass Spam Filters and Email Firewalls

Even legitimate email marketers who send CAN-SPAM compliant emails to people who subscribed to their lists have their emails filtered as spam all the time. Unfortunately, there's no quick and permanent fix.

However, if you understand what spam is, how spam filters work, and what mistakes cause the email to be filtered as spam, you will be able to reduce the ratio of emails landing in the spam folder and increase your Inbox delivery. So, let's get started.

Why Is My Email Filtered as Spam?

10 Simple Practices to Improve Inbox Delivery

No matter what email delivery service or SMTP relay you are using, some of your messages can end up in the spam folder. Internet service providers use different spam filtering techniques (which are sometimes pretty odd) to protect their users from spam.

So, you will absolutely have some emails filtered as spam or junk mail from time to time when sending your email campaigns.

There are tools like this free email spam checker that you can use to test your spam score, Inbox rate and Spam rate prior sending a real email campaign. The results may surprise you.

Well, while you can't tune up all of your emails to pass through every and each spam filter, you can follow these simple practices to improve your Inbox delivery:

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