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How Do You Measure Email Deliverability?

Apr 14, 2024

Support Team

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Email deliverability is a crucial aspect of any successful email marketing program. But how can you measure it? In this article, we will explore the different ways to measure email deliverability, discuss the important factors that affect it, and take an in-depth look at what is email deliverability . We will also look at the tools available for measuring email deliverability and the key metrics you should be monitoring. Additionally, we’ll provide some insights on how to improve your email deliverability by avoiding common mistakes and following best practices.

Understanding Email Deliverability

Email deliverability refers to the ability of an email to successfully reach its intended recipients’ inboxes. It is influenced by various factors, such as the reputation of the sender, the quality of the email content, and the setup of the recipient’s email server. Understanding email deliverability is essential for email marketers as it directly impacts the success of their campaigns and overall program.

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The Importance of Email Deliverability

Email deliverability is important for several reasons. First and foremost, it ensures that your emails reach your target audience, allowing you to effectively communicate your message and achieve your marketing goals. High deliverability also helps maintain a good sender reputation, which is crucial for long-term email marketing success.

Moreover, good email deliverability enhances your brand’s credibility. When your emails consistently land in your subscribers’ inboxes, it shows that you are a legitimate sender and not a spammer. This fosters trust and strengthens your relationship with your audience. Find out more on how to check email deliverability.

Key Terms in Email Deliverability

Before diving deeper into measuring email deliverability, it’s important to understand a few key terms. These terms will help you grasp the concepts associated with email deliverability and facilitate your understanding of the metrics and tools mentioned later in this article.

Sender Score: Sender Score is a metric developed by Return Path that measures the reputation of an email sender’s IP address. It is based on various factors, such as spam complaints, email bounces, and email engagement metrics.

Spam Filter: Spam filters are software tools used by ISPs and email clients to identify and divert spam emails from users’ inboxes. They use various algorithms and rules to determine the legitimacy of an email sender based on factors such as the sender’s reputation and email content.

Whitelisting: Whitelisting is the process of adding a sender’s email address or domain to a list of approved senders. When an email is whitelisted, it is considered trustworthy, and the chances of it being filtered into the spam folder are reduced.

Factors Affecting Email Deliverability

Several factors can impact the deliverability of your emails. Understanding these factors will help you take appropriate measures to improve your email deliverability rate.

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Internet Service Providers (ISPs) and Email Deliverability

ISPs play a crucial role in determining the fate of your emails. They have their own set of rules and algorithms to evaluate the legitimacy of incoming emails. If your emails consistently trigger these rules or are flagged as spam by users, they may start filtering your emails to the spam folder.

To improve email deliverability with ISPs, you should focus on building a positive sender reputation. This can be achieved by sending relevant and engaging content to a clean and engaged subscriber list. Avoiding spammy practices, such as using misleading subject lines or purchasing email lists, will also help maintain a good sender reputation.

Email Content and its Impact on Deliverability

Another significant factor affecting email deliverability is the content of your emails. ISPs and spam filters use content analysis to evaluate the legitimacy of an email. They look for suspicious patterns, spammy keywords, and other indicators of spam. If your email content raises red flags, your deliverability will be negatively affected.

It is important to craft well-designed and personalized emails that provide value to your subscribers. Avoid using excessive capitalization, excessive exclamation marks, and misleading claims in your subject lines and email copy. Instead, focus on creating relevant and engaging content that resonates with your audience.

Tools for Measuring Email Deliverability

Now that we have a basic understanding of email deliverability and its factors, let’s explore some tools that can help you measure and monitor your email deliverability.

Features of a Good Email Deliverability Tool

An effective email deliverability tool offers a range of features to help you assess and improve your deliverability. Some key features to look for include:

  1. Inbox Placement Monitoring: This feature allows you to track the placement of your emails in different folders, such as the inbox, spam, or promotions folder. Traditionally, this is done via a seed list provider. However, seed lists often represent a fraction of a percentage of a sender’s list size.
  2. Sender Reputation Monitoring: A good deliverability tool provides insights into your sender’s reputation by monitoring factors like email bounces, spam complaints, and engagement metrics.
  3. Spam Filter Testing: This feature enables you to test how your emails perform against different spam filters, helping you identify potential deliverability issues.
  4. Inbox Preview: With an inbox preview, you can see how your emails appear in different email clients and devices, ensuring optimal display and user experience.

How to Choose the Right Email Deliverability Tool

When selecting an email deliverability tool, consider your specific needs and requirements. Evaluate the features offered by different tools and choose one that aligns with your goals. Look for user-friendly interfaces, accurate reporting, and reliable customer support. It is also worth considering the reputation and track record of the tool provider in the industry. Most deliverability tools only provide a portion of the features needed for deliverability monitoring. 

Metrics to Monitor for Email Deliverability

In order to assess the effectiveness of your email campaigns and identify areas for improvement, it’s essential to monitor key metrics related to email deliverability. Let’s explore two important metrics: bounce rate and open rates.

Bounce Rate and its Significance

The bounce rate measures the percentage of emails that failed to be delivered to recipients’ inboxes. Bounces can be categorized into two types: hard bounces and soft bounces. Hard bounces are permanent delivery failures, usually due to invalid or non-existent email addresses. Soft bounces, on the other hand, are temporary delivery failures caused by issues like a full mailbox or a temporarily unresponsive email server.

By monitoring your bounce rate, you can identify potential issues with the quality of your email list or technical setup. It is important to remove invalid email addresses from your list and take appropriate actions to rectify any technical issues causing high bounce rates. Inbox providers will track your bounce rate and begin to see you as a spammer if it increases too much.

Understanding Open Rates and Click-Through Rates

Open rate is the percentage of recipients who open your email, while click-through rate (CTR) measures the percentage of recipients who click on links within your email. These metrics provide insights into the engagement level of your subscribers and the effectiveness of your email content and design.

To improve open rates and CTR, it is crucial to send targeted and relevant emails that grab your subscribers’ attention. Personalize your email content and subject lines, and ensure that your call-to-action buttons are clear and enticing. Regularly analyzing open rates and CTR will help you refine your email campaigns and optimize their performance.

Improving Your Email Deliverability

Now that you have a better understanding of email deliverability, let’s explore some best practices to enhance your deliverability and ensure that your emails reach your recipients’ inboxes.

Best Practices for Enhancing Email Deliverability

1. Obtain Permission: Build your subscriber list through opt-in methods, ensuring that your contacts have given explicit consent to receive your emails. Implementing a double opt-in process can further confirm the validity of email addresses and reduce the chances of spam complaints.

2. Segment Your Audience: Tailor your emails to specific segments of your audience based on their preferences, behaviors, or demographics. Personalized and relevant content is more likely to engage recipients and result in higher deliverability rates.

3. A/B Testing: Test different elements of your email campaigns, such as subject lines, content, and CTAs, to identify the most effective strategies. This iterative approach will help you optimize your emails and improve engagement.

4. Monitor and Refine: Regularly monitor your email deliverability metrics and use the insights to refine your email strategy. Address any issues promptly and continuously strive to enhance the quality and engagement of your emails.

Avoiding Common Email Deliverability Mistakes

1. Purchasing Email Lists: Avoid buying email lists as they often include outdated or irrelevant addresses. This can result in high bounce rates, spam complaints, and damage to your sender’s reputation. Instead, focus on organic list-building methods to ensure a more engaged and responsive audience.

2. Neglecting List Maintenance: Regularly clean and update your email list by removing inactive or unsubscribed contacts. This helps maintain a healthy sender reputation and ensures that your emails are delivered to engaged recipients.

3. Ignoring Authentication and Security: Implement authentication protocols such as Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC) to verify your email’s authenticity and protect against spoofing or phishing attacks.

4. Overloading Emails with Images: While visually appealing emails can be effective, relying heavily on images can trigger spam filters and result in poor deliverability. Use a balanced mix of text and images, and optimize the size of your images for faster loading and better user experience.


Measuring email deliverability is vital for optimizing the effectiveness of your email marketing campaigns. By understanding the factors that affect deliverability, utilizing reliable measurement tools, and monitoring key metrics, you can enhance your email deliverability and maximize the impact of your messages.

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Remember to follow best practices, avoid common mistakes, and continually adapt your email strategy to meet the evolving needs and expectations of your audience. With a data-driven approach and a focus on engagement, you can consistently deliver valuable content to your subscribers’ inboxes and drive the desired results from your email marketing efforts. Contact Audience Point Today!