An Introduction to Email Deliverability

Email Marketing is a mainstay of internet marketing today. Thanks to the rapid growth of online shopping, e-commerce sales are expected to total $1.9 trillion globally by 2020. Business Owners and markerteers now rely on email marketing to drive business traffic and increase sales. However, for many small businesses, email marketing can be an intimidating channel to promote.

While it’s easy for consumers to access their emails from any device at any time of the day, sending emails from your company domain isn’t always as simple. Many people don’t know that email services like Gmail and Yahoo Mail can flag emails as spam if the sender is unknown or unfamiliar.

If potential customers can’t find your emails, they won’t see them and your email deliverability is reduced. Don’t worry though — with a little bit of research and knowledge about how email deliverability works, you can increase your inbound traffic and boost your conversion rates with email marketing instead!

What’s Email Deliverability?

Email deliverability is the percentage of a given email’s recipients who actually open the email. When evaluating your email marketing efforts, it’s important to consider your email deliverability rate. When you send an email, there are two important factors that determine how likely a recipient is to open it: the subject line and the sender’s address. Subject lines are key in determining whether or not someone will read your email — if they don’t see anything relevant to them in the subject line, they’ll typically delete or archive it without opening it. The default setting for most emails is for recipients to mark them as spam if they come from an unknown sender address or domain. That’s why you need to be careful about how you send your emails so that they are more likely to be seen by both subscribers and potential prospects.

How can email deliverability help with email marketing?

Email deliverability is the process of receiving email messages on behalf of a domain or sender, instead of being filteredout by the email service provider as spam. Most email services like Gmail and Yahoo Mail have filters, which are active when a message comes from an unknown sender address or domain. By improving your email deliverability score, you can increase your inbound traffic and boost your conversion rates with email marketing! There are three main ways to improve your delivery rate: 

  1. Create an alternate name to add to your email address so that it doesn’t look like spam to recipients.
  2. Use a universal sender domain that looks legitimate. 
  3. Increase the number of people who open and click on your emails.

What affects email deliverability?

There are a few factors that affect email deliverability. The first is the sender’s email server settings. If you don’t have your own email server, you should set up your own domain name and use it as the sender address. Many people already have domain names, so it won’t be too difficult to register one if you don’t already have one. The next major factor that affects email deliverability is the sender’s IP address — sometimes referred to as “IP reputation score.” Your IP reputation score is determined by analyzing your IP address in conjunction with artificial intelligence (AI). 

This will help you to determine if your emails are likely to be marked as spam or not, which can help to increase the overall conversion rate of your email marketing campaign. Email services like Gmail and Yahoo Mail also rely on this rating for their spam detection algorithms, which means that it can also affect how much traffic your emails see in inboxes and how successful they are at engaging potential customers from inboxes.

How to improve email deliverability with SMTP and DNS settings

In order to improve email deliverability, you must first identify the issues that are causing your emails to be flagged as spam. The two most common causes of email spam complaints include sending from an unknown or unfamiliar sender address and sending from a spammy domain. If you’re on Gmail, it’s easy enough to identify whether or not your emails are being sent from an unknown address. You can easily check this by going into your Google inbox and looking at the Senders tab. If you see any sender addresses that aren’t in your domain, change them immediately! Next, you’ll want to use a tool like Email Validator to check your domain for common spam-inducing practices. For example, if you have a website with lots of misspellings or typos, those are likely signs that someone is trying to send their email using a compromised account. In addition to checking domains for potential problems like this, make sure that you add (or something similar) in the “from” field so subscribers know who they are getting emails from — otherwise people could think they’re getting emails from your company! You should also confirm that the domain name doesn’t have too many links pointing outside of it; otherwise it might look like SpamCop is trying to get more subscribers!

Tips for Improving Email Deliverability

Some of the most common email deliverability challenges for businesses include: – Sending emails from a spammy or unfamiliar source – Not understanding how email delivery works in general – Not using email marketing correctly Luckily, there are some easy tips you can use to help improve your email deliverability. These tips will help you maximize your conversion rates and increase the amount of people who see your emails: – Make sure that the email is sentfrom a reputable domain name with a reputation score above 3.0 – Create an attractive subject line that captures the attention of customers and encourages them to read more – Use clear call to actions in your emails so they’re easier to take advantage of and convert into sales


Email deliverability is an important factor to consider when email marketing. The best way to ensure that your emails are delivered is to use a reputable email marketing service provider that’ll provide you with SMTP and DNS settings. In order to improve your email deliverability, you should be using SMTP and DNS settings from reputable email marketing service providers.

Keith Motte
Author: Keith Motte