Email Deliverability and Its Best Practices

What is Email Deliverability and Email Delivery

Email Deliverability is the ability to get emails delivered to your recipients’ primary inboxes. It can be measured as the percentage of emails accepted by the internet service providers, and their placements in a recipient's inbox (primary inbox, promotion inbox, spam, etc,).

Email Delivery and Email Deliverability are not interchangeable terms. Having a good delivery rate doesn’t necessarily mean that you have good email deliverability. 

  • Email Delivery refers to the email successfully reaching the recipient’s inbox. 
  • Email Deliverability refers to which folder the email lands in the recipient’s inbox (e.g. primary, spam, promotions, etc.). If you see a very low open rate, some of your emails likely got placed into the spam folders. 

What is Considered Good Email Deliverability 

The likelihood of having a 100% email deliverability rate is slim. Having a 95% and higher email deliverability rate is considered good. The rest landed in the spam folder or disappeared. Besides having a good email deliverability rate you should also maintain high engagement rates (open rates, click rates, etc) and low bounce rates and complaint rates. 

Why Email Deliverability Matters

Email Deliverability is one of the most important factors for email marketing success. Besides creating fascinating email content for your subscribers, the first thing you should care about is getting your emails to reach your recipients’ primary inboxes. 

Maintaining a good sender reputation is the key factor here because email providers will automatically mark your emails as spam if you have a poor sender reputation. Email providers recognize “safe” and “unsafe” emails based on the historical context of your IP address and domain reputation. Monitor your email reputation health in MailExpress. 

Best Practices for Email Deliverability

  • Use a permission-based contact list 
  • Double opt-in is the long-term strategy. Requesting permission twice from a recipient. (e.g. send a verification email)
  • Make it easy to unsubscribe
  • Don't wait too long to send your first email 
  • Find an optimum sending frequency. Your recipients may have forgotten who you are if they haven’t heard from you for a long time
  • Send with email authentications (authenticate your email in MailExpress)
  • Send from a company domain instead of a free domain email address (e.g.,
  • Write clear, and non-spammy subject lines 
  • Send engaging content
  • Having a good image-to-text ratio is essential to pass the spam filter
  • Avoid sending emails to inactive recipients (you run the risk of low open rates and spam complaints)

How MailExpress Manages to Help with Your Email Deliverability

We try our best to maintain high deliverability for all of our clients at MailExpress. We will monitor your IPs’ and domains’ reputation health and engagement metrics closely. If your email deliverability needs an improvement, we’re here to help you stay in the know on best practices and get your emails delivered to your recipients' inboxes.

Contact us by submitting a request

Subject: Deliverability

Select Technical Support -> Deliverability under the issue category

Describe your problem.

Our Deliverability Expert will follow up to discuss your requirements. 

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