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ActiveCampaign deliverability: Why it's low & not working?

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    “Email has an ability many channels don’t: creating valuable, personal touches – at scale.” — David Newman

    In email marketing, there are many challenges on the way from clicking “send” to getting into an inbox. Deliverability of emails goes beyond simple sending to include making sure they get to the reader exactly where they should—in front of them.

    Offering tools and services meant to improve and simplify communication between companies and their clients, ActiveCampaign is a major participant in this complicated market. Leading platform in the sector, ActiveCampaign assists many businesses in navigating the subtleties of successful email marketing. Deliverability problems can occur even with the best technologies at your disposal, though, and they can affect the effectiveness of your campaign and, in the end, business expansion.

    Any marketer hoping to really touch the world needs to be aware of email deliverability rates, see typical problems, and know how to get beyond them. Explore the world of ActiveCampaign and learn why certain emails succeed and others don’t.

    About ActiveCampaign

    ActiveCompaign deliverability

    Jason VandeBoom launched ActiveCampaign back in 2003. It was once a little software program designed to make contact management for companies easier. With time, it changed from being a straightforward email marketing tool to a full automation platform that combines CRM, sales automation, and email marketing into a smooth experience.

    These days, ActiveCampaign sets itself out in the market with its customer experience automation (CEA) platform, which enables more than 100,000 companies in 170 countries to meaningfully interact and connect with their clients. With the use of the platform’s sophisticated tools, which include predictive sending, site and event tracking, users can optimize their communication plans using rich behavioral data.

    Strong integration and robustness of ActiveCampaign’s offerings enable companies of all sizes to automate their marketing, improve client interactions, and spur expansion. In the very competitive market for digital marketing solutions, ActiveCampaign maintains a strong focus on customization and client satisfaction.

    What Is email deliverability rate?

    A key statistic in email marketing, the email deliverability rate counts the proportion of emails sent that make it into the inboxes of their intended recipients. Importantly, this rate does not include emails that are filtered into spam folders or bounced back. In essence, it shows how successful an email campaign is in getting past different email filters and getting to the people it is supposed to.

    One cannot stress the need of email deliverability enough. Your messages reaching your audience is guaranteed by a high deliverability rate, which directly affects the efficiency of your communication, interaction, and, eventually, the conversion rates.

    Why Email Deliverability Rate Matters in the Setting of ActiveCampaign

    Specifically important for ActiveCampaign users is the deliverability rate. ActiveCampaign offers advanced technologies made to improve client interaction by means of timely and customized communications. The sophisticated features and automated capabilities of the platform cannot be fully used if these emails do not make it to the inbox.

    Stronger relationships with clients are made possible for businesses by the high deliverability rate in ActiveCampaign, which guarantees that automated processes, segmentation techniques, and customized content reach the receivers. This is essential to promoting user retention and involvement, which in the cutthroat world of digital marketing are essential to long-term company expansion and client happiness.

    How deliverability rates are measured

    List of Measures of Email Deliverability

    Email deliverability is evaluated by means of a number of important indicators that taken together offer information about the reach efficacy of an email campaign. These measurements comprise:

    • The delivery rate is the proportion of emails not returned as undeliverable. It is computed by dividing by the total number of emails sent after deducting bounced emails from that total.
    • Tracking the proportion of emails that were not delivered to the recipient’s inbox is known as the bounce rate. Either “soft” (temporary problems like a full mailbox) or “hard” (permanent problems like a non-existent email address) characterize bounces.
    • Open Rate. This shows what proportion of sent emails receivers open. It facilitates measuring an email campaign’s starting level of engagement.
    • Click-through Rate (CTR). Of emails that are opened, CTR counts the proportion of recipients who click on one or more of the links in the email. Above and beyond opening the email, this is a clear sign of involvement.
    • Spam Complaints. Emails categorized as spam are tracked by this statistic. Deliverability can be seriously harmed by a high spam complaint rate.

    Unique Approaches ActiveCampaign Follows to Monitor These Metrics

    delivery dashboard
    • Integrated analytics are features of the ActiveCampaign platform that automatically monitor delivery, open, and click-through rates. Customers may evaluate and improve their email campaigns using the real-time data this offers.
    • Feedback Loops. ActiveCampaign engages in big ISP (Internet Service Provider) feedback loops. This helps to control and lower the sender’s spam complaint rate by enabling them to obtain information straight from the ISP when a recipient flags an email as spam.
    • Custom Domain Tracking. To raise the authenticity of their email campaigns and hence increase delivery rates, users can configure custom domain tracking. Sending emails using a domain owned by the user might assist establish a sender reputation apart from the shared IPs of ActiveCampaign.
    • Advanced Reporting Tools. Users of ActiveCampaign may delve further into the email campaign performance with the help of its comprehensive reports. These reports direct tactical changes, point up deliverability problems, and identify patterns.

    Common issues affecting email deliverability

    For a number of reasons, email deliverability can be jeopardized and your communications may not get to the right inboxes. Email deliverability is impacted by the following most often occurring problems:

    1. Poor List Quality. High bounce rates and spam complaints might result from lists that include outdated or dormant email addresses, or those that were purchased without the right authorization.
    2. Email Authentication Lacks Proper Setup. ISPs may view your emails as untrustworthy if you don’t set up SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance).
    3. High Bounce Rates. Deliverability is impacted by a large percentage of emails that bounce back, or do not get delivered.
    4. Emails marked as spam by receivers on a regular basis may cause ISPs to completely prohibit your connections.
    5. Content Issues. Spam folders may be filtered for emails that utilize spam trigger phrases in the subject lines or body text, have badly designed HTML, use too many links or photos, or don’t have a plain text alternative.
    6. Sending emails too often might anger recipients, resulting in spam complaints and unsubscribes. Unexpected increases in email volume, on the other hand, can alarm ISPs and set off spam filters.
    7. Engagement Levels. Your reputation may suffer if low engagement rates—such as open and click-through rates—tell ISPs that receivers are uninterested in your communications.
    8. Blacklisting. Your email delivery may suffer greatly if you are on an ISP’s blacklist. Usually, this results from ongoing bad sending habits.
    9. IP Reputation. You may not be as deliverable if you share an IP address with other senders who use bad email practices. In a same vein, deliverability may be problematic for a new IP address until it has “warmed up.”
    10. Infrastructure Issues. Incorrect setup of your email server or erratic internet connections are other technical issues that might cause email deliveries to fail.
    11. Rules Particular to Each ISP. Email filtering rules are unique to each ISP. Deliverability problems with those specific ISPs can arise from non-alignment with these.

    Taking a complete approach to these problems means routinely cleansing your list, sending and creating emails according to best practices, and regularly observing your sender reputation and engagement metrics.

    Reliability and accuracy of deliverability numbers

    Accuracy of Email Open Rates

    Email open rates are traditionally used as a key indicator of email campaign success. However, they may not always provide an accurate measure of deliverability for several reasons:

    1. Tracking Limitations. Open rates are typically tracked using a small, transparent image pixel that loads when the recipient opens the email. If the recipient has image loading disabled, the open won’t be recorded, even if they read the email.

    2. Privacy Features. With increased focus on privacy, some email clients and services are implementing features that block tracking pixels or pre-load images, which can either inflate or deflate open rates inaccurately.

    3. User Behavior. The action of opening an email doesn’t necessarily reflect engagement. A recipient might open an email but quickly disregard it, or conversely, they might find the email valuable without triggering the open pixel (for example, by reading the email preview).

    These factors make open rates a less reliable metric for gauging true email deliverability and engagement.

    Challenges in Measuring and Reporting Accurate Deliverability Data

    Deliverability data encompasses various metrics, each with unique measurement challenges:

    1. Complexity of Email Ecosystems. Emails pass through multiple checkpoints, including ISPs, anti-spam filters, and corporate firewalls, each with its own criteria for blocking or accepting emails. This complexity makes it difficult to pinpoint where exactly emails are being dropped or filtered.

    2. Dynamic ISP Algorithms. ISPs constantly update their filtering algorithms to combat spam, making it challenging for marketers to stay compliant and maintain deliverability.

    3. Lack of Universal Standards. There’s no standardized method across the industry for measuring deliverability. Different tools and providers might have varied ways of defining and tracking deliverability metrics, leading to inconsistent data.

    4. Feedback Loop Accessibility. Feedback loops are not offered by all ISPs, and even when they do, the information may not be all that thorough. Diagnoses and fixes for deliverability problems are difficult without ISP input on why particular emails are blocked or classified as spam.

    5. Blacklist Transparency. Deliverability can be seriously impacted if you are put on a blacklist, however not all blacklist operators give good explanations or procedures for being removed or added.

    These difficulties emphasize the need of monitoring email deliverability thoroughly using a variety of indicators and techniques. For marketers utilizing systems like ActiveCampaign, obtaining a more precise picture of email campaign effectiveness and deliverability requires combining open rate data with other metrics such bounce rates, spam complaint rates, and direct subscriber feedback.

    How to improve ActiveCampaign deliverability with Warmy.io

    warmy dashboard

    In the complex landscape of email marketing, ensuring that your emails not only reach the inbox but also engage the recipient is paramount. To significantly enhance the deliverability of emails, utilizing specialized tools like Warmy.io becomes essential. Warmy.io is designed to address common deliverability issues by providing robust tools and analytics that optimize your email infrastructure and practices. This proactive approach helps in maintaining a healthy sender reputation, ensuring that your emails achieve their primary goal: effective communication with your audience.

    Features and Tools Offered by Warmy.io to Enhance Email Deliverability

    1. Free Email Deliverability Test

    spam test

    Warmy.io provides a comprehensive spam testing service that analyzes your emails against common spam filters and blacklists. This test helps identify potential red flags in your email setup that could prevent your emails from reaching the inbox. By addressing these issues, you can enhance your overall email performance.

    2. SPF and DMARC Record Generator

    These tools are crucial for setting up proper email authentication that helps prevent your emails from being flagged as spam. Warmy.io simplifies the creation of these records, guiding you through the process to ensure that your SPF and DMARC settings are correctly configured to maximize deliverability.

    email template checker

    This feature checks your email templates for elements that might trigger spam filters. From design to content, Warmy.io ensures that your emails are optimized for both appearance and performance, reducing the chances of them being marked as spam.

    Check all free tools for your email deliverability here.

    Warmy.io’s 7-day free trial offers a risk-free opportunity for you to test and see the benefits of its email deliverability tools in action. This trial period allows you to use all the features mentioned above and get a firsthand experience of how Warmy.io can transform your email deliverability strategy. Whether you are troubleshooting existing issues or setting up a new campaign, Warmy.io’s suite of tools can provide the insights and support necessary to achieve optimal results.


    Maximizing the success of your marketing initiatives requires an understanding of and improvement in email deliverability. As we have seen, a number of things can affect how well your emails function, including technical parameters like SPF and DKIM sets as well as the caliber of your email list and the messages themselves. Though ActiveCampaign offers strong tools to help manage these elements, deliverability issues can still occur even with the strongest tools at your disposal.

    One cannot stress the value of employing specialist tools like Warmy.io. Warmy.io is ready to solve typical deliverability problems and boost your email performance with tools like SPF and DMARC Record Generators, free email deliverability testing, and email template checkers. Taking proactive measures to guarantee that your emails are properly verified and optimized can greatly increase the likelihood that they will reach your recipient’s mailbox.


    What is ActiveCampaign deliverability?

    ActiveCampaign deliverability refers to the ability of emails sent through the ActiveCampaign platform to successfully reach the intended recipients' inboxes without being filtered out as spam or bounced back.

    Why is my ActiveCampaign deliverability rate low?

    There are a number of reasons why an ActiveCampaign deliverability rate may be low: bad list maintenance (old or wrong email addresses), improper email authentication (SPF, DKIM, DMARC), high bounce rates, a lot of spam complaints, or content that sets off spam filters.

    How can I improve my email deliverability with ActiveCampaign?

    Use clean, well-segmented email lists; configure appropriate email authentication; update your content frequently to prevent spam triggers; and track the success of your email campaign to make the required changes to increase your email deliverability with ActiveCampaign.

    How does ActiveCampaign help in managing deliverability?

    Deliverability is managed by ActiveCampaign with tools and features including automated list maintenance to remove inactive subscribers, comprehensive analytics to monitor deliverability data, and customer support to aid with particular deliverability problems.

    How can I monitor my deliverability rates in ActiveCampaign?

    ActiveCampaign offers comprehensive reporting tools so you may keep an eye on open rates, bounce rates, and spam complaints among other metrics. These observations can aid in pointing up patterns and locations where your email campaign needs work.

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