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Why is email deliverability important?
Inna Sabada
by Inna Sabada
Why is email deliverability important?

Understanding the Significance of Email Deliverability and Its Impact on Business Communication


Email deliverability refers to the ability of an email to successfully reach its intended recipient's inbox without being flagged as spam or bouncing back. It goes beyond just sending an email; it ensures that the email is actually received and seen by the recipient. Email service providers (ESPs) and Internet Service Providers (ISPs) have stringent filtering mechanisms in place to protect users from spam and malicious emails. As a result, email marketers and businesses need to pay attention to various factors that impact email deliverability to ensure their messages land in the recipients' inbox.


What is Email Deliverability?


Email deliverability is a measure of how successfully emails are delivered to the intended recipients' inbox. It is influenced by various factors such as sender reputation, email content, authentication protocols, and recipient engagement. Deliverability is often expressed as a percentage, representing the ratio of delivered emails to the total number of emails sent.


The Impact of Email Deliverability


1. Building Trust and Credibility


Email deliverability plays a crucial role in establishing and maintaining trust with your audience. When your emails consistently reach the inbox, it showcases your professionalism and reliability. On the other hand, if your emails frequently land in the spam folder or don't get delivered at all, it can raise doubts about the authenticity of your business. By prioritizing email deliverability, you can enhance your credibility and build stronger relationships with your subscribers or customers.


2. Maximizing Engagement and Conversion Rates


Delivering emails to the inbox increases the likelihood of recipients opening and engaging with your content. When your emails are seen, read, and acted upon, it can lead to higher click-through rates, website traffic, and ultimately, conversions. On the contrary, if your emails end up in the spam folder or get blocked, you miss out on valuable opportunities to connect with your target audience and achieve your marketing goals.


3. Enhancing Brand Reputation


Email deliverability has a direct impact on your brand's reputation. ISPs assign reputation scores to senders based on various factors, including spam complaints, bounce rates, and engagement metrics. A poor sender reputation can result in your emails being filtered or blocked altogether. By focusing on email deliverability best practices, you can maintain a positive sender reputation, improve your brand's image, and establish yourself as a trusted sender.


Factors Affecting Email Deliverability


To ensure optimal email deliverability, it's essential to consider the following factors:


1. Maintaining a Clean Email List


Regularly clean your email list by removing invalid email addresses, inactive subscribers, and hard bounces. A clean list improves deliverability by reducing the chances of hitting spam traps or sending emails to non-existent addresses.


2. Implementing Proper Authentication Protocols


Utilize authentication protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance). These protocols verify the authenticity of your emails, reducing the likelihood of them being marked as spam.


3. Crafting Relevant and Engaging Email Content


Create compelling email content that resonates with your audience. Personalize your messages, segment your email list, and deliver content that adds value to the recipients' lives. Engaging content improves open rates, click-through rates, and overall recipient engagement, positively impacting deliverability.


4. Monitoring and Analyzing Email Performance


Regularly monitor and analyze your email performance metrics, including open rates, click-through rates, bounce rates, and spam complaints. By identifying trends and patterns, you can optimize your email campaigns and address any deliverability issues promptly.


Best Practices for Improving Email Deliverability


1. Build your email list organically and avoid purchasing or renting email addresses.


2. Seek permission from subscribers before sending them emails and provide a clear opt-out option.


3. Segment your email list based on subscriber preferences and behaviors to deliver targeted content.


4. Regularly test your email campaigns across different devices and email clients to ensure proper rendering.


5. Use a reputable email service provider that prioritizes deliverability and provides robust analytics and reporting features.


Improving Email Deliverability with Warmy


Warmy is a tool designed to enhance your email deliverability and ensure your emails reach the intended recipients' inboxes instead of landing in their spam folders. Here's how you can improve your email deliverability using Warmy:


1. Full Automation with AI Engine "Adeline"


Warmy offers full automation for your email deliverability needs. Once you connect your mailbox to Warmy, its AI engine, "Adeline", takes over and warms up your mailbox at an optimal pace. Adeline analyzes hundreds of parameters daily, interacts with real people on your behalf, and ensures every email you send hits the inbox.


2. Comprehensive Progress Monitoring


With Warmy, you can monitor the progress of your email deliverability in a clear and transparent manner. Tools such as the Email Deliverability Checker, Email Health Checker, and Email Template Checker are available to make your email campaigns more successful.


3. Enhancing Email Activity


Warmy ensures that the emails you send are automatically opened, marked as important, and taken out of the spam folder. This dramatically increases your reputation as a sender and improves your email deliverability.


4. Regular Insights and Performance Tracking


Warmy allows you to get insights on a daily, weekly, or monthly basis. You can choose when you want to run your tests to track updates and the performance of your email deliverability. This helps you stay informed and in control of your email campaigns.


5. Integration with Your Favorite Tools


Warmy can be integrated with your favorite apps and tools, streamlining your workflow and making it easier to manage your email campaigns.


By using Warmy, you can significantly improve your email deliverability, increase your open rates, and ensure your emails reach the intended recipients. With its AI engine and comprehensive monitoring tools, Warmy makes email deliverability a breeze.




Email deliverability plays a pivotal role in the success of email marketing campaigns and effective communication. By focusing on factors that impact deliverability, such as sender reputation, content relevance, and authentication protocols, businesses can build trust, maximize engagement, and enhance their brand reputation. Following best practices and regularly monitoring email performance are key to maintaining high deliverability rates and achieving desired results.




1. How can I improve my email deliverability?


To improve email deliverability, maintain a clean email list, implement authentication protocols, craft relevant content, and monitor email performance metrics.


2. What are some common reasons for low email deliverability?


Low email deliverability can be caused by factors such as poor sender reputation, spam complaints, excessive bounces, and irrelevant or spammy content.


3. Why do emails sometimes end up in the spam folder?


Emails can end up in the spam folder due to various reasons, including suspicious subject lines, triggering spam filters, or being marked as spam by recipients.


4. How can I check my email deliverability?


You can check your email deliverability by monitoring key metrics like open rates, click-through rates, bounce rates, and spam complaints using email analytics tools provided by your email service provider.


5. What is the difference between email deliverability and email delivery?


Email deliverability refers to the successful delivery of an email to the recipient's inbox, while email delivery simply means that the email was sent without bouncing.



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