What is Deliverability?

Deliverability: What Is It and How Can You Improve It?

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Today, we’re going to be taking a look at Deliverability, what it is, and some practical tips that will help you improve your deliverability.

If you have started email marketing, you have probably heard of deliverability or probably know what it is.

Either way, taking the steps we are going to cover in this article to improve your deliverability is never a bad thing. 

What Is Deliverability? 

What is Deliverability?

Deliverability in email marketing is the ability of your emails to be delivered instead of going to the spam folder. Due to a very small number of people checking the spam folder, deliverability is extremely important if you want to get your emails read.

Why Is Deliverability Important? 

For most marketers and businesses, emails are used to drive conversions.

This means deliverability has a direct impact on the sales you make, meaning it’s tremendously important.

If nobody is reading your emails, nobody is going to click your links and nobody is going to buy from you.

So, getting deliverability right is extremely important.

What Affects Deliverability?

Here are some things that affect Deliverability:

  • The email itself (does it use words also commonly found in spammy emails?)
  • Your Domain IP’s reputation
  • Your Engagement
  • Domain Ownership verification
  • The servers deliverability from which you are sending the email (your autoresponder)

As you can see above, there are quite a lot of factors that go into your deliverability and there are probably a couple more.

However, in this article, we are going to focus on the ones mentioned above, as they are the factors that will have the biggest impact. 

How To Improve Deliverability 

Here are some steps you can take to improve your deliverability:

  • Don’t send spammy emails
  • Verify your domain ownership
  • Test your emails first
  • Clean your list regularly
  • Use the right autoresponder  

Don’t Send Spammy Emails

My first tip is to not send emails that probably trigger spam filters.

If your emails contain a lot of phrases about money or “click here to activate your system”, then they will probably land in the spam box quite often.

Avoid using those sorts of push-button phrases for whatever you are promoting, otherwise, your emails will probably always go to spam. 

Authenticate Your Domain Ownership

The second tip is to verify your domain ownership. 

You don’t necessarily have to do this, but it does definitely help if the servers receiving your mail know its actually you sending it. 

For more information on authenticating your domain, you can visit trendlineinteractive’s article. 

Test Your Emails first


Test your emails before sending them, see where they land and then you can make tweaks to get them to land in the inbox.

Here I must admit, I barely ever bother to do this myself, unless it’s an email I feel is going to make a significant amount of sales.

I probably should though, as it can sometimes be the difference of landing in the Promotions tab, or the inbox which often has an open rate difference of 20%. 

So, don’t be lazy like me, test your emails and you will get more opens. 

Clean Your List

The next tip is simple, clean your list. Why?

If your inactive leads are receiving your emails, they obviously aren’t going to open them.

This means you are getting no engagement (opens, clicks, etc.) which the receiving servers will see, and then that will hurt your domain’s reputation.

At some point in your automation workflow, just add a little trigger Contact has read or clicked any email, if yes, continue the automation as you normally would, if not remove them from your list.

Use The Right Autoresponder

My last tip is to use the right autoresponder, as the reputation of the server you are sending from also plays a big role in the deliverability of your email.

ActiveCampaign consistently performs the best in deliverability, so you can check them out if you would like to. 

Aweber & Constant Contact performed well this year too. 


(source of image & data; emailtooltester

Related Article: 

ActiveCampaign or GetResponse

Final Thoughts 

As you have seen throughout this article, deliverability is very important as it has a direct impact on your sales.

While you don’t have full control over deliverability, you definitely do have some and you can follow the steps outlined in this article to have a much better chance of getting your emails delivered. 

Hopefully, this article has been helpful for you, and if it has, make sure to leave a comment and/or share it! 

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