Email Deliverability

Email marketing has been one of the earliest and most effective ways of discovering newer leads in the modern era. Companies target a particular group of prospects and potential buyers who might be interested in making deals with them. There are many necessary tools that each company has to consider to accomplish total email deliverability. Let us discuss them now

The Objective of Email Deliverability:

Getting good inbox placement is the true goal of email deliverability! It is all about getting your message into your customer's inbox. A high delivery rate only tells you that your email was delivered, not that it made it to the inbox. In order to ensure good inbox placement, you need to understand the full journey of an email from start to finish. By understanding how email works and what factors influence deliverability, you can ensure your messages always wind up where they're supposed to: in your customer's inbox.

Let’s start with the basics!

  • Segment your mailing list
  • Having a dedicated IP and domain name for personalized content such as Newsletters, Receipts, and Reminders is necessary. For regular business transactional emails, use the "" domain, and for other content, use a different yet parallel like "" Each mail should go out through separate dedicated IP. When multiple mailing kinds are intermingled, Google and other ISPs combine/group your business emails under the "Promotional" and "Other" tabs.

  • Email confirmations with double opt-in
  • Requesting the user's confirmation of his active participation in receiving emails from you is essential. You can only send emails to those who have subscribed to your site or newsletters. The user should be able to click on a link in the email to confirm that he's the owner of the email address and is willing to receive emails from you.

  • Using reCAPTCHA on registration screens
  • Google's reCAPTCHA is a security measure that prevents automated bots from registering, signing up for services, or subscribing to newsletters on your website. Sending emails to bots or people registered by bots could degrade your emailing reputation. For instance, emailing 100 bot registrations to an ISP can lead to none of your emails being opened or clicked through. It will inform the ISP that not many people are interested in your emails and ultimately push them as spam or junk.

Using real-time API to validate emails upon registration and signups

Emailing people who didn't consent to your emails may get your emails as spam. It inclines to hurt your inbox rate.

Authentication Process

  • Using SPF (Sender Policy Framework) authentication
  • This authentication protocol helps affirm whether an IP is genuine or not to send emails for any domain.

  • DKIM (Domain Keys Identified Mail) authentication
  • This protocol allows other mail servers to validate whether your email has been meddled with. It verifies whether the email received from a definite domain was approved by its owner.

  • Using DMARC (Domain-based Message Authentication, Reporting & Conformance) authentication
  • This prevention protocol inhibits phishing attacks and decreases spam. In addition, it imposes a procedure that tells ISP what to do when receiving emails.

  • Using a dedicated DNS provider
  • Email deliverability depends a lot on retrieving records from DNS. ISPs validate the reputation of name servers as well.

Heating IPs

Warming up the IPs is vital

Avoid too many emails at once. If the sending platform you use supports it, limit use per hour or day for each IP.

Some limits from different providers are here;

  • Gmail: 200 emails/day/IP
  • Yahoo: 200 emails/day/IP
  • AOL: 200 emails/day/IP
  • Hotmail: 200 emails/day/IP

Some limits from different providers are here;

  • Start a fresh warm-up for the present IP
  • Send to users who have opened your emails at least once in the last 30 days.
  • Limit your initial bulk to 3,000 subscribers alone
  • Send to the same crowd for three days before increasing volume.
  • Increase volume by 1,500 to reach 4,500 subscribers.
  • Maintain this cycle every two or three days by half the actual volume.
  • After ten days, increase the capacity by doubling it.

Delivery Monitors

Major ISPs offer tools to monitor IPs, domain health, and delivery. Find efficient delivery monitors such as Google Post Master and Hotmail and begin monitoring.

Email Blacklists

Make sure you are not on any blacklist before blasting emails.
Many companies use similar providers, and being on a single blacklist could diminish deliverability to diverse ISPs.

Types of Blacklists

Public – Any ISP can use them as they are the easiest to monitor with automated tools.
Private – These include paid blacklists; the only way to monitor these is by inbox testing tools.
Internal – ISPs maintain these directly. Inbox testing tools can be used to monitor these blacklists.

Laws and Compliances to abide

Respect unsubscribes

Whatever may be the reason for unsubscribing, accept it. The sooner you respond, the healthier and is a necessity by the CAN-SPAM law.

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