Mastering Email Deliverability: Unveiling Best Practices


In the intricate realm of email marketing, success is not solely measured by crafting compelling content or designing visually appealing campaigns. A critical factor that often distinguishes triumph from mediocrity is the elusive concept of “Email Deliverability.” As Email Marketing experts, our mission is to guide you through the labyrinth of technical intricacies and unveil the best practices that can elevate your email campaigns to new heights. Join us on this journey as we delve into the world of inbox placement, sender reputation, and the myriad of factors that contribute to impeccable Email Deliverability.

Understanding the Landscape

Email Deliverability, in essence, is the ability to ensure that your emails reach the intended recipients’ inboxes. It’s a multifaceted discipline that requires a deep understanding of technical nuances, ISP algorithms, and user behavior. Let’s start by dissecting the key components that influence Email Deliverability:

  1. Sender Reputation:
    • Your sender reputation is the cornerstone of Email Deliverability. ISPs evaluate the trustworthiness of your sending domain and IP address based on factors such as spam complaints, bounce rates, and engagement metrics.
    • Implementing proper authentication protocols like SPF, DKIM, and DMARC contributes to building and maintaining a positive sender reputation.
  2. List Quality and Engagement:
    • Maintaining a clean and engaged subscriber list is paramount. Regularly prune inactive or disengaged contacts to enhance your sender credibility.
    • Consistently delivering content that resonates with your audience encourages positive engagement, a key metric in the eyes of ISPs.
  3. Content and Design:
    • Crafting emails that are not only visually appealing but also adhere to best practices is crucial. Avoid spam-triggering elements, employ a balanced text-to-image ratio, and optimize your HTML code for rendering across various devices.
    • Be wary of using excessive punctuation, all-caps subject lines, and other common red flags that might trigger spam filters.
  4. Infrastructure Optimization:
    • Your email infrastructure plays a pivotal role. Regularly monitor and optimize server configurations, implement feedback loops, and stay informed about industry standards to ensure a seamless sending environment.
    • Utilize dedicated IP addresses for higher control and reputation management, especially if your sending volume is substantial.
  5. Compliance with Regulations:
    • Adhering to global email regulations, such as CAN-SPAM and GDPR, is not just a legal requirement but a critical factor in building trust with ISPs and subscribers.
    • Provide clear opt-in/opt-out mechanisms, honor unsubscribe requests promptly, and ensure transparency in your data collection and usage practices.

Best Practices Unveiled

Bounce control on the inTouch Multichannel Platform

Now that we’ve established the foundational aspects of Email Deliverability, let’s dive into the best practices that can position you as a maestro in the art of inbox placement:

  1. Authentication Protocols:
    • Implement SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) to authenticate your emails.
    • These protocols not only enhance your sender reputation but also protect your brand from phishing attempts and email spoofing.
  2. List Hygiene:
    • Regularly scrub your email lists to remove invalid or inactive email addresses. Implement a double opt-in process to ensure that subscribers genuinely want to receive your emails.
    • Monitor bounce rates, unsubscribe requests, and spam complaints to identify and address potential issues promptly.
  3. Engagement Tracking:
    • Leverage engagement metrics, such as open rates and click-through rates, to gauge the effectiveness of your campaigns.
    • Tailor your content based on recipient behavior, rewarding engaged subscribers with relevant and valuable content.
  4. Segmentation and Personalization:
    • Harness the power of segmentation to deliver targeted and personalized content to specific audience segments.
    • Personalization goes beyond just adding a recipient’s name; it involves understanding their preferences and delivering content that resonates with their interests.
  5. Responsive Design:
    • Optimize your email templates for responsiveness across various devices. A seamless and visually appealing experience enhances user engagement and positively impacts deliverability.
    • Test your emails using different email clients and devices to ensure consistent rendering.
  6. Feedback Loops:
    • Establish feedback loops with major ISPs to receive notifications about user complaints. Act promptly on these notifications to address underlying issues and maintain a positive sender reputation.
    • Use feedback loop data to identify potential spam traps and take corrective measures to prevent future encounters.
  7. Monitoring and Analytics:
    • Implement robust monitoring systems to track key deliverability metrics. Utilize tools like email deliverability dashboards, inbox placement testing, and reputation monitoring services.
    • Regularly analyze deliverability reports and adjust your strategies based on the insights gleaned from these analytics.
  8. Transactional and Triggered Emails:
    • Ensure that transactional and triggered emails, such as order confirmations or password resets, have a dedicated and optimized sending infrastructure.
    • These types of emails often have higher engagement rates, positively influencing your sender reputation.
  9. Testing and Optimization:
    • Embrace a culture of continuous testing and optimization. A/B test subject lines, email content, and sending times to identify the most effective strategies for your audience.
    • Regularly update your sending infrastructure to align with industry best practices and evolving email standards.
  10. Collaboration with Email Service Providers (ESPs):
  • Forge strong partnerships with reputable Email Service Providers. Choose an ESP that prioritizes deliverability and provides robust features to enhance your campaigns.
  • Collaborate with your ESP to stay informed about updates, best practices, and emerging trends in the email deliverability landscape.

How we manage Email Deliverability on the inTouch Multichannel Platform


In the penultimate step you will find a summary of the checks carried out on your template and a legend that explains the meaning of the colours corresponding to the error messages:

  • Red: these are blocking errors; you cannot continue sending the newsletter. You will need to go back to the previous step and update what is being reported.
  • Yellow: the system highlights the parts that it suggests you correct as they could affect the outcome of the campaign, but you can still continue sending.

Here is the detail of the checks carried out:

  • Mandatory elements to be inserted in the template, otherwise sending will not be possible:
    • Online viewing link: to allow viewing of the newsletter within a browser.
    • Unsubscribe link: to provide the possibility to unsubscribe from the contact list, simply insert a link to the unsubscribe page.
    • Preferences update link: to allow updating of your preferences regarding the receipt of campaigns.
  • Recommended items it is preferable to include them to reduce the risk of the email being reported as SPAM and to improve your deliverability:
    • Presence of contact information in the footer: the contact information and the consent reminder signed by the recipients should be inserted to prevent false spam reports.
    • Links written in full: it is always better that the links are inserted as a hyperlink, connected to one or more words.
    • Presence of explicit texts: it is advisable to avoid content that refers to illegal activities, for example references to drugs, which can compromise deliverability.
    • Presence of discouraged text: some terms (eg. “discount”“free”“marketing”“100%”,“$”) can trigger spam filters and, if present in the text, cause mail clients consider your mail as SPAM. It is advisable to find alternatives or to minimise their inclusion in the email content.

In the next and final step, you can view a summary of the newsletter created and decide whether to send it immediately or schedule it by setting the time zone, date and time.

Choose the right time to send based on your goals and audience preferences.

Becoming a virtuoso in Email Deliverability requires a meticulous understanding of the intricate dance between technical prowess and strategic finesse. By mastering the best practices outlined above, you position yourself as an expert orchestrator, conducting campaigns that seamlessly navigate the complex terrain of inbox placement.

This is why at rdcom we have vertical figures trained in this area, such as the Email Deliverabiliy Expert, who supports our systems to provide the best possible email marketing and transactional email service.

Remember, Email Deliverability is not a static destination; it’s an ever-evolving journey where continuous learning and adaptation are the keys to long-term success. May your emails find their way to the coveted inboxes, establishing your reputation as a maestro in the realm of Email Deliverability.

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