Six Essential Steps to Improve Your Email Deliverability

Janis B

Janis B

Janis, an email marketing expert with 3+ years of experience, consults digital businesses on expanding their reach and boosting sales. She’s a prolific content writer, frequent industry speaker, and the founder of, an online email marketing event.


In the ever-changing world of email deliverability, ensuring that your messages reach your recipients’ inboxes is a top priority. However, it can be a daunting task without a clear roadmap. That’s why we’ve outlined six essential steps to help you enhance your email deliverability. Whether you’re a seasoned Email marketer or a business owner, these steps will empower you to overcome deliverability challenges and optimize your email campaigns for success. Our experienced email team is here to guide you through these steps, providing valuable insights and recommendations along the way.

Step 1: Track Your Inbox Placement

Tracking your inbox placement rate is crucial to understanding how often your emails land in subscribers’ inboxes versus being flagged as spam or filtered into junk folders. By using available tools, you can monitor delivery rates, spam complaints, and blocked emails. Regularly assessing these metrics will provide insights into the health of your email program and allow you to make necessary adjustments to improve deliverability. Identifying factors such as low engagement rates, rapid email sending, or spam-like content will help you optimize your email content and sending practices, resulting in higher inbox placement and improved deliverability.

Step 2: Authenticate Your Email Program

Authenticating your email program is a fundamental step in establishing trust and improving deliverability. Implementing authentication protocols such as Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC) will verify the legitimacy of your emails. SPF authorizes IP addresses allowed to send messages on behalf of your domain, DKIM adds an encrypted key to verify the sender’s identity, and DMARC adds an extra layer of protection against spoofing and phishing attempts. These protocols enhance the security of your emails, boosting deliverability and ensuring your messages reach the intended recipients.

Step 3: Keep Your Email List Clean

Maintaining a clean email list is vital for preserving a positive sender reputation and avoiding spam traps. It is essential to run your entire list through a contact verification solution to identify invalid or inactive email addresses. Additionally, implement procedures to verify new email addresses and establish a policy to remove inactive accounts. By regularly cleansing your list, you improve overall deliverability, ensuring that your messages reach engaged subscribers who are genuinely interested in your content.

Step 4: Monitor Your Sender Reputation

Your sender reputation plays a significant role in determining email deliverability. Mailbox providers evaluate various factors, including engagement rates and spam complaints, to assess the trustworthiness of your emails. To maintain a good reputation, focus on sending relevant and engaging content, keep your email list clean, and monitor key deliverability metrics. Utilize tools like Sender Score to regularly check your sender reputation and address any issues that may arise. By actively monitoring your reputation, you can enhance email deliverability and ensure that your messages consistently reach your subscribers’ inboxes.

Step 5: Check Your Domain or IP Address

Regularly checking if your domain or IP address is blocked by mailbox providers is crucial for preserving email deliverability. Being listed on a blocklist can severely impact your reputation and hinder email delivery. Use free blocklist lookup tools to verify if your domain or IP address appears on any blocklists. If you find a listing, take immediate action to address the issue by following the specific procedures outlined by each blocklist. Swiftly resolving this problem will help restore your email deliverability and ensure that your messages reach your recipients’ inboxes.

Step 6: Implement BIMI

Brand Indicators for Message Identification (BIMI) can revolutionize your email deliverability. BIMI is a protocol that validates email senders and builds trust with recipients. By displaying your brand logo next to your email subject lines, you establish credibility and reassure recipients that your emails are legitimate and safe to open. Setting up BIMI involves steps such as DMARC authentication and adding a Verified Mark Certificate to your DNS record. Although it requires some initial effort, the benefits are substantial. BIMI helps your brand stand out, boosts open rates, and provides an extra layer of security against phishing attempts. By adopting BIMI, you improve email deliverability and foster a stronger relationship with your recipients.

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    Improving email deliverability is essential for the success of your email marketing efforts. By following these six essential steps, you can increase the likelihood of your emails reaching recipients’ inboxes and generating meaningful engagement. We understand that this process can be overwhelming, but our experienced email team is here to support you every step of the way. If you require further assistance or have any questions, feel free to schedule a free information session with our support team. Together, we can take your email marketing to new heights and achieve outstanding deliverability results. Contact us today to schedule your free session and witness the positive impact on your email campaigns.


    What email looks most professional?

    A professional email features a concise subject line, a polite and respectful tone, correct grammar and spelling, and a well-crafted signature.

    What are examples of professional emails?

    Examples of professional emails include job application emails, client correspondence, colleague communication, networking emails, meeting scheduling emails, business proposals, thank you emails, and feedback and review requests.

    What makes the perfect email?

    The perfect email combines clarity, brevity, a polite tone, correct grammar and spelling, and relevance to the recipient. It also respects the recipient’s time and adheres to email etiquette.

    How do I create an eye-catching email?

    To create an eye-catching email, use a compelling subject line, incorporate visual elements like images or graphics when appropriate, maintain a clean and organized layout, and make sure your content is engaging and relevant to the recipient’s interests or needs.

    Step 6: Implement BIMI

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