How to Boost Your Email Deliverability Rates in 2024

Today, email deliverability is a huge challenge, with spam filters becoming more stringent and inboxes overflowing with messages. However, many marketers confuse deliverability with the simpler delivery process. Today, we will explore key methods for increasing your inbox placement rates, including using authentication tools, establishing a reputable sender reputation, and email segmentation.

What Is Email Delivery?

Email delivery refers to the technical process of getting an email from your "outbox" to the recipient's email server. That doesn't measure the emails delivered to the recipient's inbox or spam folder. Instead, it measures the number of emails that didn't get bounced.

What Is Email Deliverability?

On the other hand, email deliverability focuses on whether the email lands in the recipient's inbox or gets caught in spam filters.

Now that we've discussed the difference between email delivery and deliverability, let's explore strategic tactics for increasing the deliverability rate.

How to Boost Deliverability Rate

1. Use SPF, DKIM, and DMARC.

One crucial component is setting up email authentication — a technique used to verify the identity of the sender of an email message. It helps prevent spam, phishing attacks, and other malicious activities by ensuring that emails come from who they claim to be.

There are numerous ways you can authenticate your email.

• Sender Policy Framework (SPF)

The Sender Policy Framework (SPF) is an email authentication protocol that helps prevent email spoofing. It acts like an allowlist, specifying which email servers can send emails to a particular domain.

• DomainKeys Identified Mails (DKIM)

DomainKeys Identified Mail (DKIM) is another email authentication protocol that helps prevent sender address spoofing and ensure email integrity. It adds a digital signature linked to a public key stored in your domain's DNS records to each outgoing email.

When an email reaches the recipient's server, it verifies the signature using the public key. If the signature matches, it confirms that the email originated from your domain and has not been tampered with.

• Domain-Based Message Authentication, Reporting, and Conformance (DMARC)

DMARC builds upon existing email authentication (SPF & DKIM) to provide three key functions: authentication, reporting, and conformance.

It verifies whether you send emails claiming to be from your domain. It also allows you to receive reports from email receivers about emails supposedly sent from your domain, even if they fail authentication. It lets you set a policy for how email receivers should handle unauthenticated emails (e.g., quarantine, reject).

1. Track Sender Reputation.

It's also crucial to maintain a good sender score and reputation. You can measure these through user complaints against you, your company's total number of spam reports, email history to date, the domain's reputation, and the bounce rate. Remember, a low sender reputation can blocklist your IP, affecting your email's deliverability rates.

1. Make Unsubscribing Easy.

You should also ensure that your subscribers can easily unsubscribe from your emails. If the unsubscription process is difficult and confusing, they will send your emails to the spam folder, affecting your deliverability rates.

Make it a habit to include an unsubscribe button or link in all your emails or use enough white space so recipients can read without clicking on any other links.

Overall, that will minimize the chances of spam complaints.

1. Don't Use Purchased Lists.

Today, marketers find reaching the maximum number of readers through purchased email lists easier. However, it can significantly affect your deliverability rates because you don't have the recipient's approval, the email address doesn't exist or might be invalid, or it could have legal repercussions.

1. Use Email Segmentation.

Engaging with your audience through relevant and valuable content is another strategy to improve deliverability. Most subscribers are uninterested in generic emails that seem invaluable and impersonal, making email segmentation more crucial than ever.

You can segment your email subscribers based on different criteria, including geography, demography, behavioral data, lifecycle stage, and the buyer's journey stage.

Lastly, when you combine segmentation with personalization, you'll see a significant boost in email engagement, ultimately increasing your deliverability rates.

Takeaways

Getting your emails delivered to a recipient's inbox is more challenging but critical for capturing their attention. You can dramatically boost your inbox placement rates by understanding the difference between basic delivery and optimized deliverability and employing key strategies like authentication, reputation monitoring, and segmentation.

That minimizes bouncebacks and spam folder filtering so your carefully crafted emails reach your target audiences. Deliverability takes continuous effort, but the payoff is immense. Your messages will stand out amidst hundreds of emails and resonate deeper.

When your emails appear reliable, you can educate, convert, and support subscribers meaningfully. Focused efforts to optimize deliverability translate directly into greater engagement, increased revenue, and lasting customer relationships.

Sources:

Statista. (2022). Number of e-mails sent per day worldwide from 2017 to 2025. Statista.

Mailmodo. (2022, November 14). The complete guide to increasing your email deliverability.