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2021 Email Deliverability Guide

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04 Jan 2021

2021 is bringing in a lot of competition for email marketers. Currently, every e-commerce business uses email marketing as their first customer reaching method. However, with more and more businesses adopting this means of communication the competition is getting fiercer. This calls for some mind-boggling email deliverability strategies to adopt and boost your email marketing to its peak.

Started in 1978, the first email generated around $13 million of sales. Since then a lot of businesses have stuck to it to market their offerings. However, over time it has become more complex and customer-oriented, which makes it a little difficult to get the desired results.

Email Deliverability Guide For 2021

According to a report, 1 out of 5 emails never reached the recipients’ inbox. Many times, it was seen that the email engagement metric was dropped significantly. In addition, many emails end up in the spam folder. Every email in an emailing campaign charges a particular amount from its sender. When the emails do not reach the targeted inbox, the time and money invested in them go into vain, which negatively affects the ROI.

If you are experiencing low open rates, there is a high chance your emails are not even landing in the inbox. Here are some of the most effective techniques to improve your email deliverability.

1. Your Domain Name Strategy

Sending emails to your audience would require a domain name. Most marketers don’t know but the domain name has a significant effect on the deliverability rates. Due to this unawareness, they overlook some major domain name mistakes and hurt their deliverability rates. Here are a few tips to have a domain name that can provide you the maximum email deliverability:

After setting up the domain name, you should go for its authentication. Authenticating your emails can help to earn trust from the ISPs which will increase your chances of higher email deliverability. This also protects you from spammers.

2. Make Sure To Meet Your Subscriber’s Expectation

Meeting your subscriber's expectations will decide your success in email marketing. You must strive to fulfill the promises you have made to your subscribers. Furthermore, you should send only the relevant content and targeted emails according to the audience’s interest. One effective way to ensure that is segmentation using CBT Mass Email Sender. Gather your subscribers’ data through signup forms and use it to segment them. However, sending irrelevant emails to your subscribers can directly lead your emails to the spam box.

Before sending the emails, you should ask yourself a few questions like is it relevant? Is the content informative? Is that GIF suitable? this will significantly help you upgrade your email quality and meet your subscribers’ expectations.

3. Take Permission From Your Recipients

It is totally unacceptable today to send emails to someone without their permission as they would probably send it to the spam folder. You should avoid buying an email list and randomly sending emails to people. Instead, you should use the sign-up forms on your website to get permission from your subscribers and send them only according to their demand.

4. Improve Your Reputation

ISPs like Gmail, Outlook, and Yahoo, etc. filter and determine your reputation through a few factors including your domain name, email address, email message, etc. ISPs look for those senders who are following the best practices for emails, thus, you should make sure that you must follow all the required practices ethically. This would help you improve your reputation. The bounce backs and spammy emails can negatively influence your reputation. Moreover, avoid using informal or foul language in your emails because inappropriate words in your emails also cause spam complaints.

5. Customize Your Email Template

You should perfectly customize your email template to match your brand image and personality. Moreover, you should use simple opt-outs in your emails like a one-click unsubscribe button in your footer and header. You may don't like your subscribers unsubscribing but it is better than they push your email into the spam folder. Plus, you should use 20% images and 80% text in your emails. This is because many email programs prevent excessive images in the users’ inboxes. You would have to make sure that your email doesn't contain any blacklisted URLs, as they would increase the chances of your emails being sent to the spam folder. To avoid using blacklisted URLs you should stop using any unverified third parties link in your email.

6. IP Address Strategy

Your IP address plays a crucial role in building your reputation. It is as crucial as your domain name. However, building a strong IP reputation for a small sender would be difficult as it would require a huge volume of quality emails being sent through the IP. For the small senders using the shared IP is preferred as it would cost you less. The only risk you have to face is all the effort of creating great emails would be washed away if other IP sharers have created some problem. Larger senders who send nearly 2500 emails a day should use dedicated IP. It would be more expensive than shared IP but it will provide you all the privacy and minimizes the risk of worsening reputation.


If you are experiencing a drop in your email engagement rates, your email deliverability has likely been affected. This email deliverability guide will significantly improve your email marketing game. You need to make sure to apply all the guidelines to get your desired results rapidly. Create great quality emails and send it ethically, don't go for the shortcuts because they can harm your email service credibility in the long run. Focus on creating quality rather than quantity and provide your subscribers with what they want not what you want to give them.

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