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Email Deliverability: Why It Matters and What It Takes

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19 Jan 2021

Email Deliverability: Why It Matters and What It Takes

If you are running an email marketing campaign, you must have come across the word ‘email deliverability’. This email deliverability can be a make or break for your marketing campaign. If you are not sure what email deliverability is and how it can be improved, don’t worry because we have got all the answers for you. Let’s start with the basics.

Email Delivery Vs Email Deliverability

Email delivery and email deliverability are two different concepts. In order to understand the difference, one should remember the following definitions:

It might be possible that a person has good email delivery but bad email deliverability. A scenario might be in which the email did land in the recipient’s inbox but in the spam folder.


If a message is successfully received by the server, an acknowledgment is sent to the sender by the Email Service Provider. The delivery rate can therefore be measured to know how many emails were delivered and how many were bounced back. This bounce-back might be due to a server issue or because the address is invalid.


Although email deliverability cannot be calculated directly as one can never know if the email will end up in the primary inbox or the spam folder. However, email deliverability can be judged based on a number of factors.

Open rates, bounce rates, unsubscribe rates, and block rates can give the sender some insight about user engagement and email deliverability.

More positive engagement means that the sender will have a better reputation and therefore better email deliverability.

Factors Involved In Email Deliverability

Internet Service Providers (ISPs)

All your Internet Protocols (IPs) are associated with one Internet Service Provider (ISP). Some ISPs might function differently than others. Some ISPs allow large emails and some might not.

Email Service Providers (ESPs)

Different ESPs handle emails differently. The way your email is sorted, treated, and delivered depends upon the ESP you are using.


The way any email is displayed may vary from format to format. A smartphone may display an email differently while a web browser might have a different way of presenting the same email. This format might also play a role in email deliverability.

ISPs, ESPs, and format might not be something that you have control over, but there are other factors that affect email deliverability and are very much in your hand.


The higher your email engagement, the higher your email deliverability. If the audience engages with your emails that means your content is good and the audience connects with it. Lower engagement might result in low email deliverability, which is not desirable.

Sender Reputation

The sender's reputation is a score assigned by the Email Service Provider to each sender. It is based on several factors, the major one being user engagement. A high sender reputation guarantees that your emails reach the intended recipient, while a poor reputation score might lead to the ISP putting your email in the spam folder or even blocking it.

How To Build A High Sender Reputation?

Having a good sender reputation is the key to high email deliverability. Here are a few tips on how to build a good sender reputation.

Keep A Check On The Number Of Emails

With time ISPs recognize your sending pattern and adjust according to it. It is, therefore, necessary that you send the right number of emails. A sudden increase in the number of outgoing emails can make the ISP suspicious of your activities and the it might end blocking your emails or marking them as spam. Thus, it is important that if you want to send a large number of emails, you increase the amount gradually over a period of time through CBT Mass Email Sender.

Send Quality Content

The quality of your email matters a lot. If you send unwanted and low-quality content, there are high chances that you might end up being flagged as a spammer, and this will in turn lower your reputation score.

High-quality content will make sure your audience engages and your unsubscribe rate stays low. It will also help you in getting new subscribers.

Maintain A Clean Recipient List

Having a proper and clean audience is vital in maintaining a good sender reputation. Make sure that your audience is free of unengaging users, invalid emails, or unknown users.

Get More Clicks

The more time your emails are opened, the higher your sender reputation. Try to make your content so attractive and engaging that users are compelled to open your emails. If the users open your emails and click on links within the emails, this shows the ISPs that your emails are of high quality and users value them.

Reply Timely

If a user engages with your emails and replies, make sure that you reply back timely. This not only keeps the users engaged but also helps in building a better sender reputation and increasing email deliverability.

Avoid Hard Bounces

A hard bounce occurs when you send an email to a non-existent email address. This affects your deliverability rate and sender reputation as hard bounces indicate poor audience management. It is, therefore, necessary that you keep a check on your audience and the source of your audience.

Authenticate Your Emails

Email authentication is important for email deliverability. This proves that the emails are originating from a brand and also helps gain ISO trust.


In conclusion, high email deliverability is the key to a successful email marketing campaign. In order to get high email deliverability, maintaining a good sender reputation is necessary. If you follow the tips provided above and maintain your sender reputation, you will surely reach the intended audience.

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