9 Drool-Worthy Tips in Perfecting Email Deliverability


email marketing memeEmail Marketing is one of the best ways to communicate with your clients. However, you’ll have to pass a blazing battle before your message can land safely in the inbox of your customer.

You need to check your weaponry.

You better make sure your ultimate weapon is not jammed or you’ll get blown away in the battle from an inside job. Email deliverability makes or breaks your email marketing campaign. Logistics is a staple for survival in any venture you engage in.

Email deliverability is the metric that evaluates the efficiency of getting business-related email delivered to your intended recipients. As the race for success in email marketing heats up among competitors, deliverability has emerged as one of the key components of Internet marketing. Like the second P in the classical 3Ps of marketing, email deliverability is an essential promotional vehicle similar to the more expensive radio, TV, and print ads. Deliverability has to be fine-tuned every so often to get a better assurance that the marketing message is getting across the target clients.


Importance of Email Deliverability

In email marketing (EM) campaigns, open and click-through rates are computed using slightly different formulas but the resulting rates are fairly similar. Open rate refers to the ratio of the number of emails opened and the difference of the total number of emails sent and those that bounced. The result is expressed as a percentage. Meanwhile, the click-through rate is a measure of the unique number clicks as a percentage of the number of clicks delivered. From the definitions, the click-through rate is a more straightforward measure. There is no available industry digest of EM campaign performance stats, but specific websites, particularly those providing such services as an application, share their information.

Based on available data from a web-based EM campaign application, rates for click-through outperformed that of open rates at least during the last three years. The reported rates were in the range of 22% to 26% for click-through and 4% to 6% for open/view. Using these trends, this article will show you why email deliverability is extremely important in EM. The following table shows simulated values for an email campaign that should earn at least $20,000 to have a respectable profit from the campaign. For every click-through conversion to a sale, a company is supposed to have revenue of $10.










Emails Opened

Sales Conversion




5 %








4 %








3 %








2 %








1 %








0.5 %








0 %









From the table above you will notice that at the bottom row where none of the emails bounced (which translates to 100% email deliverability in terms of bounce rate), 160,000 emails must be sent to target clients for a sales conversion of 2000 and a total revenue of $20,000. The simulation made use of increments of 500 emails and therefore the sales conversion is not exactly 2000. The calculations were based on the following data:

  • Open/view and click-through rates (CTR) of 5% and 25%, respectively, represents the average of the ranges reported in the preceding paragraph;
  • The number of opened emails was computed using the open rate of 5%;
  • The number of conversions was computed using the CTR of 25%;
  • The bounce rates in the first column were assumed values for the purpose of the simulation. However, 5% is a well-founded assumption. Hard bounces from a good quality email lists should not exceed 5%.


From the same table, you will also observe that you need to send out the most number of emails when the bounce rate is highest at 5% as depicted in the top row below the headings. As the bounce rate is reduced, the required number of email deliveries also decrease. This is the rationale for strategies to enhance email deliverability.

Observe that even when there were no bounced emails, only 8000 of the 160,000 (5%) recipients opened the mail delivered to them. The open rate is an actual value as reported by an online EM campaign application. There is room for improvement in this regard to entice your prospects to view and read your mail.

Likewise, you will also notice that the number of prospects from your email list who clicked through or heeded your call to action is only 25% of those who opened. Again, the CTR rate is an actual value as reported by an online EM campaign application. Using best practices to improve the email deliverability of your EM campaigns can help improve the click-through rate.

The highlight of this article is a set of strategies or best practices to optimize your email deliverability. These strategies are today’s coolest tweaks to reduce email bounce rate, and maximize the open and click-through rates. Remember that your EM campaign can not win the race to cyberspace commerce in the tradition of the US-Russia race to the outer space unless you can hit the perfect balance in the various elements of your marketing efforts.


Fine-Tuning your Email Deliverability to Beat the Odds


  • High bounce rates indicate errors or issues with your email list, your email configuration or often, other challenges associated with technology; find the possible causes and troubleshoot using best practices described below.

Attrition of your client email list is a possible cause of high bounce rates. This happens when your list has aged. Cleaning is the standard solution. If you have been keeping the list for more than a year, and the email bounced at least three times, the address may not be valid anymore.

Another likely possibility when bounce rates are high constitutes issues with email verification. The typical solution entails using entry confirmation, double opt-in, and format validity checks. Additionally, if your email list is manually encoded, double check on the entry coding. Errors in the email address also make your emails bounce.

Be wary of spam traps and filters or other ways by which commercial communication to your client base may inadvertently be reported or suspected as spam. The best way to counteract this challenge is to obtain IP certification. Getting certified ensures higher service deliverability by having your IP included in a whitelist of legitimate email. It is also a wise move to check if your IP is blacklisted because this happens when unscrupulous competitors or other people report your email as spam or phishing.


Here are some strategies in crafting Emails for perfect deliverability:


1.) Clean your email list spick and span by suppressing unsubscribes as soon as you have the chance to prevent those old clients from reporting your email as spam.


2.) Incorporate authentication standards such as Sender Policy Framework (SPF), Sender ID, and (DomainKeys Identified Mail (DKIM) in your email infrastructure.


3.) Understand the role of feedback loops (FBLs) that report you as spam and compromise your reputation score. When reports from these email user-inputted data reach its threshold, your email will be blacklisted. Use Return Path to work this out

Never use spammy text and strings that signal email platforms that your email may likely be spam.

Many email users prefer plain text email versions. These clients are predisposed to function over form. Plain-text email loads easily and does not clutter the screen especially of those accessing email from their mobile phone. Never use all-image emails because spam filters tend to identify them as spam, no less.


4.) Spam-sensitive email users are allergic to the following text and string. Never ever use them in the subject line, heading, or body of your email. Your email IP reputation score will most likely suffer when your clients see the following allergy-triggering strings, texts, and phrases:


  1. Affordable;
  2. Any phrase that starts and ends in buy;
  3. Any phrase that includes bucks, cash, cost, discount, price, or $$$;
  4. As seen on or similar variations;
  5. Bargain;
  6. Beneficiary,
  7. Clearance;
  8. Compare rates;
  9. Credit and phrases containing credit;
  10. Earn;
  11. Easy terms and/or installment;
  12. Free
  13. Order and other phrases with the word order; and
  14. Shopper or shopping.


5.) There are also offensive words that clients, particularly female, do not want to see anywhere in the email such as breast or penis enlargement and sexy girls on cam or variations of this phrase, etc.

  • Make every effort to entice your target client to open your email since it also increases the percentage of click-through conversion.


6.) Run an email A/B test to sort your most engaging emails. Prepare your headings with the most important word of your marketing message as the first word of your subject line. Keep the subject line and content short, personalized, and engaging.


7.) Take the time to segment your clients and target them based on your segmentation. This ensures that your target clients receive only relevant emails that they will most probably be interested to know more about.

  • The conversion rate is the centerpiece of all your efforts to enhance email deliverability. Give it your best shot.

It is the click-through rate converted to sales that drive in the big bucks. Endeavor to employ all your honest and clean tricks in the box to call them to action. The following strategies complete the nine drool-evoking maneuvers to perfect your email deliverability:


8.) Offer multiple links and sprinkle them throughout the email so that they will be presented more than one chance to heed your call to action. Goad them to make the click-through with a sense of urgency so that they will not procrastinate. Once you capture their fancy, do not disengage unless you are confident that you have aroused their keen interest.


9.) Offer your clients something of value that they can not refuse but which will not require them to buy your product. This creates customer goodwill. Those who accept your freebie may or may not make the purchase, but then, when you ask them to refer at least five friends who may be interested in the product or the freebie, they will be obliged to do so to return the favor.

The referral should be designed as an endorsement from their friend. Whether the endorser buys your product or not, you get five more possibilities of a click-through with a better chance of a conversion because it goes with an endorsement from a person they trust. Design this referral thing in a hierarchy that the person in each level is made aware of those who have endorsed the email on the higher levels. This is a sure-fire strategy not just to increase click-through conversions but the trustworthiness of your product.


Paul’s Last Words:

If your email delivery system sucks, email ceases to be electronic mail but rather evanescent mail. It’s like engaging in a nuclear war and your warheads can’t deploy. You’ll get obliterated to kingdom come. Email marketing is war and email is your main artillery. Email deliverability is essential for the success of web-based marketing campaigns.

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Paul Agabin is the Founder and CEO of Wooka Interactive. He is an internet marketer based in the Philippines which deals with varied topics such as local industry news, seo strategies, content marketing, inbound marketing, social media management, website reviews, and the like. You can contact him at 0917-5069839.

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