June 2024
Mastering Email Deliverability
Mastering Email Deliverability: Essential EDM Strategies and Metrics Contents show 1 Understanding Email Deliverability 2 Metrics to Measure Email Deliverability 2.1 Open Rate 2.2 Click Through Rate 2.3 Unsubscribes 2.4 Bounce Rate 2.5 Spam Complaints 3 Best Practices for Email Deliverability 3.1 Crafting Quality Content 3.2 List Hygiene and Management 3.3 Authentication and Sender Reputation […]
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Mastering Email Deliverability: Essential EDM Strategies and Metrics

You could have the greatest email content in the world, but it won’t be worth much if your audience never sees it. Maintaining healthy deliverability is a crucial component of any email marketing strategy, as it will dictate whether your messages reach your subscriber’s inbox or get buried deep in the dreaded spam folder.

To keep your EDM strategy on track and ensure your emails are seen by subscribers, there are a few email deliverability metrics you should keep an eye on. So let’s discover why email deliverability is important and the best practices you should follow to keep your KPIs healthy and your audience engaged.

Understanding Email Deliverability

Successful email marketing involves more than just sending emails; it’s about ensuring the right message reaches the right audience at the right time. To get your messaging in front of your audience, you have to get past the guardian of the inbox. Email service providers like Google, Yahoo and Outlook monitor incoming messages to filter risky or low quality content which may be redirected into a spam folder, or blocked entirely.

It’s important to maintain a good reputation with email service providers, as this significantly enhances the likelihood of your emails reaching the inbox. This means focusing on how emails are perceived by service providers and how they align with best practices for avoiding spam filters.

Metrics to Measure Email Deliverability

Deliverability metrics are essential for gauging the success of your email marketing campaigns. Monitoring these can help you understand how well your emails are being received and identify areas for improvement in your EDM marketing campaigns.

Open Rate

The open rate measures the percentage of recipients who open an email compared to the total number of emails sent. A high open rate generally indicates compelling subject lines and a strong sender reputation. Due to the implementation of new privacy features in recent years, open rates have become more difficult to track accurately; however, they can still provide insight into how well your audience receives your emails and how effective your initial engagement is.

Click Through Rate

Click Through Rate (CTR) is the percentage of email recipients who click on one or more links within an email. This metric is crucial for understanding how engaging and relevant your content is to your audience. A higher CTR often suggests that the content is valuable and well-targeted, prompting recipients to take further action.


The unsubscribe rate tracks the number of recipients who opt-out from your mailing list after receiving an email. While it’s natural for some subscribers to unsubscribe, a high rate can be alarming and may indicate issues with the email content, frequency, or relevance. Monitoring this metric helps ensure that your email marketing is not perceived as intrusive or irrelevant.

Bounce Rate

Bounce rate refers to the percentage of emails that could not be delivered to the recipient’s inbox. There are two types of bounces: soft bounces, which are temporary issues like a full mailbox, and hard bounces, which are permanent problems such as invalid email addresses. A low bounce rate is critical for maintaining a healthy sender reputation and ensuring high deliverability.

Spam Complaints

Spam complaints occur when recipients mark your emails as spam. This metric is significant because high levels of spam complaints can severely impact your sender reputation and deliverability. Monitoring spam complaints helps you adjust your email practices to better align with recipient expectations and reduce the likelihood of your emails being flagged as spam.

Remember that there’s no one-size-fits-all benchmark when it comes to EDM performance – what constitutes a fantastic result (or a dangerously poor one) will vary depending on your industry, audience, type of content and your business goals.

Best Practices for Email Deliverability

Crafting Quality Content

High-quality content is fundamental to maintaining good deliverability. Emails that offer value and relevance to the recipient are less likely to be marked as spam. This means prioritising content that is engaging, informative and tailored to the interests of your audience.

List Hygiene and Management

Regularly cleaning your email list to remove inactive or unresponsive subscribers helps maintain a healthy sender reputation. A well-managed list results in higher engagement rates, which positively impacts deliverability.

Authentication and Sender Reputation

Implementing authentication protocols like SPF, DKIM, and DMARC can significantly boost your email deliverability. These protocols verify your identity as a sender and are critical in building a strong sender reputation.

Segmentation and Personalisation

Segmenting your email list and personalising content can dramatically improve open rates and reduce bounce rates. By targeting emails to specific segments, you ensure that recipients receive relevant and personalised content, which increases engagement and deliverability.

Key Takeaways about Email Deliverability

Maintaining healthy email deliverability is vital for the success of your email marketing campaigns. By closely monitoring key metrics, employing best practices and continually refining your approach, you can achieve remarkable improvements in reaching your audience.

Think your email strategy could use a lift? Drop us a line at Adcraft Studio, and let’s discuss how we can enhance your email efforts and keep your audience engaged.

Clair Higgins

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