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Everything you need to know about deliverability so you can keep your emails away from spam

Sending cold email campaigns, newsletters, transactional emails, or simply reaching out to your audience via email? Then you should monitor your deliverability. If not, your emails might land in the spam folder without you knowing.

In this guide, you’ll find why deliverability is important if you send emails out there and how to avoid the most common deliverability issues so that you can land your emails in the inbox folder.

What is Email Deliverability?

Email deliverability is the ability to deliver emails right into your target’s primary inbox. In short, your deliverability measures whether your emails successfully get to your audience.

Most people associate deliverability with email delivery, which is an important metric to consider when sending emails, but its very different from deliverability.

The Difference Between Deliverability and Delivery Rate

Email delivery refers to whether or not your emails were received by the servers of your audience’s inbox providers, i.e. if your audience gets your emails.
Email deliverability tells you where your emails land if your audience gets them - in the spam or inbox folder.

When tracking your deliverability and email delivery rate, keep in mind that:

a good delivery rate ≠ your emails land in the inbox
‍
Inbox providers might have received your emails but decided to land them in the spam folder
high delivery rate + low deliverability rate = poor campaign performance
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Even if your emails are delivered, the delivery rate doesn’t tell you where your email landed, which means they could be landing in spam without you knowing.

Why is Email Deliverability so important?

Your email deliverability is the #1 element that will make the difference when reaching out to your audience via email. It doesn’t matter how well you targeted your audience or wrote your email’s content. If you have deliverability issues, your emails might never get opened by your prospects or subscribers.

Monitoring your deliverability score before - during - after sending campaigns helps you to spot and prevent any deliverability issues that might send your emails directly to the spam folder.

How do you know that you have an issue with email deliverability?

Less than 50% open rate = high chances to have your emails land in spam
(just keep in mind that open rates metrics are not totally reliable - it all depends on the industry + all factors)
Monitor lemwarm reports and automatically get your deliverability score

What is the best way to improve deliverability?

Based on the deliverability score, you can tell if you have deliverability issues that send your emails to the spam folder.The higher your deliverability score is, the more likely your emails will reach out directly to your audience and help you create new growth opportunities.

To make sure you avoid deliverability issues and improve your deliverability score, you should:

1. Warm-up your email

The warm-up stage is the process of gradually increasing the emails sent from your account to boost your email engagement, reputation, and deliverability.

Think about the warm-up as a protection tool for your emails.

If you continuously warm up your domain before - during - and after sending emails, your emails will be protected from spam and moved to the inbox folder.

The warm-up process:

ensures you stop landing in the spam folder
teaches email providers that your emails shouldn’t end up in spam
helps you match ‘human-like behavior’ which is a good sign to your email provider

2. Use a deliverability booster

Warming up your email address helps you avoid deliverability issues but won’t keep you away from the spam folder forever. What makes a real difference, especially if you send cold emails, newsletters, or any type of email with the goal of growing your business, is the deliverability booster process.

The deliverability booster:

boosts your email reputation
sends your emails directly to the primary inbox
helps you reach a higher deliverability score in the long-run

Sending a lot of emails manually to a fixed schedule to warm up your email address and keeping track of deliverability can be a pain as it requires a lot of resources. That’s where deliverability boosters like lemwarm come in handy.

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