Email Deliverability: The Complete Guide to Reaching the Inbox

Email deliverability is the foundation of email marketing. If your emails don't reach the inbox, nothing else matters—your brilliant copy, beautiful design, and perfect timing are all wasted.

This guide explains what affects deliverability, how to diagnose problems, and exactly how to fix them.

What Is Email Deliverability?

Deliverability measures whether your emails reach subscribers' inboxes versus spam folders or being blocked entirely.

Critical distinction:

• Delivery rate = emails accepted by receiving servers (usually 95%+)
• Inbox placement = emails that actually reach the inbox (often much lower)

You can have 99% delivery rate but terrible inbox placement. The emails "delivered" might all be in spam.

What Affects Deliverability

1. Sender Reputation

Your sender reputation is like a credit score for email. Mailbox providers track:

Factor	Impact
Spam complaints	High negative
Bounce rates	High negative
Engagement (opens, clicks)	High positive
Spam trap hits	Severe negative
Sending patterns	Medium
List quality	High

Reputation is built over time and can take weeks to recover if damaged.

2. Authentication (SPF, DKIM, DMARC)

Three protocols verify you're a legitimate sender:

SPF (Sender Policy Framework):

• Authorizes which servers can send for your domain
• DNS TXT record listing approved senders
• Prevents spoofing of your domain

DKIM (DomainKeys Identified Mail):

• Digital signature proving email wasn't modified
• Cryptographic authentication
• Builds sender reputation

DMARC (Domain-based Message Authentication):

• Policy for handling failed SPF/DKIM
• Reporting mechanism for authentication failures
• Required for some inbox providers

3. Content Quality

Spam filters analyze your email content:

Factor	Watch Out For
Spam trigger words	"Free," "act now," excessive claims
Image-to-text ratio	Too many images, too little text
Link quality	Shortened URLs, suspicious domains
HTML quality	Broken code, hidden text
Subject line	ALL CAPS, excessive punctuation

4. List Quality

Your list directly impacts reputation:

Metric	Target	Problem Zone
Bounce rate	<2%	>5%
Spam complaints	<0.1%	>0.3%
Engagement rate	>15%	<5%
List age	Fresh	Years old

Diagnosing Deliverability Problems

Warning Signs

🚩 Open rates declining across all segments 🚩 Bounce rate consistently above 2% 🚩 Spam complaints above 0.1% 🚩 Test emails landing in spam 🚩 Sudden engagement drops 🚩 Subscribers saying they didn't receive emails

Diagnostic Tools

Google Postmaster Tools:

• Gmail-specific reputation data
• Spam rate monitoring
• Authentication status
• Free to set up

Microsoft SNDS:

• Outlook/Microsoft reputation
• IP-level data
• Spam trap hits

MXToolbox:

• Authentication verification
• Blacklist checking
• DNS record validation

Mail Tester:

• Send test email, get score
• Identifies specific issues
• Quick sanity check

Checking Authentication

Run these checks:

1. SPF: Does your DNS have the correct TXT record?
2. DKIM: Is the signature valid and matching?
3. DMARC: Do you have a policy? Is it enforced?

Fixing Deliverability Problems

Step 1: Fix Authentication

SPF Setup:

v=spf1 include:youresp.com ~all

Replace with your email platform's SPF include.

DKIM Setup: Follow your email platform's instructions to add the DKIM record.

DMARC Setup: Start with monitoring:

v=DMARC1; p=none; rua=mailto:dmarc@yourdomain.com

Progress to enforcement over time:

v=DMARC1; p=quarantine; rua=mailto:dmarc@yourdomain.com

Step 2: Clean Your List

Remove:

• Hard bounces (immediately, automatically)
• Soft bounces (after 3-5 consecutive)
• Inactive subscribers (no engagement 6+ months)
• Role addresses (info@, support@)
• Known spam traps (purchased lists)
• Obvious typos (gmial.com, yaho.com)

Step 3: Improve Engagement

Higher engagement = better reputation:

• Segment and send relevant content
• Optimize send times for your audience
• Write better subject lines
• Make unsubscribing easy (reduces complaints)
• Send consistently (not erratically)

Step 4: Warm Up New IPs/Domains

If starting fresh or recovering:

Week	Daily Volume	Target
1	100-500	Most engaged only
2	500-1,000	Engaged subscribers
3	1,000-5,000	Broader engaged
4	5,000-10,000	Most active
5+	Normal volume	Full list (engaged)

Monitor reputation closely throughout.

Deliverability Best Practices

List Building

✅ Double opt-in for best quality ✅ Clear expectations at signup ✅ Immediate welcome email ✅ Regular list hygiene

❌ Never buy lists ❌ Don't add people without consent ❌ Avoid aggressive scraped contacts ❌ Don't use old, cold lists

Sending Practices

✅ Consistent sending schedule ✅ Segment for relevance ✅ Honor unsubscribes immediately ✅ Monitor engagement metrics ✅ Regular list cleaning

❌ Don't send to cold lists suddenly ❌ Avoid erratic volume spikes ❌ Never ignore bounce handling ❌ Don't send to entire list always

Content Best Practices

✅ Clean, valid HTML ✅ Plain text version included ✅ Balanced text-to-image ratio ✅ Valid, reputable links ✅ Clear sender identity

❌ Don't use excessive link shorteners ❌ Avoid spam trigger words in excess ❌ Don't hide text (tiny fonts, white on white) ❌ Never mislead with subject lines

Platform-Specific Tips

Gmail

• Sender reputation is domain-based
• Engagement heavily weighted
• Tabs (Promotions, Updates) affect visibility
• Enable BIMI for brand visibility

Microsoft/Outlook

• IP reputation matters more
• Use Microsoft SNDS for monitoring
• Junk mail feedback loop available
• Can be stricter than Gmail

Yahoo/AOL

• Slower to update reputation
• Consistent sending helps
• Authentication is critical
• Complaint feedback loop available

Recovering From Deliverability Issues

If You're Hitting Spam

1. Pause sending — Stop making it worse
2. Identify the cause — Check reputation, authentication, content
3. Fix root issues — Clean list, improve content, verify authentication
4. Warm up again — Start with most engaged subscribers only
5. Monitor closely — Check placement with every send

Recovery Timeline

Severity	Recovery Time
Minor (temporary dip)	1-2 weeks
Moderate (reputation damage)	4-6 weeks
Severe (blacklisted)	2-3 months or new domain

Maintaining Good Deliverability

Weekly Checks

• Review bounce rates
• Check spam complaints
• Monitor open rate trends
• Verify sends are going out

Monthly Checks

• Review authentication records
• Check Google Postmaster data
• Clean inactive subscribers
• Audit content practices

Quarterly Checks

• Full list hygiene pass
• Re-engagement campaigns
• Platform/IP reputation review
• Authentication audit

Deliverability and Email Platforms

Different platforms have different deliverability characteristics:

Shared IP platforms (most small business tools):

• Reputation shared with other senders
• Less control but easier setup
• Quality varies by platform

Dedicated IP (enterprise/high volume):

• Your reputation only
• More control but more responsibility
• Requires warm-up

Brew handles deliverability infrastructure for you, with best practices built into the platform.

The Bottom Line

Deliverability isn't glamorous, but it's essential. The best email in the world is worthless if it never reaches the inbox.

Focus on:

1. Proper authentication (SPF, DKIM, DMARC)
2. Clean, engaged lists
3. Relevant, wanted content
4. Consistent sending practices

Ready to send emails that actually arrive? Try Brew for email marketing with deliverability best practices built in.

Start reaching more inboxes →