How to Audit Your Email Deliverability for Better Results

If you want to improve the effectiveness of your email marketing campaigns, it’s essential to regularly audit your email deliverability. But what exactly does that mean? In simple terms, auditing your email deliverability is the process of evaluating how successfully your emails are reaching recipients’ inboxes. By conducting an audit, you can identify and fix any issues that may be affecting the delivery of your messages. In this article, we will guide you through the steps to audit your email deliverability for better results. So, whether you’re a seasoned marketer or just getting started with email marketing, keep reading to learn how to optimize your deliverability and get more out of your email campaigns

Understanding Email Deliverability

Email deliverability refers to the ability of your emails to successfully reach your recipients’ inboxes. It is an essential aspect of email marketing that directly impacts the success of your campaigns. To effectively audit your email deliverability and improve your results, it is crucial to understand key concepts related to this topic. Here are some important points to consider:

  1. Sender Reputation: Your sender reputation plays a significant role in determining whether your emails will be delivered or flagged as spam. Internet service providers (ISPs) and mailbox providers use complex algorithms to evaluate sender reputations based on factors like email engagement, complaint rates, bounce rates, and spam traps.

  2. Authentication Protocols: Implementing authentication protocols such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting & Conformance) can enhance deliverability by verifying that you are a legitimate sender.

  3. Bounce Rates: Bounces occur when an email fails to reach its intended recipient’s inbox due to various reasons like invalid addresses or full mailboxes. Monitoring bounce rates helps identify potential issues with data quality or list management practices.

  4. Spam Complaints: High numbers of spam complaints indicate poor engagement or unsolicited emails being sent from your domain. Regularly monitoring these complaints allows you to address any concerns promptly and maintain a good sending reputation.

  5. ISP Filtering and Blacklisting: ISPs employ filters that scan incoming emails for certain characteristics associated with spam messages before deciding whether they should be delivered or not. Being blacklisted by an ISP can severely impact deliverability; therefore, it’s vital to monitor blacklist databases regularly.

  6. Engagement Metrics: Pay attention to metrics such as open rates, click-through rates, and conversion rates as they reflect how engaged recipients are with your emails. Higher engagement signals positive sender reputation while low engagement may lead ISPs to route your emails to the spam folder.

  7. Deliverability Testing: Regularly conduct deliverability tests by sending your emails to various email providers and checking if they are delivered successfully. This helps identify potential issues with content, formatting, or other factors that may affect deliverability.

By understanding these key aspects of email deliverability, you will be better equipped to audit and improve the success of your email marketing campaigns. Continuously monitoring and optimizing your sender reputation, authentication protocols, engagement metrics, and delivery performance will contribute to achieving better results in reaching your target audience’s inboxes

Identifying Common Deliverability Issues

To ensure better email deliverability and optimize your email campaigns, it’s crucial to identify and address common deliverability issues. By understanding these issues, you can take appropriate measures to improve the chances of your emails reaching the recipients’ inboxes. Here are some key areas to focus on:

  1. Bounce Rates: Keep an eye on your bounce rates as they indicate how many of your sent emails failed to reach their intended recipients. There are two types of bounces: hard bounces (permanent delivery failures) and soft bounces (temporary delivery failures). Regularly monitor bounce rates and remove invalid or inactive email addresses from your list.

  2. Spam Complaints: High spam complaint rates can negatively impact your sender reputation, leading to poor deliverability. Encourage recipients to whitelist or add you to their contacts list by providing clear instructions in your emails. Additionally, promptly honor unsubscribe requests as failing to do so may result in more complaints.

  3. Email Authentication: Implementing proper authentication protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication Reporting & Conformance) helps establish trust with ISPs (Internet Service Providers). This reduces the likelihood of legitimate emails being marked as spam.

  4. List Hygiene: Regularly clean up your mailing lists by removing inactive subscribers or those who haven’t engaged with your emails for a long time. Consider implementing re-engagement campaigns for dormant subscribers before removal.

  5. Content Quality: Ensure that the content of your emails is relevant, engaging, and free from suspicious elements that trigger spam filters such as excessive use of capital letters or certain keywords associated with spammy content.

  6. IP Reputation Monitoring: Monitor the reputation of IP addresses used for sending emails through various monitoring tools available online. A poor IP reputation may lead to lower deliverability rates; if necessary, consider using a dedicated IP address.

  7. Email Deliverability Testing: Regularly conduct email deliverability tests to check how your emails are performing across different ISPs and email clients. Use reputable testing tools to identify any potential issues that may affect deliverability.

Remember, each sender’s situation is unique, so it’s important to analyze your specific data and metrics for optimal results. By addressing these common deliverability issues, you can enhance the chances of your emails reaching the intended recipients’ inboxes and achieving better campaign outcomes.

Implementing Best Practices for Better Results

To improve your email deliverability and achieve better results, it’s essential to implement best practices. Here are some key strategies you should follow:

  1. Build a Quality Email List

    • Obtain permission from recipients before adding them to your list.
    • Regularly clean your list by removing inactive or unsubscribed contacts.
    • Use double opt-in confirmation to ensure high-quality subscribers.
  2. Segment Your Email List

    • Divide your audience into smaller segments based on their interests, demographics, or engagement levels.
    • Tailor your content and messaging to each segment’s specific needs and preferences.
  3. Use Engaging Subject Lines

    • Craft compelling subject lines that grab attention and entice recipients to open your emails.
    • Avoid using spam trigger words or misleading phrases that can harm deliverability.
  4. Personalize Your Emails

    • Address recipients by their names whenever possible.
    • Leverage dynamic content to tailor the email body based on individual subscriber data.
  5. Optimize Email Design for Multiple Devices

    1. Ensure responsive design: Create emails that adapt well across different devices (desktops, tablets, mobile).
    2. Keep it simple: Use a clean layout with clear fonts, minimal images, and concise copy for easy readability on small screens.
  6. Avoid Spam Traps and Complaints

    • Regularly monitor bounce rates and remove invalid email addresses from your list promptly.
    • Honor unsubscribe requests immediately to prevent complaints.
  7. Authenticate Your Emails with SPF/DKIM/DMARC Records

    • Configure Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication Reporting & Conformance (DMARC) records correctly for better authentication of sender identity.

By implementing these best practices consistently in your email marketing efforts, you can enhance your email deliverability, engage with your audience effectively, and achieve better overall results.


In conclusion, auditing your email deliverability is crucial for achieving better results in your email marketing campaigns. By following the steps outlined in this article, you can identify and address any issues that may be affecting the delivery of your emails to recipients’ inboxes.

Firstly, it’s important to regularly monitor your sender reputation and ensure that it remains high. This can be done by maintaining a clean email list, sending relevant and engaging content, and promptly handling any spam complaints or unsubscribe requests.

Secondly, analyzing key metrics such as open rates, click-through rates, bounce rates, and spam complaints can provide valuable insights into the effectiveness of your email campaigns. By closely monitoring these metrics over time, you can make data-driven decisions to optimize your strategies.

Lastly, implementing authentication protocols like SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) can help establish trust with internet service providers (ISPs). These protocols verify the authenticity of your emails and increase the chances of them being delivered successfully.

By taking proactive steps to audit your email deliverability on a regular basis, you can improve inbox placement rates and maximize the impact of your email marketing efforts. Remember to stay up-to-date with industry best practices and adapt accordingly to ensure long-term success in reaching your audience’s inbox consistently.

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