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How to Increase Email Deliverability

5 min read

Email deliverability is key to a successful email marketing program. This is more important than good content and catchy subject lines. After all, subscribers can’t engage with emails they never see! Increase email deliverability to ensure your message reaches the inbox, not the spam folder.

Delivery Versus Deliverability: what’s the difference?

My email service provider says the messages are being delivered, but they aren’t reaching the inbox. What gives?

Delivery simply refers to your message reaching the server of the recipient. That’s it! While delivery does play a role in deliverability, it is only the beginning.

Deliverability encompasses all the factors required for a message to reach the server of your recipient and beyond, all the way to the inbox.

Email Deliverability Factors

Many people wonder, what is a good email deliverability rate? According to Return Path’s 2017 Email Deliverability Benchmark Report, 20% of emails never reach the inbox. When looking to improve your email deliverability rate, consider establishing email marketing deliverability best practices. Start by reviewing how you handle the following factors.

Sender Identification

Identifying yourself correctly to a server is akin to having proper credentials at the airport. Unless you can prove that you are who you say you are, you can expect issues. Be sure you are using the set of protocols that prove you are who you say you are when sending an email.

These include

  • Sender Policy Framework (SPF)
  • DomainKeys Identified Mail (DKIM)
  • Domain-Based Message Authentication, Reporting, and Conformance (DMARC)

You also want to identify yourself to the email recipient. Use a consistent name and sign off, whether it be your personal name or your company name. For example,

  • From Beetle Eye
  • Sign off with Your friends at Beetle Eye.

Sender Reputation

Creating and maintaining a strong reputation is integral for increasing email deliverability. You can think of your sender reputation as a scorecard that proves to ISPs that your emails are trustworthy and should make it to the inbox. Your sender reputation is linked to your IP address and your domain and is affected heavily by recipient interactions:

  • Positive recipient interactions, such as opening your emails and clicking links found in your emails, improve your reputation.
  • Negative recipient interactions, such as deleting your emails without opening them or marking your emails as spam, will lower your reputation.
  • Your bounce rate, or the percentage of emails that your campaign could not be delivered to, can also lower your reputation.


To maintain a strong reputation and continue reaching the inbox, content is key. Your message should be relevant and engage your recipients, otherwise you may see a drop in positive interactions.

Mobile Optimization

In this era of “mobile-first” mentality, almost every report on email open rates concludes that mobile is responsible for at least 50% of all opens, your email marketing campaign needs to be optimized for mobile device viewing. With smaller screens and layout space, consider these tips when building your next campaign:

  • Shorten email subject lines - anything over 30 characters risks getting cut off on mobile devices
  • Shorten preheader text - while exact length varies, aim for 40-50 characters for optimal mobile display
  • Balance images and text - images appear smaller on mobile devices. If you add text to images, be sure it will be readable if it shrinks in size

How Can You Increase Email Deliverability?

By now, your head might be spinning in multiple directions: should I be worried about my reputation? How long was that last subject line? What the heck are all those protocols, anyway?

Take a deep breath. You got this!

Using the right tool can automate many of these best practices so you don’t have to toss and turn at night wondering if your reputation is on the line. Keep reading to see how Beetle Eye is focused on increasing your email deliverability and getting you higher open rates.

Why Choose Beetle Eye?

Here are some of the many factors that make Beetle Eye a smart choice not just for email deliverability, but for any email marketing campaign platform.

Cloud Infrastructure

Beetle Eye uses the #1 cloud infrastructure available, offering you a reliable connection for all email communications.

Dynamic List Segmentation

Content is key and the message needs to be relevant to your audience to ensure positive recipient interactions and a low bounce rate. By segmenting your lists using your own custom and dynamic filters, you can be sure that your list is optimized for your message.

Validate Leads

Configure Beetle Eye to prioritize the lead quality factors that mean the most to you. These settings allow you to calculate quality based on valid email addresses, email addresses that have submitted forms, and email addresses attached to actual sales. Maintaining a quality lead list will help you maintain a strong sender reputation and email deliverability rate.

Campaign Scheduling

Use Beetle Eye to respond on a set schedule that aligns with the actions of your recipients, including user event triggers and campaign start selections. Keep your audience happy with regular, consistent engagement.

A/B Testing

Improve your open rate by implementing A/B Testing. A/B Testing can be configured for each email marketing campaign you create within Beetle Eye.

Put your worries aside and watch your email deliverability rate increase by getting started with Beetle Eye today!