Ensuring email deliverability is vital for businesses that depend on email marketing. High deliverability ensures that marketing emails reach the intended recipients’ inboxes rather than being marked as spam. Poor deliverability can lead to lower engagement rates, decreased conversions, and even potential blacklisting by Internet service providers (ISPs). Understanding the factors that influence email deliverability can help maintain a healthy sender reputation and achieve marketing goals.

What Factors Affect Email Deliverability?

Several factors influence whether emails land in the inbox or the spam folder:

Sender Reputation

Sender reputation is a score assigned by ISPs based on the sender’s email habits. High complaint rates, sending to inactive addresses, and being blacklisted can harm this score. Consistently sending relevant, permission-based emails helps maintain a positive reputation.

Email Content

The content of your emails can significantly impact deliverability. Emails containing excessive links, spammy language, or large attachments are more likely to be flagged as spam. Ensure that your emails have a balanced text-to-image ratio and avoid using words and phrases commonly associated with spam.


Proper email authentication is vital. Implementing protocols such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting & Conformance) helps ISPs verify the legitimacy of your emails, reducing marked as spam chances.

How to Improve Email Deliverability?

Improving email deliverability involves a combination of technical adjustments and best practices in email marketing:

Maintain a Clean Email List

Regularly cleaning your email list ensures that you are only sending emails to engaged and valid addresses. Remove inactive subscribers and use double opt-in methods to verify new subscribers. This reduces bounce rates and improves engagement metrics.

Optimize Email Content

Crafting high-quality, relevant content is essential. Personalize emails, use engaging subject lines, and provide value to the reader. Avoiding spammy language and excessive exclamation marks can also prevent your emails from being flagged.

Monitor Engagement Metrics

Track key metrics such as open rates, click-through rates, and unsubscribe rates. High engagement indicates that your audience finds your content valuable, which positively influences deliverability. Adjust your strategies based on these metrics to continually improve performance.

Implement Email Authentication Protocols

Establish SPF, DKIM, and DMARC records for your domain. These protocols authenticate your emails and prevent spoofing, enhancing your credibility with ISPs. Regularly monitor these records to ensure they are correctly configured.

Test Before Sending

Utilize tools that allow you to test your emails before sending them out. These tools can check for issues that might affect deliverability, such as broken links, excessive use of images, and spammy keywords. Making adjustments based on these tests can significantly improve your chances of landing in the inbox.

How Can MS Digital Solutions Help?

Improving email deliverability requires a combination of technical know-how and strategic execution. MS Digital Solutions offers comprehensive email marketing services designed to enhance deliverability and maximize engagement. Contact us today to learn how we can optimize your email campaigns for better performance and ensure your messages reach your audience effectively.