Marketingblatt - Marketing Blog


These 7 Tips Improve Email Deliverability

W4 | W4 / April 20, 2018

In email marketers often focus on open and click rates. Therefore, they produce good content that encourages recipients to interact with it. Successful email marketing, however, already starts an important step earlier. It starts with deliverability.

There are different aspects to consider to assure email deliverability. After all, the excellent content you create is of no use if it does not make it to the recipient's inbox. In the following, we show you common mistakes that negatively affect deliverability and how to fix them.

Newsletter subscription

The legal framework for e-mail marketing varies from country to country. However, the Double-Opt-in method is always recommended. After signing up for a newsletter, a confirmation mail will be sent to the subscriber. This email contains a link recipients have to click in order to authenticate their subscription. This procedure has the advantage that you only include genuine prospects in your contact list while making sure to exclude spambots.

Once the subscription is confirmed, you should sent a welcome mail in which you thank recipients for the subscription and describe what they can expect from your newsletter. This way, the recipients also become familiar with interacting with your brand in their mailbox.

Clean lists

If your newsletters regularly have bounce rates of 20 percent or more, it will hurt your reputation with Internet service providers (ISP). Make sure you remove hard bounces from your contact list. The same applies to users who have marked your newsletter as spam. The more recipients do this, the more suspicious ISPs become against your emails and will not let them past their spam filters.


Brands usually use third-party providers to send out newsletters. Be sure to authenticate your sender domain with this provider. This allows ISPs to verify that your mail is genuine and not fraudulent.

Subject lines

If your mail looks like spam, it will be perceived as spam. Other than the sender's address, the subject line is what matters most in this respect. Avoid EXCESSIVE capitalization, using too many punctuation marks (!!!) or special characters.
A good way to create credible subject lines is personalization. Also, the rules of sound copy writing apply: summarize the email's content briefly and succinctly and do not make empty promises.

URL Shortener

Shortened URLs are often used by spammers to cover up what a link actually is. Therefore, you should not use them. Include only valid links as hyperlinks or in the form of call-to-action buttons in your email.

Unsubscribing to your newsletter

Of course it is unpleasant when users want to unsubscribe from your newsletter. However, the "unsubscribe" link should always be easy to find. A well-readable hyperlink in the footer will do just fine. If recipients find it difficult to unsubscribe from the newsletter, they will become annoyed and mark it as spam, which in turn will have a negative effect on your reputation with ISPs.

Recipients with low engagement rate

No one wants to give up on contacts. Nevertheless, if a recipient has not opened any of your mails for half a year, he will most likely not do so in the future. These inactive recipients drag down your open rates. Low open rates are noticed by ISPs. In the worst case, they may block your campaign in the future.

Many providers of newsletter systems help marketeers with deliverability: Users who have unsubscribed as well as hard bounces are removed from the contact lists. They also identify contacts with low engagement and offer to exclude them from the mailing. Providers such as Hubspot have even introduced a feature that automatically stops the sending of a newsletter when the bounce rate is too high.

Tags: E-Mail Marketing

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Sarah Wilhelm
Sarah Wilhelm
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