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Email Deliverability for your Business

Are your marketing emails disappearing into a digital black hole? With nearly 1 in 7 emails failing to reach the inbox in 2023, UK businesses face the pressing challenge of ensuring their messages are seen and heard. 

As the email marketing sector's revenue edges towards an impressive $11 billion, how can businesses navigate this complex landscape to boost their email deliverability and truly connect with their audience? 

Understanding Email Deliverability

Email deliverability measures how successfully your emails reach your recipients' inboxes without being blocked by spam filters or lost in transit. For businesses, mastering email deliverability is crucial. It ensures that marketing efforts reach their intended audience, maximising the impact of campaigns and fostering strong customer relationships.

Factors Influencing Email Deliverability

Several key elements play a pivotal role in determining the success of your email deliverability:

  • Sender Reputation: ISPs and email services evaluate your reputation based on your sending habits. High bounce rates and spam complaints can tarnish your reputation, leading to your emails being blocked.

  • Email Content: The relevance and quality of your content can influence deliverability. Using spam-trigger words or failing to engage your audience can result in emails being filtered out.

  • Subscriber Engagement: How recipients interact with your emails affects deliverability. Regularly opening, clicking, and replying to emails signals ISPs that your content is valued, improving your deliverability rates.

  • Technical Setup: Proper configuration of SPF, DKIM, and DMARC records is essential. These authentication protocols verify your emails' integrity, reducing the likelihood of being marked as spam.

Understanding and optimising these factors are essential for businesses to ensure their messages reach their audience effectively, enhancing overall marketing success.

The Role of Sender Reputation

Sender reputation is a critical determinant of email deliverability, acting as a trust score that Internet Service Providers (ISPs) and email services use to gauge the reliability of an email sender. 

A poor sender reputation, marked by high bounce rates, numerous spam complaints, and low engagement rates, signals to ISPs that your emails may not be welcomed by recipients. This can lead to your emails being blocked or filtered into spam, drastically reducing their visibility and effectiveness.

Improving Sender Reputation with UK ISPs

Improving and maintaining a good sender reputation with UK ISPs involves several best practices:

  • Regular List Cleaning: Periodically remove inactive subscribers and incorrect email addresses from your list. This reduces bounce rates and improves engagement metrics, signalling to ISPs that your emails are valued by recipients.

  • Engagement Monitoring: Pay close attention to how subscribers interact with your emails. High open and click-through rates contribute positively to your sender's reputation. Consider segmenting your list to tailor content more effectively to different audience segments, boosting engagement.

  • Avoid Spam Triggers: Craft your emails carefully to avoid words and phrases commonly associated with spam. Also, ensure your email design is professional and accessible, with a clear and easy way for recipients to unsubscribe if they choose.

  • Authenticate Your Emails: Use Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC) protocols. These help verify your emails’ authenticity, reducing the likelihood of them being marked as spam.

  • Transparent Subscriber Acquisition: Ensure that your email list comprises individuals who have explicitly opted in to receive communications from you. This complies with UK data protection laws, enhances engagement, and reduces spam complaints.

By adhering to these practices, businesses can significantly improve their sender reputation, ensuring their email marketing campaigns are both compliant and effective. A strong sender reputation opens the door to better email deliverability, enabling businesses to communicate more effectively with their audience.

Best Practices for Email List Management

A clean email list ensures that your marketing efforts reach engaged and interested recipients. As a result, it improves open rates, reduces bounce rates, and minimises the risk of being flagged as spam. Regularly purging inactive subscribers and incorrect email addresses from your list enhances your sender reputation with Internet Service Providers (ISPs), a crucial factor in ensuring your emails reach the inbox.

Strategies for Effective Email List Segmentation and Maintenance

  • Regular Cleaning and Validation: 

Use email validation tools to regularly check the validity of the email addresses on your list. This practice helps identify and remove invalid or abandoned email accounts, reducing bounce rates and protecting your sender's reputation.

  • Segmentation for Targeted Communication

Segment your email list based on criteria such as customer behaviour, preferences, and demographics. This allows for more personalised and relevant email campaigns, leading to higher engagement rates. For instance, segmenting by geographic location can be particularly effective in the UK, where consumer preferences may vary significantly from one region to another.

  • Engagement Tracking

Monitor how subscribers interact with your emails. Subscribers who haven't opened or clicked through any of your emails over a set period, typically six months to a year, can be considered inactive. Consider re-engagement campaigns or ultimately removing these subscribers to focus on those who are actively interested.

  • Opt-In Confirmation: 

Implement a double opt-in process where subscribers must confirm their email address after signing up. This ensures that your list comprises individuals who are genuinely interested in receiving your emails and helps maintain list hygiene.

  • Clear Unsubscribe Options: 

Make it easy for subscribers to opt out of your communications. A straightforward and accessible unsubscribe process not only complies with GDPR regulations but also helps maintain a healthy and engaged email list by allowing disinterested parties to leave, reducing the likelihood of your emails being marked as spam.

  • Regular Review and Adaptation: 

Email list management is not a set-and-forget process. Regularly review your list management practices and adapt them based on the evolving preferences of your audience and the changing landscape of email marketing regulations in the UK.

Crafting Deliverable Content

The way an email is crafted, from the subject line to the body content, can determine whether it lands in the inbox or gets trapped in spam filters. Consumers are increasingly wary of unsolicited emails, so creating content that engages and complies with email service providers' standards is crucial.

Navigating Spam Triggers

It’s essential to understand and avoid common spam triggers to maintain high deliverability rates:

  • Subject Line Caution: Avoid using excessive punctuation, all caps, and spammy words like "free," "guarantee," or "no risk." These can instantly flag your email as spam.

  • Content Relevance: Ensure your email content is relevant and valuable to your audience. It can significantly increase engagement and reduce spam reports.

  • Clear Unsubscribe Options: The UK's GDPR regulations mandate clear, easy unsubscription mechanisms in emails. This not only complies with legal requirements but also improves the sender's reputation by reducing spam complaints.

  • HTML and Text Balance: Emails heavy on images with little to no text are often flagged by spam filters. Maintain a healthy balance between text and HTML content to ensure deliverability.

Best Practices for Crafting Engaging Content

  • Personalisation and Segmentation: Use data insights to personalise content for different segments of your email list. Tailored messages resonate better with recipients, improving open rates and reducing spam complaints. In fact, personalisation has emerged as a key factor in boosting email engagement, with personalised emails generating 6 times higher transaction rates compared to non-personalised versions.

  • Engagement Through Quality Content: Focus on delivering quality content that provides value to your recipients. Educational articles, industry insights, and personalised recommendations can enhance engagement.

  • Testing and Optimisation: Utilise A/B testing to determine which email formats, subject lines, and content types yield the best open and click-through rates. Continuous optimisation based on performance metrics is key to improving deliverability.

  • Avoiding Overuse of Links: Too many links within an email can trigger spam filters. Limit the number of links and ensure they lead to reputable, secure websites.

Technical Aspects of Email Deliverability

Let's demystify the acronyms SPF, DKIM, and DMARC and explore why they're your email campaigns' unsung heroes.

  • SPF (Sender Policy Framework): SPF tells the email world which mail servers are legit senders for your domain. By setting up an SPF record, you essentially say, "Yes, these are my trusted senders. Anyone else is an imposter."

  • DKIM (DomainKeys Identified Mail): DKIM adds a digital seal to your emails. This cryptographic signature proves the email hasn't been tampered with en route. It's like sealing a letter with wax; the recipient knows something's amiss if the seal's broken.

  • DMARC (Domain-based Message Authentication, Reporting, and Conformance): DMARC is your email's insurance policy. It uses SPF and DKIM to verify emails' authenticity and tells receiving servers what to do if an email fails these checks. Plus, it sends back reports, so you're always in the know about your email's journey.

Setting Up 

Charting the Course with SPF:

  • List all IP addresses that send emails on your behalf.

  • Update your DNS records with this list, creating a map that guides your emails home.

Sealing the Deal with DKIM:

  • Generate a unique key pair and add the public key to your DNS.

  • Configure your email system to sign each outgoing message with the private key, ensuring your emails are sealed for delivery.

Safeguarding the Voyage with DMARC:

  • Start with a monitoring policy to see your emails' performance without affecting delivery.

  • Analyse reports to fine-tune your email-sending practices, then tighten your DMARC policy to protect your domain actively.

Monitoring and Improving Email Deliverability

Several tools are available to help monitor email deliverability, providing insights into how emails are performing and identifying areas for improvement:

  • Email Service Providers (ESPs) like Mailchimp and Campaign Monitor offer analytics on open rates, bounce rates, and engagement metrics, giving a clear picture of email performance.

  • Deliverability Analysis Tools such as Sender Score and Postmark provide detailed reports on sender reputation and deliverability issues, helping businesses understand how ISPs perceive their emails.

  • Authentication and Alignment Checkers like MXToolbox and DMARC Analyser ensure that SPF, DKIM, and DMARC records are correctly set up, reducing the chance of emails being marked as spam.

Despite these available tools, only 16.4% of businesses actively monitor their inbox placement, indicating that overconfidence and uncertainty around inbox placement remain prevalent among marketers.



Strategies for Enhancing Email Deliverability

Improving email deliverability involves a combination of technical adjustments, content optimisation, and list management:


Optimise Email Content

Ensure your email content is engaging and relevant to your audience to improve open and click-through rates. Avoid spam triggers in your subject lines and content to reduce the risk of being filtered into spam folders.


Maintain a Healthy Email List

Clean your email list regularly to remove inactive or unresponsive subscribers. This improves your engagement rates and sender reputation, critical factors in email deliverability.


Implement Email Authentication Protocols

Setting up SPF, DKIM, and DMARC for your email sends authenticates your emails, making it less likely for them to be flagged as spam by ISPs.

Monitor Feedback Loops

Sign up for feedback loops with ISPs to get notified when recipients mark your emails as spam. This feedback is invaluable for adjusting your email strategy to reduce spam complaints.

Use Deliverability Monitoring Tools 

Tools like Return Path or Litmus can provide deeper insights into where your emails are landing (inbox, spam, or not delivered) and offer suggestions for improvement.


For businesses aiming to cut through the digital noise, mastering email deliverability is not just a technical necessity but a strategic imperative. In the bustling UK market, where every email counts, ensuring your message lands in the right inbox can differentiate between a lead and a lost opportunity. LIMIVEX understands this challenge, offering tailored solutions beyond the basics to elevate your email strategy from good to great. 

By focusing on the nuances of deliverability, from crafting compelling content to navigating the technical maze of authentication protocols, LIMIVEX positions your emails where they belong: front and centre in your audience's attention. Dive deeper with us, refine your approach, and unlock the full potential of your email marketing efforts.

Ready to take the next step? Contact us to discuss how we can support your needs.


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