Why deliverability score and email list health matter in email marketing


In an era of overflowing inboxes and ever-evolving algorithms, ensuring your emails reach the intended recipients is becoming pretty challenging. This is where the importance of deliverability score and email list health comes into play.


The Domino Effect of Poor Deliverability

 Imagine this scenario: you meticulously craft an email campaign, design eye-catching visuals, and include compelling content. However, if you send these emails to the wrong audience or bombard recipients with excessive and irrelevant messages, it’s highly likely that they will stop opening your emails altogether. Email service providers (ESPs) and internet service providers (ISPs) continuously analyze user behavior to determine the quality of incoming emails. If your recipients consistently mark your emails as spam or simply ignore them, these ESPs and ISPs will start classifying your messages as spam for all recipients, leading to a drastic decline in your email open rates. 


The Impact of Low Deliverability

When your emails are routed to the spam folder, they are effectively hidden from the eyes of your subscribers. This diminishes the visibility and impact of your email marketing efforts. Your meticulously crafted campaigns will go unnoticed. Furthermore, when your deliverability score drops, it becomes an uphill battle to regain the trust of both the ESPs and your subscribers. Rebuilding your reputation and restoring email delivery to the inbox requires time and effort. 


Improving Deliverability and List Health

To ensure your email marketing campaigns are effective, it’s crucial to prioritize deliverability and maintain a healthy email list. Here are some key strategies to improve your deliverability score: 

  1. Build a High-Quality Email List: Focus on obtaining permission-based email addresses from individuals genuinely interested in your products or services. Avoid purchasing or renting email lists, as they are often filled with outdated or inactive addresses, increasing the risk of spam complaints. 
  2. Use Double Opt-In: Implement a double opt-in process to confirm subscribers’ interest and validate their email addresses. This helps weed out fake or mistyped email addresses, ensuring a cleaner and more engaged subscriber base. 
  3. Segment and Personalize: Tailor your email campaigns to specific segments of your audience based on their preferences, behaviors, or demographics. By delivering targeted content, you increase the relevance and value of your messages, resulting in higher engagement and lower unsubscribe rates. 
  4. Maintain Sender Reputation: Regularly monitor and manage your sender reputation. Implement authentication protocols such as SPF, DKIM, and DMARC to verify your domain’s authenticity, reducing the likelihood of your emails being marked as spam.
  5. Optimize Email Content: Craft compelling subject lines, engaging content, and clear calls-to-action (CTAs) that encourage recipients to open and interact with your emails. Avoid using excessive capitalization and spam trigger words.
  6. Monitor Engagement Metrics: Keep a close eye on your email performance metrics, such as open rates, click-through rates, and unsubscribe rates. Analyze these metrics to identify trends and adjust your email strategy accordingly. 


In the highly competitive world of email marketing, maintaining a high deliverability score and a healthy email list is crucial for success. Follow the strategies outlined in this blog post to improve deliverability, enhance engagement, and achieve better results from your email marketing efforts. Remember, the key is to provide value, relevance, and a positive user experience to your subscribers, ultimately leading to stronger customer relationships and increased business success.


Related Articles

How segmenting audiences in email marketing can boost your brand’s revenue

The four most important ways email marketing can help your business grow

The seven reasons we only use Klaviyo for our clients’ email marketing

similar blog posts.

4 steps to defining your brand on social

4 steps to defining your brand on social

  In today's fast-paced digital landscape, establishing a strong presence on social media is no longer an option – it's a necessity. Whether you're a small business owner or an individual content creator, your brand's identity on these platforms is critical. It's...