Why is Email Deliverability Important for Online Businesses?

Have you ever wondered what happens to the email campaigns you carefully crafted after you press the send button? Do they land in your clients’ inboxes or lurk around in the fringes of their spam folders? Well, every 1 in 6 emails fails to make it to the receiver’s inbox and is marked as spam.  And the chances of your emails being one of them might not be as bleak as you think! 

So, as an online business, how do you ensure that your emails are not just sent but also successfully delivered and read? This is where email deliverability comes in! In this article, we’ll delve into we will delve deeper into what makes email deliverability so crucial for businesses in the digital realm and explore how your emails not only reach your audience but also resonate with them, thereby facilitating engagement, conversions, and long-term customer loyalty.

What is Email Deliverability?

Email deliverability, often considered a cornerstone of successful email marketing, is the ability of an email to make it to the recipient’s inbox. The metric that determines whether a message will end up in the spam folder or be accepted by the mail server to deliver it to the mailbox is contingent on various factors, such as the email content, the sender’s reputation, and list hygiene, to name a few. 

When it comes to email deliverability, it is crucial to understand that perfection is elusive; that is to say, aiming for a 100 deliverability rate might be far-fetched. In fact, according to industry standards, a good email deliverability rate varies between 85% and 95%. 

Why Should You Care About Email Deliverability? 

It should come as no surprise that in this ever-evolving digital world, maintaining the buzz around your online business is no easy feat! While there are a plethora of factors that contribute to a brand’s reputation, effective communication reigns supreme in interacting with existing and potential customers, driving marketing initiatives, and contributing to the overall success of your business. But if your emails are informative and engaging enough, why should email deliverability be a focal point in your digital strategy?

Let us take a look at why email deliverability should be a top priority for your online businesses and how it can lead your business from being in survival mode to one that is thriving in this complex digital world: 

Enhanced Customer Engagement 

As an online business, one of the most effective ways to communicate with your clients and create a rapport with them is through regular, reliable email communication. But for this to happen, it is crucial that your emails land in their mailbox. It is with high deliverability you can ensure your messages, including transactional emails, updates, and personalized offers, reach your customers, fostering ongoing engagement. 

Improved Brand Reputation 

If an email is delivered to the recipient’s inbox, chances of them opening it and learning more about your business significantly increase, which can ultimately contribute to building a solid brand reputation. But if your messages are constantly rejected by their mail servers, it can eventually tarnish your brand’s image and severely impact customer confidence

Increased ROI 

According to reports, email marketing still remains one of the most efficient ways of communication as it delivers the highest ROIyou get $42 back for every dollar you spend. However, the projected growth is only possible when the right strategies are at play, and your emails actually get delivered to clients’ inboxes. Ensuring high deliverability means your messages are more likely to be read and acted upon, maximizing the potential returns from your campaigns.

Monitor Campaign Performance

Keeping track of your deliverability metrics not only helps you ensure that your message reaches and drives engagement but also assesses the effectiveness of your email campaigns. By keeping an eye on email deliverability, you can better understand how your emails are performing and make data-driven decisions to improve your email marketing campaign

Image sourced from fastercapital.com

How Can You Improve Email Deliverability?

Have you been struggling with low engagement rates on your email campaigns? Chances are your deliverability might be out for a toss! Don’t worry; standing out from the crowd in your clients’ inboxes is not as difficult as it sounds. 

Here’s how you can enhance your email deliverability:

Use Engaging Content to Craft Emails

When it comes to interacting with your clients, the last thing you’d want is to do it through bland and generic emails. If you want the recipients to open the email and engage with it, make sure that you use personalized and dynamic content when composing your messages. Using relevant content not only improves open and click-through rates but also reduces the likelihood of recipients marking your emails as spam.

Clean Your Email List 

We hate to break it to you, but having a substantially large email list is of no use if only a small percentage of them are active or valid emails. Regularly sending emails to such addresses can negatively impact your sender’s reputation. This is why it is crucial to prune your subscribers’ list from time to time and make space for new ones to engage and interact with you.

Authenticate Your Domain 

Authenticating your domain is a crucial step in improving your deliverability rate, as protocols like SPF, DKIM, and DMARC not only enhance security but also build trust with email service providers (ESPs) and reduce the likelihood of your emails being marked as spam, ultimately improving your overall sender reputation and deliverability.


Undeniably, ensuring robust email deliverability is essential for the success of your email marketing efforts. The best part? All it takes is focusing on a few best practices, such as creating dynamic emails, maintaining a clean email list, etc. However, one of the pivotal aspects of this endeavor is authenticating your domain through mechanisms like SPF, DKIM, and DMARC. While most of these measures are fairly easy and can be executed in-house, it is encouraged to seek professional help when it comes to authenticating your domain.

Need help implementing email authentication protocols to enhance the effectiveness of your email marketing campaigns? Trust DMARCReport for all things email security and deliverability. To learn more about how we can help you streamline the email marketing strategies of your online business, connect with one of our experts or book a demo today

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