It Began With a Frantic Call

Picture this: Priya, an experienced email marketer, had just launched a beautifully crafted 3-part welcome series for her client’s online store. The emails had everything—compelling copy, irresistible CTAs, mobile-friendly design, and a juicy 15% discount for new customers.

Yet… nothing.

No opens. No clicks. Just radio silence—and a panicked message from her client: “Are we blacklisted?”

Sound familiar?

Priya’s problem wasn’t her copy or design. It was email deliverability—the silent killer of marketing campaigns.

Deliverability isn’t just about hitting “send.” It’s about making sure your emails actually land in the inbox, not the spam folder or worse—the digital void.

So, let’s break down what deliverability really means, why it fails, and—most importantly—how to fix it.

What Really Is Email Deliverability?

At its core, email deliverability determines whether your message reaches the inbox—not just the recipient’s email server.

Here’s the catch: Delivery rate ≠ Deliverability.

  Delivery rate = Email reached some server (even spam).
  Deliverability = Email landed in the primary inbox.

According to Validity’s 2025 Email Deliverability Benchmark Report, the average inbox placement rate is just 83%. That means 1 in 6 emails vanish before they’re seen.

Yikes.

Configuring these records correctly is complex but critical. For the complete, step-by-step guide to authentication and every other factor that impacts your inbox placement, ‘Email Deliverability‘ is the definitive resource. Stop guessing and master the fundamentals.

Why Your Emails Get Blocked (And How to Stop It)

1. Your Sender Reputation Is Tanked

Mailbox providers (like Gmail and Outlook) assign your domain and IP a sender score—think of it like a credit score for emails.

Low score? Your emails get flagged or blocked.
High score? Inbox placement improves.

Quick Fix:
Monitor your reputation with tools like Google Postmaster or Talos Intelligence.

2. Your Copy Triggers Spam Filters

Words like “FREE!!!”, “Act Now!”, or “Cash Bonus”  scream “spam” to filters.

Copywriter Hack:
Instead of: “Get Your Free Gift Now!!!
Try: Your Exclusive Perk Is Waiting Inside

3. Missing Email Authentication (SPF, DKIM, DMARC)

Without these, providers can’t verify you’re legit.

• SPF = Proves you’re authorized to send.
• DKIM = Ensures emails aren’t altered in transit.
• DMARC = Tells providers what to do if authentication fails.

Shocking Stat: Only 29% of brands have all three set up correctly (Valimail, 2025)

4. Low Engagement = Spam Folder

If subscribers ignore or trash your emails, providers assume you’re irrelevant.

Fix:
Segment lists by engagement.
Re-engage inactive users or remove them.

5. You’re Using Dirty Lists

Bought lists? Old contacts? Big mistake. Invalid emails hurt your deliverability metrics.

How to Fix Email Deliverability (Step by Step)

1. Clean Your Email List

• Use double opt-ins to verify subscribers.
• Remove inactive users (no opens in 60-90 days? Sunset them).

2. Warm Up New Domains & IPs*

If you’re sending from a fresh domain, *start slow.* Gradually increase volume over 2-4 weeks to build trust.

3. Write Like a Human, Not a Spam Bot

Avoid clickbait subject lines.
Keep language natural and engaging.

Example:
No – “URGENT: LIMITED-TIME OFFER!!!”
Yes – “Your Special Reward Is Ready”

 4. Authenticate Your Emails

Set up:

• SPF
• DKIM
• DMARC

Use MxToolbox to check your DNS settings.

 5. Track Inbox Placement (Not Just Opens)

Tools like GlockApps or MailerCheck show where your emails land—inbox, spam, or promotions tab.

6. Encourage Replies & Whitelisting

Ask subscribers to reply (Gmail sees this as a positive signal).
Add “Add us to your contacts” in welcome emails.

The ROI of Better Deliverability

Fix deliverability, and everything improves: 

•  Higher open & click rates
•  Better sender reputation
•  More revenue per campaign

Stat: Email marketing generates $42 for every $1 spent—but only if emails get delivered (Campaign Monitor)

Final Thoughts

If your emails aren’t performing, the issue might not be your content—it might be deliverability.

The good news? It’s fixable.

By mastering these strategies, you’ll stop guessing and start landing in inboxes consistently. Because no matter how great your email is, it won’t convert if it’s never seen.

So—ready to make sure your emails actually get delivered?

You’ve now diagnosed the issues and applied the fixes. To ensure your emails always reach the inbox, you need ongoing knowledge. This isn’t a one-time task—it’s a core competency. Arm yourself with the most comprehensive guide on the subject: ‘Email Deliverability.’ Make this book your essential reference manual.