Why Deliverability Matters (Now More Than Ever)
In the last two years, major mailbox providers like Gmail, Yahoo, and Microsoft have been enforcing stricter rules. This means even high-quality emails can be filtered or delayed if compliance isn’t airtight. The goal is the same, getting your message into the inbox, but the bar for trust has been raised!
Best Practices Highlights
Authentication: You’re not just “checking a box.” Strong SPF/DKIM/DMARC is mandatory for inbox placement in 2025.
Engagement First, Volume Later: Warm your domain with engaged listeners before scaling up sends.
Measure What Matters: Focus on inbox placement and spam rates, not just delivery numbers.
Compliance Builds Trust: Respecting user preferences isn’t just ethical - it’s now required.
BEST PRACTICE TIP:
Small deliverability improvements make a big difference
Deliverability and ROI aren’t some distantly connected concepts. Even tiny improvements in deliverability can make a big impact on the success of your email program. Improving your inbox rate by just 1% means more customers see your emails and can engage with them, leading to increased opens, clicks, and conversions.
Understanding Email Events
Here are the main events you’ll see in your email reports:
Processed: Your email has been queued for delivery.
Delivered: The email reached the recipient’s server (but might be in spam).
Opened: Someone opened your message.
Clicked: Someone clicked a link inside the message.
Bounced: The email could not be delivered (invalid address, full inbox, etc.).
Unsubscribed: The recipient opted out from future emails.
Deferred: Recipient’s server temporarily rejects the message. The system will retry for up to 72 hours.
Spam: The recipient marked your email as spam.
Suppressed: Contacts are automatically suppressed if they record 7 bounces within a 2-year period.
Tips to Improve Inbox Placement
Send to people who opted in – avoid sending to suppressed contacts.
Keep your list fresh – remove bounced or inactive contacts.
Authenticate your domain with SPF, DKIM, and DMARC.
Don’t send too much at once – warm up your email sending over time.
Use friendly subject lines – avoid spammy language (eg FREE TICKETS), all caps, or too many emojis.
Make unsubscribing easy – always include a clear unsubscribe option (this is something AREP handles for you).
What Success Looks Like
Low bounce and spam rates (<0.1%).
Consistent inbox delivery (not marked as spam).
Healthy engagement (opens, clicks).
A clean, growing contact list.
Tools & Tricks for Better Email Deliverability
1. Authentication & Domain Setup
Google Postmaster Tools – monitor domain reputation, spam complaints, and authentication.
MX Toolbox – run quick checks on DNS records (SPF, DKIM, DMARC) and identify issues impacting deliverability.
2. Inbox Placement & Monitoring
GlockApps – test inbox placement and see if emails land in inbox, promotions, or spam.
3. List Health & Engagement
Audience Republic (Audience Manager) – clean lists to reduce bounces and protect reputation.
4. Content Optimisation
SubjectLine.com – test subject lines for spam triggers and engagement score.
5. Performance Tracking
Audience Republic (Messages Insights) – track deliverability and performance metrics across messages.