Email Deliverability for Startups

Email marketing stands as one of the most powerful methods to engage your intended audience and stimulate conversions. Nevertheless, even the most well-crafted email campaigns can falter if your emails fail to appear in your subscribers’ inboxes. This is precisely where the significance of email deliverability monitoring becomes evident. By monitoring your email deliverability, you can pinpoint and address any obstacles that might be hindering your emails from reaching your subscribers. In this article, we will delve extensively into the realm of email deliverability monitoring and elucidate why it is a crucial component for startups.

What is Email Deliverability? 

Deliverability entails the achievement of an email successfully landing in the recipient’s inbox, free from obstruction or spam markings by the Email Service Provider (ESP). Following the email’s dispatch, it undergoes a sequence of stages within the ESP’s filters before finally arriving in the recipient’s inbox. If the spam filters permit your emails to pass, they will be visible to the recipients; otherwise, there’s a significant risk of your emails being flagged as spam or not being delivered if they fail to meet the filters’ criteria. Many businesses prefer to conduct an email deliverability audit to prevent such situations.

Calculating email deliverability doesn’t follow a specific formula. Unlike email delivery, deliverability is contingent on your emails’ ability to actually reach the designated inboxes, a concept that will be explored in more detail later in this discussion. When your email deliverability is lacking, your cold emails will essentially go unnoticed amidst a sea of unopened messages. The primary objective of any email campaign is to grab the recipient’s attention. Consequently, it’s essential to delve into spam filters that can impact the performance of cold email campaigns.

Why is It Important? 

In simple terms, your deliverability rate is directly linked to your prospects of success. Consider this: when was the last time you decided to check your spam folder rather than just deleting its contents, let alone actually opening or clicking on an email found there? This becomes even more critical in the context of cold email lead generation. In the realm of email marketing aimed at lead generation, having your emails end up in the spam folder can be a campaign killer. Even if someone does happen to peruse their spam folder, the chances of them opening an email from an unfamiliar sender are quite slim. Moreover, poor deliverability isn’t something you can easily compensate for elsewhere. You might manage with an average click-through rate (CTR) if you have an outstanding landing page with a high conversion rate, but when it comes to poor deliverability, your email—regardless of how compelling its content may be—simply won’t be seen in the first place. That’s the crux of it—why email deliverability holds such immense importance.

How to Improve

The good news is that the same actions you can take to enhance your email deliverability rate also contribute to improving your sender reputation. Therefore, there’s no need to feel like you have to start from scratch. In addition to the measures mentioned earlier, you can assist your emails in reaching people’s inboxes by:

  • Promptly remove individuals from your email list when they opt to unsubscribe.
  • Providing recipients with the option to share the information with their friends or on social media
  • Managing your email frequency to reduce spam complaints (beginning with once a week) is an excellent practice.
  • Avoid being included on block lists that completely block the delivery of your emails.
  • Maintaining an active email presence rather than allowing it to grow cold between campaigns


In most cases, issues with email delivery primarily stem from a decline in the reputation of your servers. Typical server activities, advertising campaigns, and similar activities generally don’t lead to a decrease in email reputation. Instead, the primary cause of email deliverability problems is the unauthorized takeover of servers by malicious individuals. Each day, billions of spam emails target internet users, often serving as a conduit for delivering malware, phishing schemes, and other threats. Today, individual email services, web users, and the broader internet community are better equipped than ever to combat spam. Spam is frequently flagged and directed to relevant folders, while public blocklists effectively cut off spammers from the broader internet.