You can spend hours planning and creating the perfect newsletter, tweaking it until you’re sure that it’s going to help bring in new clients and boost profits, but it doesn’t matter how well-thought-out or well-designed it is: if it doesn’t get to your recipients, it won’t fulfill your objectives. This is why working to ensure that the email arrives in the inbox needs to be your number one priority. Deliverability is all about getting to the inbox and avoiding the spam folder.

Basically, If you don’t look after your deliverability and it takes a turn for the worse, it’s likely that your emails will end up in spam. The consequence of this is usually that your recipients will start to think of you as “that company that sends spam”. This isn’t only a problem for your marketing but it can also bring with it legal problems, being added to a blacklist or your account being permanently blocked.

Ignoring deliverability, or not actively working to improve or maintain it, is not an option for anyone working in email marketing.

There are 5 factors that can affect a campaign’s deliverability. Each one needs to be considered and optimised, as deliverability can be negatively impacted by just one of them going awry.

The Email Marketing Manager


The person that decides the email campaign’s content. They’ll choose the subject line, the layout of images, text etc. and they’ll also have the final word on how many emails to send and when. They’re responsible for ensuring that the list is up-to-date, correct and cleansed of old addresses that no longer exist, spam traps and generic email addresses.

Sender domain

By sender, we mean the name, the address and the domain used to send the campaign. While the name and address have the biggest impact on whether the email gets opened or not, the domain can be key to guaranteeing good deliverability as it’s the first thing that the different organisations and filters will analyse to classify the newsletter. The domain’s reputation and not having been classified as spam previously is essential for the success of your campaign. As a general rule, it’s recommended that you don’t use a public domain like Gmail, Yahoo or Hotmail. Instead, opt to use a private domain that in itself doesn’t contain expressions that can be interpreted as spammy. You also need to make sure that it’s not on any blacklists.

Configuring the SPF record that we provide is also good practice as it helps prove that we have permission to send campaigns on your behalf. No excuses! It’s quick, easy and free to do so if you’re not sure how, please contact your Benchmark representative who will be happy to assist you.

Email Marketing Platform

The platform you choose has a decisive impact on deliverability. It must have a good infrastructure for sending bulk email campaigns and it should also provide statistics on each one you send. Check to see if they can show you how many abuse complaints,  bounces, clicks etc. you receive as this information will help you optimise your database and strategy for upcoming campaigns. It’s also useful if they have good customer service available in case you need it.

The Recipient

The person that receives your email also has a relevant part to play in your deliverability as it’s them that has the power to configure their account’s anti-spam filter. Not only this but their inbox will learn from and monitor their actions. Do they open your emails? Do they interact with them? Do they mark them as spam? The ISP will learn and filter the emails accordingly.

Suggest to your recipients that they whitelist you and that they remove your emails from spam if they find you there. Inbox filters will learn that you are a good sender this way.

It’s also important that the recipient interacts with our emails and this can only be achieved with relevant content and thoughtful design. Don’t forget either that, even before they open the email, the subject line has to win them over so take the time to think about it and make it a good, eye-catching, non-spammy one.

You can also use our Targeted Emailing tool to create segments of, and target, clients based on their open and click behaviour. Additionally, Inbox Checkers are another great way of double-checking your campaign before it gets sent out. Use them to see what your email will look like on different devices and browsers and avoid surprises when you’ve already sent out the campaign.

Spam filters

This is who decides whether the recipient receives the email or not. We don’t have control over this but it will analyse the factors that we’ve been looking at in this article.

Now we’ve seen the 5 main actors in the email marketing process, consider how your deliverability is being influenced by each one and be sure to optimise each area for campaign success.

Did you like this article? Have you spotted any areas of your email marketing deliverability that you can improve?

This is the third article from our brand new deliverability series. Next up… How abuse complaints affect your deliverability. Follow us, subscribe and don’t miss out!

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Enjoy learning with Benchmark Email!