{"id":33998,"date":"2025-05-08T12:10:30","date_gmt":"2025-05-08T16:10:30","guid":{"rendered":"https:\/\/www.litmus.com\/?p=33998"},"modified":"2026-02-06T14:19:18","modified_gmt":"2026-02-06T19:19:18","slug":"email-deliverability-audit","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/email-deliverability-audit","title":{"rendered":"Email Deliverability Audit: How to Troubleshoot and Fix Your Email Delivery Issues"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_e7d752410361fb50576c7cb8a3759539\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<table class=\"my-5\" style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3>Key takeaways \u2728<\/h3>\n<ul>\n<li><strong>Email deliverability refers to your inbox placement<\/strong>. Once your email is delivered, does it go to the primary inbox, spam filter, or another place, like Gmail\u2019s Promotional Tab?<\/li>\n<li><strong>With so many factors that go into your deliverability<\/strong>\u2014from email list hygiene to your sender score\u2014it\u2019s important to do a thorough check of each element on a regular basis. That\u2019s where the email deliverability audit comes in.<\/li>\n<li><strong>You can hire an expert<\/strong>, but there are plenty of free and paid tools available for you to do your own deliverability analysis, including Litmus Spam Filter Testing.<br \/>\n<b><\/b><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">We send email campaigns to prompt recipients to take a specific action\u2014to start using a new feature in our app, register for a webinar, or make a purchase from our online store.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But if our subscribers never see it? That\u2019s just wasted effort.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s why it\u2019s crucial to track the performance of your campaigns and find both technical and marketing ways to improve the results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/27-deliverability-terms-every-email-marketer-should-know\/\"><span style=\"font-weight: 400;\">email deliverability<\/span><\/a><span style=\"font-weight: 400;\"> audit is an effective technical method to increase the open rate. Because deliverability has so many moving parts, it\u2019s important to examine each major element\u2014infrastructure, content, and sender reputation\u2014to determine what\u2019s causing the issue and how to fix it.<\/span><\/p>\n<h3>Table of contents<\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#signs\"><span style=\"font-weight: 400;\">Signs you have email deliverability issues<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#what-audit\"><span style=\"font-weight: 400;\">What is an email deliverability audit<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#diy\"><span style=\"font-weight: 400;\">DIY or outsource?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#perform\"><span style=\"font-weight: 400;\">How to perform an email deliverability audit<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#fix-issues\"><span style=\"font-weight: 400;\">How to fix your deliverability issues<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#best-practices\"><span style=\"font-weight: 400;\">Maintain great email deliverability with email best practices<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#spam-folder\"><span style=\"font-weight: 400;\">Make it to the inbox, not the spam folder<\/span><\/a><\/li>\n<\/ul>\n<h2><span id=\"signs\" style=\"font-weight: 400;\">Signs you have email deliverability issues\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">When we asked email marketers their key priorities for our annual <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/state-of-email-reports\"><span style=\"font-weight: 400;\">State of Email Survey<\/span><\/a><span style=\"font-weight: 400;\">, monitoring their <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-difference-between-deliverability-and-delivery-rate\"><span style=\"font-weight: 400;\">deliverability rates<\/span><\/a><span style=\"font-weight: 400;\"> hit the top five. Yet, 22% of email geeks who took <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/state-of-email-reports\"><span style=\"font-weight: 400;\">our survey<\/span><\/a><span style=\"font-weight: 400;\"> admitted they don\u2019t measure their email deliverability rate for their email marketing campaigns, or aren\u2019t sure if they do.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That makes it difficult to know if you have a problem in the first place.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How do you know if you\u2019re having <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/7-common-deliverability-myths\" target=\"_blank\" rel=\"noopener\">email deliverability problems<\/a>? On average, almost <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/email-deliverability-guide\"><span style=\"font-weight: 400;\">20% of permission-based emails<\/span><\/a><span style=\"font-weight: 400;\"> never reach consumers\u2019 inboxes because they are filtered as spam or junk.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Deliverability is a measure of how often your email makes it to your subscriber\u2019s inbox, versus filtered into spam, junk, or wherever else emails go to languish unread. (This is opposed to delivery, which is a fundamental technical issue where your email doesn\u2019t get to the subscriber at all. If you suspect there\u2019s something deeper happening here, check your bounce rates.)<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Increasing spam complaints\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If you suspect you have a deliverability problem, the first place to look is your spam complaints. You can fiddle with your email design and copy all you\u2019d like, but if your subscribers mark you as spam, <\/span><b>you\u2019re going to end up in the spam folder.\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Why would someone mark your email as spam if you\u2019re obviously legit? When we asked consumers for our State of Email survey, 78% of the participants said they mark an email as spam if the email \u201clooks like spam.\u201d \ud83d\ude44<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s not much you can do about that\u2014though maybe lay off FuNkY typing or references to FREEFREEFREE items\u2014but you can (and should) make it easy for your subscribers to feel heard and seen by your emails. That\u2019s because 54% of respondents from the same survey stated they report a message as spam if the sender didn\u2019t ask permission to email them, while 49% will submit a spam complaint if the email doesn\u2019t give them a way to unsubscribe.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That means you need to make it clear why you\u2019re sending the email (we\u2019re going to assume you didn\u2019t buy a list out of the blue. Please, please don\u2019t do that!) and make sure the unsubscribe link is clearly posted somewhere in the email.<\/span><\/p>\n\n<div class=\"container pt-3 pb-5\">\n\t<div class=\"row blog-cta-blue  p-4\">\n\t\t<div class=\"col-12 mx-auto\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">What&#8217;s the cost of losing trust?<\/p>\n\t\t\t\t<p>Find out how one slip in sender certification can tank inbox placement\u2014and your reputation with it.<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/resource-center\/from-inbox-hero-to-zero-the-price-of-letting-sender-certification-slip\/\" class=\"text-white text-decoration-none\">Protect your status<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/12\/blog-cta-12172024.svg\" width=\"208\" height=\"171\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\t\n\t\n\t\n\t\n\n<h2><span id=\"what-audit\" style=\"font-weight: 400;\">What is an email deliverability audit?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If you suspect that you\u2019ve got an email deliverability issue, it\u2019s time for an email deliverability audit. An <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-email-deliverability-matters\" target=\"_blank\" rel=\"noopener\">email deliverability<\/a> audit is a systematic process of evaluating all of the elements of your email marketing program to determine what is making your emails land in the spam folder and how to fix them.<\/span><\/p>\n\n\n\n<div class=\"quote my-5 col-12 blue-quote\" >\n\t\n\t<div class=\"row d-flex align-items-center\">\n\t<div class=\"col-12 col-lg-9\">&#8220;<em>What we focus on is our inbox placement. We want 100% of our emails getting to the inbox, and if it drops below 90%, we\u2019re going to immediately investigate what\u2019s going on. Deliverability is a measure of the health of your email marketing program, so it\u2019s important to do regular check-ups on your domain, IP, and authentication in particular to make sure you\u2019re up-to-date, just like how we all go to the doctor each year.<\/em>&#8220;<\/div>\n\t<div class=\"col-12 col-lg-3 text-center\">\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/09\/carin-slater.jpeg\" alt=\"Carin Slater\" width=\"125\" height=\"125\" class=\"mt-3 mt-lg-0\">\t<p><strong>Carin Slater<\/strong>\t<br><span class=\"quote-title\">Email Marketing Expert<\/span><\/p>\t<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/carinslater\" target=\"blank\"><i class=\"fa-brands fa-linkedin\"><\/i><\/a>\t<\/div>\t<\/div>\n<\/div>\n\n<h2><span id=\"diy\" style=\"font-weight: 400;\">DIY or outsource: who should do the audit? <\/span><\/h2>\n<p>A deliverability audit is a complex process with a variety of ins and outs. Therefore, the first question is whether you should hire an expert or do it yourself (DIY).<\/p>\n<p>In general, if you have a large volume of messages and a sophisticated email workflow, it\u2019s recommended to outsource the audit. However, expert help can also come in handy for smaller teams to get insights into their email sending processes.<\/p>\n<p>Here are the pros and cons of an outsourced vs. in-house email deliverability audit:<\/p>\n<table class=\"table table-striped\">\n<thead>\n<tr>\n<th><\/th>\n<th><strong>Hiring an Expert<\/strong><\/th>\n<th><strong>In-house Audit<\/strong><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<th>Pros<\/th>\n<td>\n<ul>\n<li>One-off cost<\/li>\n<li>Learning best practices<\/li>\n<li>Getting exact time estimation<\/li>\n<li>Results guarantee<\/li>\n<li>Can be quicker<\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li>Gaining own expertise<\/li>\n<li>Can be cheaper<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<th>Cons<\/th>\n<td>\n<ul>\n<li>Uncertainty in terms of outcomes and process<\/li>\n<li>Can be more expensive<\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li>No clear budget and time estimation<\/li>\n<li>No results guarantee<\/li>\n<li>Can take longer<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Usually, the full audit is performed for a single isolated campaign to avoid judging based on average score of all campaigns because <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/6-email-deliverability-questions-answered-mailjet\/\" target=\"_blank\" rel=\"noopener\">deliverability<\/a> depends on a whole list of factors:<\/p>\n<ul>\n<li aria-level=\"1\">Technical setup (SMTP server, IP, email authentication, etc.)<\/li>\n<li aria-level=\"1\">Email content (and no, I don\u2019t mean <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-spam-trigger-words-are-a-thing-of-the-past\/\" target=\"_blank\" rel=\"noopener\">spam trigger words<\/a>)<\/li>\n<li aria-level=\"1\">Contact list\u2014are you using <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-5-most-problematic-subscriber-acquisition-sources-are-they-redeemable\/\" target=\"_blank\" rel=\"noopener\">problematic acquisition sources<\/a>?<\/li>\n<li aria-level=\"1\">Sender\u2019s behavior (how often you send emails, how you segment your recipients, etc.)<\/li>\n<\/ul>\n<p>When performed by a deliverability expert, an audit typically takes up to two weeks. You should receive a report that describes tests that were run and issues found, with a list of tools and screenshots, as well as recommendations on how you can increase your email deliverability. But you won\u2019t know if any of it will actually help or not until you put the report to use, after your contract with the expert has ended.<\/p>\n<p>If you decide to hire an expert, you can start by checking with your email sending provider to see if they offer this kind of service. There are also companies that offer both deliverability testing tools and consulting services. Alternatively, you can search for consultants on Upwork, LinkedIn, or Reddit communities. Follow your needs, reviews from real clients, the structure of an offer, and results guarantee.<\/p>\n<h2 id=\"perform\">How to perform an email deliverability audit<\/h2>\n<p><span style=\"font-weight: 400;\">But you don\u2019t need an expert to conduct an audit every time. It\u2019s something you should be thinking about regularly. In fact, marketers who describe their email programs as successful are <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email-analytics\"><span style=\"font-weight: 400;\">22% more likely<\/span><\/a><span style=\"font-weight: 400;\"> than those at less successful ones to monitor their deliverability or inbox placement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can make an audit yourself, using the same tools and approaches, but you will need to interpret the results and create an implementation plan yourself. You should be keeping an ongoing watch over your email deliverability and making adjustments as you go along. While deliverability can be a challenging topic to wrap your head around, it\u2019s a crucial element of email marketing\u2014and luckily, we\u2019re here to help!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s how to approach <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-deliverability\">your own email deliverability audit<\/a>, using Litmus as a starting point.<\/span><\/p>\n<h3>1. Define your goals<\/h3>\n<p><span style=\"font-weight: 400;\">Specify what you expect from the audit. Do you already know your deliverability issues and need guidelines on how to fix them? Do you have doubts about the reliability of your sending infrastructure? Or do you just watch the low open rate and want to find a way to improve it?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Start in your email service provider (ESP) and your Litmus Analytics dashboard. This is where you can see your <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-email-metrics-marketers-measure-and-the-ones-they-should\"><span style=\"font-weight: 400;\">engagement metrics<\/span><\/a><span style=\"font-weight: 400;\"> over time, like read time, open rates, and click rates, which can indicate if you\u2019re having a deliverability issue or not.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-115799 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Analitics-overview-deliverability-1024x843.png\" alt=\"Engagement metrics in the Litmus Analytics dashboard like read time, open rates, and click rates.\" width=\"1024\" height=\"843\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Analitics-overview-deliverability-1024x843.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Analitics-overview-deliverability-300x247.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Analitics-overview-deliverability-768x632.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Analitics-overview-deliverability.png 1246w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<h3>2. Select metrics and the tools to assess them<\/h3>\n<p><span style=\"font-weight: 400;\">Litmus runs a comprehensive suite of checks to validate your authentication records and check blocklists, as well as work on specific emails before you hit send. <\/span><\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-115798 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Litmus-spam-test-screenshot-1024x613.png\" alt=\"Screenshot of a Litmus Spam Test to validate your authentication records and check blocklists\" width=\"1024\" height=\"613\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Litmus-spam-test-screenshot-1024x613.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Litmus-spam-test-screenshot-300x180.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Litmus-spam-test-screenshot-768x460.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Litmus-spam-test-screenshot.png 1246w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<p><span style=\"font-weight: 400;\">Take a look at each of the elements of email deliverability to determine if there\u2019s an issue. That means evaluating your sending domain, authentication, IP and reputation, blocklist and spam check, email content, and <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/blog.lemlist.com\/how-to-check-if-an-email-is-valid\/\"><span style=\"font-weight: 400;\">list validation<\/span><\/a><span style=\"font-weight: 400;\">. There are also free tools out there, like Google Postmaster Tools, that make it easy to see how your emails are performing and where you stand in addition to your Litmus tests.<\/span><\/p>\n<table class=\"table table-striped\">\n<thead>\n<tr>\n<th colspan=\"2\">Email Deliverability Checklist<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Sending domain<\/td>\n<td>Spam traps and list validation<\/td>\n<\/tr>\n<tr>\n<td>Authentication protocols<\/td>\n<td>Email content<\/td>\n<\/tr>\n<tr>\n<td>IP and sender reputation<\/td>\n<td>Delivery issue: Bounce rates<\/td>\n<\/tr>\n<tr>\n<td>Blocklists and spam filters<\/td>\n<td>Unsubscribe and spam complaints<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-blue rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Master the email deliverability lingo<\/p>\n\t\t\t\t<p>Enhance your understanding and improve your email marketing outcomes.\n<\/p>\n\t\t\t\t<button class=\"button-blue download\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/wp-content\/uploads\/pdf\/33-Email-Deliverability-Terms-to-Know.pdf\" class=\"text-white text-decoration-none\">Learn the terms<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/09\/download-blog-cta-09232024.svg\" width=\"221\" height=\"175\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n <\/span><\/p>\n<h3>3. Run your deliverability tests<\/h3>\n<p>Now you\u2019re ready to do the actual audit! Pause any automated or transactional emails if you can, and tell your sales team to cool it on the cold emails for a minute, until the audit is complete.<\/p>\n<p>Evaluate each of the deliverability elements and metrics you\u2019d like to measure according to your checklist and add the results. What are you doing well? What needs improvement? Litmus Spam Filter Testing should give you an idea of what\u2019s considered good or bad per email and overall for your email marketing program.<\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-115797 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Litmus-spam-test-results-1024x552.png\" alt=\"Results of a Litmus Spam Filter Test being processed and showing initial results for different deliverability filters\" width=\"1024\" height=\"552\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Litmus-spam-test-results-1024x552.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Litmus-spam-test-results-300x162.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Litmus-spam-test-results-768x414.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/Litmus-spam-test-results.png 1244w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<h3>4. Prioritize needed fixes<\/h3>\n<p>So, your results show you\u2019ve got quite a few things you can improve. What now? Start with the musts\u2014the most important issues that can bring the most valuable results. Then collect low-hanging fruits, and make fixes that are easy and fast to implement.<\/p>\n<p>An impact-effort or action priority matrix is a great way to visualize your quick wins, major projects, and what may not be worth the effort.<\/p>\n<figure id=\"attachment_34003\" aria-describedby=\"caption-attachment-34003\" style=\"width: 415px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-34003 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/08\/matrix.png\" alt=\"impact effort action priority matrix\" width=\"415\" height=\"383\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/08\/matrix.png 415w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/08\/matrix-300x277.png 300w\" sizes=\"(max-width: 415px) 100vw, 415px\" \/><figcaption id=\"caption-attachment-34003\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.mindtools.com\/pages\/article\/newHTE_95.htm\" target=\"_blank\" rel=\"noopener\">Mind Tools<\/a><\/figcaption><\/figure>\n<h3>5. Prepare the implementation plan<\/h3>\n<p><span style=\"font-weight: 400;\">Create an action plan that contains the needed fixes, ways of applying them, who\u2019s responsible for them, and deadlines. A good <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/burnt-hand-deliverability-practices-email-remediation-plan\/\"><span style=\"font-weight: 400;\">email remediation plan<\/span><\/a><span style=\"font-weight: 400;\"> not only helps you cool the burn but also ensures deliverability success moving forward. <\/span><\/p>\n<div class=\"d-none d-lg-block rounded-4 overflow-hidden p-0 mb-3 mx-auto\" style=\"height: 555px;\"><iframe style=\"border: 0;\" title=\"Walnut embedded demo\" src=\"https:\/\/app.teamwalnut.com\/player\/?demoId=bd107087-6af1-4c0d-af29-e199c003e0ad&amp;screenId=490556c3-4cf3-4039-b142-ff52582d1a8d&amp;showGuide=true&amp;showGuidesToolbar=true&amp;showHotspots=true&amp;source=app\" name=\"walnut_iframe\" width=\"100%\" height=\"100%\" frameborder=\"none\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-forms allow-downloads allow-popups-to-escape-sandbox\" allowfullscreen=\"allowfullscreen\"><br \/>\n<\/iframe><\/div>\n<p><span style=\"font-weight: 400;\">Litmus Spam Filter Testing won\u2019t leave you hanging when it comes to your email deliverability metrics. In addition to over 40+ spam filter tests, you\u2019ll also see personalized action items so you know exactly what to do to fix any deliverability issues you find, whether that\u2019s for your next email send or adding double opt-in for your email list acquisition.<\/span><\/p>\n\n\t\n\t\n\t\n\t\n\n<h2><span id=\"fix-issues\" style=\"font-weight: 400;\">How to fix your deliverability issues\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">This could happen to anyone. In June 2022, we experienced an issue with our email reputation as we noticed our inbox placement rate had gone from 98-99% to less than 90%.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That doesn\u2019t seem like much, but it threw us into a panic. And we were right to do so\u2014turns out we had some major deliverability issues that we had missed. Cue the audit!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, here\u2019s how to fix\u2026<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Poor authentication protocols<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sending to invalid email addresses<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Irregular email sending patterns<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Lack of list segmentation and personalization<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Poor authentication protocols\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">There are four different email authentication protocols to choose from for your email authentication setup. We recommend doing all of them.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Sender Policy Framework (SPF)<\/b><span style=\"font-weight: 400;\"> shows which IP addresses or domains that can send mail on your behalf via a DNS TXT entry. SPF tells mailbox providers that if it\u2019s sent from your company\u2019s domain or IP address, it\u2019s from you.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>DomainKeys Identified Mail (DKIM):<\/b><span style=\"font-weight: 400;\"> DKIM matches a public and private key, like a digital signature, to associate a given email message with your organization as part of the authentication process.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/dmarc-what-it-is-how-it-helps-protect-your-brand-against-email-fraud\"><b>Domain Message Authentication and Reporting Conformance (DMARC)<\/b><\/a><b>:<\/b><span style=\"font-weight: 400;\"> DMARC defines how receiving inbox providers should handle messages that fail an authentication check. They can either do nothing, quarantine the email, or reject it. We strongly recommend you set your DMARC to p=reject. This is the best protection against phishing and spoofing attempts for your brand and signals that you\u2019re trustworthy to mailbox providers.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Having these set up correctly is absolutely necessary for your deliverability. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Sending to invalid or inactive email addresses\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">To fix this, you\u2019ll need to remove any invalid or inactive email addresses from your email list. You should clean your email list regularly, including filtering out common typos (like gmial.com or yaho.com) or any email addresses that have bounced. Unverified email addresses are a risk for your deliverability, which is why it\u2019s important to conduct email list cleaning on a regular basis.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This impacts your deliverability because it shows ISPs that you don\u2019t have great email list hygiene\u2014that is, you\u2019re sending to subscribers who have stopped interacting with your emails, and therefore don\u2019t want to hear from you anymore.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">First, set up a re-engagement campaign for any subscriber who hasn\u2019t touched one of your emails in 60 or 90 days. If they don\u2019t engage with it, say goodbye to them for good.<\/span><\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/Myles-email-delivery.png\" alt=\"\" \/><\/div>\n\n<p><span style=\"font-weight: 400;\">Once you\u2019ve done that, it\u2019s a good idea to set up double opt-in practices for your list acquisition. Double opt-in, as opposed to single opt-in, requires any new subscriber to manually validate their email address before they receive emails from you. Yes, it adds a little bit of friction. But what you trade in numbers you gain in engagement. These subscribers <\/span><i><span style=\"font-weight: 400;\">actually <\/span><\/i><span style=\"font-weight: 400;\">want to hear from you.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Irregular email sending patterns<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Sometimes, the problem is with your email frequency. Sending too many emails at once gets you straight in someone\u2019s junk folder. It\u2019s better to set a consistent email marketing cadence so your subscribers know what to expect. That way, you also avoid subscriber fatigue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ask yourself:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Is the volume of emails too high or inconsistent?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Am I sending emails to people who have unsubscribed or show no engagement?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What kind of automations do I have set up, and are they necessary?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Have I landed on a blacklist or blocklist?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u201cThere\u2019s this expectation that you always need to send an email,\u201d says email expert Tracie Pang. \u201cBut if you\u2019re continuing to send emails without engagement, it\u2019s going to affect your sender reputation. Sending to your list multiple days in a row like that could lead to more than one spam complaint because they\u2019re tired of hearing from you.\u201d<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Lack of list segmentation and personalization\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">This can also be because you\u2019re sending to your entire list, every time. Instead, think about separating your email list based on their preferences, or <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/combining-segmentation-and-personalization\"><span style=\"font-weight: 400;\">list segmentation<\/span><\/a><span style=\"font-weight: 400;\">. Some of your subscribers may only want to hear about your shoes, for example, instead of shoes, clothes, and accessories. The best way to figure that out is to ask:<\/span><\/p>\n<div class=\"image-scroll mb-3\"><img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/05\/list-segmentation-example-min-1.png\" alt=\"\" \/><\/div>\n\n<p><span style=\"font-weight: 400;\">The key to better deliverability is showing ISPs that your subscribers want to receive your emails. The best way to look legitimate, in their eyes, is to have high engagement\u2014opens, clicks, replies, and so on. One of the best ways to do that is through <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/personalized-email\"><span style=\"font-weight: 400;\">personalized emails<\/span><\/a><span style=\"font-weight: 400;\">. In fact, <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.optimove.com\/resources\/downloads\/optimove-research-consumer-marketing-fatigue\"><span style=\"font-weight: 400;\">75% percent of consumers<\/span><\/a><span style=\"font-weight: 400;\"> say personalization is important, while 81% are more likely to open an email focused on their interests than one that merely includes their first name.<\/span><\/p>\n<h2><span id=\"best-practices\" style=\"font-weight: 400;\">Maintain great deliverability with email best practices\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Like most things with email marketing, deliverability is not a one-and-done situation. In the same way that you must regularly check up on your automated emails, templates, or merge tags, you should be<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-guardian\"> monitoring your deliverability regularly.<\/a> This doesn\u2019t mean you need to do a full-blown audit every quarter.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Deliverability falls into three categories: Infrastructure, content, and sender reputation. You can pull levers to help improve each one. Here are a few <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-deliverability-glossary\"><span style=\"font-weight: 400;\">email deliverability best practices<\/span><\/a><span style=\"font-weight: 400;\"> that can also help you improve your email performance\u2014a big factor in getting your emails delivered to the inbox.<\/span><\/p>\n\n<div class=\"container pt-3 pb-5\">\n\t<div class=\"row blog-cta-blue  p-4\">\n\t\t<div class=\"col-12 mx-auto\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Is your infrastructure hurting you?<\/p>\n\t\t\t\t<p>Validity Everest checks your technical setup for errors that affect inbox placement\u2014before they hurt your performance.<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/everest\/infrastructure\/\" class=\"text-white text-decoration-none\">Audit setup<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/12\/blog-cta-12172024.svg\" width=\"208\" height=\"171\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\t\n\t\n\t\n\t\n\n<h3><span style=\"font-weight: 400;\">1. Infrastructure<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Infrastructure refers to several different technical elements, but the most important for you to get right is your authentication protocols. Setting these up verifies to ISPs that you and your emails are legitimate senders and should not be marked as spam. On a regular basis, you should be checking your SPF, DKIM, and DMARC to make sure something hasn\u2019t gotten funky.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To comply with email regulations from Gmail and Yahoo, you need to complete SPF, DKIM, and DMARC. But there\u2019s also one more authentication protocol you can add: <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/what-is-bimi-and-why-should-email-marketers-care\"><b>Brand Indicators for Message Identification (BIMI)<\/b><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><span style=\"font-weight: 400;\">This is optional, but strongly recommended because it\u2019s an added layer of security and very few email marketers are using it right now\u2014only 8% of email geeks we polled are doing it\u2014making it a huge opportunity to establish more credibility and boost your open rates <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.businesswire.com\/news\/home\/20210720005361\/en\/Red-Sift-and-Entrust-Survey-Showing-a-Logo-Positively-Affects-Consumer-Interaction-With-Emails-Open-Rates-Buying-Behavior-Brand-Recall-and-Confidence\"><span style=\"font-weight: 400;\">up to 21%<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Email content<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The more elements you include in your message, the higher your chances of ending up in spam. But keep in mind <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/which-email-clients-should-i-test-in\/\"><span style=\"font-weight: 400;\">the email clients your subscribers use<\/span><\/a><span style=\"font-weight: 400;\"> and how those inbox providers may weigh different factors and filter emails. The idea of \u201cspam-triggering words\u201d has been debunked with how sophisticated mailbox providers have become.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In general, consider the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reduce the number of images and try to reach a live-text-to-image ratio of 70:30.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reduce HTML file size to <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/mailtrap.io\/blog\/email-size\/\"><span style=\"font-weight: 400;\">keep email data being received from 15 KB to 100 KB<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">When you include a link, make sure it\u2019s necessary. If you link every single thing in your email it can appear spammy, since that\u2019s what scammers do to trick people into clicking a phishing link. It is recommended to have less than five, but you should test your email before sending it to check how links affect your sending reputation.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u201cThere\u2019s so much more that goes into it than just the words you use,\u201d says Carin. \u201cIt\u2019s important not to overuse spammy words, of course, but what really matters is that your subscribers want to receive the emails you\u2019re sending. That they\u2019re actively engaging with your content. If an ISP sees that nobody\u2019s interacting with your emails, they\u2019re going to say, \u2018Nobody wants this. Must be spam.\u2019\u201d<\/span><\/p>\n<h3>3. <span style=\"font-weight: 400;\">Sender reputation<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">All of this adds up to your sender reputation, which is an aggregate sender score that indicates to ISPs whether you\u2019re a legitimate email sender. Your sending reputation depends on the email domain and IP address you\u2019re sending emails from. It\u2019s called the sender score and is measured from 0 to 100. The higher your score, the better your email reputation.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your IP reputation also matters. If you\u2019re on a dedicated IP address, you\u2019ll have a much clearer image of your email-sending reputation. But if you\u2019re on a shared IP address, your email sending reputation may be impacted by others on your shared IP.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A poor sender reputation is a cause for concern. Dig into our full guide on <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-fix-email-reputation\"><span style=\"font-weight: 400;\">sender reputation here.<\/span><\/a><\/p>\n<h2><span id=\"spam-folder\" style=\"font-weight: 400;\">Make it to the inbox\u2014not the spam folder\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The most important part of an email deliverability audit is analyzing its results and implementing changes. The main goal is to increase email deliverability so that more people can receive, engage with, and convert from your emails.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the end, you should clearly understand which aspects of your sending infrastructure, your behavior as a sender, and content details have the most impact on the <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-email-deliverability-matters\"><span style=\"font-weight: 400;\">email delivery<\/span><\/a><span style=\"font-weight: 400;\"> and performance of your campaigns. Implement these insights in every new email, test your emails thoroughly before sending, and iterate on changes to achieve meaningful results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you performed an audit yourself and couldn\u2019t find the reasons for bad email performance, it may make sense to seek an expert\u2019s help. Sending emails is a difficult process, with many puzzling elements and dependencies. That\u2019s why it requires constant checkups and improvements.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Good luck with your audit, and happy sending!<\/span><\/p>\n\n<div class=\"container pt-3 pb-5\">\n\t<div class=\"row blog-cta-blue  p-4\">\n\t\t<div class=\"col-12 mx-auto\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Deliverability from every angle <\/p>\n\t\t\t\t<p>Get the insights and tools to improve inbox placement, sender reputation, and email performance. <\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-deliverability\" class=\"text-white text-decoration-none\">Explore Litmus Deliverability <\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/12\/blog-cta-12172024.svg\" width=\"208\" height=\"171\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\t\n\t\n\t\n\t\n\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Troubleshoot your deliverability issues with an email deliverability audit. Learn how in just 6 steps\u2014and get your emails out of spam and into the inbox.<\/p>\n","protected":false},"author":25,"featured_media":115571,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[45,257,10247,48],"blog_category":[53],"class_list":["post-33998","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-deliverability","tag-junk-filter","tag-performance-metrics","tag-spam-filter","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Email Deliverability Audit: How to Find and Fix Your Issues | Litmus<\/title>\n<meta name=\"description\" content=\"Fix email deliverability issues with an easy audit. Learn how to troubleshoot, improve inbox placement, and improve email performance.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/blog\/email-deliverability-audit\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email Deliverability Audit: How to Troubleshoot and Fix Your Email Delivery Issues\" \/>\n<meta property=\"og:description\" content=\"Fix email deliverability issues with an easy audit. Learn how to troubleshoot, improve inbox placement, and improve email performance.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.litmus.com\/blog\/email-deliverability-audit\" \/>\n<meta property=\"og:site_name\" content=\"Litmus\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/litmusapp\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-08T16:10:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-06T19:19:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/08\/Email-Deliverability-Audit-Refresh-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1380\" \/>\n\t<meta property=\"og:image:height\" content=\"725\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@litmusapp\" \/>\n<meta name=\"twitter:site\" content=\"@litmusapp\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Email Deliverability Audit: How to Find and Fix Your Issues | Litmus","description":"Fix email deliverability issues with an easy audit. Learn how to troubleshoot, improve inbox placement, and improve email performance.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.litmus.com\/blog\/email-deliverability-audit","og_locale":"en_US","og_type":"article","og_title":"Email Deliverability Audit: How to Troubleshoot and Fix Your Email Delivery Issues","og_description":"Fix email deliverability issues with an easy audit. Learn how to troubleshoot, improve inbox placement, and improve email performance.","og_url":"https:\/\/www.litmus.com\/blog\/email-deliverability-audit","og_site_name":"Litmus","article_publisher":"https:\/\/www.facebook.com\/litmusapp","article_published_time":"2025-05-08T16:10:30+00:00","article_modified_time":"2026-02-06T19:19:18+00:00","og_image":[{"width":1380,"height":725,"url":"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/08\/Email-Deliverability-Audit-Refresh-1.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_creator":"@litmusapp","twitter_site":"@litmusapp","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.litmus.com\/blog\/email-deliverability-audit#article","isPartOf":{"@id":"https:\/\/www.litmus.com\/blog\/email-deliverability-audit"},"author":{"name":"","@id":""},"headline":"Email Deliverability Audit: How to Troubleshoot and Fix Your Email Delivery Issues","datePublished":"2025-05-08T16:10:30+00:00","dateModified":"2026-02-06T19:19:18+00:00","mainEntityOfPage":{"@id":"https:\/\/www.litmus.com\/blog\/email-deliverability-audit"},"wordCount":12,"commentCount":0,"publisher":{"@id":"https:\/\/www.litmus.com\/#organization"},"image":{"@id":"https:\/\/www.litmus.com\/blog\/email-deliverability-audit#primaryimage"},"thumbnailUrl":"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/08\/Email-Deliverability-Audit-Refresh-1.png","keywords":["Deliverability","Junk Filter","Performance Metrics","Spam Filter"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.litmus.com\/blog\/email-deliverability-audit#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.litmus.com\/blog\/email-deliverability-audit","url":"https:\/\/www.litmus.com\/blog\/email-deliverability-audit","name":"Email Deliverability Audit: How to Find and Fix Your Issues | Litmus","isPartOf":{"@id":"https:\/\/www.litmus.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.litmus.com\/blog\/email-deliverability-audit#primaryimage"},"image":{"@id":"https:\/\/www.litmus.com\/blog\/email-deliverability-audit#primaryimage"},"thumbnailUrl":"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/08\/Email-Deliverability-Audit-Refresh-1.png","datePublished":"2025-05-08T16:10:30+00:00","dateModified":"2026-02-06T19:19:18+00:00","description":"Fix email deliverability issues with an easy audit. Learn how to troubleshoot, improve inbox placement, and improve email performance.","breadcrumb":{"@id":"https:\/\/www.litmus.com\/blog\/email-deliverability-audit#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.litmus.com\/blog\/email-deliverability-audit"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.litmus.com\/blog\/email-deliverability-audit#primaryimage","url":"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/08\/Email-Deliverability-Audit-Refresh-1.png","contentUrl":"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/08\/Email-Deliverability-Audit-Refresh-1.png","width":1380,"height":725},{"@type":"BreadcrumbList","@id":"https:\/\/www.litmus.com\/blog\/email-deliverability-audit#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.litmus.com\/"},{"@type":"ListItem","position":2,"name":"Email Deliverability Audit: How to Troubleshoot and Fix Your Email Delivery Issues"}]},{"@type":"WebSite","@id":"https:\/\/www.litmus.com\/#website","url":"https:\/\/www.litmus.com\/","name":"Litmus","description":"Are you getting the most out of your email marketing?","publisher":{"@id":"https:\/\/www.litmus.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.litmus.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.litmus.com\/#organization","name":"Litmus Software","url":"https:\/\/www.litmus.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.litmus.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/04\/featured-image.png","contentUrl":"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/04\/featured-image.png","width":600,"height":314,"caption":"Litmus Software"},"image":{"@id":"https:\/\/www.litmus.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/litmusapp","https:\/\/x.com\/litmusapp"]},{"@type":"Person","@id":""}]}},"acf":[],"_links":{"self":[{"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/posts\/33998","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/users\/25"}],"replies":[{"embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/comments?post=33998"}],"version-history":[{"count":22,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/posts\/33998\/revisions"}],"predecessor-version":[{"id":122820,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/posts\/33998\/revisions\/122820"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/media\/115571"}],"wp:attachment":[{"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/media?parent=33998"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/tags?post=33998"},{"taxonomy":"blog_category","embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/blog_category?post=33998"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}