{"id":47485,"date":"2022-05-10T08:00:00","date_gmt":"2022-05-10T12:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=47485"},"modified":"2025-08-13T16:03:03","modified_gmt":"2025-08-13T20:03:03","slug":"email-deliverability-facts","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/email-deliverability-facts","title":{"rendered":"Taking the Mystery Out of Email Deliverability [Infographic]"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_8129934334a2bcee65a4f49dc0fbf363\" 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<p><span style=\"font-weight: 400;\">Email marketers rely on their emails consistently getting to the inbox. If communication isn\u2019t reaching customers, it can have a ripple effect on brand reputation, customer loyalty, and ultimately\u2014return on investment (ROI). But understanding <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-email-deliverability-matters\" target=\"_blank\">email deliverability<\/a> and <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-email-deliverability-matters\" target=\"_blank\">email delivery <\/a>can feel like a bit of a mystery.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We created a guide to help you identify the factors that are controlled by the sender versus the <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/solutions\/esp\/\">ESP<\/a> to help you avoid any unexpected twists in your <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-email-deliverability-matters\/\" target=\"_blank\" rel=\"noopener\">email deliverability<\/a> strategy.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/manual\/deliverability-infographic.png\" alt=\"Infographic about taking the mystery out of email deliverability\" width=\"1000\" height=\"6519\" \/>\n<h2>Transcript: Taking The Mystery Out Of Email Deliverability<\/h2>\n<p>Knowing how to avoid the spam folder and get your emails to the inbox (or <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-utilize-gmail-promotions-tab\" rel=\"noopener\" target=\"_blank\">Gmail promotions tab<\/a>) is critical to campaign success. Read on for ways to determine fact from fiction (like the <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/7-common-deliverability-myths\" target=\"_blank\">email deliverability myths<\/a>) when it comes to deliverability.<\/p>\n<h2><span style=\"font-weight: 400;\">The role of the sender<\/span><\/h2>\n<p>Senders who have their eye on long-term success and establishing a good reputation should focus on the following:<\/p>\n<h3><span style=\"font-weight: 400;\">Prioritize email list hygiene<\/span><\/h3>\n<p>Email list hygiene is a multi-step process that should be assessed regularly. Clean your email subscriber list to avoid sending messages to bad or non-existent email addresses.<\/p>\n<p>Here are some simple ways to improve your list health:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">Ask subscribers to add your email address to their contact list to avoid landing in the spam folder.<\/li>\n<li style=\"font-weight: 400;\">Include an <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-dos-and-donts-of-unsubscribes\/\">unsubscribe<\/a> button in every email to ensure an engaged audience.<\/li>\n<li style=\"font-weight: 400;\">Consider using <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-marketing-assumptions-i-need-to-use-double-opt-in-for-all-signups\/\">double opt-in<\/a> tif your goal is to create smaller but cleaner lists.<\/li>\n<\/ul>\n<h3>Organically grow your list \u2014 and your business<\/h3>\n<p>Senders have the responsibility to keep close tabs on their lists. Check-in with subscribers often to make sure they are getting what they expect from your emails.<\/p>\n<ul>\n<li><strong>Focus on quality over quantity.<\/strong> Metrics can give you insight into what&#8217;s ahead.<\/li>\n<li><strong>Reimagine your <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-preferences-center-best-practices\/\">preference center<\/a>. <\/strong>Let subscribers tell you what they want and when.<\/li>\n<li><strong>Be aware of your email send volume and frequency.<\/strong> Don&#8217;t bombard your subscribers.<\/li>\n<\/ul>\n<h3>The role of the email service provider<\/h3>\n<p><span style=\"font-weight: 400;\">Every brand has different needs and wants from their ESP, but here are some <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-deliverability-glossary\" target=\"_blank\">email deliverability best practices<\/a> to improve deliverability and <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-difference-between-deliverability-and-delivery-rate\" target=\"_blank\">email delivery<\/a>.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><strong>Monitoring the reputation of your IP.<\/strong> If you\u2019re on a shared IP, a good ESP will have monitoring in place to weed out any unfavorable senders that could tarnish your <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-fix-email-reputation\" rel=\"noopener\" target=\"_blank\">email reputation<\/a>.<\/li>\n<li style=\"font-weight: 400;\"><strong>Calculating performance metrics.<\/strong> Collectively, your ESP metrics such as click-through rate, bounce rate, etc. will help you understand your email deliverability and avoid spam folders.<\/li>\n<li style=\"font-weight: 400;\"><strong>Blocklist prevention.<\/strong> Using a reputable ESP can decrease your chances of being blocklisted and increase deliverability, keeping your emails out of spam.<\/li>\n<li style=\"font-weight: 400;\"><strong>Staying on top of compliance.<\/strong> Spam laws continue to evolve. An ESP should monitor the most current regulations and keep you informed to prevent any email performance issues.<\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Deliverability questions to get the most from your ESP<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s important to <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-assess-esps-and-get-buy-in-for-a-new-one\/\"><span style=\"font-weight: 400;\">evaluate your ESP relationship<\/span><\/a><span style=\"font-weight: 400;\"> to know what you\u2019re getting, especially since it\u2019s your<\/span><span style=\"font-weight: 400;\">\u00a0reputation at stake. Here are the questions you should be asking to get the most out of your ESP partnership (or in an <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-deliverability-audit\" target=\"_blank\">email deliverability audit<\/a>).<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Are your processes intuitive, efficient, and reliable?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Is ESP account team support easily accessible and responsive?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What are the consequences for \u201cbad\u201d senders, and will I be notified of these if I share an IP?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How do you protect my reputation from other senders?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What are your policies on list acquisition and complaints?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Do you have an <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-builder\/\">email builder<\/a> or email template library?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Do you offer help with ESP migration?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How do your track and report metrics?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Will I have a shared or dedicated IP? And how do you manage the shared ID reputation?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Are you monitoring each sender\u2019s deliverability and how are you reporting this information?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Do you proactively help with deliverability issues and how so? What about if my deliverability starts to decrease?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What are your abuse and anti-spam policies?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Are you permission-based sending only?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What tools and integrations do you offer that will enhance my sending performance?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What measures do you take to ensure I land in the inbox at all mailbox providers (Windows Live, Yahoo, Gmail, etc.)?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Do you offer functionality around email authentication (SPF and DKIM)?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What does your overall sending reputation look like?\u00a0<\/span><\/li>\n<\/ol>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n\n\n\t<div id=\"simple-text-block-block_fc8ea69e64997d11bc3ae19a988e0200\" 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\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<p>&nbsp;<\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Email deliverability impacts brand reputation, customer loyalty, and ROI. Learn the facts when it comes to getting your email to the inbox. <\/p>\n","protected":false},"author":37,"featured_media":47497,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[45,10247],"blog_category":[53],"class_list":["post-47485","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-deliverability","tag-performance-metrics","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>Taking the Mystery Out of Email Deliverability [Infographic] - Litmus<\/title>\n<meta name=\"description\" content=\"Email deliverability impacts brand reputation, customer loyalty, and ROI. 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