Email Deliverability: Your Guide to Best Practices

4 minutes read
Email remains one of the most effective marketing channels for B2B businesses to connect with their prospects. However, it's not enough to simply craft compelling emails; ensuring they actually reach the recipients' inboxes is equally important. This is where email deliverability comes into play.


Email deliverability is a critical factor in the success of your email marketing campaigns. By following these best practices, you can increase the chances of your emails reaching the intended recipients’ inboxes, driving engagement, and achieving your marketing goals. 

Focus on building a quality email list, implementing double opt-in, crafting engaging content, optimizing email design, monitoring key metrics, and maintaining a healthy sender reputation. 

1. Build a Quality Email List

The foundation of good email deliverability starts with having a high-quality email list. It’s crucial to obtain explicit permission from recipients to send them emails (through opt-ins or subscriptions) and avoid purchasing or using outdated or irrelevant email lists. 

Focus on organically growing your list with engaged and interested subscribers who are more likely to open and interact with your emails. By maintaining a clean and engaged email list, you improve your sender reputation and increase the chances of your emails being delivered to the inbox.

2. Implement Double Opt-in

Implementing a double opt-in process adds an extra layer of verification to your email list. With double opt-in, subscribers must confirm their email address by clicking a verification link sent to their inbox. 

This not only ensures that the email address is valid but also demonstrates subscriber intent and reduces the risk of spam complaints. Double opt-in enhances the quality of your email list, improves deliverability, and protects your sender reputation.

3. Segmentation

Demographic Segmentation

Segmenting your email list based on demographic criteria such as age, gender, location, or industry can help you tailor your email content to specific audience segments

By understanding the unique characteristics and preferences of different demographic groups, you can create targeted campaigns that resonate with each segment. This level of personalization enhances engagement and increases the likelihood of conversions.

Behavioral Segmentation

Analyzing the behavioral patterns of your subscribers can provide valuable insights for effective segmentation. Consider segmenting based on past purchase history, browsing behavior, engagement with previous emails, or specific actions taken on your website. 

By understanding how your subscribers interact with your brand, you can send targeted emails that align with their interests and behaviors, increasing the relevance and effectiveness of your campaigns.

Preferences and Interest Segmentation

Allowing subscribers to indicate their preferences and interests during the sign-up process or through preference centers enables you to segment your email list accordingly. 

This segmentation approach ensures that your subscribers receive content that aligns with their specific preferences, fostering a more personalized and engaging experience. 

Whether it’s product categories, content topics, or communication frequency, leveraging preference-based segmentation allows you to deliver tailored content and increase overall satisfaction.

Lifecycle Stage Segmentation

Segmenting your subscribers based on their position in the customer lifecycle can help you deliver targeted messages that address their specific needs and motivations. 

For example, you can create segments for new subscribers, active customers, loyal customers, or re-engagement prospects. 

By providing relevant and timely content to each segment, you can nurture relationships, drive conversions, and maximize the lifetime value of your customers.

Segmentation for Re-engagement

Segmenting your inactive subscribers and implementing targeted re-engagement campaigns can help revitalize their interest and bring them back into the fold. 

By identifying subscribers who haven’t interacted with your emails for a specific period, you can create specialized campaigns that offer incentives, exclusive content, or personalized recommendations to reignite their engagement. 

Re-engagement segmentation allows you to focus your efforts on reconnecting with disengaged subscribers and potentially converting them back into active customers.

Testing and Refining Segments

Segmentation is not a one-time task; it requires ongoing analysis and refinement. Regularly test and evaluate your segments to ensure their effectiveness and relevance. 

Experiment with different segmentation criteria and messaging strategies to identify what resonates best with each segment. Monitor the performance metrics of your segmented campaigns and use the insights gained to fine-tune your segmentation strategy over time.

4. Engaging and Relevant Content

Creating engaging and relevant email content is essential for maintaining a positive relationship with your subscribers and increasing deliverability. Tailor your emails to match the interests and preferences of your audience. 

Personalize your messages, provide value, and avoid spam-like or deceptive practices. By consistently delivering valuable content that resonates with your subscribers, you increase engagement, reduce unsubscribes and spam complaints, and enhance the reputation of your email domain.

5. Optimize Design and Formatting

Optimizing the design and formatting of your emails contributes to better deliverability. Ensure your emails are mobile-friendly, as an increasing number of recipients read emails on mobile devices. 

Use a clean and organized layout, compelling subject lines, and clear call-to-action buttons. 

Avoid excessive use of images or large attachments, as they may trigger spam filters or slow down email loading times. By focusing on user-friendly design and optimizing the technical aspects of your emails, you enhance the chances of successful delivery.

6. Monitor and Analyze Email Metrics

Regularly monitor and analyze key email metrics to gain insights into your email deliverability. Track metrics such as open rates, click-through rates, bounce rates, and spam complaints. 

Monitoring these metrics helps identify potential issues, such as low engagement or high bounce rates, allowing you to take corrective actions promptly. Leverage email analytics tools to gather valuable data and make data-driven decisions to improve your email deliverability over time.

7. Maintain Sender Reputation

Your sender reputation directly impacts email deliverability. Internet Service Providers (ISPs) use sender reputation to determine whether to deliver your emails to the inbox or mark them as spam. 

To maintain a healthy sender reputation, practice good email sending habits. 

Avoid sending emails to unengaged or inactive subscribers, promptly handle unsubscribe requests, and respond to spam complaints. Regularly authenticate your email domain using technologies like SPF, DKIM, and DMARC to verify your identity and improve email deliverability.


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