Are Your Emails Landing in Inboxes—Or Bouncing Off into Space?
According to a recent report by Validity, nearly one out of every five emails never reach the recipient's inbox. That's 20% of your emails missing in action—no clicks, no opens, no conversions.
But here's the catch: in the rush to fix bad email deliverability, most companies inadvertently kill open rates. Why? Because they're so focused on making technical adjustments they overlook the human factor of engagement.
In this blog post, I'm going to show you how to drive deliverability without killing open rate performance—balancing smart tech settings with magnetic messaging that hooks your audience.
What Is Email Deliverability—and Why Should You Care?
Deliverability isn't sending—it's getting noticed.
It refers to the odds your email making it to the recipient's inbox instead of going to spam filters. Having good deliverability means your message is passing through spam filters, being correctly authenticated, and being legitimized by ISPs (like Gmail or Outlook).
Why it matters:
- Horrible deliverability = wasted time, lost sales, and decreased email engagement.
- Good deliverability = better inbox placement, greater engagement, and superior ROI.
The Secret Connection Between Deliverability and Open Rates
Here's a truth that most marketers overlook: You can't get opens unless your emails get delivered.
It's not quite one-way, though. ISPs like Gmail track user engagement metrics (like opens and clicks) to judge your sender reputation. Low engagement? You could get flagged for attention—even if your tech setup is perfect.
In short:
It's a feedback loop—and you need both to thrive.
Top Things Destroying Your Email Deliverability
Let's diagnose the damage first before we fix. These are typical issues ruining your deliverability:
- Missing SPF, DKIM, or DMARC authentication
- Purchasing or leasing email lists
- High bounce rates
- Low open or click-through rate
- Sending too frequently or erratically
- Overuse of spammy language ("free," "guaranteed," "urgent")
- Crappy formatted emails or broken links
- No easy unsubscribe link
Step-by-Step: How to Boost Email Deliverability (Without Suffering Open Rates)
Get Your Email Infrastructure in Place
- Install SPF, DKIM, and DMARC
- Have a verified sending domain (not generic "@gmail.com")
- Use an accurate "From" name and email address
Build a Clean List
- Have double opt-in indicate interest
- Clean out inactive or bounced contacts on a regular basis
- Never buy email lists—grow them organically
Warm Up Your Domain (If It's New)
- Start with small batches
- Increase volume over time
- Send to most engaged subscribers first
Segment Smart
- Send the correct content to the correct people
- Employ behavior-based tags (e.g., opened a product link)
- Don't email your whole list at once
Optimize Subject Lines for Engagement
- Make them simple, personal, and curiosity-driven
- Don't clickbait—trusting builds open rates
- A/B test your subject lines regularly
Monitor Your Metrics
- Track bounce, open, and spam complaint rates
- Employ inbox placement tests
- Tune in based on performance data
Best Practices for SMBs: Inbox Visibility + Reader Engagement
Being overlooked is something your U.S.-based SMB can't afford. Here's the balance of compliance and creativity:
- Send on a schedule: Tuesdays and Thursdays, 10 AM
- Keep emails mobile-first (over 60% of readers consume on phones)
- Use preview text wisely—it's your second subject line
- Avoid image-only emails (spam filters hate them)
- Make CTA buttons accessible and compelling
Common Misconceptions That Undermine Your Success
"If I send fewer emails, I'll stay out of spam."
False. Inactivity can actually hurt your sender reputation.
"Having lots of images makes my emails look professional."
False. Too many images are spam flags and lead to slow loads.
"Buying lists is a good method for rapid growth."
Very false. They ruin your deliverability and can get you blacklisted.
Best Tools to Watch & Fix Deliverability
Mail Tester
Test your email for spam flags
GlockApps
Validate inbox deliverability with best providers
Postmark & SendGrid
Reliable transactional email tools
ZeroBounce / NeverBounce
Email list cleaner software
MxToolbox
Track domain health, DNS, and blacklist status
FAQs: Email Deliverability & Open Rates
Q1: What is a good email deliverability rate?
A good rate is 95% or higher. Less than 90% needs attention.
Q2: How often should I clean my list?
At least every quarter. More frequently if you send high volume.
Q3: Does using emojis in subject lines hurt my deliverability?
Not really—but use them rarely and test first before sending full.
Q4: How do I know if I'm blacklisted?
Use services such as MxToolbox to check your domain and IP reputation.
Q5: Do I re-send opened emails?
Yes, but just once—and with a reworked subject line.
Final Thoughts: Inbox Access Is Earned, Not Given
Improving your email deliverability isn't about deceiving algorithms—it's about proving you're worth opening.
By striking the right balance between technical hygiene and human-centric content, you won't simply deliver your email to inboxes—you'll see it opened, read, and acted on.
It's time to take a closer look at your setup, refine your message, and start building stronger email habits that produce real ROI.
