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Email Deliverability 101: How to Get Your Message to Go Through




You have a message to get out, and it is probably an important one. Email marketing campaigns are designed to draw customers to your business, introduce new products and services, and share important announcements, and it is key that your customers actually receive your emails and open them to learn more.

We have put together a guide to help you learn everything you need to know about email marketing deliverability, so you be sure your emails reach your recipient’s inbox.

What is Email Deliverability?

Email deliverability is essentially the process of getting your email messages into the inboxes of the customers and subscribers you are trying to reach. Emails are an important marketing strategy of any business, and they can mean the difference between turning a profit and losing revenue.

The first step to getting emails delivered to your customers is to create a way for them to sign up to receive your newsletter and other correspondences; this can easily be achieved by ensuring that an email form populates when someone visits your website. The visitor to your website will be prompted to enter their email address, which can then be automatically entered into your email contact list using your company’s integrated CRM software.

Why is Email Deliverability Important?

Your email marketing success is dependent on your customers receiving your email! Your marketing team works hard behind the scenes to create a visually appealing email message that comes complete with colorful graphics, a catchy subject line, easy-to-read information, and a call to action that is designed to drive more traffic to your business and boost revenue.

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To foster a long-term relationship with customers and clients, they need to feel like they are “in the know” with what is going on at your company and be reminded of your business, so they do not forget about you and move on to do business with others.

Marketing teams can also measure the success of an email marketing campaign by accessing your email automation software’s report dashboard. The more views you get, the better, and you can’t inspire action on your CTAs if your emails cannot be opened on account of poor deliverability.

What Factors Affect Email Deliverability?

There are numerous factors that affect email deliverability – some are within your marketing department’s control while others are not. Here are a few of the main factors with tips you can improve your deliverability stats:


1. Bounced Emails

Bounced emails are the emails that never reach the inboxes of some customers in your target audience. This typically happens when a customer disables their email account, when there is a server or network error, or when a customer’s email account is undergoing routine maintenance. The industry standard for bounce rates in marketing campaigns is approximately 2% of the emails sent out. If your bounce rate is higher, it is a good idea to make some email list pruning to rid yourself of email addresses that are no longer valid.

Bounces can be related to email throttling as well, which also can affect deliverability. Email throttling is when the receiving ISP limits the number of emails it receives, causing a soft bounce. This can happen if you’re sending too many emails, haven’t scrubbed your list adequately, or your emails are being marked as spam.

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2. IP Address Rating

In an effort to keep spam from hitting people’s email inboxes, IP addresses are assigned a reputation rating by email service providers, much like a credit score. If the IP address your company uses to send out marketing emails is assigned a bad reputation score, email service providers may automatically assign your emails to the user’s junk folder. Poor reputation scores are typically assigned when email end users complain about the emails received or when a company sends out too many emails in a short period of time. If you are concerned about the reputation score of your IP address, you can check it for free at Sender Score.

3. Customers Who Unsubscribe

While email is an important communication tool that allows companies to get information out to customers fast, sometimes customers get overwhelmed by the number of emails that clog up their email folders each day. In an effort to reduce the number of emails received, some customers just opt to unsubscribe from emails sent by businesses they don’t interact with all that often; there is not much you can do about this but to remove the individual from your email contacts and let them know they are always welcome to sign back up for email subscriptions in the future.

4. Getting Past Spam Filters

Spam filters are designed to weed out junk emails from messages sent by legitimate companies. Be sure your marketing emails are always designed in a professional manner and include your contact information, a ratio of 40% images to 60% text, and have a subject line that is clear and to the point. Also, make sure you comply with basic email marketing rules and regulations, so you don’t run the risk of unintentionally using shady practices.

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Getting to the inbox is important. After all, if your email never makes it to its destination, then you won’t see any desired return. Make sure you’re prioritizing email deliverability and avoiding the factors mentioned above that can hurt your ability to land in the inbox.

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Best Email Marketing Practices to Generate Leads




Have you implemented email marketing in your digital strategy? If you answered no, now is the time to do so.

There are many new and innovative ways to market to your target audience, however, email marketing remains one of the most reliable and effective ways to generate leads. With the right strategy in place, you will be able to convert prospects into paying customers who truly value your brand. 

In this guide, our expert digital team at Bold x Collective discusses everything you need to know about email marketing, as well as some of the best practices that will help your business generate leads!

To preface, you always need to ensure that you do not buy into email lists. Doing so will result in prospects moving your content into the trash or ending up in their spam folders.

This also eliminates prospects’ free will of being able to opt in to emails. This starts the brand-to-customer relationship on a bad note and will result in a higher rate of opt-outs for emails. And not to mention… it is illegal!

Once you have a curated list of prospects that were gained organically through website traffic and membership sign up’s, you can move on to the next step of optimizing your email list by lead scoring. This tactic will filter which prospects are opening your emails, and which ones are worth putting more effort into.

By putting together this new refined list of prospects, your brand will be able to obtain higher conversion rates and a greater return on investment as your efforts are being focused on where it matters most. 


Now that you’ve organized an optimized list of prospects, it’s time to create the actual email. There are many tactics you can use when drafting an email, but these are some of my favorites that will really allow your email to stand out in your prospect’s inbox. 

  • Name the offer in the subject line, in a fun, intriguing way that will make your viewer interested!
  • Keep the main message and call to action above the fold.
  • Include a personalized touch by adding your name and having a sign-off; viewers love it.
  • Have a clean and concise email – no one likes too much content at one time!
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First off, having your offer, promotion or main announcement in the subject line is more likely to grab the attention of the reader as it gets straight to the point and gives them an immediate reason to look for more details. For example, when the subject line states “25% off the ENTIRE site”.

This line introduces an incentive that will be received if you choose to purchase with them, ultimately decreasing their opportunity cost. This will create the feeling of “FOMO”. Fear of missing out and entice readers to browse your website and shop. 

Along with this strategy, it is also beneficial to keep the main message of the email and call to action so that readers can see it at first glance. This means the information they first receive upon viewing the email and upon opening it without having to scroll down.

Not everyone opens every email they get and will often only view the text that shows above the fold. If that text is intriguing enough, they will seek to learn more. So now you have your readers’ attention, the contents of the email above the fold are what is going to keep their attention and be the driving source of whether they become paying customers.

This study was done on users’ scrolling and attention spans tell them that nearly 57% of users’ page-viewing time is above the fold (information that is visible without scrolling).

Therefore, they can use this information to their advantage by making sure the most important details are included above this fold. 

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Now that you’ve figured out where to put the most relevant information, let’s get into elements to include in your email content that makes it effective. My personal recommendation would be to include personalized touches such as a personalized greeting and signature sign-off.

A greeting with the contact’s name helps to grab their attention right away as they are being addressed personally. In addition to a personalized greeting, having a signature sign-off that shows the reader that there is a real person on the other end, adds to the level of authenticity that it comes across.


The more of a connection the customer creates with the brand, the more purchasing power they will have. How do they create a connection? With authenticity! 

My last tip, a very simple one, but crucial… is to keep your email clean and concise. No one wants to spend longer than they must, to read an email.

It’s important to keep things looking visually appealing, straight to the point, and summarized in an intriguing and digestible way.

By doing this, you are allowing prospects to gather just what they need to move forward with the buying process. So don’t overthink it, quality is always better than quantity!

To start your journey with email marketing, here are some of their favorite email marketing apps at Bold x Collective:

  1. Privy
  2. Mailchimp
  3. Klaviyo
  4. Active campaign

And while you’re at it, check out Bold x Collective’s blog on how you can get email marketing started for your business! Need some extra guidance and assistance with your email marketing channels? Contact their team to receive a complimentary consultation!

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