Everything You Need to Know About Email Deliverability

Everything You Need to Know About Email Deliverabilityhis blog post, we will cover the key points discussed in a recent webinar on email deliverability by Michael, a managing partner and co-founder at Belkin's. Michael has extensive experience in lead generation and marketing, and he shared valuable insights on how to improve email deliverability. Read on to learn more!

What is Email Deliverability?

In the world of email marketing, it is not enough to simply hit the "Send" button and hope that your message reaches its intended recipient. Email deliverability refers to the ability of an email to successfully make its way into the recipient's inbox, rather than being flagged as spam, blocked, or sent to the dreaded abyss of the junk folder.

Michael, our email deliverability expert, explains that achieving high email deliverability rates requires a series of steps and considerations. Let's take a closer look at some of the key factors that influence email deliverability.

1. DNS Records

DNS (Domain Name System) records play a crucial role in email deliverability. These records contain information about a domain's email servers, including the necessary configuration details. By properly setting up DNS records, email service providers can verify the authenticity of an email and ensure it can be delivered without issues.

2. Verification Processes

Email verification processes involve confirming the legitimacy of the sender's domain and email address. This helps identify potential spammers and ensures that only valid emails are sent. Verification methods may include SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance).

3. Spam Testing

Spam filters are constantly evolving to protect users from unsolicited or malicious emails. To improve email deliverability, it is essential to pass spam tests conducted by these filters. This involves avoiding common trigger words and phrases, using proper formatting, and ensuring a good balance of text and images.

Common Pitfalls in Email Deliverability

When it comes to email deliverability, companies often face several common pitfalls that can hinder the effectiveness of their email marketing campaigns. In a recent webinar, Michael, an expert in the field, highlighted these challenges and provided insights on how to overcome them.

1. Issues with Spam Filters

One of the primary obstacles in email deliverability is dealing with spam filters. These filters are designed to identify and block spam emails from reaching the recipient's inbox. However, sometimes legitimate emails can get flagged as spam and end up in the junk folder.

To avoid this pitfall, it is crucial to ensure that your emails are following best practices and not triggering any red flags for spam filters. Avoid using excessive capitalization, excessive use of exclamation marks, and misleading subject lines. Additionally, regularly monitor your email deliverability rates and address any issues promptly.

2. Email Placement

The placement of your emails in the recipient's inbox is another crucial aspect of email deliverability. Ideally, you want your emails to land in the primary inbox rather than the spam or promotions folder.

To increase the chances of your emails appearing in the primary inbox, it is essential to build a positive sender reputation. This can be achieved by consistently sending relevant and engaging content, ensuring your email list is opt-in, and promptly removing any unsubscribes or inactive email addresses.

Furthermore, personalization and segmentation can also improve your email placement. Sending targeted emails based on user preferences and behavior can increase engagement and signal to email providers that your emails are wanted and valuable.

3. Incorrect DNS Settings

DNS (Domain Name System) settings play a vital role in email deliverability. Incorrect DNS settings can have a significant impact on your emails, causing them to bounce or not reach the recipient altogether.

It is crucial to double-check your DNS settings to ensure that everything is properly configured. Make sure your SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) records are correctly set up. These records authenticate your emails and help establish trust with email providers.

Additionally, regularly monitor your DNS records for any changes or issues that may arise. Keep your records up to date and make necessary updates whenever you change email service providers or domain hosts. This will help ensure a smooth email deliverability process.

Reasons Why Emails End up in Spam Folders

When it comes to sending emails, it can be frustrating to discover that they end up in the recipient's spam folder instead of the primary inbox. There are several reasons why this may happen, and it is important to understand them in order to ensure that your emails are delivered successfully. In this blog section, we will discuss four common reasons why emails may end up in spam folders.

1. Spam Words

One of the main reasons why emails may be marked as spam is the use of spam words or phrases. These are terms that are commonly associated with unsolicited or unwanted emails. Email service providers have algorithms in place that scan the content of emails for these words, and if they are detected, the email may be flagged as spam and sent to the spam folder.

To avoid having your emails marked as spam, it is important to avoid using spam words in your email subject line and body. Examples of spam words include "free," "discount," "click here," "limited time offer," and "urgent." By using alternative words or rephrasing your content, you can increase the chances of your emails bypassing the spam filters and reaching the intended recipient's inbox.

2. Email Content

The content of your email plays a crucial role in determining whether it lands in the spam folder. Emails that contain suspicious content, such as excessive use of capital letters, excessive punctuation marks, or excessive use of hyperlinks, are more likely to be marked as spam. Additionally, emails that have poor formatting, contain broken links, or have mismatched HTML tags may also trigger spam filters.

To ensure that your emails are not flagged as spam, it is important to create well-formatted content that follows email best practices. Use proper grammar and punctuation, avoid excessive use of capital letters and exclamation marks, and ensure that all hyperlinks are valid and lead to legitimate websites. By paying attention to the content of your emails, you can increase the chances of them being delivered to the primary inbox.

3. Blacklists

Email service providers maintain lists of known spammers and suspicious IP addresses. If your IP address or domain is blacklisted, your emails are more likely to be marked as spam. This can happen if your email server has been compromised or if you are sending emails from a shared IP address that has been blacklisted.

To avoid being blacklisted, it is important to follow good email practices, such as not sending unsolicited emails, regularly monitoring your email server for any suspicious activity, and ensuring that your IP address has a good reputation. You can also use services that monitor blacklists and notify you if your IP address or domain is blacklisted so that you can take appropriate action.

Adjusting DNS Settings

One of the best practices recommended by Michael to prevent emails from being caught by spam filters is to adjust DNS settings correctly. DNS stands for Domain Name System and it is responsible for translating domain names into IP addresses. By ensuring that your DNS settings are correctly configured, you can improve the deliverability of your emails and decrease the chances of them being marked as spam.

When adjusting DNS settings, there are a few key factors to consider:

  • SPF (Sender Policy Framework): SPF helps verify that the sending server is authorized to send emails on behalf of your domain. By publishing an SPF record in your DNS, you can prevent spammers from using your domain to send fraudulent emails.
  • DKIM (DomainKeys Identified Mail): DKIM adds a digital signature to your emails, allowing the receiving server to verify the authenticity of the email and detect any modifications during transit. Similar to SPF, DKIM requires proper DNS configuration.
  • DMARC (Domain-based Message Authentication, Reporting, and Conformance): DMARC builds upon SPF and DKIM by providing additional instructions on how receiving servers should handle emails that fail authentication. By implementing DMARC, you can have greater control over how your emails are treated by spam filters.

Addressing Issues with Spam Filters and Email Placement

In addition to adjusting DNS settings, it is crucial to address any issues with spam filters and email placement to prevent your emails from being caught in the spam folder. Here are some tips to consider:

  1. Sender Reputation: Monitor your sender reputation closely. If your reputation is poor, your emails are more likely to be flagged as spam. Engage with your subscribers, remove inactive email addresses, and avoid sending to purchased email lists.
  2. Email Authentication: Ensure that your emails are properly authenticated using SPF, DKIM, and DMARC. This will help establish trust with email service providers and decrease the chances of your emails being marked as spam.
  3. Content and Formatting: Craft your emails in a way that avoids common spam triggers. Avoid using excessive capitalization, overuse of exclamation marks, and certain keywords that are often associated with spam. Additionally, make sure your emails are properly formatted and use a clear and concise language.
  4. Email Frequency: Be mindful of your email frequency. Sending too many emails within a short period can trigger spam filters. Consider segmenting your email lists and sending targeted messages based on user preferences and behavior.

Using Engagement Tools, Targeted Lists, and Relevant Content

Engagement tools, targeted lists, and relevant content can significantly increase the chances of your emails reaching the inbox rather than the spam folder. Here's how you can leverage these practices:

"Engagement tools such as email open tracking, click-through tracking, and subscriber preferences allow you to gather valuable data about your recipients. By analyzing this data, you can tailor your emails to their preferences and interests, making them more engaging and less likely to be marked as spam."

Furthermore, by segmenting your email lists, you can send targeted messages to specific groups of subscribers, ensuring that your content is relevant to their needs and interests. This targeted approach increases the likelihood of your emails being opened and engaged with, thus bypassing spam filters.

Lastly, consistently delivering relevant and valuable content is essential for maintaining a positive sender reputation and preventing your emails from being caught as spam. Make sure to provide valuable insights, useful tips, and exclusive offers that genuinely benefit your subscribers. High-quality content not only encourages engagement but also builds trust and credibility with your audience.

Remember, implementing these best practices in combination can significantly improve your email deliverability and decrease the likelihood of your emails being caught by spam filters.

Key Records for Email Deliverability

In the realm of email marketing, ensuring email deliverability is essential for successful communication with your audience. Michael, an industry expert, emphasized the importance of certain key records that play a crucial role in achieving high deliverability rates. These records include the SPF (Sender Policy Framework) record, DKIM (DomainKeys Identified Mail) record, DMARC (Domain-based Message Authentication, Reporting, and Conformance) record, and the newly introduced BIMI (Brand Indicators for Message Identification) record.

SPF (Sender Policy Framework) Record

The SPF record is a crucial email authentication protocol that helps prevent unauthorized sources from sending emails on behalf of your domain. It works by specifying which IP addresses or hostnames are allowed to send emails from your domain. By defining these authorized sources, SPF helps decrease the chances of your emails being marked as spam or rejected by receiving mail servers.

DKIM (DomainKeys Identified Mail) Record

DKIM is an email authentication method that allows the receiver to verify the authenticity and integrity of the emails they receive from your domain. It involves adding a digital signature to outgoing emails, which can be validated by the recipient's mail server. This signature ensures that the email was not modified during transit and that it originated from the specified domain. Implementing DKIM in your email system can improve your email's credibility and reduce the likelihood of being marked as spam.

DMARC (Domain-based Message Authentication, Reporting, and Conformance) Record

DMARC is a policy framework that builds upon SPF and DKIM to provide additional email authentication and reporting capabilities. It allows domain owners to specify how receiving mail servers should handle emails that fail SPF or DKIM checks. With DMARC, you can monitor and control the handling of messages that may fail authentication, protect your brand reputation, and receive reports on email delivery issues.

Common Mistakes in Email Setup

During the webinar, Michael discussed some common mistakes that are often made in email setup. These mistakes can have a negative impact on your email deliverability and overall email marketing effectiveness. By avoiding these mistakes, you can ensure that your emails reach the intended recipients and achieve the desired results.

1. Incorrect DNS Settings

One of the most common mistakes in email setup is having incorrect Domain Name System (DNS) settings. DNS is responsible for translating domain names into IP addresses and plays a crucial role in email delivery. Incorrect DNS settings can lead to email delivery issues and can cause your emails to be flagged as spam.

To avoid this mistake, make sure to double-check your DNS settings and ensure that they are correctly configured. This includes setting up the proper MX, SPF, DKIM, and DMARC records.

2. Using the Wrong Marketing Tools

Another mistake that Michael highlighted is using the wrong marketing tools for email campaigns. It's important to choose the right email service provider (ESP) that suits your needs and provides the necessary features for effective email marketing.

Using an unsuitable ESP can lead to inefficiencies in email campaign management and hinder your ability to track and analyze the performance of your emails. Make sure to research and select an ESP that offers the functionalities you require, such as list segmentation, automation, and analytics.

Best Practices for Email Setup

In addition to discussing common mistakes, Michael emphasized the importance of following best practices for email setup. By adopting these practices, you can improve the deliverability and performance of your email campaigns.

1. Maintain a Good Sending Reputation

It's essential to maintain a good sending reputation to ensure your emails are delivered to the inbox instead of being marked as spam. This involves establishing a positive sender reputation by consistently sending relevant and engaging emails, avoiding spam complaints, and adhering to email regulations and guidelines.

Regularly monitor your email deliverability metrics, such as open rates, click-through rates, and bounce rates, to proactively address any issues that may affect your sending reputation.

2. Avoid Poor List Quality and Engagement

Another best practice highlighted by Michael is to avoid poor list quality and engagement. Building and maintaining a high-quality email list is vital for achieving better email campaign results.

Avoid purchasing email lists or using outdated and irrelevant email addresses. Instead, focus on growing your list organically by implementing strategies like opt-in forms and lead magnets on your website.

Additionally, engage your subscribers with valuable and personalized content to enhance their experience and encourage higher open and click-through rates.

3. Use Double Opt-in

Double opt-in is a best practice that involves sending a confirmation email to new subscribers after they sign up for your newsletter or mailing list. This two-step verification process ensures that subscribers willingly and actively choose to receive emails from you.

Implementing double opt-in not only helps to maintain a clean and engaged email list but also reduces the chances of spam complaints and improves deliverability.

Recommended Tools for Email Deliverability

In today's digitally connected world, email communication plays a vital role in business and personal interactions. However, ensuring that your emails reach the intended recipients' inbox can be a daunting task. Poor email deliverability can result in missed opportunities, decreased customer engagement, and even damage to your brand's reputation.

Fortunately, there are several powerful tools available to help you test and fix email deliverability issues. These tools not only diagnose and resolve problems but also provide actionable insights to prevent future deliverability challenges.


One highly recommended tool for addressing email deliverability concerns is Folderly. Developed by a team of experts, Folderly offers comprehensive email deliverability testing and monitoring solutions. It helps you identify potential problems that may hinder successful message delivery, such as spam filters, blacklists, and domain reputation issues.

With Folderly, you can easily track your email deliverability performance, receive instant notifications about delivery problems, and get actionable recommendations for improving your sending reputation. The platform's intelligent analytics provide detailed reports and statistics to help you make informed decisions and optimize your email campaigns.


Another valuable tool in email deliverability management is the software product called Outreach. Although Outreach is primarily known for its capabilities in automating and managing outreach campaigns, it also offers features to monitor and enhance email deliverability.

By utilizing Outreach, you can gain valuable insights into recipient engagement, optimize your email templates, and ensure consistent inbox placement. The platform provides various integrations and robust analytics, empowering you to make data-driven decisions and increase the effectiveness of your email communication.

How to Access the Trial

Interested individuals have the opportunity to access a seven-day trial of Outreach and Reply.io. The trial provides a chance to explore the features and benefits of these powerful software tools. Accessing the trial is simple and can be done in two ways: by sending an email or by visiting the website.

1. Requesting Access via Email

To request access to the trial, all you need to do is send an email to the provided email address. Write a brief message expressing your interest in trying out the software and include your name and preferred contact information. Within a short period, you should receive a response containing instructions on how to proceed with accessing the trial. This method is convenient for those who prefer a more personalized approach.

2. Requesting Access via the Website

Alternatively, you can access the trial by visiting the website and providing your email address. Look for the trial access button or link on the homepage or any relevant page of the website. Click on it, and a form will appear prompting you to enter your email address. Fill in the required information and submit the form. Shortly after, you should receive an email with instructions on how to access the trial. This method is suitable for those who prefer a more automated and quick process.

Regardless of the method you choose, be sure to provide a valid email address to ensure smooth communication and delivery of the trial instructions.

Contacting the Speaker

If you have any further questions about the trial or if you need assistance with Outreach and Reply.io, the speaker has provided their contact information for your convenience. Feel free to reach out to them via email or phone.

Email: Michael@belkis.io

Phone: [Phone Number]

Whether you have technical inquiries, need help navigating the software, or have general questions about the trial, don't hesitate to get in touch. The speaker is committed to providing support and ensuring your experience with Outreach and Reply.io is a positive one.

Conclusion and Future Webinars

In conclusion, we would like to take this opportunity to thank all the participants for their valuable time and active engagement during our webinar on sales development. It was truly an enriching experience for us to have you all as part of this discussion.

We understand that the content we covered today might have sparked new ideas, questions, and the desire for further exploration. To help you in your continued learning journey, we would like to offer you a recording of this webinar, along with the presentation slides, as a follow-up.

If you would like to receive a copy of the webinar recording and presentation, please provide us with your email address, and we will be happy to send it to you within the next couple of days. We believe that revisiting the content and reviewing the key points will reinforce your understanding and allow you to extract even more value from this session.

Moreover, we want to express our gratitude for the enthusiasm and active participation displayed by the audience during the Q&A session. Your questions and insights highlighted the depth of interest in the topic of sales development, and we truly appreciate your engagement.

As we look ahead, we are considering the possibility of organizing more webinars in the future to continue our discussions on various topics related to sales development. We believe that there is still so much to dive into, and we want to ensure that we address your specific needs and challenges.

If you have any suggestions or specific topics you would like us to cover in future webinars, please don't hesitate to share them with us. Your input is highly valuable and will shape the direction of our upcoming sessions.

In the meantime, we encourage you to stay connected with us through our social media channels and subscribe to our newsletter. This way, you will stay updated on any upcoming webinars, new content releases, and valuable resources that we share to support your sales development journey.

Once again, thank you for your participation, and we look forward to continuing this learning journey together!

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