Why Email Deliverability is Critical 📈
Email deliverability is a crucial metric that measures the percentage of emails that successfully land in a subscriber’s inbox rather than being sent to a spam or junk folder, or being rejected altogether. A high deliverability rate is essential for the success of your email marketing campaigns, as it directly impacts your open rates, click-through rates, and ultimately, your ROI. A best way to send emails without subscription works tirelessly behind the scenes to ensure your emails reach their intended destination.1
Key factors that affect deliverability include:
- Sender Reputation: This is the most important factor. Internet Service Providers (ISPs) like Gmail and Outlook assign a reputation score to every sender based on factors like the volume of emails sent, bounce rates, spam complaints, and whether the sender is on any blacklists.
- Email Content: Spam filters analyze your email content for suspicious keywords, excessive use of all-caps or exclamation points, and broken links.
- List Hygiene: Sending emails to a clean, engaged list with low bounce and unsubscribe rates is crucial for maintaining a good sender reputation.
How Top Services Ensure High Deliverability 🛡️
The best email marketing services invest heavily in the infrastructure and technology required to maintain high deliverability rates.
- Dedicated IP Addresses: While many services use shared IP addresses, top-tier platforms may offer dedicated IP addresses for large-volume senders. This gives you complete control over your sender reputation, as your score isn’t affected by other senders’ practices.
- Authentication Protocols: Reputable services automatically handle the technical setup required for email authentication. This includes SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting & Conformance). These protocols verify that an email is legitimate and is coming from a trusted source, which is a major factor for ISPs.
- Automatic List Cleaning: A good email marketing service will automatically manage your email list by identifying and removing invalid, hard-bounced, or inactive email addresses.2 This proactive approach ensures that you are sending only to an engaged audience, which signals to ISPs that you are a reputable sender.
- Feedback Loops with ISPs: Top providers have established relationships and feedback loops with major ISPs. This allows them to receive instant notifications when one of your emails is marked as spam, enabling them to take immediate action to protect your sender reputation.
Top Email Marketing Services with High Deliverability 🏆
Several platforms are known for their commitment to high deliverability rates and the tools they provide to help you maintain a clean, healthy email list.3
- SendGrid (now part of Twilio): As a dedicated email delivery service, SendGrid is a leader in deliverability.4 It is trusted by major companies for its robust infrastructure, authentication protocols, and advanced analytics on deliverability performance.
- MailerLite: Known for its user-friendly interface, MailerLite has a strong focus on deliverability. It has a strict vetting process for new users to ensure its sending reputation remains high, and it provides users with tools to manage list health.
- ActiveCampaign: With its powerful automation and CRM features, ActiveCampaign helps users maintain a clean list through advanced segmentation.5 Its robust platform ensures that you can segment and target engaged contacts, which is a key factor in improving deliverability.
- HubSpot: As a comprehensive marketing and sales platform, HubSpot invests heavily in its email sending infrastructure and authentication. Its deep integration with its CRM allows you to send highly personalized and relevant emails, which, in turn, leads to higher engagement and a better sender reputation.
