Email deliverability is the foundation of effective email communication. If your emails are not reaching the inbox, nothing else matters -- no tracking, no analytics, no conversions.
What Affects Deliverability
Several factors determine whether your email lands in the primary inbox, promotions tab, or spam folder:
- Sender reputation and domain age
- Email authentication (SPF, DKIM, DMARC)
- Content quality and spam trigger words
- Engagement rates (opens, clicks, replies)
- List hygiene and bounce rates
Authentication Setup
Proper email authentication is non-negotiable in 2025. Make sure you have:
- SPF records configured for your domain
- DKIM signing enabled
- DMARC policy set to at least p=quarantine
- Custom tracking domains (InboxPilot supports this on Advanced plans)
Content Best Practices
- Avoid excessive capitalization and exclamation marks
- Keep image-to-text ratios reasonable
- Include a plain text version
- Use a consistent sender name and address
- Personalize beyond just the recipient name
List Hygiene
Regularly clean your email lists to remove:
- Hard bounced addresses
- Unsubscribed contacts
- Inactive recipients (no opens in 90 days)
- Known spam traps and disposable emails
InboxPilot's email checker tool helps you verify addresses before sending.