Understanding Email Deliverability
Deliverability is the ability to successfully deliver emails to recipients' inboxes, not spam folders or promotions tabs.
For security and privacy reasons, there can't be a system that accurately identifies which emails landed in the lead's inbox and which went to their spam folder.
What we CAN do: Measure and optimize the factors that influence deliverability.
Key Factors That Influence Deliverability
Understanding these factors helps you improve deliverability:
1. Domain and Sender Reputation
Your domain's "trust score" is based on sending history and behavior.
Bounce rates
Spam complaints
Engagement (opens, replies)
Sending consistency
Age of domain
2. Email Authentication (SPF, DKIM, DMARC)
Technical records that prove you own the domain and authorize email sending. Email providers reject or spam emails without proper authentication.
3. Content Quality and Spam Triggers
Words, phrases, and formatting that trigger spam filters.
All caps words ("FREE OFFER")
Excessive punctuation ("Act now!!!")
Spammy words ("earn $$$", "limited time")
Too many links or images
Poor formatting
4. List Hygiene and Engagement Rates
The quality of your email list and how recipients interact with your emails.
Hard bounce rates
Invalid email addresses
Engagement (opens, clicks, replies)
Unsubscribe rates
Spam complaints
How to Use Inbox Placement to Check Deliverability
Our Inbox Placement feature provides detailed insights into where your emails are likely to land.
Placement rates – Probability of landing in inbox vs. promotions vs. spam
Blacklist status – Whether your domain or IP appears on spam blacklists
Spam triggers – Content elements that raise red flags
Email authentication – Verification of SPF, DKIM, and DMARC records
Overall email health – Combined deliverability score
Pro Tips for Maximum Deliverability
Follow these best practices to ensure your emails reach the inbox:
1. Configure All DNS Records Properly
Email providers reject or spam emails without proper authentication.
Set up SPF, DKIM, DMARC, and MX records
Test records using "Test Domain Setup" in the Email Accounts dashboard
Fix any missing or misconfigured records
2. Keep Content Relevant and Valuable
Valuable content gets engagement (opens, replies), which improves reputation.
Write content that genuinely helps your leads
Keep subject lines short and personal
Personalize content for each lead
Avoid spam trigger words and phrases
Focus on value, not selling
Write naturally and conversationally
Keep formatting simple, avoid heavy HTML
Use a soft call-to-action in Step 1
Use our AI spam words checker to identify problematic content before sending.
3. Sending Patterns and Volume
How much you send, when you send, and the consistency of sending behavior.
Follow recommended limits (max 30 campaign emails per day per account)
Avoid sudden volume increases
Warm up new accounts gradually(at least 2 weeks)
Send during business hours
Use campaign slow ramp
Enable Custom tracking domain when tracking opens or clicks
4. Provide Clear Unsubscribe Options
Clear unsubscribe options reduce spam complaints. People who can't unsubscribe easily mark emails as spam instead.
Include easy-to-find unsubscribe link in all emails
Make unsubscribe process simple (one click)
Or let users know they can unsubscribe by replying
Honor unsubscribe requests immediately
5. Maintain Clean Email Lists
High bounce rates destroy sender reputation and cause spam folder placement.
Verify all emails before uploading
Clean lists regularly
6. Conduct A/B Testing
Variations help you find what works best for your audience, improving engagement and deliverability.
Test different subject lines
Try variations of email copy
Test sending times
Experiment with personalization
Analyze results and optimize
7. Use Reputable Email Providers
Choose an email service provider that has a good reputation to ensure deliverability.
Use established email providers (Google Workspace, etc)
Avoid free email accounts for cold outreach
Use properly configured custom domains
Avoid shared hosting email accounts