What is a good email deliverability rate?

A healthy deliverability rate is 95% or higher inbox placement. This means 95 out of 100 emails reach the recipient's inbox rather than spam or junk folders. Below 90% indicates significant deliverability issues that need immediate attention.

Why are my emails going to spam?

Common causes include poor authentication (missing SPF, DKIM, or DMARC), high bounce rates from invalid email addresses, low engagement rates from sending to uninterested contacts, spammy content, and sending from a domain or IP with a poor reputation. Start by checking authentication and list quality.

How do I check if my domain is blacklisted?

Use free tools like MXToolbox or MultiRBL to check your domain and sending IP against major blacklists. If blacklisted, most blacklists have a delisting process. Fix the underlying issue (usually list quality or authentication) before requesting delisting.

Email Deliverability Checklist

Monitor and improve your email deliverability with this checklist covering authentication, content, list quality, and reputation management.

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Authentication & Technical Setup

Verify SPF record is correctly configuredCheck that your SPF record includes all authorized senders and doesn't exceed the 10 DNS lookup limit. Use an SPF validator tool.easy
Confirm DKIM is signing all outbound emailsVerify DKIM signatures are present on sent emails by checking email headers. Ensure the DKIM key hasn't expired.easy
Review DMARC policy and reportsCheck your DMARC alignment and review aggregate reports to identify any unauthorized senders or configuration issues.medium
Set up a custom return-path domainConfigure a custom return-path (bounce) domain instead of using your ESP's default. This improves SPF alignment.medium

List Quality

Verify email addresses before sendingRun your entire list through email verification. Remove invalid, disposable, and role-based addresses before each campaign.easy
Remove non-engaged contactsSuppress contacts who haven't opened or clicked in the last 90-180 days. Sending to non-engaged contacts hurts engagement metrics.easy
Check for spam traps in your listOld, purchased, or scraped lists are high risk for spam traps. If you have any of these, run them through verification and consider re-building.medium

Content & Sending Practices

Check email content for spam triggersAvoid spam-trigger words (FREE!!!, Act Now, Guaranteed), excessive capitalization, too many links, and image-heavy emails with little text.easy
Include a clear unsubscribe mechanismEvery email must have a working unsubscribe link. For cold outreach, include a clear opt-out option in the email body.easy
Test inbox placement before sendingUse seed testing to check if your emails land in inbox, spam, or promotions tab across major providers before launching.medium
Monitor blacklist statusCheck your sending IP and domain against major blacklists (Spamhaus, Barracuda, SURBL). Get delisted immediately if blacklisted.easy

Pro Tips

01Aim for under 2% bounce rate, under 0.1% spam complaint rate, and over 95% inbox placement
02Warm up new IPs and domains gradually — don't blast full volume from day one
03Use Cleanlist email verification before every campaign to catch newly invalid addresses
04Monitor Google Postmaster Tools for Gmail-specific deliverability insights
05If deliverability drops suddenly, pause sending and investigate before it gets worse

Frequently Asked Questions

What is a good email deliverability rate?
A healthy deliverability rate is 95% or higher inbox placement. This means 95 out of 100 emails reach the recipient's inbox rather than spam or junk folders. Below 90% indicates significant deliverability issues that need immediate attention.
Why are my emails going to spam?
Common causes include poor authentication (missing SPF, DKIM, or DMARC), high bounce rates from invalid email addresses, low engagement rates from sending to uninterested contacts, spammy content, and sending from a domain or IP with a poor reputation. Start by checking authentication and list quality.
How do I check if my domain is blacklisted?
Use free tools like MXToolbox or MultiRBL to check your domain and sending IP against major blacklists. If blacklisted, most blacklists have a delisting process. Fix the underlying issue (usually list quality or authentication) before requesting delisting.

Related Cleanlist Features

Email Verification

Related Checklists

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