Introduction 

You’ve spent hours crafting the perfect email marketing campaign—writing compelling subject lines, creating engaging content, and fine-tuning your pitch. But what’s the point if your emails never make it to your target audience’s inbox?

Cold emailing is a powerful tool for business growth, but poor email deliverability can sabotage even the best campaigns. In this guide, we’ll uncover the biggest email deliverability issues and how to fix them.

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What is Email Deliverability and Why Does It Matter?

Email deliverability refers to the ability of your emails to land in your recipient’s inbox rather than getting flagged as spam or blocked entirely.

Here’s why email deliverability is crucial:

• Higher Open Rates: If your emails land in the inbox, they have a much better chance of being read.
• Better Engagement: Emails that avoid spam filters are more likely to get responses, clicks, and conversions.
• Stronger Sender Reputation: High deliverability signals to email service providers (ESPs) that you’re a trustworthy sender, improving future inbox placement.

But achieving high deliverability is getting more challenging. Let’s break down the most common mistakes that might be keeping your emails from reaching inboxes—and how to fix them.

Factors That Impact Email Deliverability

Several factors can impact the deliverability of your emails, including:

1. IP address reputation
2. Bounce rate
3. Unsubscribe rate
4. Complaint rate
5. Spam trap hits
6. Domain reputation
7. Sending frequency

Read more about these detrimental factors in our other blog: 8 Factors Affecting Your Sender Reputation And How To Boost It.

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Common Email Deliverability Mistakes (And How to Fix Them)

1. Your Email Authentication Isn’t Set Up Properly

Not setting up SPF, DKIM, and DMARC is like leaving your front door unlocked—it’s an open invitation for email providers to block or filter your messages. These authentication protocols verify that your emails are legitimate and not spam.

Fix: Set up SPF, DKIM, and DMARC records in your domain’s DNS settings. Use tools like MXToolBox to check your configuration.

2. Your Domain Reputation is Weak

Your domain’s reputation plays a massive role in email deliverability. A bad reputation can land your emails in spam—even if the content is good.

Fix:

• Warm up your email domain before sending high volumes of cold emails.
• Monitor your domain’s reputation using tools like Google Postmaster Tools or Sender Score.
• Rotate domains if needed, but ensure each is properly authenticated.

3. You're Sending Too Many Emails Too Fast

Blasting out hundreds of cold emails per day can trigger spam filters and damage your sender reputation.

Fix: Limit each sending account to a maximum of 50 cold emails per day and spread them out over time.

4. Your Emails Look Spammy

Certain words and phrases—like "free money," "act now," or "guaranteed"—can trigger spam filters. Too many links or images can also hurt deliverability.

Fix:

• Keep your emails text-based with minimal links.
• Avoid spam trigger words in subject lines and body content.
• Use tools like Mail-Tester to check your email's spam score before sending.

5. Your Emails Aren’t Personalized

Sending generic, robotic emails won’t get you far. Recipients (and spam filters) can spot mass emails from a mile away.

Fix:

• Personalize subject lines and email content with the recipient’s name, company, or relevant details.
• Use custom snippets and merge tags to make emails feel one-to-one.

6. You’re Targeting Low-Quality Leads

Sending emails to unverified, outdated, or purchased lists can lead to high bounce rates and get your domain flagged.

Fix:

• Use email verification tools like NeverBounce or ZeroBounce to clean your list.
• Avoid sending to generic emails (e.g., info@company.com, support@company.com).

7. Your Tracking Domain is Generic

Many email providers flag emails with generic tracking links (e.g., those from email marketing platforms).

Fix: Set up a custom tracking domain to maintain credibility and avoid spam filters.

8. Your Domain is Blacklisted

If your domain appears on a blacklist, your emails won’t reach inboxes.

Fix: Check your domain against blacklists using MXToolBox Blacklist Checker. If blacklisted, take action—reduce spam complaints, improve engagement, and use a new domain if necessary.

9. Your Sending Times Are Off

Sending cold emails at the wrong time (like late at night or on weekends) reduces your chances of getting noticed.

Fix: Send emails during business hours (9 AM - 11 AM or 1 PM - 3 PM) in your recipient’s timezone for higher open rates.

10. Your Email Domain Doesn’t Lead Anywhere

Domains without an associated website or landing page can appear suspicious.

Fix: Ensure your email-sending domain redirects to a real website or business page.

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How to Improve Email Deliverability: The Three Key Areas

With the increase in spam and junk mail, it's becoming harder for companies to ensure their emails are delivered to their inbox. To overcome this challenge, businesses must focus on three key areas: their email list, sender reputation, and email content.

1. Optimize Your Email List

• Regularly clean your list and remove inactive or unresponsive contacts.
• Use double opt-ins for high-quality leads.
• Segment your list to send targeted emails instead of mass blasts.

2. Protect Your Sender Reputation

• Set up SPF, DKIM, and DMARC.
• Warm up your domain before sending bulk emails.
• Monitor your sender reputation using tools like GlockApps or Google Postmaster Tools.

3. Improve Your Email Content

• Personalize your messages.
• Keep emails short, relevant, and value-driven.
• Avoid excessive links, images, and spam-trigger words.
• A/B test subject lines and content to see what works best.

Read more about how you can maximize your outreach efforts with deliverability strategies focusing on the three key areas we discussed: 30 Proven Steps to Increase Your Inbox Placement Rate in Cold Emailing. 

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Conclusion

Email deliverability can make or break your cold email outreach. By fixing authentication issues, improving domain reputation, personalizing content, and following best practices, you can boost inbox placement and drive better results from your campaigns.

Start making small tweaks today, and watch your cold email success soar!

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You might also be interested in the following: 

• Crafting the Ultimate Cold Email Strategy
• Master the Art of Cold Outreach
• 8 Factors Affecting Your Sender Reputation And How To Boost It
• Why Sender Reputation Is Key To Email Deliverability
• Understanding Email Authentication