Email Deliverability Services?
Fully authenticate business email so you can ensure your emails land in inboxes, not spam folders, and build trust with your recipients.
Fully authenticate anything that sends email on your domain so you can protect your brand's reputation and maximize the impact of all your email communications.
Configure Keap and/or HighLevel to optimize deliverability so you can boost your marketing campaign performance and reach more of your valuable leads.
Monitoring service to flag any issues so you can proactively address potential problems and maintain consistent, reliable email delivery.
Email deliverability audit so you can identify hidden issues impacting your email performance and unlock the full potential of your email marketing efforts.
Guidance on best practices so you can implement strategies that improve your sender reputation and achieve higher engagement rates.
Don't worry, we can help!
FAQS
What is email deliverability?
Email deliverability is the measure of your ability to get your emails successfully into a recipient's inbox, rather than being blocked or sent to the spam/junk folder. It's often broken down into four core areas: Reputation, Authentication, Content, and Engagement.
What are the four key areas of email deliverability?
The four key areas of email deliverability are sometimes referred to as RACE:
Reputation: How email service providers (ESPs) like Gmail and Yahoo view your sending domain and IP address.
Authentication: The technical setup (SPF, DKIM, DMARC) that proves you are who you say you are.
Content: The words, images, links, and frequency of your emails.
Engagement: How recipients interact with your emails (opens, clicks, replies).
How can I check and improve my sender reputation?
You can check your domain's reputation using tools like HetrixTools to see if you are on a blocklist. If you are on a blocklist, you need to correct your sending behaviour and actively work to get the block lifted. Your reputation is improved by consistently sending high-quality emails to engaged subscribers and avoiding spammy practices.
We can offer an Email Deliverability audit to help you see how things are right now.
What is DMARC and what policy should I use?
DMARC (Domain-based Message Authentication, Reporting, and Conformance) is an email authentication protocol that tells email service providers what to do with emails that fail SPF and/or DKIM checks. The policy is set with the p= tag in your DNS record.
p=none: The system decides the best way to deal with issues; this is an initial monitoring policy.
p=quarantine: Directs receiving servers to place unauthenticated emails into the spam or junk folder.
p=reject: Tells receiving servers to outright refuse or reject unauthenticated emails.
It is recommended to start with p=none and then move to a more aggressive policy like p=quarantine or p=reject once you are confident all of your legitimate email sources are properly authenticated.
How much does content affect deliverability?
Content is a crucial factor, affecting areas such as words, images, links, and sending frequency (WILF).
Words: You should avoid using spammy words or phrases and ensure your emails are well-formatted.
Images: Avoiding or limiting images (ideally 0 to 1 image) can help.
Bear in mind images are considered links as they use a URL to indicate where to retreive the image from so see the links guidance below.
Links: Emails with links to sites that are on blocklists (like social media platforms) can negatively affect your domain's reputation. It's better to use minimal or naked URLs, and in some cases, use redirects on your own domain to mask external links.
Frequency: The frequency with which you send emails also affects how spammy the email looks. Set expectations on frequency up front before the person subscribes, and stick to that frequency.
Why is engagement critical for email deliverability?
Engagement—which is measured by recipients opening emails, clicking links, or replying—is a major factor in deliverability, controlling about 60% of the issue. High engagement indicates to ESPs that your emails are valued, making them more likely to land in the inbox.
A common issue is that leads added via an API (like from a Facebook ad or third-party form) are often not classed as engagement initially and may be sent from lower-quality IP addresses.
The fix is to implement a double opt-in process using a confirmation link after an API opt-in, as this action counts as engagement.
Direct recipients to check their spam folder and add your email address to their safe sender's list on the thank you page.
