Emails that arrive

Optimize e-mail deliverability

In email marketing nothing is more annoying than insufficient deliverability, i.e. having your message end up in the recipients' junk folder. The good news: with a few basic measures, you can significantly improve your email deliverability.

Deliverability in email marketing

One of the most decisive factors in email marketing is deliverability. The best email marketing strategy is useless if the newsletter does not reach your recipients.

Was ist E-Mail Zustellbarkeit?

Email deliverability refers to the successful delivery of an email or newsletter to the recipient's mailbox without ending up in the spam folder.

You can use various measures to improve the deliverability of your newsletter in a targeted manner and thus increase the success of your marketing campaigns. Don't leave the reliable delivery of your emails to chance!

Who decides whether your e-mail arrives or not?

The delivery of your newsletter is primarily determined by the recipient's receiving server. Spam scoring is used to evaluate your email newsletter based on various criteria and decide whether your newsletter should be delivered or not.

In this video, we show you how spam scoring works in detail and which criteria influence the deliverability of your newsletter:

Why is deliverability so important in email marketing?

With good email deliverability, your email goes exactly where you want it to go and, of course, where your target group will see it: in their inbox. Delivery directly to the inbox is extremely important in email marketing, as this is checked several times a day by your customers.

If your emails end up in spam or are even rejected due to poor deliverability, even the best email marketing campaign is useless. Of course, it also weakens the recipients' trust in your brand if your emails constantly end up in the spam folder and are not reliably delivered.

Excellent with high e-mail deliverability!

CleverReach gehört zu den Top 5 mit der besten E-Mail Zustellbarkeit

CleverReach is one of the top 5 newsletter tools with the best deliverability on the market: In the independent deliverability test conducted by EmailToolTester CleverReach came out on top twice in a row in 2021 and 2022. In the last five tests, an average of over 93% of the newsletters sent were delivered correctly to the email inbox. The industry average was only around 84% on average.

The reliable deliverability of our customers' newsletters is very important to us. That is why we are constantly working to optimise the positive reputation of our newsletter tool. CleverReach is CSA-certified: This ensures global whitelisting so that your newsletters are accepted by the most important mail clients and reach your recipients safely.

More than 320,000 customers trust us!

It's so easy to optimise your email deliverability

You can positively influence the delivery rate of your newsletter through technical authentication and content-related or organisational measures. Organisational measures include, for example a well-maintained recipient list. Emails with a high level of engagement often have better deliverability. It is therefore advisable to let inactive recipients go after unsuccessful reactivation and not to "chase after them" forever.

You can also optimise email deliverability via the content of your newsletter. Certain terms such as "free" are categorised as suspected spam by many spam filters. Increased use of arge images kcan also be viewed critically. A particularly important criterion for a good reputation is the sending frequency. This should be chosen carefully so as not to annoy your recipients and, in the worst case, be penalised with an unsubscribe or the email being moved to the spam folder.

Tip: Everything important about email marketing deliverability explained in brief

With our deliverability playlist on YouTube, you can learn everything you need to know about email deliverability in under 20 minutes!

5 technical measures to optimise your newsletter deliverability

The identity of a newsletter sender can be checked using different authentication systems.. The most common methods are Sender Policy Framework (SPF), Domainkeys Identified Mail (DKIM) and Domain-based Message Authentication, Reporting and Conformance (DMARC).

If you only use one of the three methods, you cannot reliably protect yourself against spam, phishing and spoofing. Only the interaction of all three authentication mechanisms ensures successful protection against misuse and can significantly improve your e-mail deliverability.

1. Use your own subdomain with SSL encryption

Using your own subdomain for email delivery is an easy way to improve your deliverability. We recommend using a separate subdomain for each type of newsletter or transactional mail and never your main domain. This is because each subdomain goes through its own spam filtering process and has its own reputation. If you use your main domain for sending promotional newsletters, a possible loss of reputation can have a negative impact on your entire business email traffic.

It is therefore better to create a subdomain for important transactional emails and at least one for promotional newsletters. It is also important that the main domain of the sender addresses and those of the subdomains match and that the domain is . SSL-encrypted.

2. Email authentication with Sender Policy Framework (SPF)

Sender Policy Framework (SPF) can be used to check whether an email sender with a specific IP address is authorised to send the newsletter.

To do this, the receiving email server checks the stored sending IPs in the DNS record. If the IP address does not match when sending a newsletter, it can mark the email as spam or reject it.

3. Improve e-mail deliverability with DomainKeys Identified Mail (DKIM)

DKIM can be compared to a letter seal. It It confirms the authenticity of an email and prevents changes in transit from the sender to the recipient. The process thus ensures that the incoming email really comes from the sending brand.

DKIM is based on so-called asymmetric authentication. A public key is stored in the DNS of the sending domain. When a newsletter is sent, a DKIM signature is also attached to the email (private key). The receiving server retrieves the public key from the DNS and uses it to check whether the email signature is correct.

Important: The DKIM email certificate will be mandatory for all brand domains from 2023.

4. Avoid newsletter spam with DMARC

Domain-based Message Authentication, Reporting and Conformance (DMARC) is an email authentication procedure that prevents your brand from being misused for spam mailings.

DMARC requires SPF or DKIM for this purpose and gives instructions on how to deal with e-mails if the verification fails. The affected emails are deleted, rejected or moved to the spam folder, depending on the instruction of the DMARC entry.

5. Visual recognition thanks to BIMI

Brand Indicators for Message Identification (BIMI) allows a brand to have its logo displayed in the receiving person's inbox.

With BIMI, you can create trust with your recipients, as your logo will only be displayed if all conditions for authentication using DMARC are met. The visual recognition value can also have a positive influence on the open rate of your newsletter.

E-mails that arrive safely

With CleverReach, you are always on the safe side: you not only benefit from reliable deliverability, but also from GDPR-compliant email marketing. We have the highest data security standards and therefore store all data exclusively on our secure servers in Germany and the EU.