Unlocking the Importance of Email Deliverability for Small Businesses

By Bulk Mail Verifier | 10/3/2023, 8:39:32 AM

Why is email deliverability important? This is a question marketers and entrepreneurs need to consider as they navigate the world of online marketing. Email deliverability is important because it determines whether your carefully crafted messages reach their intended recipients or whether they get lost in the vast sea of ​​unsent messages.

This guide looks at the techniques  ISPs use to prevent spam, including their application of AI to recognize potential spam. We'll explore the impact of poor email deliverability on a small business's revenue and why maintaining a good sender reputation is essential. You'll also learn how to improve recipient engagement to improve delivery rates and how to prepare new IPs that can positively impact your sender score. Additionally, we'll discuss best practices for maintaining a clean email list and leveraging tools like Emailable to better understand your email program.

Why Is Email Deliverability Important? 

Because understanding and improving it can be the key to achieving a higher level of success in your email marketing efforts.


Don't let your emails fall unnoticed into your spam folder! With MailGenius, you can ensure your messages are delivered directly to your audience's inboxes. Test your email deliverability, spot problems, and get expert advice on how to fix them.

What Is Email Deliverability, And Why Is It Important?

Email deliverability refers to the ability of marketers to successfully deliver emails to subscribers' inboxes. It is used to evaluate the likelihood that an email campaign will reach its intended recipient, taking into account factors such as ISP, throttling, bounces, spam issues, and bundling. Several things can affect deliverability, including lack of custom authentication, a one-time opt-in process, sending from a free domain email address, lack of easy unsubscribe options, withdrawals, short URLs, and low recipient engagement. Email service providers (ESPs) provide information about returned or bounced messages by analyzing error messages received from the recipient's server. Marketers can improve their chances of sending effective emails by taking these aspects into account.

Poor email deliverability can seriously impact your small business's bottom line. When your email doesn't reach the intended recipient, it's like throwing money down the drain. This is a  no-no, especially for B2B companies that rely on email recommendations.

Better Email Deliverability Is The Foundation For Higher Email ROI

Small businesses face obstacles due to the overloaded nature of email inboxes, changing email service regulations, and unpredictable market trends. For those who invest significantly in email marketing, these challenges make it increasingly difficult to generate profits. The essential element to maximizing the return on investment (ROI) of email marketing is ensuring that emails are delivered to recipients' inboxes effectively.

It's important for marketers to focus on improving email deliverability to address these challenges. When emails are delivered correctly to the inbox, they are more visible, which is essential for engagement and successful email marketing. 

This Creates A Chain Reaction:

Visibility leads to email opens, which in turn can cause recipients to click on links in the email and ultimately take the desired action, such as making a purchase or signing up for a service. However, if the email doesn't reach the inbox, this sequence cannot happen. Therefore, it is most important for marketers to keep up with the changing regulations on email services and focus on creating content that is both relevant and valuable to the target audience. That way, they can increase the likelihood that their emails will reach their recipients' inboxes and effectively engage them.

A Real-Life Example Of Lost Revenue Due To Undelivered Emails

Here's a specific example from one of our agency's customers, Email Paramedic.

Imagine you're overseeing an email list of  50,000 subscribers. The stakes are high, and delivery is crucial. This is illustrated by experiences with customers, showing how email deliverability can have a huge impact on small business results.

Emails that land in the spam folder have a terrible open rate of around 7-8%. When they get to the promotions tab, the open rate ranges between 13 and 15%. However, the magic happens on the main tab, with open rates ranging from 18 to 22%. Essentially, the difference in open rates can be almost double depending on which tab the email comes from.


For this particular customer, the improvement in deliverability was huge. A dedicated team member carefully reviewed each email across all automation and broadcasts, resolving deliverability issues. Customer revenue skyrocketed, reaching nearly  $200,000 per month from email alone. Incredible increase: more than 125,000 USD per month in just 60 days.

Now, it's important to note that this is a large customer. But the important thing to remember here is not the absolute numbers; This is the growth rate. Small businesses of all sizes can harness similar growth with the right strategies. This is why we recommend that you always check your inbox location before sending an email.

Mailgenius Home Page

Proper email placement in the inbox will avoid wasting resources

Effective email delivery maximizes the ROI of email marketing campaigns, allowing Small businesses to reach their target audience and achieve the desired level of engagement, ultimately leading to greater success and ensuring that the attribution of resources is optimized.

If an email is sent but not received by the recipient, it's almost as if you didn't even send the email. It can be frustrating to put in the effort to strategize, create, design, and send emails only to find them sent to your spam folder or blocked by your mailbox provider (MBP). In addition to the direct revenue loss due to reduced engagement, there are additional indirect costs related to deliverability issues, including time spent resolving MBP issues, support needs, increased clientele, and the need to hire expensive deliverability consultants. By prioritizing and maintaining good email deliverability, marketers can reduce resource waste, improve engagement, and increase overall campaign success.

What Are The Biggest Impacts On Email Deliverability?

In this section, we'll reveal the factors that can make or break the reach of your email campaign. From an email service's complex algorithms to content structure and sender reputation, each aspect plays an important role in determining whether or not your messages land in the primary inbox. Ads tab or worse, into the dreaded spam folder. Understanding and navigating these determinants is essential to maximize the impact of your email communications. Bulk email verifier is the most necessary tool for each and every organization.

ISP's Role In Email Deliverability

The ISP is the one who bounces emails, prevents spam, and allows legitimate emails to be sent. They use complex algorithms to scan emails and block these shady spam messages. Gmail alone blocks  10 million emails suspected of being spam every minute. Impressive, isn't it?

Understand How Isps Block Spam

ISPs have built complex systems to scan incoming emails for signs of spam or malicious activity. They check the sender's reputation, frequency of sending, and even specific words that indicate "spam." Their mission is simple

Machine Learning

But ISPs don't stop at predefined email filtering and rules. They also use machine learning to train their system. These intelligent models learn from large datasets of legitimate and spam emails, allowing them to better distinguish between real messages and unwanted impersonation messages. With rule-based filtering and AI-based identification, ISPs are superheroes in the fight against spam. It can be difficult for Small businesses to ensure their essential emails aren't classified as spam.

The Importance Of Maintaining A Good Sender Reputation

Your outbound reputation is just like your email reputation. ISPs closely monitor your IP address and domain reputation to decide whether your emails are worthy of being delivered to your inbox. If you are labeled as spam or untrustworthy, your emails may also be deleted into the email abyss.

In short, improving email delivery isn't just about getting more people to see your content; it's about protecting your money and ensuring the long-term success of your organization. It's about protecting your money and ensuring future growth for your small business.

Why Sender Reputation Matters For Email Delivery

In the wild world of email marketing, your sender's reputation is taking a hit. ISPs and inbox providers closely monitor your IP address and domain reputation. To ensure optimal performance, it is essential to comply with industry standards. This helps differentiate you from spammers and keeps your IP address and sending domain in good standing.

Maintain A Clean And Healthy Email List.

Do you want engaged followers and effective campaigns? Keep your mailing list clean. Only include people who really want to hear from you. Best practices for cleaning and maintaining a healthy email list

Clean your list regularly. Remove inactive subscribers, incorrect email addresses, and people who haven't interacted with your emails in a while.

Dual Registration

Make sure your subscribers actually want to receive your emails by implementing a double opt-in process.

Email Authentication

Verify email addresses with services like NeverBounce to keep your list authentic.

List Segmentation

Deliver more relevant content by segmenting your list based on demographics, past purchases, or behavior. Sending unsolicited emails will result in complaints, damage your account reputation, and violate regulations like the CAN-SPAM Act. Don't risk fines and a tarnished brand image. 


Understanding why email deliverability matters is important for writers, email marketers, and small business owners. ISPs act as email bouncers, block spam, and use machine learning to detect potential troublemakers. Poor email deliverability can impact your revenue, causing missed opportunities. To ensure these emails go smoothly, maintain a good sender reputation by following best practices and engaging with recipients.

Warming up new IP addresses and keeping your mailing list clean are also keys to improving your sender reputation. Tools like MailGenius can give you better insights, and paying attention to analytics is like having an early warning system for any problems.