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Aastha Shaw / April 29, 2019 March 14, 2025

13 Factors Leading to Low Email Deliverability Rate & Their Fix!


Factors Leading to Low Email Deliverability Rate & Their Fix

The true value of an email campaign lies in its ability to land in the recipient's inbox.

Despite best efforts, achieving this seemingly simple goal is not easy, especially with billions of emails sent every day – Many emails end up in spam folders, or worse, get blocked entirely.

“Automated spam filters are causing 48.16% of global emails to be labeled as junk mail”

This damages the sender reputation, intensifying future email deliverability issues and making it difficult for marketers to succeed in their outreach campaigns.

Before we dive into what factors can cause your email deliverability rate to drop, let’s clear the air about email delivery and email deliverability.

Table of Contents:


● Email Deliverability vs Email Delivery
● The Journey of an Email
● Why Maintaining an Email Deliverability Rate Should Be a Priority?
● What is a good email deliverability rate?
● What are the indications of a low email deliverability rate?
● 13 Factors Affecting Email Deliverability Rate
● Taking the First Step Towards Good Email Deliverability Rate

Email Deliverability vs Email Delivery

'Delivered' refers to emails that are successfully transferred to the recipient’s mailbox provider, but this doesn't guarantee they reach the inbox.

'Deliverability,' on the other hand, measures the percentage of emails that actually make it into the inbox, often tracked through open-and-click statistics. Without high deliverability, email marketing efforts can become a significant waste of time and resources.

Watch this video to understand what is email deliverability & its importance in detail.


The Journey of an Email


The path of an email to the intended recipient’s inbox involves a complex process with three key players:

  • Senders : These are the businesses or individuals who initiate and send the email.
  • Gateways : These are companies that provide email delivery services, enabling the email to be sent.
  • Recipients : These are the intended receivers of the email, such as prospects, customers, or clients.

email system

Here's a breakdown of the journey:

Sending the Email: When we hit the send button, the email then passes through several ISP checks and filters. At this point, the email is considered "delivered," but it has not yet been confirmed whether it has reached the recipient's “inbox”.

Email Transmission: The email message is formatted using the Simple Mail Transfer Protocol (SMTP) for transmission over the Internet. The recipient's mail server looks up the domain portion of the receiver's email address on a Domain Name System (DNS) server to determine which Mail Exchanger (destination mail server) should be contacted to deliver the message. Both the sending and receiving servers use the SMTP protocol to transmit the message.

Authentication: The sender's server adds authentication protocols such as SPF, DKIM, and DMARC to verify the legitimacy of the email and reduce the likelihood of it being marked as spam.

Receiving the Email: Lastly, the recipient's server accepts and delivers the message. It is then received using standards like the Internet Message Access Protocol (IMAP), which allows the recipient to download and read the email.

Understanding these steps helps ensure that your emails reach their intended destinations. Now that we have covered the basics, let’s get back to the whys and hows related to a good email deliverability rate.

Why Maintaining an Email Deliverability Rate Should Be a Priority?


Here's why maintaining a good email deliverability rate should be a top priority for your email marketing efforts:

  • ✔️ Campaign Success: Emails that land in the inbox achieve higher engagement rates compared to those in the spam folder. A low deliverability rate means your messages are getting lost in the spam folder, hindering engagement and overall campaign success.
  • ✔️ Return on Investment (ROI): Email marketing offers a great ROI, but that relies on getting your message across. Low deliverability directly impacts your return, as fewer recipients are seeing your content.
  • ✔️ Sender Reputation: Internet Service Providers (ISPs) and mailbox providers like Gmail track your sender reputation. A history of emails landing in spam can hurt your score, making it even harder for future emails to reach inboxes.

To summarize, a good deliverability rate ensures your emails reach their intended audience, maximizing engagement and campaign ROI. It also protects your sender's reputation, preventing future emails from getting flagged as spam.

What is a Good Email Deliverability Rate?


Depending on your industry and the platform you use for sending emails, the deliverability rate also varies. It typically ranges from 88% to 99%. To ensure you're on track with your email deliverability, pay attention to the following metrics:

  • Deliverability Rate: A rate of 95% or higher is considered excellent for a mass email service provider.
  • Bounce Rate: This should be kept below 3%, and it includes both hard bounces (permanent delivery failures) and soft bounces (temporary delivery issues).
  • Spam Rate: Aim to keep this strictly below 0.03% to avoid being flagged by spam filters.

Remember, while reaching 100% is ideal, it's not always achievable. So keep a close eye on your campaign performance, and good email practices to work towards a strong deliverability rate.

What are The Indications of a Low Email Deliverability Rate?


If you are experiencing an email deliverability issue, you may notice some of the following signs:

  • A drop in engagement rates, such as opens and clicks, despite consistent email sending.
  • An increase in email bounces, which means the email couldn't be delivered to the recipient's mailbox.
  • Being blocked by one or more mailbox providers prevents your emails from reaching the intended recipients.

Now, let’s move on to learn about the factors affecting your email deliverability and what could you do to fix the issue.

13 Factors Affecting Email Deliverability Rate


Here are a few major reasons your email deliverability rate might be going down the graph.

1. Purchasing Email Lists


Purchasing email lists is a common but harmful practice that significantly lowers email deliverability rates. Additionally, recipients on these lists are not familiar with your brand, increasing the likelihood of your emails being marked as spam.

High bounce rates can damage your sender's reputation, while increased spam complaints can result in your emails being blocked or filtered into spam folders. There are also chances that ISPs might blacklist your email domain or IP address, further reducing deliverability.


💡 Quick fix:

  • Instead of buying email lists, grow your email list through organic means, such as sign-up forms on your website, social media promotions, and in-store sign-ups.
  • Use the real-time email verification and double Opt-In process. This reduces the chances of fake signups and also confirms that subscribers genuinely want to receive your emails.

email system

2. Skipping Email Verification


Not verifying emails before adding them to your email list is a mistake that can cause severe damage to both your database quality and campaign performance. When you accept unverified emails, it means you are letting in the bad emails too.

These might include invalid, inactive, disposable, and fake email accounts. Sending emails to such addresses will result in high bounce rates that negatively affect your sender's reputation, making it more likely for your future emails to land in spam.

💡 Quick fix:

  • Implement email verification in your processes - on forms, and before adding data to your CRM or email lists.
  • Use a reliable email verifier that is able to identify and remove bad email addresses in real time and accurately.

email system

3. Bad Sender Reputation


As already mentioned a bad sender reputation can occur due to high bounce rates, spam complaints, and sending to inactive subscribers.

Poor sender reputation can lead to emails being filtered into spam folders, ISPs may throttle your email sending, delaying delivery, and in extreme cases, your email domain or IP address may be blacklisted.

💡 Quick fix:

  • Use tools like Sender Score, Postmaster Tools, and Email Intelligence to monitor and manage your sender reputation.
  • Focus on sending relevant and engaging content to improve open rates and reduce spam complaints.
  • Segment your email list to target the most engaged subscribers and personalize your content to their preferences.

4. Missing Email Authentication


Missing email authentication methods like SPF, DKIM, and DMARC can severely hinder email deliverability. These authentication protocols are essential for verifying the sender’s identity and ensuring emails are not being sent by malicious actors.

Without proper authentication, your emails may be marked as spam or fraudulent. Moreover, unauthenticated emails are more susceptible to being spoofed by phishers, which can further damage your sender reputation and erode recipient trust.

email system

💡 Quick fix:

  • Ensure your SPF records are correctly set up to specify which mail servers are authorized to send emails on behalf of your domain.
  • Implement DKIM to add a digital signature to your emails, verifying that they haven’t been altered during transit.
  • Use DMARC to align SPF and DKIM authentication methods and specify how ISPs should handle unauthenticated emails.

5. High Spam Complaint Rate


A recipient marking an email as spam is the strongest negative signal to mailbox providers about your email. Complaint rates above 0.2% are considered high and may result in poor deliverability.

In the case of mailbox providers, like Gmail, a spam rate of more than 0.1% can start to affect your deliverability, which is why you need to keep a close eye on it.

A lot of factors affect your complaint rates. Some of them include incorrect domain names; getting flooded with too many emails; Irrelevant and too lengthy content; a difficult process for opting out of emails. All of these can annoy recipients, putting you in serious trouble.

💡 Quick fix:

  • The recipients do not favor an imbalanced frequency of emails. High-frequency emails are annoying, while low-frequency ones feel out of touch and unfamiliar. Try to send a fair amount of emails based on your industry.
  • Make sure that your email content is relevant and well-optimized.
  • Make sure to keep it clear what people are subscribing to. Lying to them or deceiving them into subscribing to your emails can be bad.
  • Contacting non-subscribers should be avoided. The effort isn't worth it if the sender is not interested in your offer.

6. Not Cleaning Your Email Lists Regularly


Nearly 2% of your email list decays every month. This means that over 20-25% of emails on your list become undeliverable every year.

Now, failing to clean your email lists regularly means keeping invalid or inactive addresses and trying to reach them. This will only lead to a high bounce rate and poor engagement.

Poor Email Design example

💡 Quick fix:

  • Schedule regular email list cleaning to remove invalid, inactive, and unengaged subscribers. Use bulk email verification or integrate your ESPs, CRMs, etc, with email verification tools to automate this process.
  • Segment your list based on engagement levels and focus on re-engaging inactive subscribers with targeted campaigns.
  • Run re-engagement campaigns to win back inactive subscribers. If they remain unengaged, consider removing them from your list.

7. Misleading Subject Lines


Using misleading subject lines might increase your open rates initially, but it leads to higher spam complaints and unsubscribes, hurting your deliverability.

ISPs and email filters also scrutinize subject lines for spammy or deceptive language, and frequent use of such tactics can lead to your emails being flagged.

For instance, the Federal Trade Commission ( FTC) has issued fines to companies for misusing subject lines to protect consumers from deceptive marketing practices. This includes subject lines containing false or misleading information or those designed to manipulate consumers into opening an email.

Poor Email Design example

👉 The subject line is in caps highlighting urgency and also conveys as if it is a reply to an ongoing conversation. Tricking people to open the email only to get disappointed.

💡 Quick fix:

  • Ensure your subject lines accurately reflect the content of your email. Avoid using clickbait or deceptive language.
  • A/B test different subject lines to see which ones resonate best with your audience while maintaining transparency.
  • Highlight the value or benefit of your email content in the subject line to entice recipients to open it without being misleading.

8. Using Free Domains/Email Accounts to Send


Free domains are often associated with personal use and are not perceived as professional by ISPs. They are also more frequently used by spammers and phishers, leading to stricter filtering and higher chances of emails being marked as spam.

The free domains also lack the necessary email authentication protocols that custom domains offer, further reducing credibility and trust.

Poor Email Design example

💡 Quick fix:

  • Send emails from a custom domain associated with your brand to enhance credibility and trust.
  • Set Up Proper Authentication to improve deliverability and security.
  • Use your custom domain consistently across all email communications to build brand recognition and trust with your recipients.

9. Overuse of Trigger Words


Certain words and phrases are commonly used by spammers and are flagged by email filters. Overusing these trigger words in your email subject lines and content can result in lower email deliverability rates.

Poor Email Design example

💡 Quick fix:

  • Focus on crafting subject lines and content that are engaging and relevant to your audience.
  • Avoid using words triggering email spam filters excessively in your emails. Here are some common example of spam trigger words:

FreeRisk-freeAct now
MoneyLimited timeSpecial offer
Act nowExclusiveLimited Quantity
Lifetime dealUrgent100% free
SaveClick hereRisk-free trial
WinCall nowSatisfaction guaranteed
GuaranteedDon't miss outMoney-back guarantee
$$$Not junkNo obligation
Unsecured credit cardUrgentClick here to unsubscribe
Weight lossYou are a winnerPromise you
Cash bonusMiracleFull refund

10. Poor Email Design


Emails with a lot of images, broken links, or poorly formatted text can trigger spam filters and negatively impact your email deliverability rate. Research shows that more than 42% of recipients might delete an email that doesn't display correctly on their device.

Example 1

Poor Email Design example

👉 To prove the above grocery store ad's effectiveness, simplify the content and focus on key items in a clear and easy-to-read format. This will encourage readers to engage with the email and click through for more information.


Example 2

Poor Email Design example

👉To prevent overwhelming your readers, consider breaking up the text with relevant images and including a clear call-to-action that directs them to your website to learn more. This makes it easier for readers to engage with your content and find the information they are looking for.

💡 Quick fix:

  • Use a clean and simple email design with a clear call-to-action and minimal use of images and links.
  • Ensure your emails are responsive and tested across multiple devices and email clients for optimal performance.

11. Sending Emails at the Wrong Time


Sending emails at the wrong time can negatively impact your open and click-through rates, which in turn affects your deliverability rate. If you're sending emails when your subscribers are not actively checking their inboxes, your email may go unnoticed.

💡 Quick fix:

  • Analyze your subscriber data to determine the best time to send emails.
  • Test different sending times to find the optimal time that works for your audience.

12. Being Blacklisted


Being blacklisted by major ISPs or spam databases means your emails are automatically blocked from reaching recipients' inboxes. This might result from a high number of spam trap hits or complaints. The mailbox providers monitor such lists to determine which senders to block or filter from their user inbox.

💡 Quick fix:

  • You can avoid blacklists by sending relevant content to a verified email list and recipients who have recently engaged with your emails.
  • It's important to regularly check the list of organizations using DNS-based blacklists. These blacklists are available to protect recipients from spam reports. Ensure that your IP is not on the list.
  • If you find your domain blacklisted, take immediate action for email blacklist removal.

13. Choosing an Unreliable Email Service Provider (ESP)


It's important to choose a reliable email service provider (ESP) because a bad one can really mess up your email deliverability. Unreliable providers might have a lot of downtime, take forever to deliver your emails, or even fail to send them at all because their systems aren't very good.

They might also have weak spam filtering and poor ISP relationships that increase the chances of emails being flagged as spam. And if things go wrong, they might not have the right support to help fix the problem, which can really hurt your reputation as a sender over time.


💡 Quick fix:

  • Choose an ESP with a strong track record of reliability, high deliverability rates, and positive customer reviews.
  • Ensure the ESP offers advanced deliverability features such as spam filter testing, IP warming, and detailed analytics.
  • Look for excellent customer support, including deliverability consulting and troubleshooting. This can help you quickly address any issues that arise and maintain a healthy sender reputation.

Taking The First Step Towards Good Email Deliverability Rate


No matter the source of building your list (as long as it is not purchased), the first step is to verify each contact before adding them to your list.

Choose an email verifier that can integrate with your data collection methods as well as your CRM, ESPs, etc ensuring a smooth flow of data. For example, you can use real-time email verification on your lead gen & subscription forms to ensure only valid and deliverable emails enter your lists.

Clearout provides on-form real-time validation, quick validation, and bulk email validation services to ensure the deliverability and accuracy of your email lists.

You can easily upload your email lists or import files from other platforms to expedite the email list cleaning process. If you've been experiencing low email deliverability rates or high bounce rates, Clearout’s Guaranteed Deliverables can help you reduce your bounce rates to 0-3%.

Set up Email Verification & List Cleaning With Clearout!


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