Email Deliverability is, as the phrase implies, a measure of the ability to deliver email directly into a recipient’s inbox. It is not a measure of how many recipients opened your message which is known as an email open rate, and it is not a measure of how many messages were accepted by servers. A message may be accepted, but be immediately routed into a User’s SPAM folder or worse, quietly deleted

1. www.EmailerGo.com
What is Email Deliverability?
Email Deliverability is, as the phrase implies, a measure of the ability to deliver email directly into a
recipient’s inbox. It is not a measure of how many recipients opened your message which is known as
an email open rate, and it is not a measure of how many messages were accepted by servers. A
message may be accepted, but be immediately routed into a User’s SPAM folder or worse, quietly
deleted.
Many factors play a role in deliverability, from the message content to the bulk email service
provider’s reputation and even the Email Service Provider’s (Gmail, Yahoo, Hotmail) spam filtering
rule sets. With Email Service Providers becoming bolder and smarter, less and less email is filtering
through to recipient inboxes. Some email monitoring services are reporting a steady year on year
decline in global email deliverability with the global average for 2013 being as low as 75%.
While global deliverability success rates may look disheartening, it’s worth noting that an email
marketer with good email practices and a legitimate opt-in mailing list, can easily achieve a deliverability
rate close to 100%. On the other hand, it’s not uncommon for a blatant SPAMer to attempt to send
email to millions of subscribers each and every day and have 99% of them blocked (undelivered). So,
don’t take the stats to heart, unless you’re a SPAMer.
What we do to help improve delivery rates
Emailer Go spends a great deal of time of improving and maintaining high deliverability rates on all of
our servers.
We have a pool of dedicated email sending IP Addresses which we pro-actively monitor for anomalies
during campaigns. If we detect an increasing abuse or bounce rate on a certain IP Address it will be
immediately removed from the pool and investigated before the much damage is done.
We are transparent and registered with each of the major ESPs FeedBack Loops (FBLs) and comply
with industry accepted standards on preventing SPAM and handling SPAM complaints.
We do not permit the re-introduction of subscriber cancelled email addresses into your Mailing Lists.
Should a subscriber cancel and want to re-join you will need to request special permission.
We enforce, as best we can, the CAN-SPAM ACT of 2003, adhering to rules such as making sure the
Sender is contactable, verifying the sender’s email address does actually exist and forcing the
inclusion of Unsubscribe links, as well as including list-unsubscribe headers in each out-going email,
supporting and employing all major email authentication technologies, efficiently processing all bounces
and incorporating into the background many more trade secrets we’ve developed in our 15 years of
email marketing service experience.

2. www.EmailerGo.com
What you can do to improve your delivery rates
There are also many things you can do to improve your deliverability rate. For starters, use your
common sense. If you’re considering something questionable, it’s best you decide against it. Chances
are you will be penalized in one way or another, either by way of low Open, Click or Delivery Rates,
high bounce rates or worse still, account suspension or cancellation.
Set up SPF if you have your own domain, this will definitely help increase delivery rates.
Adhere to the recommendations stipulated in our best email practices guide.
Promptly honor all unsubscribe requests. One disgruntled subscriber making a complaint or reporting
you for SPAM can have a significant impact on your next campaign’s delivery rate.
Make use of the Delivery Speed option in the final step of creating a campaign, this will the delivery
agent remain within ISPs acceptance limits.
Good deliverability rates rely heavily on good practices and building a good reputation. SPAM filtering
systems have moved forward in leaps and bounds in recent years. We’ve noticed vastly improved
system from all the major players and we take our hats off to them. Play an honest game and you’ll
enjoy greater success.