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  • Writer's pictureLeila

📧 Maximizing Email Deliverability: Tips and tools for better Email Open rates 🚀




In today's digital age, email marketing remains a vital tool for businesses to connect with their audience. However, getting your emails into the recipients' inboxes is not always a straightforward task. That's where email deliverability comes into play, and when it comes to achieving excellent deliverability, Salesforce Marketing Cloud is a standout choice. In this blog post, we'll delve into the significance of email deliverability, establish a routine guide to optimize it, and highlight essential tools like the Gmail Postmaster Tool and Microsoft SNDS Report to ensure your emails reach their intended destination.
Gmail inbox

The Importance of Email Deliverability

Email deliverability is the art and science of ensuring your emails land in the recipients' inboxes rather than their spam folders. It's more than just hitting the "send" button; it involves a combination of technical factors, sender reputation, and content quality. High email deliverability translates to higher open rates, click-through rates, and ultimately, better ROI for your email marketing efforts.


A Good Routine Guide

Now that we understand the significance of email deliverability, let's dive into a routine guide to enhance it using Salesforce Marketing Cloud:

  1. Clean and Segment Your Lists: Regularly clean your email lists by removing inactive or bounced email addresses. Segment your lists based on user behavior and preferences to send targeted and relevant content.

  2. Use Double Opt-In: Implement a double opt-in process to ensure that subscribers genuinely want to receive your emails. This reduces the chances of spam complaints.

  3. Authenticate Your Domain: Configure SPF, DKIM, and DMARC records for your domain to prove the authenticity of your emails, reducing the chances of them being marked as spam.

  4. Maintain a Consistent Sending Schedule: Send emails consistently to establish a positive sender reputation. Avoid sudden spikes in email volume, as this can trigger spam filters.

  5. Personalize Your Emails: Craft personalized and engaging content to boost user engagement and minimize unsubscribes.

  6. Monitor and Analyze: Keep a close eye on your email metrics. The Salesforce Marketing Cloud provides detailed analytics to help you identify and rectify issues promptly. Keep a close eye on your email metrics, with a primary focus on the following key performance indicator (KPI):

  • Click-Through Rate (CTR): CTR measures the percentage of recipients who clicked on a link within your email. A high CTR indicates that your content and call-to-action buttons are effective. With the increasing challenges in accurately tracking email open rates, the Click-Through Rate (CTR) has gained prominence as a more reliable and actionable metric for assessing email campaign success, providing a clearer picture of recipient engagement and interaction with email content.

Additionally, you can monitor:

  • Email Open Rate: This KPI measures the percentage of recipients who open your emails. A high open rate indicates that your subject lines and sender name are engaging and relevant to your audience. Warning! ⚠️ Email open rates can be an unreliable KPI due to tracking issues, including privacy features like image blocking and email client limitations, making it difficult to accurately gauge recipient engagement and interaction with your emails. The latest trend has made it even harder to track open rates, don't measure it over time, with that sad, the comparision on an A/B test is still relevant.

  • Bounce Rate: Keep an eye on the bounce rate to identify email addresses that are no longer valid. High bounce rates can negatively impact your sender reputation.

  • Unsubscribe Rate: This KPI tracks the percentage of recipients who opt out of your email list. It's essential to minimize this rate by sending relevant content and giving subscribers options to adjust their email preferences. Warning! ⚠️ The unsubscribe rate might give you a misleading rate and most of our client miss 90% of their unsubscribes. Make sure that you are measuring all opt-outs and if not, build an additional report.

  • Spam Rate: Keep an eye on the spam rate. Make sure that you manually mark your customers so they get unsubscribed in all of your system. Don't forget that spam rate can be seen with a better view in Gmail poster tool and SNDS report.

Checklist for Email Deliverability Success

To ensure you're covering all the bases for optimal email deliverability with Salesforce Marketing Cloud, here's a checklist:


☑️ Clean and segment your email lists

☑️ Implement double opt-in

☑️ Authenticate your domain with SPF, DKIM, and DMARC

☑️ Stick to a consistent sending schedule

☑️ Personalize your email content

☑️ Monitor email metrics within Salesforce Marketing Cloud ☑️ Sign up for the Gmail Postmaster Tool. Link

☑️ Utilize the Microsoft SNDS Report. Link ☑️ Check if your IP is on a blacksystemslist Link1 Link2


In conclusion, email deliverability is a critical aspect of successful email marketing campaigns, and Salesforce Marketing Cloud offers the tools and features to help you achieve excellent results. By following the routine guide and utilizing tools like the Gmail Postmaster Tool and Microsoft SNDS Report, you can enhance your email deliverability, reach your target audience effectively, and achieve better overall marketing outcomes. We can talk about email deliverbility all day long and SFMC.Essentials are here to help you. Get a dedicated team by your side to maximum your CTR, Open rates and deliverbility score. Contact us now and we will help you to:

  • Improve your KPI

  • Set up better routines and train your team and management

  • Help you to set up SAP, SLL and other mitigation requests to email ISP and Spam houses

  • Analyze your deliverbility reputation and give you hands-onblacklist tips on both email techniques and HTML coding

Happy emailing! 📩🎯📈

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