Summary
The overwhelming consensus is that guaranteeing 99% email deliverability with automated tools is not possible and should be viewed with skepticism. Deliverability is influenced by a complex interplay of factors, primarily controlled by the receiving end (ISPs, spam filters, user behavior). Claims of such guarantees often involve misleading tactics or inflated metrics. Instead, a focus on building a positive sender reputation, implementing proper email authentication (SPF, DKIM, DMARC), maintaining a clean and engaged email list, and creating valuable, relevant content are the cornerstones of a successful and sustainable email marketing strategy. Automation can assist with some aspects, such as list management, but it cannot override fundamental issues like poor sender reputation or unauthenticated emails.
Key findings
- No Legitimate Guarantees: Guarantees of 99% deliverability are considered unrealistic and often a red flag for misleading practices.
- Receiver-Side Control: Inbox placement is ultimately determined by the receiving end (ISPs, spam filters, user engagement).
- Authentication is Essential: Implementing SPF, DKIM, and DMARC is crucial for verifying sender identity and improving deliverability.
- List Quality Impacts Deliverability: A clean, engaged email list is vital, as poor list hygiene harms sender reputation.
- Content Relevance Drives Engagement: Valuable, relevant content enhances user engagement, positively impacting deliverability.
Key considerations
- Invest in Authentication: Prioritize implementing and maintaining SPF, DKIM, and DMARC records for your sending domains.
- Build a Positive Reputation: Focus on building a positive sender reputation through consistent sending practices and valuable content.
- Practice Rigorous List Management: Regularly clean your email list, removing unengaged subscribers and invalid addresses.
- Create Engaging Content: Develop valuable, relevant content that resonates with your audience to encourage engagement.
- Be Wary of Unrealistic Promises: Avoid services promising guaranteed high deliverability, as they may employ unethical or unsustainable tactics.
What email marketers say
13 marketer opinions
The consensus among email marketing experts and resources is that guaranteeing 99% email deliverability with automated tools is not possible and often indicative of misleading or unethical practices. Deliverability depends on numerous factors beyond the sender's control, including receiver-side spam filters and user engagement. While automation can aid in aspects like list management and warm-up, it cannot overcome poor sender reputation, unauthenticated emails, or low-quality content. Focus should be on building organic lists, adhering to email authentication standards (SPF, DKIM, DMARC), maintaining list hygiene, and creating valuable content to foster engagement and improve sender reputation.
Key opinions
- No Guarantees: No one can legitimately guarantee 99% email deliverability due to factors outside the sender's control.
- Misleading Claims: Services promising unrealistic deliverability rates often employ unethical tactics or inflate metrics.
- Authentication Matters: Proper email authentication (SPF, DKIM, DMARC) is crucial for establishing sender legitimacy and improving deliverability.
- List Quality: Building and maintaining a clean, opt-in email list is essential for maximizing deliverability and avoiding spam complaints.
- Engagement is Key: User engagement with your emails positively impacts sender reputation and inbox placement.
Key considerations
- Sender Reputation: Actively monitor and protect your sender reputation, as it significantly influences deliverability.
- Ethical Practices: Prioritize ethical and sustainable email marketing practices over quick-fix solutions.
- Content Quality: Focus on creating valuable and engaging content that resonates with your audience.
- List Hygiene: Regularly clean your email list by removing unengaged subscribers and invalid addresses.
- Compliance: Adhere to relevant email marketing regulations and best practices.
Marketer view
Marketer from Email Geeks explains that no one on the sending side can guarantee 99% deliverability, as inbox placement is up to the receivers (inbox providers, spam filters).
28 Jan 2023 - Email Geeks
Marketer view
Email marketer from HubSpot shares that you should focus on opt-in email lists and sender reputation to improve email deliverability. Avoid purchasing email lists and remove unengaged contacts from your email list.
15 Dec 2024 - HubSpot
What the experts say
2 expert opinions
Experts agree that claims of guaranteed high deliverability, particularly with automated tools, should be approached with skepticism. Some services may employ tactics like seed lists or domain rotation to artificially inflate deliverability rates, but these strategies can ultimately harm domain reputation. Authentic engagement and a focus on list quality are more reliable indicators of email marketing success.
Key opinions
- Automation Skepticism: Guarantees of high deliverability through automation are viewed skeptically by experts.
- Questionable Tactics: Some services use tactics like seed lists and domain rotation to falsely inflate deliverability metrics.
- Reputation Risk: Using questionable tactics can negatively impact domain reputation in the long run.
- Engagement Value: Authentic engagement is a more reliable indicator of email marketing success than artificial deliverability rates.
- List Focus: Emphasis on list quality is more effective than seeking guarantees.
Key considerations
- Avoid Guarantees: Be wary of services promising guaranteed deliverability, as they may employ harmful tactics.
- Long-Term Impact: Consider the long-term impact on your domain reputation before using automated deliverability solutions.
- Authenticity: Prioritize authentic engagement with your subscribers over artificial metrics.
- Clean Lists: Maintain a clean and engaged email list to improve deliverability and avoid spam complaints.
- Sustainable Strategies: Focus on sustainable email marketing strategies that build trust and deliver value to your audience.
Expert view
Expert from Email Geeks shares that some services achieve "deliverability" by using seed lists, rotating domains, or sending through O365/G Suite, which can work in a limited way, but ultimately can negatively impact domain reputation and are not needed for truly opt-in email.
16 Dec 2022 - Email Geeks
Expert view
Expert from Word to the Wise explains that guarantees of high deliverability, especially with automation, should be viewed skeptically. Authentic engagement and a focus on list quality are more reliable indicators of success.
3 Apr 2025 - Word to the Wise
What the documentation says
5 technical articles
Email service provider documentation consistently emphasizes that achieving optimal email deliverability requires a multi-faceted approach focusing on sender authentication (SPF, DKIM, DMARC), maintaining a positive sender reputation, practicing diligent list management (including segmentation and hygiene), monitoring bounce rates and feedback loops, and consistently delivering engaging, relevant content. They do not suggest 99% deliverability is possible, and instead recommend implementing fundamental best practices.
Key findings
- Authentication is Critical: SPF, DKIM, and DMARC are essential for verifying sender identity and improving deliverability.
- Sender Reputation Matters: Maintaining a positive sender reputation is a key factor in inbox placement.
- List Management is Crucial: Clean, segmented email lists with engaged subscribers are vital for deliverability success.
- Content Relevance: Consistently delivering relevant and engaging content enhances deliverability.
- Monitoring and Feedback: Regularly monitoring bounce rates and feedback loops helps identify and address deliverability issues.
Key considerations
- Implement SPF, DKIM, DMARC: Ensure your email sending infrastructure is properly configured with SPF, DKIM, and DMARC.
- Monitor Sender Reputation: Use tools like Google Postmaster Tools to track your sender reputation and identify potential problems.
- Practice List Hygiene: Regularly remove invalid and unengaged subscribers from your email list.
- Segment Your Audience: Tailor your email content to specific audience segments to increase engagement and relevance.
- Analyze Feedback Loops: Pay close attention to bounce rates and feedback loops to identify and address deliverability issues promptly.
Technical article
Documentation from Microsoft explains that to help ensure that email you send isn't marked as junk, make sure that your DNS records are set up correctly, including your SPF record. Also ensure your sending IP address isn't on a block list.
28 Jan 2025 - Microsoft
Technical article
Documentation from Google Workspace Admin Help details that to improve email delivery to Gmail, you should authenticate your email with SPF, DKIM, and DMARC. They also recommend monitoring your sender reputation via Google Postmaster Tools.
22 May 2024 - Google Workspace Admin Help
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