Which companies are considered to have amazing deliverability practices?
Michael Ko
Co-founder & CEO, Suped
Published 26 Apr 2025
Updated 17 Aug 2025
7 min read
Achieving excellent email deliverability is a significant challenge for any company sending emails at scale. While many aim for high inbox placement rates, only a handful consistently maintain a good deliverability benchmark of 95% or higher. What sets these top performers apart, and which companies are setting the gold standard in email deliverability practices? It's often less about a specific tool and more about a holistic, consistent approach to email sending.
Identifying companies with amazing deliverability isn't always straightforward because much of their work happens behind the scenes. However, patterns emerge when you examine businesses that consistently engage their audiences without landing in spam folders. These companies prioritize subscriber trust, maintain rigorous technical standards, and adapt to evolving inbox provider requirements, such as those introduced by Google and Yahoo.
It's about having a deep understanding of the email ecosystem, from list acquisition to bounce management and handling the complexities of email blocklists (or blacklists). The top performers treat email as a critical communication channel, not just a marketing tool, ensuring every message sent has the best chance of reaching its intended recipient.
Technical excellence and authentication
At the heart of superior email deliverability lies a robust technical setup. Companies that excel in this area ensure their email authentication protocols are impeccable. This includes properly configured SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) records. These are the foundational elements that help receiving mail servers verify the legitimacy of your emails and protect against phishing and spoofing.
Beyond basic setup, these companies actively monitor their authentication. They don't just set it and forget it, they regularly check DMARC reports from Google and Yahoo to identify any authentication failures or potential issues that could impact their sender reputation. They understand that a strong domain reputation is critical for reaching the inbox.
These companies also pay close attention to their IP and domain health. They avoid common pitfalls like sending to old or unengaged lists, which can lead to high bounce rates and spam complaints. They implement consistent sending volumes and patterns, avoiding sudden spikes that can trigger spam filters. If an issue arises, they act swiftly to identify and resolve it, understanding the long-term impact on their ability to reach subscribers.
Engagement and list management
Beyond the technical configurations, companies with stellar deliverability deeply understand their audience. They employ robust list management practices, ensuring that only engaged and opted-in subscribers receive their emails. This proactive approach minimizes spam complaints and maximizes positive engagement signals, which inbox providers value highly.
For example, companies like Home Depot and Toyota have been cited for their ability to maintain long-term subscriber relationships and deliver highly contextual messages. Toyota's CRM program, in particular, has been praised for its timely emails about maintenance and trade-ins, showcasing excellent use of data to enhance relevance. Similarly, a flash sales division for a national retailer achieved a contractual SLA for first delivery attempt within five minutes for one million emails, largely due to very strict list control and vetting. This attention to detail in list management is a hallmark of top-tier deliverability.
Best practices for list management
Permission based: Only send to recipients who have explicitly opted in.
Regular hygiene: Periodically clean your lists of inactive or invalid addresses.
Segmentation: Segment your audience to send highly relevant content.
Preference centers: Allow subscribers to choose what content they receive.
Common pitfalls to avoid
Purchased lists: Buying email lists often leads to spam traps and low engagement.
Infrequent sending: Inconsistent sending can degrade sender reputation over time.
Ignoring bounces: High bounce rates signal poor list quality and hurt reputation.
Lack of engagement tracking: Not monitoring opens and clicks means missing crucial signals.
It's also about respecting the customer journey. Top companies use behavioral data to send relevant, timely emails that recipients genuinely want to receive, reducing the likelihood of complaints. This thoughtful approach to engagement builds a strong sender reputation that is resilient to minor fluctuations and helps prevent placement on a blocklist (or blacklist).
Recovery and resilience
Even companies with excellent practices can face deliverability challenges. The true test of a company with amazing deliverability is not whether they encounter problems, but how quickly and effectively they recover. A common issue can be a sudden drop in domain reputation, perhaps due to a security breach or an unexpected surge in spam complaints.
When a domain's reputation is severely impacted, such as a Gmail domain reputation being trashed, the recovery process requires strategic intervention and often a temporary reduction in sending volume. Mailbox providers, especially Google and Yahoo, are cautious about domains that suddenly attempt to send large volumes of mail after a period of poor performance or a security incident.
Recovering from deliverability issues
Recovering from a deliverability problem requires more than just fixing the technical cause. It demands restraint and a commitment to rebuilding trust with mailbox providers and subscribers. This includes:
Thorough investigation: Identify the root cause of the problem.
Immediate remediation: Address any security vulnerabilities or list quality issues.
Reduced sending volume: Gradually re-introduce email volume as reputation improves.
Consistent monitoring: Use tools to track deliverability and inbox placement rates.
This rigorous approach to recovery, coupled with a fundamental commitment to email best practices, distinguishes companies with truly amazing deliverability. They understand that email is a privilege, not a right, and they continuously work to earn and maintain their place in the inbox.
Qualities of deliverability leaders
While specific company names are often kept private due to the competitive nature of deliverability, certain attributes consistently appear among those recognized for their superior practices. These companies prioritize their recipients' experience above all else. They understand that delivering value through email is paramount, leading to higher engagement and lower complaint rates. This is a core tenet of email deliverability best practices.
They also invest in robust deliverability monitoring and analytics. This means constantly tracking key metrics like inbox placement, bounce rates, spam complaint rates, and engagement. They don't just react to problems, they proactively identify trends and potential issues before they escalate. This proactive monitoring allows them to fine-tune their sending strategy and maintain optimal performance.
Furthermore, leading companies are diligent about managing their sender reputation. They understand that a strong email domain reputation is built over time through consistent, positive sending behavior. This includes sending wanted emails to engaged subscribers, promptly removing unengaged users, and adhering to industry standards. This dedication helps them avoid being flagged by major email providers.
Ultimately, companies that consistently achieve amazing deliverability are those that view it as an ongoing process requiring continuous attention, adaptation, and a deep respect for the recipient. They leverage technical expertise, data-driven insights, and customer-centric strategies to ensure their messages consistently reach the inbox and drive meaningful interactions.
Views from the trenches
Best practices
Maintain strict list hygiene to remove unengaged subscribers and prevent spam traps.
Implement robust authentication protocols like SPF, DKIM, and DMARC.
Segment your audience and send relevant, timely, and personalized content.
Regularly monitor your domain and IP reputation using postmaster tools.
Warm up new IPs or domains gradually to build a positive sending history.
Common pitfalls
Sending to purchased or old, unverified email lists leading to high bounces and complaints.
Ignoring DMARC reports and failing to address authentication failures promptly.
Sudden spikes in sending volume or inconsistent sending patterns.
Failing to implement 2FA on sending platforms, risking account compromise.
Not removing unengaged subscribers, which can negatively impact sender reputation.
Expert tips
Deliverability is not just technical, it's about business processes and respecting users.
Any deliverability issue is recoverable, but it requires time and effort.
Focus on meeting your customers' needs with your email program.
The best you can achieve is 100% inboxing; focus on business goals, not just 'doing more.'
Be proactive in monitoring and addressing issues, rather than reactive.
Marketer view
Marketer from Email Geeks says Sephora's emails were incredibly effective at driving purchases.
2023-09-27 - Email Geeks
Marketer view
Marketer from Email Geeks says Home Depot has an insane ability to reach subscribers due to deep domain reputation, which was achieved after fixing historical deliverability problems.
2023-09-27 - Email Geeks
The path to deliverability leadership
Companies that consistently demonstrate amazing email deliverability aren't just lucky, they're strategic. They combine technical rigor with a profound understanding of their audience, consistently adapting their practices to meet the dynamic demands of inbox providers. This commitment allows them to build and maintain a strong sender reputation, ensuring their messages reach recipients and achieve their intended goals.
By focusing on consent-based list building, impeccable authentication, proactive monitoring, and a rapid response to any issues, these companies set the standard for effective email communication. It's a continuous journey of optimization and trust-building that ultimately leads to exceptional inbox placement and engagement.
Home Depot and 
Toyota have been cited for their ability to maintain long-term subscriber relationships and deliver highly contextual messages. Toyota's CRM program, in particular, has been praised for its timely emails about maintenance and trade-ins, showcasing excellent use of data to enhance relevance. Similarly, a flash sales division for a national retailer achieved a contractual SLA for first delivery attempt within five minutes for one million emails, largely due to very strict list control and vetting. This attention to detail in list management is a hallmark of top-tier deliverability.
Google and 
Yahoo, are cautious about domains that suddenly attempt to send large volumes of mail after a period of poor performance or a security incident.
