What should my email deliverability performance be?

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As marketers, we're obsessed with our brand reputation; it's what we live and breathe for. But do you protect all aspects of your brand, including your email delivery reputation? Email deliverability encompasses all the issues related to your email reaching your lead's inbox successfully. A low email deliverability rate can affect your brand's reputation on the Web if you are being marked as spam or being blacklisted. There are even legal repercussions to bad email practices and deliverability. As users become inundated with emails, it becomes harder to reach your target's inbox. There are a number of resources to help you understand what you need to do to improve your email deliverability. As a b-to-b marketer, I encourage you to stay up to date on all best practices for email deliverability. is a great resource for the latest and greatest. But at a higher level, let's look at two areas that can help improve your chances of having your email reach your target:
  • Data quality. Without accurate data in your email marketing database, your email send metrics may show an increase in invalid emails and a decrease in email deliverability. This can affect your sender reputation. According to a study by MarketingSherpa, the accuracy of the average database decays 2.1% per month. Make sure to filter out any records with invalid email addresses to improve subsequent sends.
  • Domain reputation. If your domain is flagged and blacklisted, you need to know. Blacklists monitor the Internet for reports of unsolicited commercial email (spam) and then publicly list the sources for others to reference as a measure to fight spam. Many ISPs and independent organizations use those databases as reference filters on their inbound mail servers to aid in preventing spam and to encourage Internet security. You can check your blacklist status at
. As for your email deliverability rate, a benchmark to work toward is 90% delivered. With a clean database and a good domain reputation, that is not unattainable. Do you know your email deliverability rate? Majda Anwar is a revenue engineer for revenue marketing agency Pedowitz Group. She can be reached at
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