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How to fix email deliverability issues

Email deliverability is the ability successfully deliver emails to your contact’s inbox without being filtered out as spam by the email provider.

What’s the difference between email deliverability and email delivery?

They might sound similar but these terms actually refer to two different things. 

Email delivery refers to whether or not an email is received by the server of a recipient’s email provider.

Email deliverability refers to where the email lands once it’s been received by the server (i.e. in the inbox or junk mail).

 Why Email deliverability is important.

Because it’s a crucial factor for email marketing success. Poor deliverability equals even poorer results. You could even inflict long-term damage to your brand and email sender reputation.

What’s more, if your subscribers aren’t getting your emails, you can say goodbye to any return on investment from your email marketing software.

Let’s get into fixing the email issue.


Firstly we need to find out what is causing the issue, to do so, visit the website mail-tester.com, mail-tester will provide you an email address that you can use to test your emails, grab that email, login into your email and send a normal email, see image below:

After sending the email, wait a few seconds and press check your score button, you will be directed to the page which contains your score, the page will look similar to the below:


We’ve shared the most common fixes below:

SPF record:
Sender Policy Framework is an email authentication method designed to detect forging sender addresses during the delivery of the email.

SPF record example:
Type: TXT
Host/Name: yourdomain.com
Value: v=spf1 ip4:your mail server ip ~all

You can generate your SPF record here.

DKIM record:
Type: TXT
Host/Name: _DMARC.yourdomain.com
Value: v=DMARC1; p=none; rua=mailto:[email protected]; ruf=mailto:[email protected]; fo=1

You can generate your dmarc record here.

RDNS not setup

A reverse DNS is exactly what you’d expect. It’s where the hostname of a certain IP address is queried. Basically, a reverse DNS lookup returns the hostname of an IP address.

You can check if your IP has a RDNS record setup here.

 If not, contact your hosting provider, RDNS record setup requires a higher lvl of access.

A blacklisted IP can also be causing your emails going to spam or even not reaching the recipient at all.

To check if your mail server’s IP is blacklisted, click here.

If you find out that your IP is blacklisted, immediately contact your hosting provider.

You might ask, why my IP is on the blacklist?

The most common reason is that the IP address has been reported, and consequently blacklistedis for sending out spam emails. Perhaps you are sending emails without authentication (don’t! just don’t) or perhaps someone is using your IP to send such emails (so make sure your security features are up to date and reliable).

Other non-technical reasons:


E-mail sent to invalid e-mail address

Sending an e-mail to an e-mail address that is misspelled or does not exist results in that e-mail not being delivered. While it seems obvious, it is easily overlooked and happens often.

Even if it’s spelled correctly, if the e-mail address does not exist, the e-mail cannot be delivered and you will usually receive a non-delivery notification. The notification will tell you the e-mail address does not exist, isn’t found, or other important information.

Content Filters

There are a few different types of content filters that may result in emails not reaching their intended destinations. ISPs are often supported by anti-spam companies to help them to filter out distributed content that appears unsolicited based on either the content of the message or its source. Other times, ISPs will employ content filters that are created or adapted internally to scan for a variety of patterns they’ve associated with spam email, such as inserting spaces or punctuation within words that may normally trigger a red flag. There are also user content filters provided by almost every email client to help users filter certain words, phrases, or even domain addresses into their spam/junk mail folders.

Sometimes, the issue can be at the recipient’s end, so make sure to double check with them.

Are you facing issues with your email? [We are available 24/7

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