Why Email Deliverability Rates Are Dropping and How to Fix It?

Global email deliverability rates have dropped to an average of 83%, a significant decline from previous years. This means that nearly one in five emails never reach its intended recipient's inbox.

In an era where email marketing reigns as one of the most cost-effective communication channels, declining deliverability rates have become a pressing concern for marketers worldwide.

For businesses relying on email as a primary touchpoint, poor deliverability impacts more than just open rates; it affects engagement, revenue, and customer trust.

In this article, we’ll explore why email deliverability is plummeting, identify the key factors behind this decline, and outline actionable strategies to fix the problem, ensuring better outcomes for your lead generation efforts.

The Factors Behind Dropping Email Deliverability Rates

Deliverability is more than just hitting “send” and hoping your message reaches the inbox. Various technical, behavioral, and external factors are influencing the declining rates. Let’s explore these in detail:

1. Stricter Spam Filters

Email service providers (ESPs) are continually updating their spam algorithms to combat fraudulent and irrelevant messages. While these updates are designed to protect users, they often catch legitimate emails in their nets.

• Keyword Sensitivity: Words like “free,” “offer,” or “urgent” can trigger spam filters, even if used legitimately.
• Engagement Metrics: Spam filters now consider engagement signals, such as open rates, click-through rates, and replies. Emails that fail to generate engagement are more likely to be flagged.

Impact:

Even reputable senders may find their emails relegated to the spam folder, reducing visibility and damaging the sender's reputation.

2. Poor List Management Practices

An outdated or poorly managed email list is a primary culprit behind declining deliverability rates. Issues include:

• High Bounce Rates: Sending emails to invalid or inactive addresses increases the likelihood of being flagged as a spammer.
• Unengaged Recipients: Continuing to email contacts who never open or interact with your emails signals ESPs that your messages lack relevance.
• Purchased Email Lists: Lists bought from third parties often include fake or inactive addresses, tarnishing the sender's reputation.

Example:

A retail company saw its deliverability drop by 15% after purchasing a list of 10,000 leads, half of which turned out to be invalid addresses.

3. Overuse of Promotional Emails

While email marketing is a valuable tool for driving sales, overloading recipients with promotional messages can backfire.

• Recipient Fatigue: Bombarding users with daily or irrelevant offers may lead them to mark your emails as spam.
• Lack of Personalization: Generic, one-size-fits-all emails fail to resonate with audiences, reducing engagement rates.

Impact:

Let’s consider audio as were engagement metric to further decrease your chances of landing in the inbox, as spam filter interaction is a key metric.

4. Failure to Authenticate Emails

Authentication protocols such as SPF, DKIM, and DMARC play a vital role in ensuring emails are delivered securely. Without these measures, ESPs may view your emails as suspicious or fraudulent.

• SPF (Sender Policy Framework): Verifies that the sender is authorized to use the domain.
• DKIM (DomainKeys Identified Mail): Ensures the email hasn’t been tampered with during transmission.
• DMARC (Domain-based Message Authentication, Reporting, and Conformance): Aligns SPF and DKIM to prevent spoofing attacks.

Consequence:

Emails sent without proper authentication are more likely to be blocked or marked as spam, even if the content is legitimate.

5. Rising Privacy Regulations

Laws like GDPR, CCPA, and the updated CAN-SPAM Act have placed stricter requirements on how businesses collect, store, and use email addresses. 

While these regulations protect consumer privacy, they also make it harder for marketers to build and maintain lists.

• Consent Requirements: Failing to obtain explicit consent from recipients can lead to legal penalties and higher unsubscribe rates.
• Data Requests: Recipients now have the right to request data removal, shrinking their list over time.

Example:

A small business lost 25% of its email list after implementing GDPR-compliant re-permission campaigns but saw improved engagement rates as a result.

6. Technical Issues in Sending Infrastructure

Behind-the-scenes factors like server configuration, sending volumes, and IP reputation heavily influence deliverability rates.

• Shared IP Reputation: Using shared servers can link your emails to the actions of other senders, potentially lowering your credibility.
• High Sending Volumes Without Warm-Up: Sending large volumes of emails from a new domain or IP address without gradually building credibility can trigger ESP blocks.
• Improper Formatting: Emails with broken links, missing headers, or excessive HTML can appear suspicious to spam filters.

Pro Tip:

Use email testing tools to identify technical issues before sending campaigns.

The Business Implications of Poor Deliverability

The decline in deliverability rates isn’t just a technical issue—it has direct and measurable consequences for businesses:

• Lost Revenue: Fewer emails in the inbox mean fewer conversions, reducing campaign ROI.
• Damaged Brand Reputation: Being flagged as spam affects customer trust and tarnishes your credibility.
• Higher Costs: Repeatedly sending emails that don’t reach recipients increases operational expenses without yielding results.
• Wasted Resources: Time spent crafting campaigns and maintaining lists goes to waste when emails don’t reach the intended audience.

Actionable Strategies to Improve Email Deliverability

Fixing poor email deliverability requires a proactive approach. By addressing key issues in list management, authentication, content strategy, and engagement practices, businesses can ensure their messages reach the inbox and drive desired outcomes. 

Let’s explore the most effective strategies:

1. Maintain a Healthy Email List

Your email list is the foundation of your deliverability success. Keeping it clean and relevant is crucial.

• Regular List Cleaning: Remove invalid, duplicate, or unengaged contacts periodically. Tools for email verification can identify inactive or fake addresses.
• Re-engagement Campaigns: Attempt to win back dormant subscribers with personalized offers. If they remain unresponsive, consider removing them to maintain list health.
• Avoid Purchased Lists: Building a genuine, permission-based list takes time but pays off with higher engagement rates.

Real-World Example:

A SaaS company improved its open rates by 30% after eliminating 10,000 inactive contacts and focusing on its most engaged subscribers.

2. Authenticate Your Emails

Without proper authentication, ESPs may block or flag your messages as spam. Ensure you implement the following protocols:

• SPF: Authorize specific servers to send emails on your behalf, preventing spoofing attempts.
• DKIM: Add a digital signature to your emails to verify content authenticity.
• DMARC: Align SPF and DKIM policies to protect your domain’s reputation.

Action Step:

Use online tools like MXToolBox to check if your domain passes SPF, DKIM, and DMARC tests.

3. Optimize Sending Practices

Technical improvements in how you send emails can significantly boost deliverability.

• Warm-Up New IPs: Gradually increase sending volumes from new domains or IP addresses to build credibility.
• Throttling Campaigns: Spread large campaigns over several days to avoid overwhelming servers.
• Monitor Sending Reputation: Use tools to track your domain and IP reputation regularly.

Pro Tip:

Consistency is key—maintain a predictable sending frequency to avoid red flags from ESPs.

4. Focus on Content Quality

The content of your email is scrutinized by both recipients and spam filters. Ensure it’s engaging and complies with best practices.

• Personalization: Use recipient names, preferences, or purchase history to make emails more relevant.
• Balanced Design: Avoid excessive images, caps, or symbols that could trigger spam filters.
• Clear Call-to-Action (CTA): Ensure your message is concise and directs recipients toward one clear goal.

Avoid Common Mistakes:

Spammy subject lines like “LIMITED TIME!!!” or overly promotional language can harm deliverability. Instead, opt for straightforward, value-driven language.

To optimize your email campaigns further, our B2B Rocket's AI Agent streamlines the process by generating engaging subject lines and tailored CTAs automatically. Our smart automation ensures your emails capture attention and drive conversions seamlessly, enhancing your lead-generation efforts.

5. Improve Engagement Metrics

Engagement signals—like opens, clicks, and replies—are a major factor in email deliverability.

• Segmentation: Group your audience based on behavior or demographics to send targeted messages.
• A/B Testing: Experiment with subject lines, content formats, and CTAs to find what resonates best.
• Encourage Interactions: Design campaigns that prompt recipients to reply or click links, signaling positive engagement to ESPs.

Example:

An e-commerce brand segmented its list by purchase history and sent tailored product recommendations, boosting click-through rates by 25%.

6. Stay Compliant with Privacy Regulations

Adhering to data protection laws not only avoids legal repercussions but also builds trust with recipients.

• Obtain Explicit Consent: Use double opt-in mechanisms to ensure recipients genuinely want to subscribe.
• Include Unsubscribe Links: Make it easy for users to opt out if they choose, preventing spam complaints.
• Transparent Privacy Policies: Communicate how you collect and use subscriber data.

Impact:
Compliant practices enhance your sender reputation and foster long-term subscriber relationships.

The Long-Term Benefits of High Deliverability

Achieving and maintaining strong deliverability rates has far-reaching advantages for your business:

• Higher ROI: Emails that land in the inbox generate better engagement and conversions.
• Stronger Relationships: Consistent and relevant communication builds trust with your audience.
• Improved Campaign Insights: Accurate data from engaged recipients helps refine future strategies.

Conclusion

Email deliverability is more than a technical metric—it’s a cornerstone of successful digital communication. 

Understanding the causes behind declining rates and implementing the right fixes can transform your campaigns, ensuring they reach and resonate with your target audience.

In a competitive landscape, where inbox space is limited, businesses that prioritize clean lists, authentication, and engagement will have the edge. 

Elevate your email marketing with our B2B Rocket’s data-driven solutions. Let us help you improve your deliverability rates and maximize engagement. Start implementing these strategies today to reclaim your spot in the inbox and achieve your email marketing goals.