chore: Add guides and comparison pages to landing site
This commit is contained in:
Dries Augustyns
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import React from 'react';
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import {GuideLayout, InfoBox} from '../../components/guides';
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import Link from 'next/link';
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export default function EmailDeliverability() {
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return (
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<GuideLayout
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title="Email Deliverability Guide: Reach the Inbox Every Time"
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description="Learn proven strategies to improve email deliverability, avoid spam filters, and maximize inbox placement rates. Complete guide with best practices."
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lastUpdated="2025-12-20"
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readTime="12 min"
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canonical="https://www.useplunk.com/guides/email-deliverability"
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>
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{/* Introduction */}
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<section id="introduction" className="mb-12">
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<p className="text-neutral-700 leading-relaxed">
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Email deliverability is the measure of how successfully your emails reach recipients' inboxes rather than spam
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folders or being blocked entirely. Even perfectly crafted emails are worthless if they never reach your
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audience.
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</p>
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<p className="mt-4 text-neutral-700 leading-relaxed">
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This comprehensive guide covers everything you need to know about email deliverability—from technical
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authentication to content best practices—so you can maximize inbox placement rates.
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</p>
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</section>
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{/* What is Email Deliverability */}
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<section id="what-is-deliverability" className="mb-12">
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<h2 className="text-3xl font-bold text-neutral-900 mb-6">What is Email Deliverability?</h2>
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<p className="text-neutral-700 leading-relaxed mb-6">
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Email deliverability refers to your ability to deliver emails to subscribers' inboxes. It's measured as a
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percentage of sent emails that successfully reach the inbox.
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</p>
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<div className="grid gap-6 md:grid-cols-3 mb-8">
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<div className="rounded-xl border border-neutral-200 bg-white p-6">
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<div className="text-3xl font-bold text-green-600 mb-2">95%+</div>
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<h3 className="text-lg font-semibold text-neutral-900 mb-2">Excellent</h3>
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<p className="text-sm text-neutral-700">
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Strong sender reputation, proper authentication, engaged audience
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</p>
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</div>
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<div className="rounded-xl border border-neutral-200 bg-white p-6">
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<div className="text-3xl font-bold text-amber-600 mb-2">85-94%</div>
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<h3 className="text-lg font-semibold text-neutral-900 mb-2">Good</h3>
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<p className="text-sm text-neutral-700">Room for improvement in authentication or engagement</p>
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</div>
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<div className="rounded-xl border border-neutral-200 bg-white p-6">
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<div className="text-3xl font-bold text-red-600 mb-2"><85%</div>
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<h3 className="text-lg font-semibold text-neutral-900 mb-2">Poor</h3>
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<p className="text-sm text-neutral-700">Serious issues requiring immediate attention</p>
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</div>
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</div>
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<InfoBox type="info" title="Deliverability vs Delivery Rate">
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<p>
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<strong>Delivery rate</strong> measures emails that weren't bounced (reached the server).{' '}
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<strong>Deliverability</strong> measures emails that reached the inbox specifically, not spam. You want both
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to be high.
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</p>
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</InfoBox>
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</section>
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{/* Key Factors */}
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<section id="key-factors" className="mb-12">
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<h2 className="text-3xl font-bold text-neutral-900 mb-6">Key Factors Affecting Deliverability</h2>
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<p className="text-neutral-700 leading-relaxed mb-6">
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Email deliverability depends on multiple interconnected factors:
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</p>
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<div className="space-y-6">
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<div className="border-l-4 border-neutral-900 pl-6">
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<h3 className="text-xl font-semibold text-neutral-900 mb-2">1. Sender Reputation</h3>
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<p className="text-neutral-700">
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Email providers track your sending behavior over time. High engagement rates, low spam complaints, and few
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bounces build a positive reputation. Poor practices damage it.
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</p>
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</div>
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<div className="border-l-4 border-neutral-900 pl-6">
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<h3 className="text-xl font-semibold text-neutral-900 mb-2">2. Email Authentication</h3>
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<p className="text-neutral-700">
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SPF, DKIM, and DMARC authenticate your emails and prove they're legitimate. Without proper authentication,
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emails are more likely to be flagged as spam.
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</p>
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</div>
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<div className="border-l-4 border-neutral-900 pl-6">
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<h3 className="text-xl font-semibold text-neutral-900 mb-2">3. Email Content</h3>
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<p className="text-neutral-700">
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Spam filters analyze your subject lines, body content, links, and images. Spammy language, excessive
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links, or misleading content trigger filters.
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</p>
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</div>
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<div className="border-l-4 border-neutral-900 pl-6">
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<h3 className="text-xl font-semibold text-neutral-900 mb-2">4. List Quality & Engagement</h3>
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<p className="text-neutral-700">
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Sending to engaged subscribers who want your emails is crucial. High open rates and clicks signal quality.
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Low engagement or spam complaints hurt deliverability.
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</p>
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</div>
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<div className="border-l-4 border-neutral-900 pl-6">
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<h3 className="text-xl font-semibold text-neutral-900 mb-2">5. Technical Infrastructure</h3>
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<p className="text-neutral-700">
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Your sending IP address, domain reputation, and email infrastructure affect how providers perceive your
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emails. Dedicated IPs and proper warm-up are important at scale.
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</p>
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</div>
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</div>
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</section>
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{/* Best Practices */}
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<section id="best-practices" className="mb-12">
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<h2 className="text-3xl font-bold text-neutral-900 mb-6">Email Deliverability Best Practices</h2>
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<div className="space-y-8">
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<div>
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<h3 className="text-xl font-semibold text-neutral-900 mb-4">Authentication & Technical Setup</h3>
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<div className="space-y-4">
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<div className="flex items-start gap-4 p-6 rounded-xl bg-neutral-50 border border-neutral-200">
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<div className="flex h-8 w-8 shrink-0 items-center justify-center rounded-full bg-neutral-900 text-white text-sm font-bold">
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1
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</div>
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<div>
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<h4 className="font-semibold text-neutral-900 mb-2">Configure SPF, DKIM, and DMARC</h4>
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<p className="text-neutral-700">
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Implement all three authentication protocols. This proves your emails are legitimate and protects
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your domain from spoofing.
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</p>
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</div>
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</div>
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<div className="flex items-start gap-4 p-6 rounded-xl bg-neutral-50 border border-neutral-200">
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<div className="flex h-8 w-8 shrink-0 items-center justify-center rounded-full bg-neutral-900 text-white text-sm font-bold">
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2
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</div>
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<div>
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<h4 className="font-semibold text-neutral-900 mb-2">Use a Dedicated Sending Domain</h4>
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<p className="text-neutral-700">
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Send marketing emails from a subdomain (e.g., mail.yourdomain.com) to protect your main domain's
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reputation if issues arise.
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</p>
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</div>
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</div>
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<div className="flex items-start gap-4 p-6 rounded-xl bg-neutral-50 border border-neutral-200">
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<div className="flex h-8 w-8 shrink-0 items-center justify-center rounded-full bg-neutral-900 text-white text-sm font-bold">
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3
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</div>
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<div>
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<h4 className="font-semibold text-neutral-900 mb-2">Warm Up New IPs and Domains</h4>
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<p className="text-neutral-700">
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If using a new IP or domain, gradually increase sending volume over 2-4 weeks. Sudden high volume
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from new sources looks suspicious.
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</p>
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</div>
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</div>
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</div>
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</div>
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<div>
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<h3 className="text-xl font-semibold text-neutral-900 mb-4">List Management</h3>
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<div className="space-y-4">
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<div className="flex items-start gap-4 p-6 rounded-xl bg-neutral-50 border border-neutral-200">
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<div className="flex h-8 w-8 shrink-0 items-center justify-center rounded-full bg-neutral-900 text-white text-sm font-bold">
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4
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</div>
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<div>
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<h4 className="font-semibold text-neutral-900 mb-2">Use Double Opt-In</h4>
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<p className="text-neutral-700">
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Require subscribers to confirm their email address. This ensures list quality and prevents spam trap
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addresses from being added.
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</p>
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</div>
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</div>
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<div className="flex items-start gap-4 p-6 rounded-xl bg-neutral-50 border border-neutral-200">
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<div className="flex h-8 w-8 shrink-0 items-center justify-center rounded-full bg-neutral-900 text-white text-sm font-bold">
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5
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</div>
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<div>
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<h4 className="font-semibold text-neutral-900 mb-2">Clean Your List Regularly</h4>
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<p className="text-neutral-700">
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Remove hard bounces immediately and consider removing subscribers who haven't engaged in 6-12
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months. Inactive subscribers hurt your reputation.
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</p>
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</div>
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</div>
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<div className="flex items-start gap-4 p-6 rounded-xl bg-neutral-50 border border-neutral-200">
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<div className="flex h-8 w-8 shrink-0 items-center justify-center rounded-full bg-neutral-900 text-white text-sm font-bold">
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6
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</div>
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<div>
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<h4 className="font-semibold text-neutral-900 mb-2">Make Unsubscribing Easy</h4>
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<p className="text-neutral-700">
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Include a clear unsubscribe link in every email. Making it hard to unsubscribe leads to spam
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complaints, which are much worse for deliverability.
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</p>
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</div>
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</div>
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</div>
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</div>
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<div>
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<h3 className="text-xl font-semibold text-neutral-900 mb-4">Content Best Practices</h3>
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<div className="space-y-4">
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<div className="flex items-start gap-4 p-6 rounded-xl bg-neutral-50 border border-neutral-200">
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<div className="flex h-8 w-8 shrink-0 items-center justify-center rounded-full bg-neutral-900 text-white text-sm font-bold">
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7
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</div>
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<div>
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<h4 className="font-semibold text-neutral-900 mb-2">Avoid Spam Trigger Words</h4>
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<p className="text-neutral-700 mb-3">
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Words like "FREE", "ACT NOW", "LIMITED TIME", excessive exclamation marks, and all caps trigger spam
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filters. Write naturally and professionally.
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</p>
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</div>
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</div>
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<div className="flex items-start gap-4 p-6 rounded-xl bg-neutral-50 border border-neutral-200">
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<div className="flex h-8 w-8 shrink-0 items-center justify-center rounded-full bg-neutral-900 text-white text-sm font-bold">
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8
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</div>
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<div>
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<h4 className="font-semibold text-neutral-900 mb-2">Balance Text and Images</h4>
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<p className="text-neutral-700">
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Don't send image-only emails. Maintain a healthy text-to-image ratio (at least 60% text). Include
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alt text for images.
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</p>
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</div>
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</div>
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<div className="flex items-start gap-4 p-6 rounded-xl bg-neutral-50 border border-neutral-200">
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<div className="flex h-8 w-8 shrink-0 items-center justify-center rounded-full bg-neutral-900 text-white text-sm font-bold">
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9
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</div>
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<div>
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<h4 className="font-semibold text-neutral-900 mb-2">Use Relevant Subject Lines</h4>
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<p className="text-neutral-700">
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Subject lines should accurately reflect email content. Misleading subjects increase spam complaints
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and damage trust.
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</p>
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</div>
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</div>
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</div>
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</div>
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</div>
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</section>
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{/* Common Issues */}
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<section id="common-issues" className="mb-12">
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<h2 className="text-3xl font-bold text-neutral-900 mb-6">Common Deliverability Issues & Solutions</h2>
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<div className="space-y-6">
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<div className="rounded-xl border-2 border-red-200 bg-red-50 p-6">
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<h3 className="text-xl font-semibold text-red-900 mb-3">Problem: Emails Going to Spam</h3>
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<p className="text-neutral-700 mb-3">
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<strong>Causes:</strong> Poor sender reputation, missing authentication, spammy content, low engagement
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</p>
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<p className="text-neutral-700">
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<strong>Solutions:</strong> Verify SPF/DKIM/DMARC setup, improve email content, segment your list to send
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to engaged subscribers, warm up sending reputation
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</p>
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</div>
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<div className="rounded-xl border-2 border-amber-200 bg-amber-50 p-6">
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<h3 className="text-xl font-semibold text-amber-900 mb-3">Problem: High Bounce Rate</h3>
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<p className="text-neutral-700 mb-3">
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<strong>Causes:</strong> Invalid email addresses, purchased lists, poor list hygiene
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</p>
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<p className="text-neutral-700">
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<strong>Solutions:</strong> Use double opt-in, validate email addresses, remove hard bounces immediately,
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regularly clean your list
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</p>
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</div>
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<div className="rounded-xl border-2 border-blue-200 bg-blue-50 p-6">
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<h3 className="text-xl font-semibold text-blue-900 mb-3">Problem: Low Engagement Rates</h3>
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<p className="text-neutral-700 mb-3">
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<strong>Causes:</strong> Irrelevant content, wrong send frequency, stale email list
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</p>
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<p className="text-neutral-700">
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<strong>Solutions:</strong> Segment your audience, personalize content, test send times, re-engagement
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campaigns for inactive subscribers
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</p>
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</div>
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<div className="rounded-xl border-2 border-purple-200 bg-purple-50 p-6">
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<h3 className="text-xl font-semibold text-purple-900 mb-3">Problem: Blacklisted IP or Domain</h3>
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<p className="text-neutral-700 mb-3">
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<strong>Causes:</strong> Spam complaints, sending to spam traps, compromised account
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</p>
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<p className="text-neutral-700">
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<strong>Solutions:</strong> Check blacklists (MXToolbox, Spamhaus), request delisting, fix underlying
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issues, consider a new sending domain if severely damaged
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</p>
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</div>
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</div>
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</section>
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{/* Monitoring */}
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<section id="monitoring" className="mb-12">
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<h2 className="text-3xl font-bold text-neutral-900 mb-6">Monitoring Email Deliverability</h2>
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<p className="text-neutral-700 leading-relaxed mb-6">
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Track these metrics to stay on top of deliverability:
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</p>
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<div className="grid gap-6 md:grid-cols-2">
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<div className="rounded-xl border border-neutral-200 bg-white p-6">
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<h3 className="text-lg font-semibold text-neutral-900 mb-3">Delivery Rate</h3>
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<p className="text-neutral-700">
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Percentage of emails that didn't bounce. Target: 98%+. Track hard vs soft bounces separately.
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</p>
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</div>
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<div className="rounded-xl border border-neutral-200 bg-white p-6">
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<h3 className="text-lg font-semibold text-neutral-900 mb-3">Inbox Placement Rate</h3>
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<p className="text-neutral-700">
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Percentage of delivered emails that reached the inbox (not spam). Target: 95%+. Use seed list testing.
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</p>
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</div>
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<div className="rounded-xl border border-neutral-200 bg-white p-6">
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<h3 className="text-lg font-semibold text-neutral-900 mb-3">Spam Complaint Rate</h3>
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<p className="text-neutral-700">
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Percentage of recipients who mark as spam. Target: <0.1%. Even 0.3% is concerning.
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</p>
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</div>
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<div className="rounded-xl border border-neutral-200 bg-white p-6">
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<h3 className="text-lg font-semibold text-neutral-900 mb-3">Engagement Metrics</h3>
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<p className="text-neutral-700">
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Open rates, click rates, and unsubscribe rates. Sustained low engagement signals poor deliverability.
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</p>
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</div>
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</div>
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<InfoBox type="tip" title="Use DMARC Reports">
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<p>
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DMARC aggregate reports show authentication success rates and potential spoofing attempts. Review these
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weekly to catch deliverability issues early.
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</p>
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</InfoBox>
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</section>
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{/* Related Guides */}
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<section id="related-guides" className="mb-12">
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<h2 className="text-3xl font-bold text-neutral-900 mb-6">Related Email Guides</h2>
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<div className="grid gap-4 md:grid-cols-3">
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<Link
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href="/guides/what-is-dkim"
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className="block rounded-xl border border-neutral-200 bg-white p-6 transition hover:border-neutral-300 hover:shadow-lg"
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>
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<h3 className="text-lg font-semibold text-neutral-900 mb-2">What is DKIM?</h3>
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<p className="text-sm text-neutral-600">Learn about DKIM email authentication.</p>
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</Link>
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<Link
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href="/guides/what-is-spf"
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className="block rounded-xl border border-neutral-200 bg-white p-6 transition hover:border-neutral-300 hover:shadow-lg"
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>
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<h3 className="text-lg font-semibold text-neutral-900 mb-2">What is SPF?</h3>
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<p className="text-sm text-neutral-600">Understand SPF records and sender authorization.</p>
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</Link>
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<Link
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href="/guides/email-sender-reputation"
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className="block rounded-xl border border-neutral-200 bg-white p-6 transition hover:border-neutral-300 hover:shadow-lg"
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>
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<h3 className="text-lg font-semibold text-neutral-900 mb-2">Email Sender Reputation</h3>
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<p className="text-sm text-neutral-600">Build and maintain sender reputation.</p>
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</Link>
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</div>
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</section>
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</GuideLayout>
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);
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}
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Reference in New Issue
Block a user