We’re passionate about getting your emails to their intended inboxes

10 Common Deliverability Questions Answered

1. How does Campaign Monitor’s deliverability team support customers?

We have a dedicated team focused specifically on deliverability optimisation. Our team works to optimise for consistent inbox placement, not just high delivery rates. They’re passionate about what they do and spend considerable time monitoring our overall deliverability and sender reputation, producing educational material and engaging in industry discussion, and providing in-depth 1:1 support to help you succeed. Our 99% delivery rate* is the result of decades of expertise and hard work.

2. What role do I, as the email sender, play in deliverability success?

Unlike the delivery rate, which measures if your email was accepted or rejected by the mail server, deliverability is about whether your email reaches and engages real inboxes. That’s where your role as a sender matters most. Deliverability requires a partnership. We do our part by maintaining infrastructure and reputation, and we make it simple for you to do yours. Your active participation is essential for getting emails where they need to go. To support you, we share deliverability best practices across our website and platform, giving you clear guidance and support every step of the way.

3. Do I need email authentication set up?

Yes, email authentication (SPF, DKIM, and DMARC) is essential, but it’s just the foundation. Authentication tells mailbox providers like Gmail, Yahoo and Microsoft, who you are, but inbox placement is driven by sender behaviour, list quality, and long-term engagement patterns. Think of authentication as your credentials, not your guarantee of trust.

4. Should I be worried about unsubscribes?

No, unsubscribes are healthy for your program. They help maintain list hygiene and reduce spam complaints. It’s better to lose a disinterested subscriber than keep one who drags down your metrics or reports your emails as spam. A clean, engaged list performs better than a large, unengaged one. However, if you consistently see a high number of unsubscribe rates, it’s worth looking at the ways you collect addresses and make sure they are directly opting in for your content.

5. Will sending more emails improve my results?

Not necessarily. Sending more emails indiscriminately can hurt your deliverability. Quality beats quantity every time. Inbox providers prioritise engagement, so sending to people who aren’t opening, clicking or otherwise engaging will drag your sender reputation down. A curated, engaged list with personalised content will deliver better results than one only serving vanity metrics.

6. Are there words I should avoid to prevent spam filtering?

Modern spam filters are more sophisticated than simple word-based filtering. Words like “free” or “buy now” won’t automatically land you in spam unless paired with other red flags like poor sender reputation or low engagement. Focus on subscriber engagement and relevant content rather than avoiding specific words.

7. Will switching to a new IP address or domain solve my deliverability problems?

No, it won’t, and it’s a tactic that spammers use to try and get around spam filtering. Think of your Sender Reputation like your credit score; if you have a bad score, it doesn’t matter which financial institution you use. Mailbox providers use 100s, if not 1000s, of signals to fingerprint incoming emails, so switching IPs without fixing root causes like poor list management or aggressive sending practices will only transfer the problem. Any changes to your sending infrastructure should be carefully managed, and it’s essential to address the fundamentals first.

8. Do I only need to only follow my country’s anti-spam email laws?

No, you must follow the privacy and email laws of your subscribers’ countries, not just your own. This means understanding and complying with regulations like GDPR, CAN-SPAM, CASL, and others, depending on where your subscribers are located. You also need to follow our Terms of Use and Anti-Spam policies, which are based on these laws and the requirements set by mailbox providers for bulk senders. Together, these ensure successful email delivery and high deliverability.

9. Is poor deliverability usually the mailbox provider’s or the ESP’s fault?

While mailbox providers (MBPs) do have filters and algorithms, poor deliverability typically stems from sender behaviour rather than MBPs being “unfair.” It is also unlikely to be the ESP’s fault, since so much of deliverability, successfully landing in the inbox, is specific to each bulk sender. Most deliverability issues are fixable with better list management, audience segmentation, and engagement-based sending practices. We’ve helped countless customers improve their deliverability by focusing on these fundamentals.

10. Will switching email service providers fix my deliverability issues?

Not automatically. If you’re experiencing inbox issues, the problem often goes beyond your ESP. Issues like spam complaints, high bounce rates, or poor engagement patterns will follow you to a new platform. A new ESP can help diagnose problems and guide improvements, but you’ll still need to address underlying list quality and sending practices. By following best practices and partnering with us, you can strengthen your sender reputation and increase inbox placement over time.