Overview

Deliverability is often overlooked, yet it’s one of the most important factors in outbound success.
In this guide, you’ll learn what it means, why it matters, and how to improve it step by step.

Key benefits

Reach more leads: Make sure your emails land in inboxes, not spam folders.
Protect your domain reputation: Avoid blocks and long-term damage.
Boost performance: Improve your open, click, and conversion rates.

What is deliverability?

Email deliverability refers to the likelihood that your email reaches a lead’s inbox.
In simple terms, it’s your ability to successfully deliver your message to your audience.

A drop in deliverability can come from:

Poor technical setup
Spammy copywriting
Invalid or bouncing email addresses

Key benchmarks

Email open rates

Your open rate reflects the overall performance of your campaigns.

Benchmarks:

Below 60%: Poor — likely a technical issue to fix.
60–80%: Average — focus on improving segmentation and copywriting.
Above 80%: Excellent — great job!
100%: Suspicious — an antivirus or bot might be opening your emails.

Note: Open tracking works through a pixel embedded in your email. Each time it’s loaded, it counts as an open.

Click-through rates

Clicks are the best indicator of lead engagement and interest.

Benchmarks:

0%: You probably forgot to enable link tracking.
Below 5%: Weak.
5–8%: Good.
Above 8%: Excellent.

Tip: Always use embedded hyperlinks instead of pasting full URLs. It makes your emails cleaner and improves click rates.

Bounce rates

A high bounce rate harms your domain’s reputation and can land you in spam.

Benchmarks:

Below 7%: Very low risk.
7–12%: Acceptable if sending fewer than 200 emails/day.
12–20%: Risky, especially at higher volumes.
Above 20%: Dangerous at scale.

Important: Don’t just look at percentages — the number of emails sent also matters.

How to improve your deliverability

1. Fix your technical setup

Your setup determines how email servers trust your domain.
Make sure the following records are properly configured:

SPF (Sender Policy Framework): Verifies the sender’s IP address.
DKIM (DomainKeys Identified Mail): Authenticates the sender’s domain.
DMARC (Domain-based Message Authentication, Reporting & Conformance): Protects your domain from spoofing.

In La Growth Machine, any setup error appears directly in your email identity settings.

To check your records, use our tool :

Enter your email domain in the MXToolbox search bar.
The certificate checker will tell you whether each record is present or missing.

If any certificates are missing, they will be marked as “missing,” and you will need to configure them through your provider.

2. Use a Custom Domain Tracking (CDT)

A Custom Domain Tracking (e.g., tracking.yourdomain.com) helps you track clicks and opens more reliably.

Why it matters:

The shared tracking domain used by default in LGM is common to all users — which lowers its reputation.
Your own CDT improves your domain reputation and therefore your deliverability.

👉 Check out this article on CDT to learn more.

3. Adjust your copywriting

Great copywriting keeps your emails out of spam folders and makes your outreach more human.

Tips to improve your content:

Use spins to create unique variations of your message.
→ Example: 3–4 spin variables can generate dozens of message combinations.

📚 Learn more about using spins effectively to improve engagement.

Avoid spam words like “special promotion,” “save up to,” “best deal,” or “buy now.”

You can follow this list of good recommendations.

4. Warm up your domain

A new email domain must be “warmed up” before sending high volumes.

Two options:

Manual: For about 3 weeks, send real emails to external contacts and subscribe to newsletters.
Automated: Use services like MailWarm or MailReach to automate this process.

A proper warm-up builds trust with email providers and prevents early bounces.