Email Deliverability Foundations 

Email deliverability refers to the ability to deliver emails to subscribers’ inboxes. That is how certain advertisers determine whether or not their email campaigns can make it to their subscribers’ inboxes. Every email marketer shares the common goals of landing in their recipients inbox and maximizing engagement. Email marketing is an important aspect of marketing and doing it right is key and contributes significantly to the success of your marketing campaigns. Munro Agency offers you an email marketing platform that will help you improve your email deliverability and increase conversions. 

4 Factors that Impact Deliverability 

Infrastructure and Authentication 

The first thing you need to do is understand the technology behind deliverability. Our email sending infrastructure uses SendGrid, Shared IP Pools, and dynamic feedback.  The authentication technology that we utilize includes domain verification, DKIM and SPF. You need to verify your domain when you set up on our platform to prove that you have ownership of the domain. After verification the next step will be authentication where SPF let’s the server know that the IP address is allowed to send emails on behalf of your domain. Domain Key Identified Mail (DKIM) allows you to tell the recipient server that the source of the email is who they say they are and that the contents of the email were not altered in transmission. You cannot use a generic email such as Gmail to send marketing based email for the sake of authentication purposes. 

Email Deliverability graph Munro MX Records


    • Sendgrid
    • Shared IP tools
    • Dynamic Feedback


    • Domain verification
    • CNAME records (DKIM & SPF)


At Munro Agency,  we help many SME businesses with their their email deliverability. When you send an email out of our platform, it goes through some checks all the way to the recipients inbox. There are two types of emails which include transactional emails and marketing emails. Transactional emails are non-marketing and non-sales related emails. It could be something like a password reset, confirmation that you own or have access to the confirmed opt in process, or a notification like visitor ID. These are emails that are sent out with no marketing or sales intent. Marketing and sales emails on the other hand, are emails that have marketing content. They are mostly bulk emails. Marketing emails tend to undergo more scrutiny than transactional emails because they need to be identified as emails that have to get to the recipient. 

When you set up your email sending domain on our platform,  you are placed into an IP pool. To get high value from a dedicated IP then your volume has to be extremely high. Shared pools mean that we group companies so that your traffic goes out together with other traffic on the IP. This allows us to accommodate the volume that inbox providers want to see to legitimize the mail being sent. Our tool ensures that you get to authenticate your ID and that the content you send out gets to the recipient as it is and it does not get altered in the transmission process. 

Sending Reputation 

Sending reputation is affected by several things which include IP and domain pairing, bounces and spam traps, email lists and warm up receipts. 

IP and domain pairing 

When you send out an email, there will be two things that will be checked from the source and that include the domain that you are sending from as well as the IP address. This is why being in a healthy IP pool is important because it helps your domain get a good reputation. Different algorithms will be looking at the reputation of domains and the content. Using the Munro Agency email sending platform means that there is no minimum number of emails that you have to send out to get good results. You get to control the volume of emails that you send out while still getting the best out of it. 

Avoid Bounces and Spam Traps

Bounces and spam traps by the recipients of your emails make your reputation get worse and inbox providers may not be keen on sending out your emails. There are two types of bounces which include soft bounces and hard bounces. Soft bounces is where you will get an acknowledgement that there is something blocking your email from going out to the email address you are trying to send to for any kind of reason. Some reasons would be a full mailbox or the email security system. Occasional soft bounces do not affect your reputation much. 

Hard bounces signify that you do not have any relationship with the person you are trying to send the email to. The biggest reason that a hard bounce may happen is that the email address you are trying to send to does not exist. Hard bounces have a big impact on your reputation and it is therefore important to make sure that your email list is healthy before sending out emails. We offer some list verification services to check that the emails on your list actually exist. Spam traps may be more difficult to track down than hard bounces. This refers to an email address that is being monitored by services to try and catch spam sending. Try to send to qualified opt in leads as much as possible to avoid spam traps as much as possible. 

It is important to mark recipients who have bounced or unsubscribed previously so that you do not send them emails again because this clearly indicates that they are not deliverable. If you do not have a good email send reputation,  do not just try to change your domain because the algorithm will be detected by inbox providers. Instead, you can take up measures to correct what has been going wrong and improve your reputation. 

Healthy Lists

Try to avoid purchase lists to send out emails because different spam traps will identify that you are not sending consent based emails to people who opted in. This normally happens when people who did not opt into your email mark the email as spam and the more people do this, the more your emails will be marked as spam. It will eventually damage your IP reputation.  

Warm Up Receipts 

Warm up is another aspect that affects your sending reputation.  This is where you temper your sending gradually to increase the volume of the kind of content that people are interested in. Having healthy lists is important when it comes to determining the success of your email send outs. 

Email Content 

Content is key when it comes to sending out emails. There are some things that you should avoid when it comes to email content. One is the use of buzzwords, many exclamation marks, or all caps. Also avoid using walls of text or single image emails that do not have any text. Do not send out emails that are irrelevant or unsolicited to your recipients or saturate your sending.  

Instead, use concise,  focused subject lines that are relevant. The subject line should represent what the email is going to be about. Keep an image or text ratio of around 20/80 since this is a healthy balance.  Personalize with list segmentation, content and merge variables which are part of our email marketing tool. You need to have focused messaging that is in line with your branding. Try to find out what your recipients are interested in to increase the chances of them opening your email.  


Recipient Engagement 

Munro Agency provides a suite of tools to help you optimise engagement and sending, while altering you to any potential issues before they impact deliverability. 

Email Sender Status is one tool on our platform that provides you a report of some negative attributes and positive attributes of your sending such as open rates, spam and hard bounces. You should aim for at least 15- 25% of open rates in your email sending. Above 25% is great but if you fall below 15% you need to look at what is not working. You will be able to see all of your recipients email status from our control panel. 

Other tools that you can use to evaluate how good your recipient engagement is include email reports, engagement scores, dedicated compliance or deliverability teams and built in opt-in functionality. Our platform also has engagement score features that help you evaluate how much recipients are connected to your content. 


Are all hard bounces automatically unsubscribed from the mail list? 

Yes, if you get a hard bounce, that email address is going to be unsubscribed.  You can appeal to show that it was a temporary outage on that recipient and that you can reverse it. A hard bounce means that the recipient’s server is saying that the address you are sending to does not exist. 


Does the Munro Agency email marketing platform allow a re-engagement email to an unequaled audience? 

The engagement process on our platform is that there is an engaged core associated with each lead in the system.  Every time you send out an email to an individual it is going to reduce their engagement score by 1 but if they open the email and interact with the content, it will increase their engagement score depending on the kind of engagement they take. You can therefore use the engagement score to decide who to send to. You can suppress emails to people who are low engaged or not engaged and then send out emails to them during a re-engagement campaign. 


We offer a variety of marketing automation and software tools at Munro Agency to help you produce better marketing results. We are a SharpSpring Platinum Agency dedicated to helping you bridge the gap between your sales and marketing efforts. Reach out to us today and request a free trial of our email deliverability platform. 

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