What Is Campaign Monitor Deliverability and How to Improve It

Campaign monitor deliverability refers to how many of your campaign emails actually arrive in your recipients’ inboxes rather than bouncing back or being filtered as spam. Poor deliverability means fewer leads see your message, leading to lost sales opportunities and wasted marketing efforts. This article covers why deliverability problems happen, step-by-step improvements, a realistic example using Indian business figures, common mistakes to avoid, and how automated follow-ups can improve results.

Why this comes up / what goes wrong

Small-business owners in India often send email campaigns to generate leads and sales but face issues like bounced emails, messages landing in spam folders, or low open rates. These problems arise due to factors such as poor sender reputation, missing email authentication records (SPF, DKIM, DMARC), outdated or unclean email lists, and content that triggers spam filters. When deliverability is low, marketing budgets are wasted and potential customers are lost.

Step-by-step

1. Check your sender reputation: Use online tools to verify if your domain or IP address is blacklisted. A poor reputation reduces inbox placement.

1. Set up email authentication: Configure SPF, DKIM, and DMARC records for your domain to prove your emails are legitimate and prevent spoofing.

1. Clean your email list regularly: Remove invalid, inactive, or unengaged email addresses to reduce bounce rates and improve engagement.

1. Segment your audience: Group contacts by interest or behaviour to send more relevant messages, increasing open and click rates.

1. Avoid spammy content: Use clear subject lines, limit links and images, and avoid words that spam filters often flag.

1. Monitor campaign metrics: Track delivery rates, bounces, opens, and clicks to quickly identify and fix issues.

1. Test emails before sending: Send test campaigns to different email providers (like Gmail, Yahoo, Outlook) to check inbox placement.

1. Use a reliable email service provider: Choose one with strong deliverability infrastructure and support.

1. Automate follow-ups carefully: Use sequences that send timed reminders and stop immediately when a prospect replies to avoid spamming.

For automation that combines email, WhatsApp, and SMS outreach, see WhatsApp and SMS CRM and the built-in CRM dialer.

Example (fictional figures)

A small Indian business, "GreenTech Solutions", sends an email campaign to 3,000 leads on 15/06/2024. They observe 300 emails bounce and 900 emails opened.

• Total emails sent = 3,000
• Emails bounced = 300
• Emails delivered = 3,000 - 300 = 2,700
• Emails opened = 900

Open rate = (900 / 2,700) × 100 = 33.33%

GreenTech estimates each lead's value at ₹800. Potential revenue from opened emails:

₹800 × 900 = ₹7,20,000

If they improve list quality and reduce bounces to 150, new figures:

• Emails delivered = 3,000 - 150 = 2,850

Assuming they maintain the same open rate of 33.33%, new emails opened:

2,850 × 33.33% = 950 (rounded)

Potential revenue = ₹800 × 950 = ₹7,60,000

Improvement in potential revenue:

₹7,60,000 - ₹7,20,000 = ₹40,000

This example shows how better deliverability and engagement can increase potential revenue.

Common mistakes

1. Skipping email authentication: Not setting up SPF, DKIM, and DMARC causes emails to be rejected or marked as spam. Prevent this by configuring these records correctly.

1. Using purchased email lists: Such lists often contain invalid or unengaged contacts, causing high bounce rates and damaging sender reputation. Build your list organically.

1. Sending irrelevant or too frequent emails: This annoys recipients, reduces engagement, and triggers spam filters. Use segmentation and schedule emails thoughtfully.

1. Ignoring campaign metrics: Without monitoring delivery, bounce, and open rates, problems remain unnoticed. Regularly review reports to fix issues.

1. Inconsistent sender information: Changing sender names or email addresses confuses recipients and lowers trust. Use consistent branding.

Prevent these mistakes by maintaining list hygiene, authenticating your domain, monitoring campaigns, and using consistent sender details.

Learn more about HelloGrowthCRM for India at HelloGrowthCRM for India.

Doing this in HelloGrowthCRM

HelloGrowthCRM offers automated sequences that send a five-step follow-up over two weeks. These sequences run automatically and stop immediately when a prospect replies, preventing over-messaging and improving engagement. This automation helps maintain timely outreach and supports better deliverability by managing follow-up cadence effectively.

Frequently asked questions

What does campaign monitor deliverability mean? It refers to the percentage of your campaign emails that successfully reach recipients' inboxes rather than bouncing or going to spam. High deliverability means more recipients see your message.

How can I improve email deliverability for my small business? Set up SPF, DKIM, and DMARC authentication, clean your email list regularly, segment your contacts to send relevant messages, avoid spammy content, and monitor your campaign metrics.

Why do some emails still go to spam despite using a good email service? Spam filters consider sender reputation, email content, and recipient behaviour. Even good services cannot guarantee inbox placement if emails appear suspicious or recipients mark them as spam.

How does automation help with deliverability? Automated sequences send follow-ups at optimal intervals and stop when a prospect replies, reducing spam complaints and increasing engagement.

Can combining WhatsApp and SMS with email improve campaign results? Yes. Using multiple channels like WhatsApp, SMS, and email can increase response rates. Tools that support multi-channel campaigns help manage this effectively.

Learn about multi-channel outreach in WhatsApp and SMS CRM and the built-in CRM dialer.

Key takeaways

• Campaign monitor deliverability measures how many emails reach inboxes, not spam or bounce.
• Authenticate your email domain and clean your email list regularly to improve deliverability.
• Segment your audience and avoid spammy content to increase engagement.
• Use automated sequences that stop on reply to send timely, relevant follow-ups.
• Monitor delivery, bounce, and engagement metrics to quickly identify and fix issues.

Start improving your campaign deliverability today. Start on the Free Forever plan (200 leads, no credit card) with HelloGrowthCRM and automate your outreach for better results.