Do You Need an Email Deliverability Consultant in 2025?

A high email deliverability rate is the dream of every email marketer and entrepreneur — it ensures emails reach customers’ primary inboxes and maximizes the chances of email engagement.
But achieving a high email deliverability can be tricky, especially if you’re a regular high-volume sender. Many factors, such as low engagement, high complaint rates, or a cluttered email list could be swamping your success.
In this case, sending mass emails can become a problem.
Worry not!
An email deliverability specialist can help your emails reach recipients’ inboxes.
Significantly, using email deliverability services can improve open rates and consequently — increase revenue.
To help you make informed choices, we will explain email deliverability challenges, how an email expert consultant can help, best practices to follow, and which ESP to choose.
Why is Email Deliverability Important?
Email deliverability is the ability for your emails to successfully reach the recipients’ primary inboxes rather than the spam folders. The deliverability rate directly impacts your email marketing results.
Maintaining a good deliverability rate is super-important to:
- Ensure campaign effectiveness: A high inbox placement rate provides higher chances of your audience opening and engaging with your emails.
- Safeguard your sender reputation: Email providers use your reputation to decide if your emails must be delivered to the recipients or sent to the spam folder.
- Maximize email marketing ROI: Low deliverability rate can waste resources and reduce the profitability of campaigns.
- Strengthen customer relationships: Emails that reach recipients help nurture relationships.
- Improve analytical accuracy: Deliverability issues can distort metrics, such as open rates and conversion rates.
- Maintain email marketing compliance: Compliance ensures you maintain trust with your customers. Bad email marketing practices, such as buying email lists or cold emailing can hurt your deliverability.
Email Deliverability Challenges
You could have the best design elements and quality email content, but if they get lost in the void, your customers will never see them.
That’s why it’s critical to be aware of the following issues before hitting the send button.
Spam Traps
ISPs regularly update their algorithms and deploy spam traps to determine whether your emails should be sent to the recipient’s inbox or the spam folder. Their complex algorithms use factors like the sender’s reputation, email content, and user feedback to decide if your emails are trustworthy.
High Complaint Rates
The average complaint rate for commercial emails is 0.12%. That means 1 in every 833 emails is a complaint and that is already too high. If you have a high complaint rate, chances are that you have been sending irrelevant content or too many emails in a short period.
At Campaign Refinery, we have a stringent rule of terminating user accounts with complaint rates above 0.1%. Fortunately, all our clients fall below the minimum threshold, thanks to our refined services including email list cleaning and expert support.
Email Infrastructure Issues
Email infrastructure refers to the technical setup of your email servers. It includes the number of IP addresses and authentication protocols such as SPF, DKIM, and DMARC. An error in any of these protocols can result in email deliverability problems. To avoid these pitfalls, Campaign Refinery makes it mandatory to undergo email authentication.
Permission-based Problems
When you send emails without people’s consent, they are considered spam. Your emails could end up in spam due to pre-checked opt-in boxes, misleading content, or failure to provide easy unsubscribe options.
Recipient Address Issues
A poor email list hygiene could lead to a high email bounce rate, lower inbox placement, and decreased trust in your business. Constantly sending emails to wrong or dormant addresses can also affect email deliverability. For example,
Campaign Refinery uses automatic list-cleaning services that remove harmful emails before sending them. This unique feature has helped our clients have a safe email list while maintaining sender reputation.
Email Content Issues
Using words like free, act now, casino, etc. can trigger spam detectors. Poor email format and irrelevant information can also contribute to it.
What Decreases Email Deliverability Rates?
Not paying attention to the following factors can decrease your deliverability:
- Sending emails from a domain or IP address that has already been flagged.
- Getting too many spam complaints.
- Failing to set up proper email security protocols, such as SPF, DKIM, and DMARC.
- Going through many hard bounces or soft bounces.
- Using spam trigger words like “Free,” “Buy Now,” or “urgent.”
- Sending too many emails in a short period of time.
- Poor open and click-through rates.
- Adding recipients who haven’t explicitly consented to receive emails.
- Maintaining poor email list hygiene.
- Improper HTML coding, broken links, or adding huge email attachments.
Reducing complaint rates and regularly checking domain reputation establishes a higher deliverability rate. However, unforeseen threats could potentially damage your sender reputation. In this case, working with an email deliverability expert will be your best bet.
What is Email Deliverability Consulting?
Email deliverability consulting is a specialized service provided to improve the success rate of your email campaigns reaching your recipients’ primary inboxes. The consulting focuses on optimizing different aspects of email sending practices, such as ensuring proper email infrastructure, email content, and email cadence to ensure higher engagement metrics.
How Does Email Deliverability Consulting Help You?
While sending emails is simple for individuals, businesses lack that flexibility. They must look out for threats related to authentication and IP reputation. For this reason, most businesses hire an email deliverability expert to oversee the entire process.
Email delivery consulting ensures the emails land in the recipient’s inbox. The deliverability agent identifies the issues and quickly resolves them, increasing your email deliverability rate.
Their responsibilities include:
- Analyzing client emails,
- Improving email performance,
- Email infrastructure configuration,
- Refining email sequences for consistent communication flow,
- Maintaining email list hygiene,
- Sender reputation management,
- Content and design optimization,
- Authentication and compliance,
- A/B testing and optimization,
- Managing email delivery reports and troubleshooting issues.
They also assist businesses in identifying strategic opportunities and, if necessary, train teams. This way, your sender reputation and email deliverability revenue remains intact.
What Type of Services to Expect From an Email Consultancy?
While improving email deliverability is one of the main responsibilities of an email deliverability consultant, you can expect to receive the following over the consultation period.
1. Email Deliverability Audit
The audit may involve a comprehensive analysis of your email infrastructure, performance metrics, and email campaigns. The deliverability experts will identify the areas affecting deliverability, such as spam complaints, low engagement rates, or poor IP reputation.
They may also analyze your domain reputation and blacklist status.
2. Infrastructure Setup and Optimization
The experts help you set up authentication records to verify email authenticity. They could also provide recommendations on using dedicated or shared IP based on your sending volume and needs.
3. Email List Management
Deliverability consultants assist with providing strategies for email list growth and list hygiene. They identify invalid, inactive, and spam trap addresses and promptly remove them. To ensure quality email marketing subscribers, consultants help you implement double opt-in processes.
4. Content and Design Guidance
Most email marketing consultancies provide content and design guidance as part of the deliverability services. Typically, a detailed analysis can take anywhere from 2 weeks to 4 weeks.
You’ll then receive recommendations for proper formatting and email design best practices for creating engaging and spam-compliant email content.
5. Compliance and Legal Guidance
Deliverability experts ensure you follow email marketing regulations, including email unsubscribe law, GDPR compliance checklist, and CAN-SPAM requirements.
Most consultants also educate your team on the opt-in emails, opt-out processes, and privacy policies.
What Other Services Will Email Deliverability Consulting Provide?
Aside from plenty of performance-boosting services, a deliverability consultant can offer services such as:
- Business reports,
- Deliverability recommendations,
- Diagnostic tests,
- Email marketing strategy evaluations,
- IP warming,
- Marketing automation evaluations,
- List evaluations and health checks.
How to Choose the Right Deliverability Consultant?
Choosing the right deliverability partner is crucial for your email campaign success.
Here are things to look out for when picking one:
- Identify consultants who have prior knowledge of solving deliverability issues, especially in your industry.
- Ensure they use advanced deliverability tools and analyze your issues well.
- Ask for testimonials or proof of work to determine a proper fit.
- Understand if the consultant is able to tailor solutions for your specific needs.
- Consider your budget and the services provided.
Campaign Refinery ensures the highest deliverability through proper segmentation and targeting, email list hygiene, authentication protocols, and strictly avoiding illegitimate sending practices.
Our team is available 24/7 to assist with deliverability and other issues — Book a call now and our experts will be in touch!
What Happens When You Work With Email Deliverability Consultants?
Working with an email delivery consultant, you can significantly improve your email marketing campaigns.
Here’s what happens when you work with them.
You Receive Strategic Guidance
Email delivery experts use their technical and strategic expertise to create a well-rounded plan for your email success. They help build segmented subscriber lists, create optimized lead magnets, implement automation, and develop mobile-friendly email designs.
Higher Chances to Increase Mailbox Performance
Our standard for good email open rates is around 30%. Anything below 10% is considered an issue. To fix this, consultants analyze your emails and read your inbox to increase email open rates.
Improve Domain Reputation
A good domain reputation involves a combination of factors such as email sending frequency, email content, unsubscribe options, and reduced spam complaints. An email deliverability consultant helps clean up email lists, improving your domain’s health.
Build Customer Relationships
Engaging customers the right way can help increase conversions as well as trust in your brand. Experts achieve this through various marketing strategies like welcome emails, loyalty program emails, and engagement gamification. Campaign Refinery actually added a unique gamification feature our clients can use to engage their subscribers to earn points for opening and clicking on emails.
Why Should You Use a Reliable Email Service Provider for Your Deliverability Consulting?
Investing in a good email-sending system is as important as setting up your email marketing. A reliable email service provider offers 24/7 expert assistance to watch your deliverability and take prompt action to fix issues.
The best part is, you will be able to access results in real-time as the changes occur. The deliverability experts use advanced strategies and tailor-made solutions, where you can notice immediate improvement in your deliverability rates.
If you’re unsure about picking a platform, we have a few choices below.
Which Email Deliverability Service Provider is Best for Your Business?

In the email marketing game, humans are always competing against machine learning. Increasingly, algorithms are getting smarter at detecting spam emails. A lapse in the email campaign metrics can result in reduced email performance. That also means you could get flagged despite having good intentions.
One way to avoid this is to switch to an ESP with high deliverability rates.
It’s important to note that deliverability rates vary between email service providers. With tons of ESPs and email delivery consultancy on the market, it could get overwhelming and confusing. That’s why we put together this feature comparison guide to help you choose the best.
ESP | Email Deliverability Rate | Easy email editor | Automation features | Automatic list cleaning | Gamification | Mandatory Domain Authentication | Customer credit system |
MailChimp | 92.6% | ✅ | ✅ | ❌ | ❌ | ❌ | ❌ |
ActiveCampaign | 93.4% | ❌ | ✅ | ❌ | ❌ | ❌ | ❌ |
GetResponse | 89.7% | ✅ | ✅ | ❌ | ❌ | ❌ | ❌ |
Moosend | 87.3% | ✅ | ✅ | ❌ | ❌ | ❌ | ❌ |
Constant Contact | 92% | ✅ | ✅ | ❌ | ❌ | ❌ | ❌ |
MailerLite | 92.7% | ✅ | ✅ | ❌ | ❌ | ❌ | ❌ |
Campaign Refinery | Highest in the market | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ |
Note: Once you sign up with an email service and move your email lists, it can become hard to switch to another provider. We recommend you evaluate options thoroughly before getting started. With all the unique features, Campaign Refinery immediately increases engagement, deliverability, and revenue after joining.
How to Fix Email Deliverability Issues
Email deliverability issues are common and can affect even the most experienced email marketers. And if you’re new to the email marketing world, it can be tough to spot errors. Your well-crafted emails can suddenly go missing or be marked as spam. And the majority of the time, you would be unaware of it.
If you’re feeling overwhelmed with troubleshooting, working with an email consultancy can help. But if you decide to go the DIY route, here are the most common ways to fix deliverability issues.
1. Authenticate the Email Domain
Email domain authentication refers to the process of verifying the sender’s identity. It ensures recipients receive emails from trusted sources only, eliminating malicious ones. Implementing email authentication mechanisms prevents phishing emails and other email attacks, keeping your email infrastructure intact.
2. Send Emails to Highly Engaged Recipients
According to Emailtooltester, an acceptable deliverability rate is between 83% – 89%. Anything short of that needs tremendous improvement. When starting, the best way is to send small batches of emails to engaged recipients, also known as ‘IP warm up’. As the open rates increase for these emails, ISPs will slowly start trusting your IP. After building credibility, you can increase the number of emails you send out.
3. Monitor the Sender Reputation
Sender reputation is a way ISPs examine the authenticity of emails. ISPs use a series of metrics like spam complaints, emailing unknown users, etc. Continually monitoring your sender reputation will help you spot gaps and fix them immediately.
Sender Score, a reliable reputation check tool, defines a good score as one that is greater than 80. To achieve a score in this range, you must master email best practices.
4. Avoid Blacklists
A common question many senders have is — how long will the blacklist last?
It depends on the email host and can take anywhere between a few hours and a few months.
To avoid being in this situation, try the following:
- Only send emails to subscribers
- Refrain from manually entering emails into your database
- Validate subscribers’ email IDs before emailing them
5. Or — Rely on Expert Guidance
As experienced email marketers, we are happy to share knowledge with our audience and if you find value in the points we made thus far, let us offer you a gift: The Inbox Formula, our expert guide on how to fix deliverability by yourself!
In it, you will learn:
- What four things you should have on your website to reduce spam complaints.
- How to navigate all things technical – DKIM, DMARC, SPF.
- Proven ways other email marketers used to scale their business.
We use the strategy from The Inbox Formula, so we know it works.
You can make an effort and implement it yourself or get in touch and apply to become the client of our exclusive, premium service!
Email Deliverability Experts: How to Achieve More Open Rates?
A good email deliverability rate will significantly boost the chances of conversions and better ROI. If handling everything on your own is difficult, you can always rely on us for a dedicated email deliverability consultant.
Here’s how Campaign Refinery can help with email deliverability:
- Identify and resolve deliverability issues: Our team continually monitors your email performance to spot gaps and fixes them immediately.
- Optimize email content and design: All email campaign templates are stamped with DKIM and include a true one-click unsubscribe.
- Improve sender reputation: Our automatic email list cleaning tool and strict authentication protocols helps maintain a strong sender reputation.
- Monitor and adjust analytics: Users can view analytics, including the deliverability rate from a real-time analytics dashboard. This allows them to make the necessary changes quickly.
Would you love to know more about email deliverability? Checkout our in-depth pieces:
- How to split test deliverability in the Campaign Refinery dashboard
- 8 Proven Strategies to Improve Email Deliverability Today
- Email Deliverability Services: Features, Benefits, and How to Choose
- How Can Email Deliverability Test Boost Your Marketing Campaigns
- Boosting Your Inbox Reach: The Power of Email Deliverability Tools
- The Ultimate Guide to DNS Email Records for Better Email Deliverability
- 6 Best Mass Email Sender Platforms With High Email Deliverability
Achieve maximum email deliverability rate, reach more customers, and improve email marketing revenue – Apply for our exclusive service today!
FAQ
What is an email deliverability specialist?
An email deliverability specialist is a professional responsible for your email campaigns reaching your subscribers’ main inbox.
How to fix your email deliverability?
Several factors influence your email deliverability, so use the following tactics to improve deliverability:
- Use a dedicated IP address,
- Authenticate your emails,
- Regularly remove inactive subscribers,
- Use clear email subject lines,
- Optimize sending frequency,
- Implement mobile email marketing,
- Work with a reliable email service provider.
How to become an email deliverability expert?
To become an email deliverability expert, you must be strategic and analytical to tackle the deliverability issues. Start with understanding the basics, master authentication protocols, study mail server infrastructure, understand different ESPs, and learn compliance and privacy regulations.
What is a good deliverability rate for emails?
A good deliverability rate is between 85% – 95%. With proper list hygiene and clean sending practices, some senders achieve deliverability rates above 95%.