E-commerce
October 1, 2026
Are you wondering how to improve your email deliverability in 2022? The answer is in one word: reputation. ISPs like Gmail, Yahoo, or Outlook filter your messages based on your sending history and subscriber engagement. Without a good reputation, even the finest newsletter ends up in spam.
The challenge is significant: algorithms change often, and false positives affect even serious senders. You must therefore monitor your indicators, clean your list, and adapt your strategy. So how do you improve your email deliverability in 2022? On the agenda:
Why is the displayed deliverability rate misleading?
What signals reveal a deliverability problem?
How does your sender reputation influence your mailings?
What is the impact of Apple's privacy on your statistics?
What concrete actions can protect your campaigns?
Let's go.
Summary
Why is the displayed deliverability rate misleading?
Emailing platforms like Mailchimp or Sendinblue display a percentage of "delivered" messages. This figure seems reassuring, but it includes emails that land in spam or junk folders. A 99% rate can therefore mask a very different reality: your subscribers may never see your messages.
Platforms only count hard bounces, i.e., messages sent to non-existent addresses, as undelivered. They automatically remove these addresses from your lists. Soft bounces are considered delivered, even if they correspond to temporary blocks.
No tool precisely calculates how many emails actually arrive in the inbox. You therefore need to cross-reference several indicators to assess the health of your mailings. For example, a 95% deliverability rate can hide the fact that 20% of your messages are classified as spam. To get a clear view, use tools like GlockApps or 250ok that test your emails in real-world conditions. These platforms send your messages to test addresses with major providers and tell you where they land. This data is valuable for adjusting your strategy and improving your inbox placement rate.
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What signals reveal a deliverability problem?
A sudden drop in your open and click rates is the first warning sign. Analyze the breakdown by domain: if your opens drop from 12% to 4% solely for @yahoo.com addresses, a block or filtering to spam is likely.
An increase in unsubscribes is not directly a deliverability issue, but it reveals a lack of engagement. Yet, internet service providers monitor this engagement to decide where to place your emails. Frequent unsubscribes can therefore indirectly damage your reputation.
Finally, monitor your Sender Score, a score from 0 to 100 assigned by Validity. A drop in this score indicates a reputation issue that needs to be addressed quickly. To go further, also examine your spam complaint rates. A rate higher than 0.1% is a negative signal for providers. If you notice an increase, check the quality of your list and the relevance of your content. A regular audit of these indicators allows you to detect problems before they become critical.
How does your sender reputation influence your mailings?
Service providers examine the history and practices of each sender. A consistent and responsible sending volume over time builds a good reputation. Conversely, sudden spikes or abrupt changes in frequency arouse suspicion.
Recipients remain the most important factor. If your subscribers delete your emails without opening them, the algorithms will eventually classify you as spam. A mass sending to inactive addresses worsens the problem.
The solution is simple: regularly remove subscribers who no longer interact. A shorter but more engaged list is better than a long and passive list. This is how you protect your reputation and your future mailings. Also, remember to segment your audience based on engagement. Send specific campaigns to your most active subscribers, and re-engagement campaigns to those who show signs of disinterest. This targeted approach improves your open rates and strengthens your image with providers.
What is the impact of Apple's privacy on your statistics?
Access providers seek to reduce spam while letting legitimate senders through. It is a delicate balance. To stay ahead of spammers, they frequently modify their algorithms.
The problem: these changes sometimes catch serious senders. An email that got through yesterday can be filtered today for no apparent reason. It is therefore necessary to remain vigilant and continuously adapt your practices.
Third-party blacklists like Spamhaus or MX Toolbox list reported domains and IP addresses. Providers integrate these lists into their calculations. Regularly check that your domain is not listed. If it is, a simple email to the blacklist service is usually enough to resolve the issue. To avoid being listed, follow best practices: use a dedicated domain for your mailings, correctly configure SPF, DKIM, and DMARC, and avoid suspicious attachments. Proactive monitoring of these elements significantly reduces the risk of blocking.
What concrete actions can be taken to protect your campaigns?
Apple's Mail Privacy Protection, launched with iOS 15 and macOS 12 Monterey, allows users to hide whether they have opened an email. Apple now shows all emails as opened for these users. As a result, your open rates are artificially inflated.
This impact only affects iOS 15 and macOS 12 users who open their emails in the Apple Mail app with the protection enabled. Android has not rolled out a similar feature for now.
Data from Sendgrid shows that less than 5% of Gmail and Outlook opens use this protection, compared to about 23% for Apple Mail. The impact is therefore real but limited to a portion of your audience. To measure the extent, check the breakdown of your subscribers by email client. If a significant portion uses Apple Mail, your open rates are probably overestimated. In this case, focus on other metrics such as clicks or conversions to evaluate the actual performance of your campaigns.
Why are click-through rates becoming the key metric?
With Apple's protection, open rates are becoming less reliable. Marketers are therefore turning to click-through rates as a key indicator of engagement. A click proves that the recipient not only saw your email, but also interacted with it.
To encourage clicks, focus on short content and clear calls to action. A concise email with a visible button often performs better than a long message. Test different wordings to find what works with your audience.
This evolution changes the way you measure your campaigns. Do not rely solely on opens anymore: analyze clicks, conversions, and post-click behavior to assess the actual performance of your mailings. For example, track the time spent on your site after a click, or the number of pages visited. This data helps you understand the genuine interest of your subscribers and refine your content strategy. A high click-through rate with a low conversion rate can indicate an issue with your landing page or offer.
How to manage sending volume variations?
Service providers are suspicious of senders whose volume varies greatly from one day to the next. A massive send after a period of silence can be interpreted as suspicious behavior. Consistency is your best ally.
If you need to increase your volume, do so gradually. For example, send first to your most engaged subscribers, then expand to the rest of your list. This gradual ramp-up protects your reputation.
Conversely, a sudden drop in volume can also be problematic. Providers might consider that your address has become inactive. Maintain a steady sending pace, even if you reduce the frequency. Plan your campaigns in advance and stick to a consistent schedule. If you plan a break, inform your subscribers and resume gradually. Transparent communication with your audience and careful management of your sending volume are essential to preserving your sender reputation.
Why is a healthy list essential?
A healthy list is one where subscribers interact. Inactive addresses harm your reputation and increase the risk of being marked as spam. Regularly remove subscribers who have not opened or clicked for several months.
You can also set up a re-engagement campaign. Send a special email to your inactive subscribers with an attractive offer. Those who do not react are removed from your list. This practice improves your overall engagement rates.
Regularly cleaning your list is an investment. You lose subscribers, but you gain in deliverability quality. Your future mailings will more easily reach the inboxes of your active customers. To maintain a clean list, use double opt-in forms to confirm the interest of your subscribers. Also, regularly check the validity of addresses with verification tools. Finally, segment your list based on the level of engagement to adapt your messages and avoid wearying your least active subscribers.
How to effectively monitor your email program?
Weekly monitoring of your email program is essential. Start with your open and click rates, comparing them by domain. A localized drop on a single provider often indicates a specific issue.
Also monitor your unsubscribe and bounce rates. An increase in unsubscribes can signal a content or frequency issue. Hard bounces must be addressed immediately to avoid being penalized.
Finally, check your Sender Score and blacklists. These free tools give you a clear view of your reputation. A rapid degradation requires immediate action to avoid a complete block. For finer monitoring, set up automatic alerts on your key indicators. For example, be notified if your complaint rate exceeds 0.1% or if your Sender Score drops below 80. These alerts allow you to react quickly and limit the damage to your deliverability.
What is the Sender Score and how to use it?
The Sender Score, offered for free by Validity, assigns a score of 0 to 100 to your IP address and your domain. A high score indicates a good reputation. A low score means your emails are likely to be filtered.
Check your score every week. If you notice a drop, identify the cause: unusual volume, high complaint rate, or poor quality list. Correct the problem before it worsens.
The Sender Score is not the only indicator, but it is reliable and widely used. Combine it with your own statistics to get a complete view of your sender health. For example, a score of 95 with a declining open rate may indicate a content issue rather than a reputation one. Use this information to adjust your strategy. Remember that the Sender Score is based on historical data; an improvement in your practices will gradually be reflected in your score.
How does Qstomy improve your deliverability?
Qstomy, an AI agent for Shopify, acts on customer engagement, a key factor in deliverability. By guiding your visitors toward a purchase with personalized recommendations, it increases positive interactions with your brand. Satisfied customers are more likely to open your emails.
Qstomy also manages parcel tracking and after-sales service directly within the conversation. A customer who receives a quick answer to their question is more likely to remain engaged. This positive relationship is reflected in your open and click rates.
Finally, Qstomy helps reduce repetitive inquiries, which improves the overall experience. A satisfied customer is an active subscriber, and an active subscriber improves your sender reputation. It is a virtuous cycle for your deliverability. By automating common interactions, Qstomy frees up time for you to focus on creating relevant content. This synergy between AI and your email strategy strengthens your customers' engagement and, consequently, the health of your campaigns.
In short: key points to remember
In brief
Deliverability relies on reputation, engagement, and consistency. Monitor your metrics, clean your list, and adapt to algorithm changes.
Checklist before sending
Check your Sender Score: a score above 90 is a good sign.
Check blacklists: make sure your domain is not listed.
Analyze your recent rates: compare opens and clicks by domain.
Clean your list: remove subscribers who have been inactive for more than 6 months.
Prepare short content: a concise message with a clear call to action.
FAQ
Why do my emails end up in spam? Your sender reputation is probably the cause. Check your Sender Score and your subscribers' engagement.
Should I delete inactive subscribers? Yes, they harm your reputation. A shorter but more engaged list improves deliverability.
Are open rates reliable? Less so since Apple's protection. Prioritize clicks as an engagement indicator.
To go further: How to handle customer questions about an offer seen in an offline ad - Qstomy, Which e-commerce platform to choose for a small business? - Qstomy, Which platform to choose for selling digital products? - Qstomy, AI Chatbot for product variants: helping to choose color, size, format, and compatibility - Qstomy, Brand tone and AI chatbot: keeping a consistent voice in customer responses - Qstomy, Customer loyalty programs: complete guide for e-commerce - Qstomy, How e-commerce helps improve customer loyalty - Qstomy.
Enzo
October 1, 2026
