Deliverability rating

  • Updated

LianaMailer's new analytics feature, Deliverability rating, shows how well your messages reach recipients' email inboxes based on the quality of your previous campaigns and lists. The higher the score, the better your messages are getting through. The graph at the beginning of the section shows the development over the past 3 months.

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And below that there is a table which shows all of your previous email deliveries and their deliverability points.

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The deliverability analysis consists of four different areas, each scored on a scale of 1-10: 1 indicates poor performance, 10 excellent.


Spam reports

Spam reports indicate if a recipient or receiving server has marked your message as spam. Avoid using old and non-subscribed (such as purchased) lists to prevent your messages from ending up directly in the spam folder. Spam reports carry a lot of weight in scoring: even if only 0.5% of recipients mark your message as spam, it would significantly lower your score.


How to improve? Make sure that recipients on your mailing lists genuinely want to receive your messages and that the content is relevant to them and doesn't exhibit spam characteristics. Spam characteristics often include excessive use of caps lock and exclamation marks, spam-like wording, a sense of urgency ("final warning," adult content), and too high image-to-text ratio, for example, if images constitute over 50% of the newsletter's content.

Additionally, adding DKIM, SPF, and DMARC settings to your domain's DNS records informs the receiving server that the email is authorized by the sender. This is crucial for improving email deliverability. Learn how to set up DMARC settings in LianaMailer.


Valid recipients


Valid recipients indicate if there are many non-functioning addresses on your recipient lists and if your message has been returned to the sending server, i.e., it bounced. The bounce may occur because the receiving server or address does not exist or because the domain name is incorrect.


How to improve? LianaMailer automatically removes non-functioning addresses from lists if messages are repeatedly sent to them (more than 3 bounces at least 7 days apart). Sending newsletters to non-functioning addresses undermines the reputation of the sender's domain and sending server, which can lead to reduced deliverability. Use fresh, up-to-date recipient lists to avoid this issue.


If you wish, you can download non-functioning addresses as a list from the delivery report and upload them into the opt-out section, preserving your sender reputation from repeated bounces. We recommend removing only those addresses that bounce due to incorrect domain names or because the address or receiving server does not exist.


List health


This metric indicates the quality of lists when imported into LianaMailer. LianaMailer checks during list import if there are many known spam traps, non-functioning email addresses, or generic addresses (such as no-reply, info, etc.) that could degrade the list's quality. Based on this, an overall score for the list is compiled.


How to improve? This is a weighted average of all list qualities in LianaMailer. Use ReCAPTCHA verification and double opt-in on the newsletter subscription page to reduce subscriptions made by automated bots, ensuring your recipient lists aren't filled with unnecessary email addresses.


You can clean lists in the same way as in the previous example, by downloading non-functioning addresses and uploading them into the opt-out section. Review past campaigns and remove bounced addresses.




The activity metric combines newsletter opens, click-through rates, and click-to-open ratios, indicating how many of the newsletter openers clicked on a link within the newsletter. The more actively your subscribers engage with your messages, the better your score and sender reputation. For example, a 2% click-through rate and a 10% click-to-open ratio are excellent.

How to improve? Send messages to subscribers interested in your content and create engaging content that encourages opening and clicking to improve your score.





The quality of your email lists is bad if they contain many non-functioning addresses, greylisted addresses (domain doesn't work or address is incorrect), spam traps, or generic addresses (noreply, info, etc.). Additionally, recipients or receiving servers have marked your emails as spam.


This is likely due to the use of old, outdated, or purchased lists, so review your subscribers and strive to use as fresh and up-to-date lists as possible. Pay particular attention to the area where you have the lowest scores.


You need to improve both the quality of your lists and the content of your newsletters. Aim to keep your email lists as up-to-date as possible by removing inactive subscribers. You can get a list of inactive members by requesting one from our technical support. Also, review the content of your messages: does it still match the interests of your subscribers? Are you still offering content that originally attracted them to subscribe?


The quality of your lists is above average, and recipients are fairly active. By segmenting subscribers based on their interests and providing tailored content to different segments, you can improve the deliverability of your newsletters and achieve better results. Use conditional lists or segment subscribers based on their interests on the newsletter subscription form to perform segmentation.


Keep up the good work: the quality of your lists is excellent, and your newsletter content resonates with your target audiences, prompting them to engage with your messages as desired. Following the current trend, you're conducting successful email marketing in terms of deliverability!

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