Email marketing isn't dead. In fact, it remains one of the most cost-effective, ROI-positive strategies available. But with spam filters tightening and sender reputation playing a bigger role in inbox placement, getting your emails delivered is tougher than ever. If you're seeing low open rates or landing in spam, this guide will help you understand why and what to do about it.
Industry Benchmarks for Email Marketing (2025)
To improve your performance, you need to know what "good" looks like. Here are current industry benchmarks:
Top Reasons Your Emails Don't Get Delivered
- Your domain isn't authenticated. SPF, DKIM, and DMARC must be set up correctly.
- Low sender reputation. Sending to unengaged lists, too frequently, or with poor content flags your domain/IP.
- Spammy content. Overuse of sales language, too many links/images, or misleading subject lines.
- List hygiene. Old or cold lists with low engagement and high bounce rates are red flags.
- Non-compliance with Gmail/Yahoo rules. Since 2024, these providers have enforced stricter spam filtering based on engagement.
Email Deliverability Best Practices (2025 Edition)
Use a Dedicated Sending Domain
- Set up and verify a subdomain like
email.yourdomain.com - Authenticate it with SPF, DKIM, and DMARC records
- Set up and verify a subdomain like
Warm Up Your Domain Properly
- Start with low-volume sends to your most engaged contacts
- Gradually increase volume over 3-6 weeks
Segment and Clean Your List
- Remove unengaged subscribers after 90 days
- Use tools like ZeroBounce or NeverBounce
Personalize and Simplify Your Content
- Use NLP-friendly, human-like subject lines and copy
- Avoid overuse of links, images, or promotional words
Avoid These Red Flags
- Generic sender names (e.g., info@ or no-reply@)
- Emailing full lists with no recent engagement
- Using the same content repeatedly (triggers filters)
Test Before You Send
- Use tools like Mail-Tester.com, GlockApps, or Litmus
- Test subject lines with ChatGPT or tools like Headline Analyzer
Spread Out Your Sending Load
- Consider rotating through mailboxes or using systems like EmailFlowPro
Use Engagement to Your Advantage
- Send first to engaged users, then gradually to colder segments
- Tag based on open/click behavior
Monitor Deliverability Metrics Weekly
- Track open rates, CTR, bounce, and spam complaints
- Use UTM codes to identify high-performing emails
Stay Compliant
- Follow GDPR, CAN-SPAM, and upcoming U.S. federal digital privacy legislation
Common Questions from Email Marketers (Real-World Cases)
"I switched platforms and now my open rate tanked. What happened?"
Likely your new domain/IP isn't warmed up or authenticated properly. Also check your sender email matches the domain setup.
"Why did my last campaign have a 5% open rate while my old system had 25%?"
You're probably emailing a cold list or haven't segmented engaged users. Focus on warming up and retargeting your active segment.
"How do I get out of spam/promotions folders?"
Authenticate your domain, send from a personal-looking address (like john@ vs. info@), write like a human, and avoid unnecessary links.
Strategic Tips for Long-Term Email Success
- Think of email marketing as a long-term asset, not a one-time blast.
- Build a system designed for email delivery, not a bolt-on feature in a CRM.
- Send with intent: segment, warm, and test every step of the way.
- Reward engaged users with better content, better timing, and more personalized experiences.
Conclusion: You Can Beat the Algorithms
Better email delivery isn't about switching tools—it's about mastering strategy and execution. The senders winning in 2025 are those who blend modern infrastructure with timeless marketing practices.
Want help auditing your email system or warming up your domain? Let's chat.