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Erica Greene
Erica Greene
Community Manager
September 22, 2026

Understanding Email Deliverability

  • September 22, 2026
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Understanding Email Deliverability

Email deliverability is the practice of ensuring your emails successfully reach supporters' inboxes, not just mail servers. In Bonterra's Targeted Email, deliverability is supported through a combination of technical authentication, list management, and sending best practices that work together to get your messages where they need to go.

Email deliverability is primarily driven by domain reputation, how much mailbox providers like Gmail, Outlook, and Yahoo trust your sending domain. Your reputation is shaped by how recipients engage with your mail: opens, clicks, and replies build it up, while spam complaints, ignored messages, and high bounce rates bring it down. Studies show that nearly 50% of all email is sent to spam, which means millions in potential donor engagement can be lost before a message is even seen. Three foundational pillars underpin strong deliverability: authentication (SPF, DKIM, and DMARC), which proves your messages are legitimate; list quality, which ensures you're only emailing opted-in, engaged contacts; and content, which signals to mail filters that your message is trustworthy and relevant. When these pillars work together, you build a positive reputation that consistently lands your mail in the inbox.

To get started, configure SPF, DKIM, and DMARC records in your DNS settings, these are now required by major mailbox providers for all bulk senders. From there, focus on list quality by using Confirmed Opt-In for new subscribers and maintaining ongoing list hygiene to remove disengaged contacts. If you're new to Targeted Email or returning after a sending pause, warming your domain gradually is essential to re-establishing trust with mailbox providers before scaling up volume. Email Scoring, a built-in tool in Targeted Email, can also help you identify and prioritize your most engaged contacts when building audiences.

You can track your deliverability health through engagement metrics in your campaign reports, including open rates, click rates, and bounce rates. Sudden drops in open rates or spikes in bounces are early warning signs worth investigating, and can often be traced to authentication gaps, list quality issues, or changes in sending patterns. The Email Address Status Report lets you review email scores and confirmation statuses across your list, giving you a clearer picture of how your audience is trending over time.

Review the articles below to find step-by-step guidance on authentication, list management, domain warming, content best practices, and more.

Feature Availability

Email deliverability tools and settings are available to all Targeted Email users. Confirmed Opt-In, Email Scoring, and the Email Address Status Report are included in Targeted Email. DNS authentication (SPF, DKIM, DMARC) must be configured by your organization's domain administrator. Please contact Support if you need assistance identifying the right steps for your account.

FAQs and Additional Resources

  • What's the difference between deliverability and delivery? Delivery means your email was accepted by the recipient's mail server. Deliverability means it reached the inbox, not the spam folder. A message can be "delivered" and still never be seen.

  • Does Email Scoring affect how mailbox providers treat my mail? No. Email Scoring is an internal tool that reflects engagement activity in your database. Mailbox providers do not see or use this score.

  • Do I need to warm up my domain if I'm just switching platforms? Yes. Even if your domain has a strong sending history, mailbox providers will detect infrastructure changes. A shorter warm-up (2–3 weeks) is typically sufficient for established domains.

  • What is Confirmed Opt-In and do I have to use it? Confirmed Opt-In (also called Double Opt-In) requires a new subscriber to verify their email before being added to your list. It's not required, but it's strongly recommended, confirmed subscribers are more engaged, and the process protects your sender reputation.

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Not what you're looking for? Navigate back to the Email Deliverability Index.

Why are my EveryAction emails going to spam? | How do I improve email deliverability in Targeted Email? | What is the difference between email delivery and deliverability? | How do I set up SPF, DKIM, and DMARC for EveryAction emails? | What is Confirmed Opt-In in Targeted Email? | How do I warm up my sending domain in EveryAction? | How do I check my Email Address Status Report in EveryAction?

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