Email deliverability often appears straightforward on the surface: send an email and hope it reaches the inbox. In reality, the rules behind inbox placement are far more complex. Many marketers continue to rely on outdated assumptions, causing missed opportunities, reduced engagement, and wasted efforts. Understanding the deeper myths surrounding deliverability is essential for creating campaigns that consistently reach the right audience.
Below are several misconceptions that can damage email performance—and the facts that marketers need to know.
Myth 1: High Open Rates Always Mean Strong Deliverability
A high open rate does not automatically confirm that emails are reaching inboxes consistently. Sometimes open rates are inflated by automatic pre-loading from certain email clients, especially on mobile devices. In other cases, a specific segment may open emails frequently while other segments are still experiencing delivery problems.
Fact: Deliverability should be evaluated using a combination of metrics, including inbox placement, bounce rates, spam complaints, and engagement across multiple segments.
Myth 2: Removing Inactive Users Guarantees Better Inbox Placement
Many marketers assume that trimming inactive users immediately boosts deliverability. While reducing dead weight can help, the process is not as simple as deleting contacts. In some cases, removing a large number of contacts at once can harm sender reputation if filtering systems interpret it as suspicious behavior.
Fact: A measured, phased approach with targeted re-engagement campaigns is more reliable for improving sender reputation.
Myth 3: Sending to Smaller Segments Always Improves Deliverability
Segmenting audiences is essential, but the size of the segment alone does not determine inbox success. Even a small group can perform poorly if the segment selection is not aligned with user intent or historical engagement.
Fact: The quality of segmentation, not the size, determines deliverability. Relevant content for the right audience has a stronger impact than simply reducing volume.
Myth 4: Authentication Alone Solves All Deliverability Issues
Marketers often believe that implementing SPF, DKIM, and DMARC guarantees perfect deliverability. While authentication is crucial, it is only one part of a broader ecosystem. Poor engagement, inconsistent sending patterns, or sudden spikes in email volume can still cause filtering issues—even with perfect authentication.
Fact: Authentication is foundational but not a cure-all; engagement and sending behavior remain critical factors.
Myth 5: More Frequent Sending Builds Better Sender Reputation
Some believe frequent sending keeps their domain “active” and helps inbox placement. However, sending too often, especially to users who are not engaging, can quickly lower sender reputation.
Fact: Consistent but mindful sending—based on user interest and relevance—has a stronger impact than raw frequency.
Myth 6: Templates With Heavy Visuals Always Reduce Deliverability
A common belief is that highly visual templates hurt inbox placement due to large file sizes or image-heavy layouts. Modern email providers, however, are capable of processing rich media without penalizing senders.
Fact: The real issue is not visuals but lack of balance. As long as text-to-image ratio is reasonable and content is relevant, graphics will not negatively impact inbox delivery.
Myth 7: Spam Words Automatically Trigger Filtering
Many outdated lists of "spam words" circulate online, causing marketers to avoid normal phrases. While wording can matter, modern filtering systems prioritize user engagement and sender reputation over simple keyword detection.
Fact: Context, behavior, and engagement matter more than specific words. A trusted sender can use promotional language without deliverability problems.
Myth 8: Manual IP Warming Is Always Required
IP warming is important for new dedicated IPs, but not all senders use dedicated infrastructure. In many situations—especially for smaller send volumes—automated or shared IP environments do not require manual warming at all.
Fact: The need for warming depends entirely on the sending setup and volume, not on a universal rule.
Why These Myths Matter for Marketers
Misunderstanding deliverability leads to misallocated effort, over-cautious strategies, and missed opportunities with engaged customers. By uncovering deeper myths, marketers can build strategies rooted in accurate knowledge rather than outdated assumptions. This ensures higher engagement, stronger sender reputation, and better long-term performance.
Email deliverability often appears straightforward on the surface: send an email and hope it reaches the inbox. In reality, the rules behind inbox placement are far more complex. Many marketers continue to rely on outdated assumptions, causing missed opportunities, reduced engagement, and wasted efforts. Understanding the deeper myths surrounding deliverability is essential for creating campaigns that consistently reach the right audience.
Below are several misconceptions that can damage email performance—and the facts that marketers need to know.
Myth 1: High Open Rates Always Mean Strong Deliverability
A high open rate does not automatically confirm that emails are reaching inboxes consistently. Sometimes open rates are inflated by automatic pre-loading from certain email clients, especially on mobile devices. In other cases, a specific segment may open emails frequently while other segments are still experiencing delivery problems.
Fact: Deliverability should be evaluated using a combination of metrics, including inbox placement, bounce rates, spam complaints, and engagement across multiple segments.
Myth 2: Removing Inactive Users Guarantees Better Inbox Placement
Many marketers assume that trimming inactive users immediately boosts deliverability. While reducing dead weight can help, the process is not as simple as deleting contacts. In some cases, removing a large number of contacts at once can harm sender reputation if filtering systems interpret it as suspicious behavior.
Fact: A measured, phased approach with targeted re-engagement campaigns is more reliable for improving sender reputation.
Myth 3: Sending to Smaller Segments Always Improves Deliverability
Segmenting audiences is essential, but the size of the segment alone does not determine inbox success. Even a small group can perform poorly if the segment selection is not aligned with user intent or historical engagement.
Fact: The quality of segmentation, not the size, determines deliverability. Relevant content for the right audience has a stronger impact than simply reducing volume.
Myth 4: Authentication Alone Solves All Deliverability Issues
Marketers often believe that implementing SPF, DKIM, and DMARC guarantees perfect deliverability. While authentication is crucial, it is only one part of a broader ecosystem. Poor engagement, inconsistent sending patterns, or sudden spikes in email volume can still cause filtering issues—even with perfect authentication.
Fact: Authentication is foundational but not a cure-all; engagement and sending behavior remain critical factors.
Myth 5: More Frequent Sending Builds Better Sender Reputation
Some believe frequent sending keeps their domain “active” and helps inbox placement. However, sending too often, especially to users who are not engaging, can quickly lower sender reputation.
Fact: Consistent but mindful sending—based on user interest and relevance—has a stronger impact than raw frequency.
Myth 6: Templates With Heavy Visuals Always Reduce Deliverability
A common belief is that highly visual templates hurt inbox placement due to large file sizes or image-heavy layouts. Modern email providers, however, are capable of processing rich media without penalizing senders.
Fact: The real issue is not visuals but lack of balance. As long as text-to-image ratio is reasonable and content is relevant, graphics will not negatively impact inbox delivery.
Myth 7: Spam Words Automatically Trigger Filtering
Many outdated lists of "spam words" circulate online, causing marketers to avoid normal phrases. While wording can matter, modern filtering systems prioritize user engagement and sender reputation over simple keyword detection.
Fact: Context, behavior, and engagement matter more than specific words. A trusted sender can use promotional language without deliverability problems.
Myth 8: Manual IP Warming Is Always Required
IP warming is important for new dedicated IPs, but not all senders use dedicated infrastructure. In many situations—especially for smaller send volumes—automated or shared IP environments do not require manual warming at all.
Fact: The need for warming depends entirely on the sending setup and volume, not on a universal rule.
Why These Myths Matter for Marketers
Misunderstanding deliverability leads to misallocated effort, over-cautious strategies, and missed opportunities with engaged customers. By uncovering deeper myths, marketers can build strategies rooted in accurate knowledge rather than outdated assumptions. This ensures higher engagement, stronger sender reputation, and better long-term performance.
Irsan Buniardi
