Email deliverability

Email deliverability is one of the more complicated elements an event planner or marketer has to navigate for an event. It is a critical component to success because getting emails and invitations into guest’s inboxes is directly correlated to RSVP rates and event attendance.

This article provides an overview of what you need to know about email deliverability from a high-level, as well as best practice recommendations and related resources.


  • Each email is assigned a spam score by email clients, ISPs, and corporate email servers. The higher the score, the more likely the message will be marked as spam.
  • Spam scores vary across email clients, ISPs, and corporate email servers. An email that is considered to not be spam by Gmail, may be considered spam by a private or corporate email server.
  • There are many factors involved in email deliverability, which make 100% deliverability extremely unlikely, regardless of sender.

Best practices for maximizing email deliverability

  • Utilize a reputable mass mailer, like Event Farm, which has a strong sending reputation.
  • Emails which have multiple images, or only images, have a higher likelihood of being marked as spam. Text should comprise roughly 60% of the email.
  • Emails should not contain too many colors or fonts. Most emails - think personal or business emails - use one font, in one color. 
  • Personalize emails using Dynamic Elements, such as [GUEST_FIRST] and [GUEST_LAST]. Spammers rarely personalize emails.
  • Avoid using "spammy" words such as "free," "now," "help," and "reminder", in either the email subject line or body.

Additional Resources

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