Email deliverability plays a crucial role in the success of your email marketing campaigns. Ensuring that your emails reach your subscribers’ inboxes and not their spam folders is essential for effective communication.

In this article, we will explore 10 expert tips to improve email deliverability and increase the chances of your emails being seen and engaged with by your recipients.
Table of Contents
- Authenticate Your Email
- Warmup Your IP Address
- Monitor Sender Reputation and Blacklists
- Implement Double Opt-In
- Avoid Spammy Words
- Do Not Use Purchased Email Lists
- Regularly Clean and Segment Your Lists
- Maintain Consistent Sending Frequency and Schedule
- Create Engaging Emails
- Monitor Performance Metrics
1. Authenticate Your Email
The authentication of your emails is essential for establishing trust and ensuring that recipients recognize them as legitimate.
There are several methods to authenticate your email, including:
- Sender Policy Framework (SPF): Implement SPF to verify that incoming emails are coming from authorized and legitimate senders and not relay servers.
- DomainKeys Identified Mails (DKIM): Use DKIM to ensure that the message remains unaltered during transmission by encrypting it and linking the digital signature with the domain name. This authentication method verifies the integrity of the email.
- Domain-based Message Authentication, Reporting, and Conformance (DMARC): Employ DMARC, which combines SPF and DKIM techniques to authenticate emails and block fraudulent messages sent from specific domains.
By implementing these authentication methods, you can enhance your email deliverability and reduce the chances of your emails being marked as spam.
2. Warmup Your IP Address
IP warmup is essential before sending emails from a new IP address. This process, also known as domain warmup, involves gradually increasing the volume of emails sent from the new IP address to establish a positive reputation with internet service providers (ISPs).
The warmup process typically involves sending emails to your most engaged and active subscribers. As these recipients interact with your emails positively, it signals to ISPs that your emails are relevant and trustworthy. Gradually, you can increase the volume of emails without encountering deliverability issues.
Monitoring your email performance during the warmup process and fine-tuning your strategies accordingly can help protect and improve your IP status.
3. Monitor Sender Reputation and Blacklists
Maintaining a good sender reputation is crucial for successful email deliverability. Your sender reputation is influenced by various factors, including complaints, spam reports, email history, domain reputation, and bounce rate.
To monitor your sender reputation, you can use various tools that provide insights into your reputation score and suggestions for improvement. A regular check of blacklists is also important to ensure your IP address or domain is not listed.
If you find yourself on a blacklist, take immediate action to resolve the issue and request removal from the list.
4. Implement Double Opt-In
Using double opt-in or confirmed opt-in is an effective way to ensure that your subscribers are genuinely interested in receiving your emails and have valid email addresses. This process involves asking users to verify their email addresses after signing up.
Implementing double opt-in confirms email validity and prevents sending emails to uninterested users. This practice increases email interaction and engagement, ultimately improving your email deliverability.
Make sure to provide a clear and easy-to-use option for subscribers to opt out of your email list. If the unsubscribe process is confusing or difficult, it may lead to spam complaints, negatively impacting your deliverability rate.
Including an unsubscribe link/button in emails and streamlining the opt-out process reduces spam complaints.
5. Avoid Spammy Words
Using spammy words in your email subject lines, preheader text, or email copy can trigger spam filters and cause your emails to land in the spam folder.
Avoid spammy words, create engaging content that resonates with your audience to improve email deliverability.
By crafting subject lines and email copy that add value to your recipients’ lives, you can increase the chances of your emails reaching their inboxes.
6. Do Not Use Purchased Email Lists
While it may be tempting to purchase email lists to reach a large number of people, it is not a recommended practice. There are several reasons why using purchased email lists can negatively impact your email deliverability:
- Lack of recipient approval: You risk being marked as spam if you send emails to recipients without explicit permission.
- Invalid or non-existent email addresses: Purchased email lists often contain outdated or incorrect email addresses, leading to a high bounce rate and damaging your sender’s reputation.
- Legal implications: Using purchased email lists can violate email laws and result in legal consequences.
Instead of resorting to purchased email lists, focus on building your email list organically through permission-based strategies. This ensures that your subscribers are genuinely interested in receiving your emails, increasing the likelihood of engagement and positive deliverability rates.
7. Regularly Clean and Segment Your Lists
Maintaining a clean and relevant email list is essential for improving deliverability. Over time, some subscribers may become inactive, change their email addresses, or unsubscribe from your emails. Continuously sending emails to such recipients can result in low engagement rates and negatively impact your deliverability.
Regularly cleaning your email list involves removing hard-bounced email addresses and implementing a suppression list for inactive users, those who have unsubscribed, or those who have stopped engaging with your emails.
By segmenting your email list based on demographics, geography, behavioral data, and the stage in the buyer’s journey, you can ensure that your emails are targeted and relevant to each segment. This increases the chances of engagement and positively influences your deliverability rates.
8. Maintain Consistent Sending Frequency and Schedule
Establishing a consistent sending frequency and schedule is crucial for maintaining a positive sender reputation and improving email deliverability.
Sending emails too frequently or irregularly may trigger spam filters or overwhelm recipients, leading to lower engagement rates.
Consider the best time and day to send emails based on your industry, campaign type, and recipient interaction behaviors. Research suggests that the optimal timing can vary across different industries.
By maintaining a consistent sending frequency and schedule, you can avoid spikes in email volume and increase the chances of your emails being seen and engaged with.
9. Create Engaging Emails
Create engaging emails that provide value to your recipients to improve email deliverability. When recipients engage with your emails, it signals to ISPs that your emails are desired and relevant.
One effective way to increase engagement is by incorporating interactive elements into your emails. Interactive AMP widgets such as shopping carts, quizzes, polls, and embedded forms can make your emails more interactive and enjoyable for recipients.
By leveraging the power of interactivity, you can enhance the user experience and boost engagement, thereby positively impacting your email deliverability.
10. Monitor Performance Metrics
Key metrics to track include unsubscribe rates, click-through rates, bounce rates, spam complaints, and recipient engagement levels. Analyze metrics to gain insights and identify issues impacting email campaign effectiveness and deliverability.
Additionally, utilizing tools like Google Postmaster can help you monitor your sender reputation and gain valuable insights to optimize your email performance.
Conclusion
By following these expert tips, you can increase the chances of your emails reaching your subscribers’ inboxes and achieving better engagement and results for your email marketing campaigns.
Remember, building a positive sender reputation and consistently delivering relevant and engaging content is key to successful email deliverability. Implement these strategies and continue to monitor and optimize your email performance to achieve the best possible results.
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