7 Essential Tips to Improve Your Email Deliverability
Email deliverability is the foundation of successful email marketing. If your newsletters don't reach your subscribers' inboxes, even the best content won't matter. Here are seven essential tips to improve your email deliverability rates.
1. Maintain a Clean Email List
Regularly clean your email list by removing:
- Inactive subscribers who haven't opened your emails in the past 3-6 months
- Invalid email addresses that result in hard bounces
- Spam traps and role-based emails (like info@, support@)
A clean list improves engagement rates and signals to email providers that you're a legitimate sender.
2. Use Double Opt-In
Implement a double opt-in process where subscribers confirm their email address after signing up. This extra step:
- Verifies that the email address is valid
- Confirms the subscriber genuinely wants your content
- Creates a record of consent
- Reduces spam complaints
3. Authenticate Your Emails
Set up proper email authentication protocols:
- SPF (Sender Policy Framework)
- DKIM (DomainKeys Identified Mail)
- DMARC (Domain-based Message Authentication, Reporting & Conformance)
These protocols help email providers verify that you are who you claim to be and that your emails haven't been tampered with.
4. Monitor Your Sender Reputation
Your sender reputation impacts how email providers treat your messages. Monitor:
- Bounce rates (keep under 2%)
- Spam complaint rates (keep under 0.1%)
- Engagement metrics (open and click rates)
- Blacklist status
Use tools like Google Postmaster Tools, Microsoft SNDS, or third-party services to track your reputation.
5. Optimize Email Content
Craft emails that don't trigger spam filters:
- Maintain a balanced text-to-image ratio
- Avoid excessive use of spam trigger words
- Include a plain text version alongside HTML
- Use a consistent sending domain and "From" name
- Include a physical address and unsubscribe link
6. Warm Up New Sending Domains and IPs
If you're switching email service providers or domains, gradually increase your sending volume rather than sending to your entire list immediately. This process of "warming up" helps establish a positive reputation.
7. Segment Your List for Better Engagement
Send targeted, relevant content to different segments of your audience based on:
- Interests and preferences
- Past engagement
- Purchase history
- Demographic information
Higher engagement rates signal to email providers that your content is valuable, improving deliverability over time.
Remember that deliverability is an ongoing process, not a one-time fix. Regularly review your metrics and adjust your practices to maintain a strong sending reputation.
