Best Practices for Email Deliverability

Email deliverability is crucial for the success of your campaigns. Following these best practices ensures your emails land in the inbox, not the spam folder, and maintain a positive sender reputation.

1. Set Up Authentication Properly

Ensure your domain is authenticated to improve trust with ISPs and email providers:

• SPF (Sender Policy Framework): Authorizes which mail servers can send on behalf of your domain.
• DKIM (DomainKeys Identified Mail): Signs emails to verify they haven’t been altered in transit.
• DMARC (Domain-based Message Authentication, Reporting, and Conformance): Protects your domain from spoofing and phishing.
• Reverse DNS (rDNS): Ensures your IP address resolves back to your domain.

Use tools like MxToolbox to validate your setup.

2. Warm Up Your IP and Domain

When using new IPs or domains for sending emails:

1. Start with low volumes (e.g., 50-100 emails/day).
2. Gradually increase sending volume over 2-4 weeks.
3. Send to highly engaged recipients first to build a good reputation.

3. Maintain a Clean Email List

• Remove invalid, inactive, or bounced email addresses regularly.
• Use email verification services like ZeroBounce, NeverBounce, or Kickbox to validate lists.
• Segment inactive users and create re-engagement campaigns instead of sending bulk emails.

4. Optimize Email Content

• Avoid Spam Triggers: Refrain from using phrases like “Free!!!” or “Act Now!” and minimize the use of all caps.
• Personalize Your Emails: Use dynamic fields (e.g., recipient’s name) to make emails more relevant.
• Use a Clear Call-to-Action (CTA): Focus on a single, compelling CTA to drive engagement.
• Mobile-Friendly Design: Ensure your email is responsive and displays well on all devices.

Test your content with tools like Litmus or Email on Acid.

5. Respect Recipients’ Preferences

• Obtain explicit consent (opt-in) before sending emails.
• Provide a clear and easy-to-use unsubscribe link in every email.
• Comply with regulations like GDPR, CAN-SPAM, and CASL.

6. Manage Sending Volume and Frequency

• Avoid sudden spikes in email volume; this can trigger ISP suspicions.
• Maintain a consistent sending schedule to build trust.
• Don’t overload recipients with excessive emails; focus on quality over quantity.

7. Monitor Sender Reputation

Use tools like:

• Google Postmaster Tools: Monitor domain reputation, spam rates, and more.
• SenderScore: Check your IP's reputation score.
• Microsoft SNDS (Smart Network Data Services): Monitor reputation with Microsoft’s email services.

8. Implement Feedback Loops

Set up feedback loops (FBL) with ISPs to receive notifications when recipients mark your emails as spam. Use this data to:

• Remove complainers from your list.
• Refine your targeting strategy.

9. Segment Your Audience

Group your email list by:

• Engagement Level: Active vs. inactive users.
• Interests or Preferences: Tailor content to different audience segments.
• Geographic Location: Send emails at times that align with recipients’ time zones.

Segmentation improves open and click-through rates, reducing spam complaints.

10. Test Before Sending

• Send test emails to services like MailTester or GlockApps to check for spam issues.
• Review email performance metrics, including open and click rates, to identify and address potential issues.

11. Monitor and Act on Metrics

Key metrics to monitor:

• Bounce Rate: Remove hard bounces immediately.
• Open Rate: Indicates the effectiveness of your subject lines.
• Click-Through Rate (CTR): Measures content relevance and engagement.
• Complaint Rate: Keep spam complaints under 0.1%.

12. Use Dedicated Infrastructure

• Dedicated IPs: Prevent your reputation from being affected by other users.
• Dedicated Sending Domains: Isolate email sending from your main business domain to protect its reputation.

13. Avoid Blacklisting

• Monitor your IP and domain for blacklisting using tools like MxToolbox or Spamhaus.
• If blacklisted, investigate the cause and request delisting.

14. Regularly Clean Your DNS Records

Remove outdated or incorrect SPF, DKIM, or DMARC records that might cause authentication failures.

15. Stay Updated on Email Policies

ISPs and email providers frequently update their rules. Stay informed about the latest changes from providers like Gmail, Outlook, and Yahoo.

Conclusion

Deliverability is an ongoing effort that requires careful planning, monitoring, and optimization. By implementing these best practices, you can improve your sender reputation, enhance engagement, and ensure your emails consistently reach your audience's inbox.

Start small, monitor performance, and adjust your strategy as needed to achieve long-term success!