Escape the Spam Folder with these 20 Deliverability Tips

Sweetie…Make, More, Money​

Email deliverability is a term used to describe the likelihood of your email being delivered to its intended recipient. A variety of factors can influence email deliverability, including the content of your email, the age and reputation of your email address, the number of recipients, and the hosting provider.

If you're concerned about your email deliverability, there are a few things you can do to improve it. In this article, we'll share 20 tips to help you escape the spam folder and improve your email deliverability.

Common Reasons Emails go to Spam Folder​

#1. The domain is on a spam blacklist​

If your domain is on a spam blacklist, then all the emails you send will go to the spam folder.

First, you can try to find out whether your domain is on a spam blacklist or not using MxToolbox.

If your domain is on a spam blacklist, then you can remove it from the blacklist by following the instructions given by the blacklist providers.

#2. Email IP address is on a spam blacklist​

If your email IP address is on a spam blacklist, then all your email messages will go to the spam folder.

You can find out whether your email IP address is on a spam blacklist or not using MxToolbox.

If your email IP address is on a spam blacklist, then you can remove it from the blacklist by following the instructions given by the blacklist providers.

#3. Poor email reputation​

If you have a poor email reputation, then it’s likely that your emails will go to the spam folder.

You can find out whether you have a poor email reputation or not using https://mxtoolbox.com/.

If you have a poor email reputation, then you can improve it by sending high-quality, relevant, and valuable emails to your subscribers.

#4. Your email content is spammy​

If your email content is spammy, then your email messages will go to the spam folder.

To make sure that your email content is not spammy, you should avoid using too many exclamation marks, all caps, and excessive keywords in your email messages.

20 Email Deliverability Tips​

1. Get the right IP address​

This is the first and most important step to a successful email deliverability strategy. If you’re using a shared IP address, there’s a good chance that your emails are getting caught in spam filters.

Instead, get a dedicated IP address for your sending domain. This will help ensure that your emails are not being blocked by spam filters for the wrong reason (bad neighborhood).

2. Use a reputable Email Service Provider (ESP)​

Your email service provider (ESP) plays a big role in your email deliverability. Make sure you choose an ESP that has a good reputation and a strong deliverability track record.

3. Use a valid email address​

When you’re setting up your email account, be sure to use a valid email address. If you use a fake or disposable email address, your emails will likely get caught in spam filters.

4. Warm up your IP address​

If you’re using a new IP address, be sure to warm up the email address before sending a large volume of emails. Start by sending a few emails to your list. Then, gradually increase the number of emails you send each day.

5. Keep your list clean​

A clean email list is essential for good deliverability. Make sure you remove bounced addresses and unsubscribes from your list. Email verification also plays a crucial role in qualifying your leads so as to keep only contacts who are relevant to your business.

You can verify your email list with Neverbounce, Veripurge, Debounce, or Zerobounce. I personally tested Nebounce and VeriPurge, so I can vouch for their accuracy. Heard impressive things about Debounce and Zerobounce in terms of accuracy though I haven’t tested them yet due to financial reasons. Quality email verification can be quite expensive. Yes, you almost always get what you pay for.

6. Get yourself a quality list​

Perhaps you don't have the adequate financial resources to spend hundreds of thousands of dollars on organic email list building using social media and SEO traffic funneling. One of the most cost-effective ways to scale up your email list building is to extract a laser-targeted list in your niche. Not just by buying some random email list. Of course, you would have to take care of the technical infrastructures for bulk email sending.

7. Personalize your emails​

Personalized emails have a much higher chance of getting through spam filters. Be sure to include the recipient’s name in the subject line and the body of your email.

8. Avoid using “spammy” words​

There are certain words and phrases that trigger spam filters. Avoid using these “spammy” words in your subject lines and email content.

9. Use a consistent “from” name and email address​

Using a consistent “from” name and email address will help your emails get through spam filters. Also, your email address can impact your deliverability.

So, use a professional email address (i.e. [name]@[yourdomain].com) instead of a free email address (i.e. [name]@gmail.com). But don’t take my words for it here. Why? There are successful cold emailers who use multiple Gmail accounts for good reason: bypassing the spam filter due to the authority of Google. Simple! Just make sure that the look of your free Gmail address portrays your business or company name.

10. Don’t use all caps​

Using all caps in your subject line is a surefire way to get your email caught in a spam filter. So, avoid stuffing too many capital letters and especially in your subject line. You are human, not a bot. Recipients are humans, not bots.

11. Use a professional email signature​

An email signature is a great way to add a personal touch to your emails. However, be sure to keep your signature short and sweet. Avoid using too many images or HTML in your signature.

12. Don’t send attachments​

Sending attachments is one of the reasons your emails land in the spam folder. Stop it already! Yes, don’t ignore this, especially for cold emails. Spam filters likely block attachments for good reason: suspicion that a virus is being transmitted through files or that someone might get hacked. It’s time to think like the spam filters. If you must send an attachment, be sure to compress it first.

13. Use a responsive email template​

More and more people are reading emails on their mobile devices. Make sure your email template is responsive so it looks great on all devices.

14. Avoid using HTML​

Using HTML in your email can trigger spam filters. Instead, use plain text emails. Instead, use plain text emails. HTML emails are more likely to be caught by spam filters because they can contain code. Only useful if you are using HTML to track opens and clicks. I would ditch HTML altogether and use an email sending system (reliable SMTP e.g Amazon SES, Gmass + an Email sender web app or desktop app) that can has inbuilt functionality to still track email opens and clicks without relying on a third-party HTML code.

15. Test your emails before you send them​

Before you send your email, be sure to test it. Send a test email to yourself and to a few friends or colleagues.

16. Monitor your email stats​

Monitoring your email stats is a great way to improve your deliverability. Be sure to track your open rates, click-through rates, and unsubscribe rates. Don't just gaze at this stat. Let it inform you and add your own twist in your subsequent email marketing campaigns.

17. Use an email deliverability service​

There are a number of email deliverability services available. These services can help you improve your deliverability and avoid spam filters.

18. Get listed in major email directories​

Getting listed in major email directories can help improve your deliverability. Some of the most popular email directories include Return Path, Habeas, and Sender Score.

19. Remove hard bounces​

Hard bounces are email addresses that have permanently bounced. Be sure to remove hard bounces from your list to improve your deliverability. Again, verify your email list.

20. Monitor your sender's reputation​

Your sender's reputation is one of the essential factors in email deliverability. There are a number of ways to monitor your sender's reputation.

Sender Score is a great resource for tracking your sender's reputation.

Now what?​

Avoiding spam filters can be a difficult and ongoing task for email marketers. And there's no 100% absolute guarantee that your emails will never end up in the spam folder. However, by following the deliverability tips outlined above, you can improve your chances of reaching the inbox.

It’s hell getting caught in that hole. Rescue yourself. ​

Thanks for sharing!

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