Tips on how to improve your deliverability

Your deliverability depends on many factors such as your sender reputation, the quality of your subscriber list, and the quality and quantity of the emails you send.

Take a look at the best practices shared below to improve your deliverability and ensure your subscribers consistently receive your messages.

Authenticate and align your domain

Domain authentication and alignment verify that emails genuinely come from your domain, which builds trust with mailbox providers and reduces the chances of your messages being flagged as spam or phishing.

Check out our resources on this topic and configure authentication & alignment for your sender domain.

Consider adding a DMARC policy

DMARC is an email authentication policy and reporting protocol that provides validation of the email origin by inspecting the sender's IP address. Strongly advised for senders with 5k+ daily emails, the policy helps identify fraudulent emails and prevents scams from occurring.

Request a dedicated IP (for 50k+ weekly emails only)

Using a shared IP address is the best option for most smaller senders. However, if you send 50k+ emails per week, you could benefit from a dedicated IP.

A dedicated IP gives complete control over your email delivery; thus, you won’t be impacted (positively or negatively) by other users of our service. Request a dedicated IP and our team will assist you with the setup.

Validate your subscriber list

Regularly check if the email addresses on your list are still active and valid. You can use MailerCheck or check out other email validation tools.

Once the low-quality addresses have been identified, remove them from your list. By doing so, you can avoid hard bounces, which negatively affect your deliverability.

Clean up inactive subscribers

Inactive subscribers are those who don’t open or click your emails for a prolonged time. Since these recipients don’t interact with your emails, mailbox providers will assume that you're sending to uninterested subscribers, reducing your sender reputation.

Run a re-engagement campaign to reactivate these subscribers or clean them up.

Protect your list from bot subscribers

Sign-up bots are known for attacking sign-up forms with multiple fake subscribers. You can use reCAPTCHA technology and double opt-in to protect your forms and list.

Segment your audience

Segmenting your audience can significantly improve engagement metrics by allowing you to target specific groups with customized content. Start with highly engaged users and expand strategically to broader segments.

Make it easy to unsubscribe

You're required to include at least one clear, visible unsubscribe link in every email. While unsubscribe rates don't directly affect deliverability, hidden unsubscribe links increase spam reports, which do.

You can add multiple unsubscribe links if you'd like, and check out How to build highly effective unsubscribe pages for inspiration.

Personalize your content

Tailor your content to your subscribers by using segmentation, including variables, and using dynamic blocks. Personalize subject lines and keep them concise to draw your readers' attention.

Avoid pushy language

Salesy, pushy language in your emails can trigger spam filters. Avoid spam triggers such as excessive exclamation points, ALL CAPS, and phrases like “Click here now”, “Please read”, “Action required”.

Balance text and images

All-image emails are more likely to end up in spam. Include a good mix of text and visuals to make your email aesthetic and readable.

Optimize email size to prevent Gmail clipping

Emails larger than 12 KB may get clipped, preventing tracking pixels from loading. Aim for concise designs to ensure accurate open rate tracking.

Utilize A/B testing

Test different subject lines and content styles to identify what resonates most with your audience and boost open rates. Additionally, review metrics such as opens and clicks to gain insights into campaign performance and refine your strategies.

Don’t use link shorteners

Add full original links. Even though it might not look as nice, link shorteners are often used by phishers, so your subscribers’ spam filters may reject or send your email to spam.

Encourage subscriber engagement

Prompt recipients to reply to your emails and interact with the content to boost engagement. Additionally, encourage your subscribers to mark your emails as “Not spam” in case they land in the spam box and whitelist your sender email by adding it to their contacts.

Mind subscriber preferences and stay consistent

Allow subscribers to express their interests and email frequency preferences by using interest groups and the Preference center. Stay consistent with your sending cadence and reflect your readers' preferences.