Email Deliverability is when your email arrives in the inbox of your recipient as intended. Emails can either arrive in the inbox of your recipient, go to the junk/bulk/spam folder or get bounced completely by an Internet Service Provider (ISP). Typical ISPs include Gmail, Yahoo, Outlook, and Hotmail.

To increase the success of your email deliverability, follow some of these best practices:

Evaluate Sender Reputation

  • These days, your sender reputation is determined by a wide variety of factors and the most important thing is how your recipients are interacting with your emails. When your recipients are opening, reading, and clicking on your messages, ISPs know that your messages are wanted.

Action From Your Subscribers

  • As many ISP's such as Gmail rely on user feedback, segment your list and ask your subscribers to drag your email from the Spam or Promotions inbox to the Primary tab in their Inbox. Gmail will learn from their consistent actions and start delivering your emails to the main inbox. 
  • Encourage a reply to your email as this is one of the metrics many ISP's such as Gmail or Yahoo look at when deciding where to place your message. 
  • Encourage your recipients to add your 'from' email address (whatever it is e.g. [email protected]) to their address book, contact list, or safe senders list.

Email Content

  • Avoid subject lines that sound like spam and do not use shortened links (e.g. 
  • When writing subject lines and the content in your email, focus on the genuine value of the message without sounding pushy or sales like. Test what kind of tone suits your contacts the best. Maybe your messages can be more playful instead of professional.
  • Follow the 65:35 text to image ratio to avoid deliverability issues.
  • Your messages should not contain huge images. Optimize and compress the image with TinyPNG or any other image optimizer tool.

Clean Up Your List Often

  • Remove recipients from your list after long periods of non-engagement. 
  • Make sure the email addresses you send to do not have typos in them ([email protected] vs. [email protected]). 
  • Always include an unsubscribe link so that anyone has the option of opting out of your emails at any time.

Send Confirmation Emails

  • One of the easiest ways to avoid invalid addresses, spam traps, and blacklists is to send a confirmation email to new email recipients. This process validates their email and confirms that they want your messages. This helps to establish a good sending reputation.

Domain Reputation

  • Your domain has a reputation attached to it, and it’s just as important as the reputation of your IP address. If messages sent from your domain generate a negative reaction from recipients, it won’t matter what IP addresses the messages come from, they may be filtered.

All of the above tips and tricks will help with email delivery, however it is not a guaranteed way to get all of your email to the focused inbox.

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