Best Email Delivery Tips for Skipping the Spam Folder(2022)

Best Email Delivery Tips
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Marketers start to send emails more frequently to Grow their business, that,s why email deliverability becomes an issue. Email deliverability issues can be caused by both the frequency and the contact list. It’s possible that not removing inactive subscribers from your list recently has harmed your deliverability. Here are some suggestions and best practices for preventing spam complaints to help you make the most of this critical period on the marketing calendar.

Best Email Delivery Tips for Skipping the Spam Folder(2022)

What’s Email Deliverability?

Email deliverability, as the title indicates, refers to your capacity to send emails to your subscribers’ inboxes. It’s commonly used by email marketers to figure out how many emails were actually delivered and the bounce rate (how many couldn’t be delivered due to a temporary or permanent mistake, such as an invalid email address).

It’s worth noting, though, that the proportion can be misleading. Deliveries include emails that end up in the spam folder. As a result, it’s preferable to concentrate on the delivery location.

So far, it appears to be fairly simple and self-explanatory. There are two parties involved: you (the genuine email sender) and the recipients (your subscribers). The gates, on the other hand, are a third party that works ceaselessly behind the scenes. These are the firms that govern whether your messages are delivered and allow you to send mass emails, such as internet service providers (ISPs) and anti-spam systems.

Because not all senders are legitimate, these ISPs must also play the role of cop. They must safeguard email users from spammers that send unsolicited emails to large groups of people, typically with malicious links. These ISPs can affect email delivery in a variety of ways, from sending limitations to two-day blocks to blacklisting.

The following ideas for improving email deliverability, particularly during the holiday season, will make more sense now that you have a greater grasp of the hidden process involved in sending emails.

Hard Bounces Vs. Soft Bounces

You’ll come across a variety of technical jargon when reading about email deliverability. Hard bounce and gentle bounce are two terms that are frequently used. While email marketing can be compared to sports, the only similarity between these phrases and sports is that one mistake can get you kicked out of the inbox.

When you send an email message to an invalid email address, you get a hard bounce. It’s possible that the user obtained your lead magnet by using a fake email address. If that’s not the case, they may have switched email providers. Whatever the case, you shouldn’t have these email addresses on your subscriber list because they’ll only hurt your deliverability score.

A soft bounce, on the other hand, occurs when the inbox is full (which still happens nowadays) or when the subscriber has set up an auto-reply. This problem, unlike hard bounces, isn’t permanent. As a result, there’s no need to remove the email address at this time. If the problem remains, though, you should erase this address.

According to Campaign Monitor, the average email bounce rate is around 2%. If your bounce rate is greater than 2%, it could indicate that something is amiss.

Best Ways to Improve Deliverability

Begin early

Human faces can also be found behind your email provider. They have to deal with a lot more email at this time of year, and if there’s a problem with deliverability, it can take longer than usual to repair it.

It’s better not to keep all of your emails on days like Black Friday, Small Business Saturday, Cyber Monday, and the weeks leading up to Christmas because your server can be overcrowded.

Indeed, according to data given by Criteo, retail traffic begins to surge dramatically 10 days before Black Friday. You should prepare ahead for more reasons than just email deliverability. There are ready-to-buy shoppers waiting for you if you start marketing early.

Gradually increase your volume

Don’t suddenly start emailing your whole subscriber list if you’ve simply been sending emails to your active recipients. Instead, gradually increase the loudness each time you send your next batch of messages.

ISPs will flag a campaign as suspicious if the quantity of emails sent in a campaign suddenly increases dramatically. This could result in your emails being sent to the spam folder rather than the inbox. Not only are support staff’ response times likely to be slower during this time of year, but spam filters may also be tighter. As a result, it’s something to think about.

It’s not advised that you boost your volume by more than 25% of what you’ve been sending for the previous 14 days. You could boost your volume more aggressively if you have a strong rep with your provider, but given what’s at risk, it’s advisable to err on the side of caution.

Terminate inactive subscribers

We know you don’t want to hear that, but it’s sometimes necessary to let go. A short list is preferable to a long one. Bounce rates can be substantial when sending emails to dormant subscribers. There’s also the possibility of being marked as spam if the email address is no longer in use. Neither is conducive to delivery.

However, before you delete inactive subscribers from your list, it’s a good idea to send them an email with the goal of reactivating them and encouraging them to engage with your business again. In any event, it’s preferable not to include subscribers who haven’t received an email from you in over six months in your email marketing campaigns.

You should also consider the volume when sending this form of win-back email. According to Mailjet, you should limit it to no more than 10% of your daily email flow.

Make use of a sign-up form

So far, we’ve focused on how to maintain your mailing list. However, how you acquire your subscribers is just as crucial. To put it another way, it all starts with your subscriber list. Your email deliverability will suffer even if you give the most beautiful, valuable, and relevant content, if you don’t put in the same effort to get engaged subscribers.

Using an opt-in permission strategy with sign-up forms that have an opt-in checkbox is the ideal way to attract subscribers. Scraped or purchased email addresses should never be used! You’ll be wasting your money and causing extra issues for your company.

While you can utilize an incentive, such as a competition, with your sign-up forms (and it’s a common tactic), these types of forms frequently result in significant bounce rates. To gain access to your offer, these people would typically provide a false email address or one that they never check, which can result in more hard bounces.

If you’re going to give some sort of incentive for signing up, make sure the content you’ll be sharing in the future is equally as good as the incentive (if not better). Also, make sure to offer an opt-in checkbox and be clear about the type of content they’ll receive if they choose to subscribe.

If you can use a double opt-in, that’s even better. With this technique, everyone who signed up will receive a confirmation email to activate their subscription. It will not only assist you in removing fraudulent email addresses from the beginning, but it will also assist you in attracting more active and engaged subscribers.

Make unsubscribing simple

This may not be your favourite piece of advice, but if you don’t want your deliverability to suffer, make sure subscribers can unsubscribe with a single click. Before you get too worked up over opening a Pandora’s box, keep in mind that the average unsubscribe rate is incredibly low. On average, less than 1% of subscribers choose to unsubscribe. So, losing a small percentage of your subscribers is far preferable to the chance of users reporting you as spam.

You can, for example, include a quick poll without making it more difficult for subscribers to unsubscribe. This way, you’ll be able to figure out why people are unsubscribing, and you can use that information to change the frequency or improve the content as needed.

Be cautious of information overload

Inbox weariness exists, and it’s certainly not how you want your audience to conclude the year. If you normally email your customers every other week and then boost it to once per day, your subscribers, like ISPs, will be underwhelmed by the new schedule. It’s one of the easiest annoyances to fix, happily for your readers (but regrettably for you). They are not required to open your emails and can simply unsubscribe.

We’re not suggesting that you stick to your regular routine during this time of year; instead, make sure that anything you’re delivering is relevant and valuable to your recipients. Too frequently, marketers make the mistake of sending an email just to send an email.

Make stuff that pleases the ISPs

The content of your email can also make ISPs suspect, leading them to believe you’re a spammer. The majority of these triggers are related to your subject line.

To begin, your subject lines should not exceed 50 characters. Then, when it comes to the actual wording, phrases like free, cash, and limited-time offer should be avoided. In capital letters, using all caps is also a no. This rule also applies to the body of your email message. Remember to provide an unsubscribe link in every email, even if it seems contradictory.

You are free to include images in your posts. However, it should primarily consist of text. It’s best to keep the text-to-image ratio around 6:4.

Keep an eye on your sender’s reputation

Email deliverability is also influenced by your sender reputation; but, unlike most of the other strategies given so far, you have less control over this. To begin with, your sender reputation isn’t fixed. For example, sending a large number of emails to a group that is less engaged can momentarily harm your reputation. You must have an average or good reputation in order for your communications to reach the inboxes of your email list. This is the total of your domain’s and IP’s reputations.

What matters is that you segment your email lists, not knowing the technical intricacies in detail. It’s one of the most straightforward strategies to boost your sender reputation. You’ve probably already segmented your lists based on age, demographics, region, gender, interests, and other criteria. Another technique to split your list is to look at how long a subscriber has been on the list and how engaged they have been so far.

Those who have signed up for your list in the last month may receive more frequent emails. They’re usually still active, so send them a series of emails to greet and onboard them. You can send up to three emails each week to this group.

Subscribers who joined within the last three months but have yet to open an email or click on a link should not be sent more than once per week. However, because they’ve only recently joined, there’s still a chance they’ll begin to interact with your content. So feel free to keep sending them emails on a weekly basis.

Use a legitimate business address

According to a Fluent and Litmus poll, more than 40% of users look at the sender’s email address before determining whether or not to read the message. Because none of the people involved in the process connect in person, you’ll have to rely on your address to signal that you’re a reputable, trustworthy sender. Even if your subject line sounds legitimate, recipients and spam filters will be wary of your email address.

As a result, you should never send from a different address than your domain. If you’re sending mass emails, free domains like Gmail, Yahoo, or Hotmail aren’t going to cut it.

You may, for example, pair your domain name with the phrase “newsletters.” This manner, recipients will be able to tell the difference between advertising communications and other forms of communication, such as accounts.

Maintain consistency and routine in whatever you do. Also, because this type of content is usually a one-way communication, it’s advisable to avoid using a no-reply account. Email addresses that do not respond are simply less trustworthy.

Are There Any Email Marketing Laws?

It’s not only about deliverability at the end of the day. It’s also about remaining inside the law. If you didn’t already know, there are several laws that govern how email marketing can be utilised for commercial purposes. In addition, failing to comply could result in fines.

That said, if your company uses a well-known email marketing service and follows the tactics we’ve described, you’ve most likely not breached any laws. These rules are primarily directed at spammers and businesses that send unwanted emails to users. Because these laws vary by country, it’s wise to double-check the guidelines that apply to your location to be sure you haven’t broken any email marketing restrictions.


Email is still one of the most effective and profitable digital marketing methods available. However, you can only benefit from the advantages of this medium if your emails are delivered, specifically to the inboxes of the targeted recipients. Furthermore, given how much time and effort goes into writing and creating an email, it’s critical that you do all possible to improve deliverability.

The good news is that you have control over the majority of factors that influence email deliverability. The frequency of emails can be adjusted, subject lines can be shortened, and content can be changed.

Because the amount of emails sent during the holiday season is significantly higher, it’s critical that you plan ahead and begin your email campaigns as soon as possible. Not only will you be shocked to learn that your clients may be ready for your Christmas emails sooner than you think, but you’ll also avoid depending solely on peak periods when ISPs may be less able to respond to email delivery concerns.

Frequently Asked Questions

Q. What’s the average unsubscribe rate?

Fortunately, the average unsubscribe rate is extremely low — less than 1%! The average unsubscribe rate, according to GetResponse and Campaign Monitor, is 0.10 to 0.12%, whereas Sendinblue calculates only 0.05 percent. To calculate your unsubscribe rate, divide the number of unsubscribed subscribers by the total number of emails sent and multiply the result by 100.

Q. What are some tips for creating a professional email address?

It’s advisable not to use a free Gmail or Yahoo address while constructing a business address. Instead, you should utilize a personalized email address with the same domain name as your company’s website. It’s also a good idea to keep to a set format and pick something simple and short. Finally, don’t forget to change your display name. It is sometimes preferable to use your own name, while other times it is preferable to use the company name.

Q. How can you prevent your email address from getting blacklisted?

Your marketing emails will not be delivered to their intended recipients if your IP address is on a blacklist. Instead, they’ll end up in the spam bin or won’t be delivered at all. To avoid this, you should: 

– Make use of a trustworthy email marketing service

– Employ an opt-in email strategy 

– Keep your email list clean and updated 

– Never add someone to your email subscriber list without their permission

Q. Can you use a no-reply email address?

It’s possible, but it’s not a good idea. For starters, your email deliverability and open rates will suffer. Furthermore, it results in low engagement. After all, email’s primary goal is to communicate with potential consumers.

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