Mastering Email Deliverability: Unlocking Secrets to Avoid the Spam Folder

Key takeaways

What causes deliverability issues?

• IP reputation, domain reputation, authentication, content, blocklisting status etc.
• Scraped lists (get permission instead)
• Sending from unrecognized IP addresses

What mailbox providers recommend

• Opt-in email / welcome email to confirm subscriptions
• Use references to build a connection
• Unsubscribe button is super important
• Set up authentication
• Follow Mailbox guidelines eg.: Yahoo Sender Hub, Google Postmaster

How mailbox providers optimize for recipient engagement

• Positive Interactions: Opens, CTR, Replies
• Negative interactions: Spam complaints, unsubscribes, total lack of positive engagement

How to avoid the spam folder

• Send emails that will help your user’s business
• Send to people who want to hear from you
• Authenticate your emails
• Make your emails interactive
• Choose quality over quantity
• Monitor, test, iterate, repeat
• Protect sign up forms with a CAPTCHA to keep bots out
• Have a sunset policy

When to seek help

• Adding/changing IPs or Migrating to a new provider
• Getting blocklisted repeatedly
• You’re not sure if you’re hitting the inbox