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Mastering Email Deliverability: Unlocking Secrets to Avoid the Spam Folder

Learn how to avoid the spam folder as Lauren Meyer, CMO at SocketLabs, breaks down the intricacies of deliverability in this workshop at the Email Edge Summit.


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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

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