Email deliverability best practices

Whether sending or receiving emails, there are best practices to allow for your emails to be successfully delivered to your recipient's inbox without being filtered out as spam by email providers.

Use a recognizable sender name

It is best to send emails from an email address that preferably contains your name with your brand name so that the recipients recognize you because in the sea of emails they receive every day, they have to choose which ones to open. People prefer to open those which include a personal name in the 'from' box rather than an impersonal, generic one.

Subject lines

A good subject line should contain between 30 and 50 characters (including spaces). Your email subject line should also create a sense of urgency while giving readers some indication of what to expect once they open the email.

Things you should avoid including while writing a subject:

  • Spammy keywords (urgent, buy now, win, free)
  • All uppercase letters
  • Typos
  • Overuse of emojis
  • Deceptive subject lines that don't match the email content
  • Avoid fonts and colours

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Avoid spam content

Whenever an email provider receives an email, the content is scanned to check for spam content. This filter looks for specific types of content that typically indicate spam. If you avoid adding the points below, you should easily pass through this step. 

  • Writing in all caps
  • Using too much punctuation (don't write ten exclamation points in a row!!!!!!)
  • Using red font
  • Overuse of spam words (free, cheap, pre-approved, $$$, 100% free, urgent, don't wait! etc.)
  • HTML errors

Checking your IP reputation

If your IP address has a bad reputation in the virtual world, your targeted emails are more likely to land in the spam folder. The reputation of your IP address affects your email deliverability rates directly.

Specific tools, such as MXToolbox, let you check if you are a blacklisted sender.

All it takes is to enter the IP address or domain name in the box and click 'check.'

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SPF authentication

Authenticate your domain with an SPF record. The sender policy framework (SPF) is email authentication to prevent spammers from sending messages to your domain. 

The SPF records you need to enter are provided to you by your email hosting service. If Enom is your email provider, the following SPF record is automatically entered into your host records:

v=spf1 MX ?all

Domain reputation

ISPs track the reputation of individual sender domains. While the importance of sender domain reputation has increased, the IP pools used through your provider will still impact the deliverability of your content. This means your domain reputation is more important than ever and is your responsibility to maintain. Switching email providers or marketing automation platforms will not remove damage inflicted on your domain reputation due to poor sending. That damage will follow you regardless of which provider you choose.

Always take care to scan your site for malware or viruses. Often, this is what's behind getting you blacklisted. You might have a problem with the operating system, so make sure you repair any issues. Always perform updates as needed.

Managing spam

Manually marking an email as spam

Marking an email as spam reports various elements of the email like the sender, email headers, email contents, etc. to the email server. The spam filter will incorporate these elements and filter out future emails that are similar.

Any message that has been marked as spam and sent to your spam folder will be deleted after 30 days. For this reason, it is good practice to occasionally review the contents of your spam folder.

Reporting legitimate marketing emails as spam will be ineffective since they are considered a trusted sender. Unsubscribing from their mailing list will prevent future marketing emails.

Note: Marking an email as not spam will teach the spam filter which kinds of emails are considered safe.

  1. Mark the email as Spam.
  2. Press Accept to confirm the selected email as spam.
    Important: If you confirm to share your data with our Spam partner, the pop-up will go away and you will not be prompted to make a selection going forward. Should you choose to decline, when you mark an email as Spam, the pop-up will appear each time.

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