10 Tips to Make Sure Your Emails Get Delivered

Email DeliverabilityEmail
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Gav Knafo

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Published on 2022-03-03

1) Build your own email list

-Building an email list organically will pay off for you as an engaged audience will lower your spam rate dramatically. -Avoid sharing an email list with other business. -Avoid email harvesting, which will have serious long-term ramifications on your emails ending up in spam.

2) Clean up email list regularly

-Scraping your email list for low engagement recipients will increase your deliverability as high rates of ignoring/deleting emails will worsen the reputation of your email domain.

3) Utilize subdomains and only send customers content that is relevant to them

-If only some of your customers would find an email relevant, send it to that subset only.

4) Sunset Policy for unengaged users

-This allows for automated removal of users who aren’t engaging with your emails.

5) Monitor email performance statistics

-Monitoring these statistics allows you to see if you’re improving engagement over time. -Monitor spam complaints, open rates, click through rates, and delivery rates. -If you see a significant negative shift in any of these, re-evaluate your email frequency and subject lines.

6) Utilize subdomains and only send customers content that is relevant to them

-If only some of your customers would find an email relevant, send it to that subset only. -Further, email subdomains allow you to have a separate subdomain for broader reaching emails (i.e., marketing emails). Subdomains are rated differently by email clients, so this can ensure that emails like order confirmations or customer service responses are less likely to hit spam than a marketing email. For more info, check out our article on email subdomains here.

7) Monitor email performance statistics

-Monitoring these statistics allows you to see if you’re improving engagement over time. -Monitor spam complaints, open rates, click through rates, and delivery rates. -If you see a significant negative shift in any of these, re-evaluate your email frequency and subject lines.

8) Provide an email preference center

-Besides having an unsubscribe button, you should supply users an option to edit their email preferences. -This email preference center allows user to edit which types of emails they want to continue to receive and the frequency they receive them. -Giving customers the option for a weekly or monthly email will often increase your engagement rate and decrease the likelihood of a customer unsubscribing.

9) Comply with internet privacy laws

-You should be aware of CAN-SPAM, which requires you to state the purpose of emails clearly. -CASL is Canada’s version of CAN-SPAM, aiming to create a clear relationship between sender and recipient. -GPDR—General Data Protection Regulation—is the EU’s recent addition to privacy law, requiring companies to disclose how they store customers’ data. CCPA—California’s version of consumer privacy legislation may also apply if a business’ revenue exceeds -$25 million and the business sells consumers’ personal information.

10) SPF and DKIM

-SPF and DKIM are identity authentication procedures that inform email clients that you’ve added security so that only authorized users could send emails through your domain or subdomain. -For a much more detailed explanation of SPF and DKIM, check out are article on them here!

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