Insights · September 18, 2024
To keep your email campaigns out of the spam folder, follow these best practices:
Use double opt-in. Ensure recipients actively consent to receive your emails. A double opt-in process requires them to confirm their subscription. Clean inactive subscribers. Remove or re-engage users who haven't interacted with your emails in a while.
Set up SPF, DKIM and DMARC. These email authentication protocols verify that your emails come from your domain, reducing the chance of being marked as spam.
Avoid spammy language. Don't use excessive punctuation, all caps, or trigger words like “free,” “winner,” or “urgent.” Balance text and images. Ensure your emails aren't too image-heavy or have large attachments, as this can flag them as spam.
Segment your audience. Send relevant content to different groups, improving engagement and reducing unsubscribes. Personalize your emails. Use the recipient's name and other personalized content to build trust and relevance.
Track opens and clicks. Poor engagement signals to email providers that your content is not valuable. Keep unsubscribe and complaint rates low. Aim for minimal unsubscribe rates by ensuring your content is helpful and timely.
Always include a visible unsubscribe link. Difficult or hidden options may increase complaints.
Use email testing tools. Tools like Litmus or MailGenius can analyze your emails for spam triggers before you send them. Monitor sender reputation. Make sure you're not blacklisted by checking your domain's reputation through services like Sender Score.
Avoid sudden email blasts. Gradually ramp up email frequency, especially to new subscribers, to avoid being flagged. Keep a consistent schedule. Regularly sending emails (without overwhelming recipients) helps build familiarity and trust.
Following these steps should improve your email deliverability and help keep your campaigns out of spam folders.
Start with the free audit. It takes 60 seconds and shows where your search budget is leaking.