• Kapil Garg

Best practices for email deliverability

Updated: Jun 14, 2021

In this section, we provide you the best practices to help optimize Email deliverability of your campaigns.

Factors that are important for high email deliverability:

  • Email accuracy: It is essential that your emails have a high accuracy percentage to ensure minimum number of hard bounces.

  • Accurate and wholesome information on leads: It is essential your information on the leads you target is both, accurate and complete. Without this, your emails won't be targeted enough and will suffer low engagement rates. Worse still, they may be classified by several recipients as spam.

Hence, it is of utmost importance to ensure you utilize lead generation service which adopts best practices. Further, you need to utilize Lead enrichment to really be segment your user/subscriber base and be able to effectively market to them.

  • Domain reputation: Your company’s email domain must have a good reputation. It must not be present in any of the most important email blacklists.

  • Email address reputation: Each email address itself is monitored by the major email service providers like Google, Microsoft, Yahoo etc. for spam rates.

  • Engagement score: Emails that receive positive engagement contribute to higher deliverability. The most positive engagement is if your email receives a reply. Also, when your email is marked as Important, moved from Spam to the Inbox, or your email is whitelisted (meaning the email receiver creates a filter to ensure your email never lands in spam).

  • Red flags: People marking your email as spam, and should be kept to a minimum.

Best practices for high email deliverability:

Gradual email warm-up: Its important for a new email address, and even more so, for a new web domain to undergo gradual warm-up.

A warm-up entails positive engagements with the emails sent, especially email replies. Atleast an engagement rate of 15 to 20% is considered good, and ideally 30%. Therefore, it is considered a good practice to email only known people during the first 4 weeks post creation of the email address, before using it to email leads.

An email warmup service may also be utilized in this regard.

Please note that at any given time, it is expected that atleast 5 to 10% of your emails should receive replies. This level of engagement is considered basic hygiene to ensure a decent deliverability rate.

The number of emails sent should be slowly increased, say by 10 emails each day.

Limit the number of emails sent per day: Officially, Google workspace accounts can send 1,500 emails per day. However, many have experienced that the actual number of emails allowed to be sent may be around 500 per day.

Many email industry specialists suggest not sending more than 200 emails per day, including any warm-up emails to reflect ‘human’ behavior.

Time gap between successive emails: It is considered a good practice to ensure there is a gap of atleast 2 minutes between successive emails. A gap of atleast 3 minutes is considered best practice however.

Personalization: Never repeat the same email to all your leads. Always try to personalize your emails using fields such as Title and Company name. You may also A/B test your emails by sending a certain number of emails with one subject line, and other emails with a different subject line. You may also make subtle changes in the body of the email in copy A versus copy B of the email.

Content spinning: Some email tools have the Content spinning feature. Using this, you can have different variations of the same word or phrase across alternate emails sent. This also adds to variety which adds to an impression of personalization for email monitoring systems.

Domain DNS configurations: Make sure the SPF, DKIM, DMARC records are appropriately configured for your domain. Configuring these is easy, and most email providers provide documentation on how to configure these. They also have help desk to assist in case of issues.

Optimal use of click tracking: It is advised not to use click tracking during email warmup phase and later on too, use it only when really needed.

Avoid use of spammy words: Do not use ‘spammy’ words such as discount offer, Sale, special offer, limited time, exclusive offer, buy before stocks last etc.

Use own sub domain for tracking: It is best to use your own sub domain for tracking your email opens and clicks.

Periodic monitoring of IP address and domain reputation: Most email providers use shared email services, meaning the same IP is used to service multiple clients. If some clients send too many spam emails, it can affect the overall reputation of the IP address and hence it can impact all clients using that IP. Hence, it is best to go with reputed email services or those who follow best practices, and periodically monitor email traffic to ensure uninterrupted deliverability rates.

So, these are some of the most effective steps you can take to ensure your emails have a high deliverability rate.

What tools can I use for email tests:

We would like to recommend these reputed tools:

Tools to check DNS records:

Its important to ensure your SPF, DKIM and DMARC records are in order. Some tools to ensure the same are provided here:

  • MX Toolbox: website: mxtoolbox.com

  • DMARC Analyzer: website: dmarcanalyzer.com

  • DMARCly: website: dmarcly.com

Mail testing tools:

The most important rule while writing email copy is to avoid spammy words such as discount offer, Sale, special offer, limited time, exclusive offer, buy before stocks last etc.

The other rules are Personalization, and ensuring not all emails being sent in a campaign are exactly the same.

There are tools which vet the email copy to detect the presence of ‘spammy’ words and also suggest ways of improving the copy. One such reputed tool is Mail Tester – website – mail-tester.com

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