With crowded consumer and business inboxes, email deliverability and inbox placement has become a top priority for marketers in recent years. Getting emails flagged as spam or blocked by mailbox provider has an impact on sender reputation and future inbox placement.

Many marketers use “deliverability” as an equivalent to “inbox placement,” but the terms are not the same. Emails that go into Spam folder are considered delivered, where is marketer’s goal is to ultimately get emails into subscriber’s inbox.

We used our knowledge and experience to create this list of best practices to help you achieve a better email deliverability and maintain a healthy sender reputation.

Validate Your Lists to Keep Bounce Rate Low

An average email list decays at a rate of 2% per month for B2C lists and 3% for B2B lists. The rate is higher for B2B lists because people change work emails more frequently than personal emails, due to job changes. So if you haven’t engaged with your email list for more than 6 months you will likely have a more than a 10% bounce rate on your first bulk campaign. A bounce rate over 10% can get your account suspended on many email platforms, but it also has a negative impact on your email deliverability and sender reputation, not to mention cost (since you pay to send email to invalid addresses). Inbox providers pay close attention to bounce rate and may block emails from a sender that attempts to deliver to invalid email addresses.

At BigMailer, a bulk campaign with a bounce rate over 8% (default, configurable by customer) is automatically paused to protect sender reputation.

Old and unengaged lists should be validated before being imported into an email marketing platform. Most email validation providers recommend that you validate your entire list once a month, or before every campaign you send, to keep your bounce rate as low as possible. While that tactic can be pricey, the good news is that most email validation providers offer great volume discounts for purchasing credits in bulk (that usually never expire).

We have partnered with low-cost email validation services Bouncer (GDPR compliant, recommended for customers in Europe) and TheChecker to get our customers a discount on their services.

Manage your sender domain identity

While this step is optional with most email service providers and requires a little more technical knowledge than the other items in this guide, most email platforms allow you to configure Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM) for your domain to help improve your sender reputation by making it appear more authentic and safe. We highly recommend getting both SPF and DKIM configured for every sender domain you use to send emails. 

Use a custom tracking URL in your emails

You should also customize tracking URL for your emails, using the same domain as your sender address. For example, if your sender is sales@your-domain.com you can use email.your-domain.com as your tracking URL. This will require updating your domain’s DNS records (to create that email subdomain and map to email provider servers) and then adding the updated records to your email provider’s platform as a configuration or setting. Most market leaders allow this, although some call it white labeling and most charge extra for it or make it available on higher tier plans. Using a custom tracking URL in your emails will improve your sender trust factor and inbox placement with it.

Create a plain-text version of your email

While only a tiny fraction of your audience may see the value in a plain-text email, SpamAssasin, a widely used spam tool, considers it essential. The tool assigns two points to your email if no plain-text version is available. If your message reaches a score of seven, it’s identified as spam, so two points is a pretty big penalty for something that’s fairly easy for a savvy marketer to execute.

While some email platforms (like BigMailer) will auto-generate a plain-text version from the HTML version, most of them don’t require one. If you have to create a plain-text version yourself, don’t cut corners – it should match the message in the HTML version and not be any shorter. Check out this article from Litmus for more guidance on formatting plain-text emails.

Use preview (aka preheader) text

While it isn’t always a visible element of your email’s design, preview text provides valuable real estate to expand your message. You should think of it as a second subject line – an additional opportunity to convince your recipients to open your email. The better your open and engagement rates are, the better chance you have of landing in the inbox. Many platforms, including BigMailer, support specifying this text. If your platform doesn’t support it, you can still have a preheader element as part of your email template design.

Specify a useful sender (from) address

Be it a question or general feedback, email recipients commonly want to respond to the messages they receive. For this reason, it’s best if your reply-to email address is one that goes straight to your support team (or at least forwards to them). You don’t want to discourage your subscribers from responding to your message by using a no-reply address, such as noreply@your-domain.com, because replies are part of the engagement metrics that some email service providers (Gmail, for example) use for determining the importance of your email and whether it belongs in the inbox or spam folder.

Another consideration is that customers will sometimes request removal from a mailing list, and if they see noreply@your-domain.com they are more likely to hit the “Spam” or “Complain” buttons instead – complaints are the worst form of engagement you can have on your email campaigns.

Lastly, no-reply addresses run a greater risk of being sent automatically to the junk folder. As this GlockApps article states, “Some ISPs, network spam filters, and customers’ personal email security settings are set up to move messages with ‘no-reply’ addresses to the junk folder.”

In short, if you care about your email campaigns’ engagement rate and future deliverability, specify a meaningful sender address for and avoid using a no-reply email address.

Use a descriptive Sender label

While a clever subject line can certainly help you stand out in a crowded inbox, your subscribers will still need to recognize your brand’s communication when they scan their inbox. You don’t want them left wondering why they’re getting an email from someone they don’t know with a cryptic subject line that promises to solve pain point XYZ.

I’d suggest these three basic options for sender labels:

  1. Brand or Product Name
  2. Brand or Product Name + Function (e.g., Support, Sales)
  3. FName at/from [Brand or Product Name]

With the third option, consider the name of the person as well as your product name. Is your product name a single word, one to two words or longer? Will the entire label fit in the “From” field? Whatever format you choose, make sure to be consistent across all of your sender accounts and test for appearance before you start using the label.

Make subscription preferences easy to manage

It’s best to offer subscribers a way to opt out from certain communications instead of all brand communications at once. Providing this option has become even more necessary with the introduction of General Data Protection Regulation (GDPR) laws in May 2018, which states that the consent to receive emails should be explicit and not be bundled (e.g., if subscribers only opted in to receiving product updates, you can’t additionally send them promotional emails or messages on behalf of your partners).

Example: unsubscribe page with preferences format

Example: unsubscribe page with preferences format

You work hard building your email lists, so it’s important to retain the subscribers on them so as not to miss out on future opportunities to engage them.

Allow one-click unsubscribe

While most users can expect to find an “Unsubscribe” link in the footer of an email, using a “Manage Preferences” link instead is fine as well so long as it takes a user to a page where they can select the message types they want to receive (see the example above) and not to a page that requires them to log in to their account to retrieve or save their preferences. The latter has become a more prevalent practice among some high profile brands that use their own built-in-house email tools. This is not only a barrier to unsubscribing, which can prompt users to issue a complaint, but it’s a practice that’s in conflict with anti-spam laws. It’s advisable to provide users with a straightforward method for getting off an email list.

Test emails with spam tools

Testing every email adds an extra step, but it’s an incredibly important one. Because testing typically has to happen outside of an email marketing platform using tools provided by websites like Litmus, Email on Acid or GlockApps, you may be tempted to skip it. You shouldn’t – it may mean the difference between your message being successfully delivered or it being flagged as spam.

With that said, even experienced marketers using these tools can’t avoid landing an email in the spam folder every once in a while – this is especially true for Gmail and is often due to the topic of the message.

Starbucks email in spam folder

Example of a high-quality email and sender in spam folder

Don’t stress – if the occasional email gets a low engagement rate because a few spam keywords made it into your message, know that you are not alone. It’s become necessary at this point for marketing platforms to embed email testing into their platforms to simplify a marketer’s campaign workflow. This is exactly what the team at BigMailer is currently working on, and we hope to delight our customers with this workflow improvement soon.

Did you find this article helpful? Were you able to find a few useful practices to include in your email campaigns? Please leave a comment – I would love to hear from you.