Mastering Email Deliverability: Best Practices to Avoid the Junk Folder
In today’s digital age, email remains a powerful communication tool. However, it’s essential to ensure your emails reach the intended recipients’ inbox rather than getting lost in the dreaded junk folder. To help you navigate this challenge, we’ve compiled a comprehensive guide on following best practices to optimise your email deliverability.
- Keep Your Device Secure : One common issue leading to compromised email accounts is when a device becomes infected with a virus or malware, enabling cybercriminals to send spam emails without your knowledge. To prevent this, regularly update your antivirus software, avoid suspicious downloads or links, and use strong, unique passwords for all your accounts.
- Safeguard Your Email Account : The compromise of passwords to your email account can result in unauthorised access and misuse by malicious individuals. Protect your email account by using a strong, complex password, enabling two-factor authentication (2FA), and regularly changing your password. Be cautious about phishing attempts and avoid sharing your password with anyone.
- Be Cautious with BCC : While using BCC (blind carbon copy) can be useful for sending emails to multiple recipients without revealing their addresses, excessive use of BCC can raise red flags for spam filters. If you need to send emails to a large group of people, consider using email marketing or newsletter services that specialise in managing bulk emails.
- Exercise Caution with Auto-Forwarding : Auto-forwarding emails from one account to another may seem convenient, but it can also trigger spam filters. Email providers may flag forwarded emails as suspicious, especially if the forwarding behaviour appears automated or inconsistent. If you must use auto-forwarding, ensure it is configured correctly and monitor your email deliverability closely.
- a High-Quality Email List : Start by building a permission-based email list consisting of engaged subscribers who have opted in to receive your messages. Avoid purchasing or renting email lists, as they often include outdated or invalid addresses, increasing the likelihood of spam complaints.
- Craft Compelling and Relevant Content : Create engaging, personalised content that resonates with your target audience. Tailor your emails to address their specific needs, preferences, and pain points. Delivering value and relevance will not only encourage higher open and click-through rates but also reduce the chances of your emails being marked as spam.
- Use a Recognisable From Name and Email Address : Make sure your recipients can easily identify you by using a consistent and recognisable from name and email address. This builds trust and establishes a clear association between your brand and the email content. Avoid using generic or unfamiliar sender information that could raise suspicions.
- Craft a Clear and Compelling Subject Line : Grab your recipients’ attention with concise and compelling subject lines that accurately reflect the content of your emails. Avoid using misleading or sensationalistic subject lines, as they may lead to spam complaints and harm your reputation. Be clear, concise, and transparent to set proper expectations.
- Implement Double Opt-In : Double opt-in is an effective method to confirm subscribers’ intent and ensure the validity of their email addresses. It involves sending a confirmation email to new subscribers, asking them to verify their subscription. This step reduces the chances of spam complaints and helps maintain a healthy email list.
- Authenticate Your Domain : Domain authentication involves adding digital signatures to your outgoing emails to verify that they come from an authorised source. Implementing Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC) protocols can significantly improve email deliverability.
- Monitor and Maintain List Hygiene : Regularly monitor and clean your email list to remove invalid, dormant, or disengaged addresses. Implementing an email validation system can help identify and remove invalid addresses. Additionally, promptly handle unsubscribe requests to maintain a healthy subscriber base and reduce the risk of spam complaints.
- Avoid Spam Trigger Words and Phrases : Certain words and phrases are commonly associated with spam and can trigger filters that divert emails to the junk folder. Familiarise yourself with these terms and avoid using them excessively in your subject lines and email content. Strive for clear, concise, and professional language to enhance deliverability.
Avoiding common pitfalls is essential to maximise your email deliverability and ensure your messages reach the intended recipients. By securing your device, safeguarding your email account, being mindful of BCC usage, and exercising caution with auto-forwarding, you can minimise the risk of being marked as spam and enhance your overall email deliverability.
Optimising your email deliverability is crucial for ensuring that your messages reach your audience and yield the desired results. By adhering to best practices, such as building a quality email list, crafting relevant content, and authenticating your domain, you can significantly reduce the chances of ending up in the junk folder. For comprehensive support in improving your email deliverability, consider partnering with Entapris Ltd.
Nick Amis is CEO and founder of Entapris, and provides support for businesses and entrepreneurs in developing and implementing their digital strategy. He graduated from Newcastle University with a degree in computer science.