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Best Email Marketing Deliverability

Your email marketing strategy is important. It can help your business reach new customers and grow. But if your emails aren’t reaching their intended audience, your message is falling on deaf ears and you’re missing out on potential customers.

This guide will help you improve the delivery rates of your emails by teaching you how to avoid spam filters, understand the importance of image-to-text ratio in marketing copy, and more!

Be Transparent

In the world of social media, it’s easy to hide behind a username and a profile picture. But when you’re emailing people, they have no way of knowing who you are unless you tell them. Make sure that your company name is clearly visible in every email that you send out so that recipients know who they’re dealing with and can verify their trustworthiness. This can be done by using the “From” field in Gmail or Outlook (or another email client), or by including an image with your business logo as part of your signature file at the bottom of every message.

Not only should your identity be clear, but all other information in an email must also be truthful and honest—especially those subject lines! Your goal here is not always conversion; sometimes it’s just about getting someone interested enough to open your emails again later on down the road when they may actually need what you’ve got for sale/rent/trade etcetera ad nauseum ad infinitum et cetera…

Don’t send emails to addresses no longer in use

Don’t send emails to addresses that are no longer in use.

It’s a common mistake to keep emailing your customer list even after some of their contact information has changed. For example, if you’ve been sending emails to and he changes his email address from to, you’re going to be sending an email blast with John’s new address in the To: field and all of the recipients still receiving it at their old one—and many of them will probably mark it as spam because they don’t recognize this “strange” sender (even though it’s not).

If you think about what happens when someone switches jobs or moves away from their home city, chances are good that they won’t cancel anything right away—so they’ll still have access to their old account for a while even if they aren’t using it anymore (or maybe never did). If this is happening on your list, then every time you send out a new campaign people who haven’t interacted with your brand in years will get spammed by an outdated email address that isn’t theirs anymore!

Don’t send to people who haven’t opted-in

Let’s be honest: you don’t actually have to do anything. You can ignore all of this and still send your emails from point A to point B. But if your goal is to build a trust relationship with your subscribers, then it’s important to know how their inbox is treated by their ISPs and email providers.

The most important thing for people who want to get into email marketing is knowing that there is a law about permission-based emailing called CAN-SPAM (or Controlling the Assault of Non-Solicited Pornography And Marketing Act). It requires businesses sending out unsolicited commercial emails (spam), which includes newsletters, ads, offers and more—to give recipients an easy way out by unsubscribing or opting out at any time without being charged money or penalized in any other way.[1]

Avoid Spam Filters

Spam filters are a problem for all email marketers, but they can be particularly problematic for companies that send transactional emails. If your emails aren’t getting delivered to the inboxes of your subscribers, you don’t have a marketing channel to reach them. So how do you avoid spam filters?

In general, avoid using words that are likely to trigger spam filters. For instance:

  • Avoid using words like “free” or “vacation” because these terms have been associated with scams.
  • Avoid using words like “credit card” or “loan” because some ISPs consider these terms as potential red flags for fraud.

Think carefully about your from name and subject line

  • Use a name that matches your brand. You should use a name that is relevant to your business and matches the look and feel of your company website or blog. This means that if you have a product called “The Best Email Marketing Deliverability Tools”, then the name on the from address should be something like “Best Email Marketing Deliverability Tools”, not “Email Marketing Experts”
  • Keep it short: Do not go crazy with your from names by adding in extra text like “(aka)” at the end. It may seem like no big deal but it can lower deliverability rates when ISPs see you as sending spammy emails because there is too much information in this one field for their anti-spam algorithms to process correctly. Plus, if they are smart enough (and they most certainly are), they will recognize that these longer from names tell them very little about who actually sent the email so it makes sense why they would flag them as spammy!
  • Don’t use an @gmail address: Gmail users won’t receive any emails with an @gmail address as their From Name because Google automatically blocks those messages before they reach inboxes due to security concerns around phishing attacks and other scams/fraudulent activities associated with this type of account registration method which could lead people into giving away too much personal info online…so just don’t do it!!!

Include a plain text version of your email

For the best deliverability, you should also include a plain text version of your email. Plain text emails are most accessible and compatible with most email clients because they’re just plain old text (hence the name). This means that anyone who uses a mobile device without an app or add-on will be able to see your message as it was intended—so no funky formatting or images.

Plaintext also makes for better searchability since it allows for more information about each item in an email like product names, brand names, descriptions and links back to your website.

It’s also more secure than HTML-formatted emails because plaintext isn’t vulnerable to phishing scams or malicious coding like HTML is.

Think about your message design

  • Use visuals that are relevant to your content.
  • Use a subject line that is related to your content.
  • Include a plain text version of the email so people can read it in their email client if they choose to do so.

Consider your word choice and grammar

There are many ways you can write your email that will affect its deliverability.

  • Be clear and concise: Don’t use jargon, slang or abbreviations.
  • Avoid exclamation marks: They don’t help convey the right tone in an email.
  • Use lowercase letters for text other than the greeting line: This is recommended by most email clients because it helps with readability on mobile devices and makes it easier to distinguish between headers and body text (which should be uppercase). It also allows you to save valuable space in your subject line compared with using all capitals, which many people find difficult to read.
  • Don’t use capital letters to shout: If you have bad news to share with someone, don’t try too hard by shouting at them via their inbox! Your message won’t stand out from other emails in their inbox if it’s formatted like this – instead, try finding another way of getting your point across with less aggression so that they’ll see how important it is for them not just as a customer but also as a human being who deserves respect when communicating online with others through digital means such as social networks etc., where there is no face-to-face interaction between people sharing ideas/opinions about certain topics that might be controversial – don’t go overboard just because technology gives us the ability today 😉

Beware of image-to-text ratio

The image-to-text ratio of an email is one of the most important factors in determining whether or not it will be delivered. The optimal ratio is 60% text, 40% images. If you have too many images, your emails are more likely to be blocked; if you have too few images or too much text, they’re likely to be deleted before they’re read.

If you don’t pay attention to this aspect of your email marketing campaign, your audience may think that you are spamming them with irrelevant information. This can lead subscribers to delete their accounts and unsubscribe from future messages from your brand altogether!

There are many ways to improve the deliverability of your emails.

Deliverability is the ability of an email to reach its intended recipient. It’s vital to deliverability that you send out emails that will meet the expectations of your customers and users, as well as pass through spam filters set up by ISPs (internet service providers).

Sometimes, your emails can be flagged as spam even though they are not actually spam. This can happen if the recipient has been receiving messages from you for a long time and starts viewing any message from you with suspicion – even if it was never marked as spam.

This section will cover some ways that you can improve both your deliverability and spam score:

  • Use proper subject lines and content in all of your marketing campaigns (email newsletters, welcome campaigns etc.). This means using accurate keywords in titles like “May Sale” instead of just “Sale” or “Special Offer!” Make sure that every word is spelled correctly too so it doesn’t look like someone’s sloppy work! Always make sure there are no typos before sending out promotional emails so they don’t get caught up in people’s junk folders. Also make sure that anything personal looking comes across as genuine rather than forced upon them so they’ll feel better about opening them up again next time around!


As you can see, there are a lot of things to consider when it comes to email deliverability. If you follow these tips and implement them into your email marketing campaigns, we’re confident that they will help you improve your email deliverability rates and increase engagement with your customers.

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