Improving Deliverability

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Why is my email going to the spam folder? How to improve your email delivery.

With any email service & any set of subscribers you will always have some mail end up in the spam folder. Every recieivng ISP is using different spam filtering techniques and some ISP’s utilize some pretty crazy ideas to combat spam. So you will undoubtly have some mail filtered at some point during sending email campaigns.

The good news is that it is not something you should dread or worry about. By following some pretty simple concepts you can dramatically reduce the chance of email being filtered.

Things you can do to improve your email delivery:

  • Pay attention to the spam filter testing before sending.

This is an option on the summary step of create campaign. It will let you know if it spots any major issues with your email that could affect delivery.

  • Don’t send a single graphic/image

Sending an email that only contains a graphic is a sure-fire way to have delivery issues. You should take the time to design an email with text and graphics. Not just a single image.

  • Don’t use a free email address as your “from” email

Instead of using your free/personal email address such as or you should use an email address for the company or organization for which you are sending email.

  • Test different subjects & email contents

Content does play a major role in filtering email. Avoid using all caps, spammy sounding content, etc.. By testing different subjects and email contents you can test responses & delivery.

  • Pay attention to your links in your email

Linking to a website that is on a URL blacklist or that is low in quality can greatly affect your email delivery.

  • Don’t include links that use link shortening services

Your links should be full links to the real URL. You could experience delivery issues using shortened links from link shortening services.

  • Take the time to code your HTML correctly

Improper HTML tags, broken tags, etc.. could reduce your email delivery.

  • Remove inactive subscribers

Delete your old & inactive subscribers. Subscriber engagement plays a big role in email delivery. By focusing on your active subscribers you can increase your overall delivery.

  • Send using a consistent “from” email address

We do not suggest changing your “from” details often. Keeping it consistent can help build your reputation.

Be sure to keep in mind that your primary focus should be on maintaining a healthy list of subscribers, sending content that they truly want, engaging your subscribers, and encouraging them to interact with your campaign. If you keep your focus on these items great delivery will follow.