Mastering Email Deliverability: Unlocking Secrets to Avoid the Spam Folder
Here are the key takeaways from Lauren's amazing presentation-
What causes deliverability issues?
- IP reputation, domain reputation, authentication, content, blocklisting status etc.
- Scraped lists (get permission instead)
- Sending from unrecognized IP addresses
What mailbox providers recommend
- Opt-in email / welcome email to confirm subscriptions
- Use references to build a connection
- Unsubscribe button is super important
- Set up authentication
- Follow Mailbox guidelines eg.: Yahoo Sender Hub, Google Postmaster
How mailbox providers optimize for recipient engagement
- Positive Interactions: Opens, CTR, Replies
- Negative interactions: Spam complaints, unsubscribes, total lack of positive engagement
How to avoid the spam folder
- Send emails that will help your user’s business
- Send to people who want to hear from you
- Authenticate your emails
- Make your emails interactive
- Choose quality over quantity
- Monitor, test, iterate, repeat
- Protect sign up forms with a CAPTCHA to keep bots out
- Have a sunset policy
When to seek help
- Adding/changing IPs or Migrating to a new provider
- Getting blocklisted repeatedly
- You’re not sure if you’re hitting the inbox
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