Email Deliverability Best Practices to Reach the Inbox
Key Takeaways
- Email deliverability measures whether messages land in the inbox, not just whether the server accepted them.
- Unauthenticated domains (missing SPF, DKIM, or DMARC) get flagged as spam before content is even evaluated.
- Gmail and Yahoo now require one-click unsubscribe and sub-0.3% complaint rates from every bulk sender.
- CRM-native senders face extra deliverability risks from shared IPs, daily send limits, and missing DKIM support.
Starting February 2024, Gmail and Yahoo began enforcing new requirements for bulk email senders. Domain authentication is now mandatory. One-click unsubscribe is now mandatory. Spam complaint rates above 0.3% trigger message rejections.
Senders who missed the deadline saw deliverability drop. Messages that used to reach the inbox started bouncing or landing in spam.
Most of these failures had nothing to do with email content. Misconfigured authentication damages sender reputation. A neglected subscriber list triggers spam complaints. Both problems sink inbox placement before anyone reads a subject line.
The fix starts with getting the technical setup right and keeping subscriber lists clean. Everything else builds from there.
What is email deliverability (and how is it different from delivery)?
Email deliverability is the rate at which sent emails reach the recipient's primary inbox instead of the spam folder.
Email delivery is different. Delivery only measures whether the receiving server accepted the message. It does not track where the message ends up after acceptance. Validity's 2025 Email Deliverability Benchmark Report found that global inbox placement averaged just 83.5%, with 6.7% landing in spam and 9.8% going missing entirely.
Most industry benchmarks place a good deliverability rate above 95%. Rates below 90% usually signal an authentication or sender reputation problem.
What factors affect email deliverability?
Five factors determine whether an email reaches the inbox or gets filtered to spam:
- Domain authentication. Mailbox providers check SPF, DKIM, and DMARC records before evaluating anything else. Missing or misconfigured records trigger spam flags immediately.
- Sender reputation. Every sending IP and domain carries a reputation score. High bounce rates, spam complaints, or sudden volume spikes damage it.
- List quality. Invalid addresses, inactive subscribers, and spam traps inflate bounce rates and complaint rates. Both tell mailbox providers the sender is not maintaining their list.
- Email content. Spammy subject lines, broken HTML, too many images with too little text, and suspicious links all raise spam filter scores.
- Compliance. Gmail and Yahoo require one-click unsubscribe, proper authentication, and complaint rates below 0.3% from bulk senders. Non-compliant messages get rejected.
Each of these factors is covered in the best practices section below.
Authenticate your domain with SPF, DKIM, and DMARC
Email authentication requires three DNS records, each serving a different role, working together to prove a message is legitimate:
- SPF (Sender Policy Framework) tells the receiving server which IP addresses are authorized to send email on behalf of your domain.
- DKIM (DomainKeys Identified Mail) attaches a cryptographic signature to every outgoing message. The receiving server uses it to verify the message was not altered in transit.
- DMARC (Domain-based Message Authentication, Reporting, and Conformance) ties SPF and DKIM together with a policy that tells mailbox providers what to do when authentication fails. A policy set to "none" only monitors. A policy set to "quarantine" or "reject" actively protects the domain.
All three records must be configured correctly and aligned with each other. A passing SPF check with a failing DKIM signature still damages inbox placement. After setup, use a DMARC reporting tool to monitor authentication failures and catch misconfigurations early.
Email deliverability best practices
The most effective email deliverability practices start with domain authentication, then layer on sender reputation management, list hygiene, content optimization, and compliance with Gmail and Yahoo's bulk sender requirements. Getting any one of these wrong reduces inbox placement, even if the others are configured correctly.
1. Authenticate your domain with SPF, DKIM, and DMARC
Email authentication requires three DNS records, each serving a different role, working together to prove a message is legitimate:
- SPF (Sender Policy Framework) tells the receiving server which IP addresses are authorized to send email on behalf of your domain.
- DKIM (DomainKeys Identified Mail) attaches a cryptographic signature to every outgoing message. The receiving server uses it to verify the message was not altered in transit.
- DMARC (Domain-based Message Authentication, Reporting, and Conformance) ties SPF and DKIM together with a policy that tells mailbox providers what to do when authentication fails. A policy set to "none" only monitors. A policy set to "quarantine" or "reject" actively protects the domain.
All three records must be configured correctly and aligned with each other. A passing SPF check with a failing DKIM signature still damages inbox placement. After setup, use a DMARC reporting tool to monitor authentication failures and catch misconfigurations early.
2. Build and protect your sender reputation
Sender reputation management starts with consistent sending volume, low bounce rates, and complaint rates below 0.1%. Mailbox providers assign a reputation score to every sending IP and domain, and that score determines whether emails reach the inbox or get filtered.
Two types of reputation work together:
- IP reputation reflects the sending behavior of the IP address. Shared IPs carry the reputation of every sender on that address. Dedicated IPs give full control, but require steady sending volume to build a positive score.
- Domain reputation follows the sending domain across IP addresses. Switching to a new IP does not reset a damaged domain reputation.
High bounce rates, spam complaints, and sudden volume spikes damage both scores fastest.Warm up new IPs gradually, remove hard bounces after the first failure, and monitor complaint rates weekly to catch problems before they compound.
3. Keep your email lists clean
List hygiene directly affects inbox placement. Invalid addresses, inactive subscribers, and spam traps inflate bounce rates and trigger spam complaints, both of which damage sender reputation over time.
Four practices keep a list healthy:
- Verify addresses at the point of collection. Use double opt-in to confirm every new subscriber before adding them to a sending list. This eliminates typos, fake signups, and bot entries.
- Remove hard bounces immediately. A hard bounce means the address does not exist. Continuing to send to it signals poor list maintenance to mailbox providers.
- Sunset inactive subscribers. If a contact has not opened or clicked in 90 to 120 days, move them to a re-engagement campaign. If they still do not respond, remove them.
- Scrub forspam traps regularly. Spam traps are addresses operated by mailbox providers and blocklist operators to catch senders who do not clean their lists. Hitting one can tank sender reputation in a single send.
Cleaning a list is not a one-time project. Build these checks into your sending workflow so list quality stays high as your database grows.
4. Write content that passes spam filters
Spam filters evaluate both technical signals and content patterns before deciding whether a message reaches the inbox. A fully authenticated sender with strong reputation can still land in spam if the email itself triggers content-based filters.
Three patterns to avoid:
- Excessive capitalization and punctuation. Subject lines like "FREE OFFER!!!" get flagged by nearly every major filter. Use sentence case and drop the exclamation marks.
- Image-heavy layouts with minimal text. Filters cannot read images, so an email that is mostly visuals with little supporting text looks suspicious. Keep a balanced text-to-image ratio.
- Misleading subject lines. If the subject does not match the email body, recipients mark it as spam. That feedback trains the filter to flag future sends from your domain.
Write emails the way you would write to a colleague: clear subject, relevant content, no tricks.
5. Meet Gmail and Yahoo bulk sender requirements
Since February 2024, Gmail and Yahoo require every sender pushing more than 5,000 messages a day to meet three non-negotiable standards. Fall short on any one, and your messages get deferred or rejected outright.
The requirements:
- Full email authentication. SPF, DKIM, and DMARC must all be in place and passing. TheDMARC requirements Google and Yahoo now enforce mean a published policy is the bare minimum, and a missing DKIM signature alone triggers bulk filtering.
- One-click unsubscribe. Every marketing email must include a working List-Unsubscribe header that lets the recipient opt out in a single step. A buried unsubscribe link in the footer no longer counts.
- Spam complaint rate below 0.3%. Google monitors complaint rates through Postmaster Tools. Once you cross the 0.3% threshold, inbox placement drops sharply, and recovery takes weeks of clean sending.
If you send bulk email, audit your setup against all three before your next campaign goes out.
6. Monitor metrics and sunset inactive subscribers
Campaign metrics are the earliest warning system for deliverability problems. A shift in any of these signals means something in your sending setup needs attention.
- Bounce rate. A spike in hard bounces means bad addresses entered your list. Investigate the source and tighten collection.
- Spam complaint rate. Keep this below 0.3%. A rising rate signals recipients do not want or did not expect your emails.
- Open and click rates. Declining engagement tells mailbox providers your content is not valued, pushing future sends toward spam.
- Unsubscribe rate. A healthy unsubscribe rate is fine. It is better than recipients marking you as spam instead.
Inactive subscribers drag down domain-level engagement scores that mailbox providers use to filter your mail. Sunset anyone who has not engaged in 90 to 120 days.
Why deliverability breaks when you send from a CRM
Every best practice above assumes you control your sending infrastructure. When you send email from a CRM like Salesforce, that assumption breaks down.
Three problems hit CRM-native senders that standalone email platforms never face:
- Shared IP addresses. Salesforce routes email through shared IP pools. Your sender reputation is tied to every other tenant on that pool. One bad sender on the same IP can drag your inbox placement down regardless of how clean your own list is.
- Daily send limits. Salesforce imposes strictemail limits, capping mass sends at 5,000 per day on most editions. That forces high-volume senders to throttle campaigns across multiple days or route through external relays, both of which complicate deliverability management.
- No native DKIM support. Salesforce does not natively sign outbound email with your domain's DKIM key. Without it, your messages fail one of the three authentication checks Gmail and Yahoo now require from bulk senders.
These are not edge cases. They are structural constraints built into how CRM platforms handle email, and they affect every team sending marketing or transactional email from Salesforce.
How MassMailer solves deliverability for Salesforce users
MassMailer is a Salesforce-native email app that removes the deliverability constraints built into standard Salesforce sending.
It addresses each of the problems above:
- Dedicated IP addresses. MassMailer lets you send from your own dedicated IP, so your sender reputation is not affected by other tenants on a shared pool. You control your reputation from day one.
- No daily send limits. MassMailer bypasses Salesforce's 5,000-per-day cap, letting you send high-volume campaigns without throttling or routing through external relays.
- Built-in DKIM and SPF authentication. MassMailer signs every outbound email with your domain's DKIM key and aligns SPF, so your messages pass all three authentication checks Gmail and Yahoo require.
- Real-time deliverability monitoring. Built-in email verification, bounce management, and reputation monitoring catch problems before they affect inbox placement.
Everything runs inside Salesforce. No external platforms, no data sync, no middleware. JustSalesforce email marketing that actually delivers.
Start fixing your email deliverability today
Email deliverability is not a one-time setup. It is an ongoing practice that combines authentication, reputation management, list hygiene, compliant sending, and consistent monitoring. Get any one of these wrong and your messages end up in spam, no matter how good the content is.
For teams sending from Salesforce, the challenge is harder. Shared IPs, daily send limits, and missing DKIM support create deliverability risks that standard best practices alone cannot solve.
MassMailer removes those constraints. Dedicated IPs, built-in authentication, unlimited sending, and real-time deliverability monitoring — all running natively inside Salesforce.
Book a free MassMailer demo and see how your Salesforce email deliverability improves from the first campaign.
Email Subject Lines That Get Opened: Examples, Length Data, and A/B Testing
Email subject lines that get opened stay short, front-load the point, and name something the reader already cares about. Everything else is testing. You send from Salesforce to thousands of contacts. The opens post back to each record. Half of them sit unread because the subject line gave no reason to click.
This guide gives you the traits that matter, plus 50+ subject lines for email sorted by goal. You get welcome, re-engagement, lead gen, and nonprofit lines. You also get the ideal length and the spam words that bury you in Promotions. Then it shows you how to write a subject line you can A/B test against live Salesforce segments. You also learn how to read the open rate on your contact records honestly now that Apple inflates it. Start with the examples, or jump to testing.
What makes an email subject line get opened?
An email subject line gets opened when it clears three hurdles in a glance. The reader sees it, gets it, and finds one reason to click. Email subject lines that get opened share five traits. Knowing how to write a subject line for an email means building all five on purpose.
- Relevance: it matches what the reader cares about right now. Write subject lines for email that fit the reader's moment, not a generic blast.
- Clarity: decide what to write in the email subject by leading with the value. Phones cut the line around 40 characters, so the front does the work.
- Brevity: a 44-character subject shows in full on most screens. Longer lines get clipped mid-thought.
- One trigger: pick curiosity, urgency, or a plain benefit, not all three at once.
- Honesty: the body has to deliver what the line promised, or opens a crater on the next send.
One more lever sits right beside the subject. The preheader your template pulls in extends the promise, so write it instead of repeating the line. Now to the lines themselves, sorted by the goal you're sending toward.
Copy These 50 Email Subject Lines That Get Opened
Here are 50 email subject lines that get opened, grouped by goal: welcome, re-engagement, lead gen, and nonprofit. Every line uses a pattern that reliably earns opens: specific personalization, a clear benefit, a real number, or an honest deadline. Copy the ones that fit, swap the brackets for real values, and send. One honest note: your open rate also depends on your list, timing, and sender reputation. So test a few per segment and keep the winners.
Swap the brackets for real values. In Salesforce, merge fields like [First Name] and [Company] pull straight from each Contact, so every line lands personally at scale.
Welcome email subject lines
New contacts open at the highest rate they ever will. Confirm they're in, then point to the one action that earns a fast win. Specificity beats a generic "welcome."
- Welcome to [Company], [First Name]! Here's how to get your first win today
- [First Name], your account is ready, and these 3 steps matter most
- You're in. Here's the fastest way to see results this week
- Your [Product] quick-start guide is inside, [First Name]
- [First Name], most people set this up first, and here's why
- Glad you're here. Let's get you a result in the next 5 minutes
- Your login details and the one setting worth changing now
- [First Name], here's what a strong day one with [Product] looks like
- Everything you need to start, in one short email
- Welcome aboard. Your next step takes about two minutes
- [First Name], skip the guesswork and start right here
- Your first week with [Product], mapped out step by step
- Your account's live, [First Name], here's the 60-second tour
Re-engagement and win-back subject lines
Quiet contacts need a reason to look again, not guilt. Show what they left behind or what changed. Pair these witha re-engagement drip so the follow-up runs on its own.
- [First Name], your saved items are still waiting for you
- It's been a while, and here's what's new since you left
- [First Name], should we keep your account open?
- You were close to finishing. Want to pick up where you left off?
- We rebuilt the feature you told us was missing, [First Name]
- Quick question before we close your [Product] account
- [First Name], here's what you've missed in the last month
- Still worth it? Let us make the case in 30 seconds
- Your access expires soon, [First Name] — here's how to keep it
- One click brings you right back to where you stopped
- [First Name], we saved your progress, so it's not gone
- Is this goodbye, or see you soon, [First Name]?
Lead gen and sales subject lines
Cold and follow-up lines live or die on relevance. Reference the person, the company, or a trigger you actually saw. A short, specific question beats a long pitch.
- [First Name], a quick idea for [Company]'s pipeline
- Saw [Company]'s [recent news]! Congrats, and one thought for you
- [First Name], worth a 15-minute call this week?
- How [similar company] cut its send time in half
- Two ways [Company] could hit its Q3 number faster
- [First Name], is [problem] still on your plate?
- Following up on my note, [First Name], still relevant?
- A faster path to [outcome] for [Company]
- [First Name], should I close the loop on this?
- Here's the ROI math for [Company], in one line
- Free Thursday for a quick call, [First Name]?
- One idea to save your team [X hours] a week
- [First Name], mind if I send one useful stat for [Company]'s team?
Nonprofit and fundraising subject lines
Donors open when the line shows exactly where their money goes. Tie the ask to a number, a deadline, or a face.Nonprofits running email in Salesforce can segment by giving history and match each line to the donor's last gift.
- [First Name], your $25 gives 10 families a week of meals
- Your gift doubles if you give before midnight tonight
- [First Name], you made this possible; see the result
- 3 hours left to match your donation, [First Name]
- Meet the student your gift helped send to college
- We're $2,000 from our goal. Will you help us close it?
- [First Name], here's exactly where your last donation went
- One gift today feeds a family for a month
- [First Name], can we count on you again this year?
- Your impact in 2026, by the numbers
- The match ends tonight, so your $50 becomes $100
- [First Name], a thank-you and one small ask
That's 50 lines you can put to work today. Any of them can win with one segment and stall with another. So the deciding skill is knowing how to write a subject line for an email you can test, then letting the data pick the winner. That's next.
How to A/B test subject lines that get opened
A/B testing a subject line means sending two versions to two matched slices of the same segment. You change only the subject, keep everything else the same, and measure which one gets opened more. Then you roll the winner out to the rest of the list. That is how you learn what to write on an email subject for your audience, not someone else's.
Build a clean A/B test
A reliable test changes one thing and holds the rest steady. Test the subject line only, and keep the sender, the send time, and the body identical. Split one segment at random into two matched groups, so the audience is the same on both sides.
Sample size decides whether you can trust the result. A few hundred contacts per group beats a dozen every time. Pick your win metric before you send, then give the test hours, not minutes, before you call it.
Opens tell you less than they used to, so weigh clicks and replies too. More on that in the next section.
Run the test inside Salesforce, not around it
Built-in Salesforce email was never built for subject-line testing. It caps mass email at 5,000 sends per org per day on a rolling 24-hour window. It also has no native A/B split for subject lines. So most teams export the list, test in a separate tool, and lose the tie back to the CRM.
That gap is where a Salesforce-native email app earns its place. MassMailer runs the A/B testing split against a live segment of Leads and Contacts. It sends past the daily cap, and it writes opens, clicks, and replies back to each record. When one subject wins, you push it to the rest of the segment in a click, with no export.
Here is how the two compare for testing subject lines that get opened:
| Task | Built-in Salesforce email | MassMailer (Salesforce-native) |
|---|---|---|
| Subject line A/B split | Not supported | Built-in, split across a live segment |
| Send volume | 5,000 per org per day, rolling 24 hours | Sends past the daily cap |
| Where results land | Limited activity logging | Opens, clicks, and replies on each Contact |
| Move the winner to the rest | Manual re-send | One click to the remaining segment |
Testing gets you a subject line that wins on your list, not a guess. Just make sure the metric you crown it on is one you can trust.
What counts as a good email open rate now
A good open rate now is one that beats your own last send to the same segment. Published benchmarks lost meaning when Apple Mail Privacy Protection began firing opens automatically. So set your baseline from past campaigns, then let clicks and replies decide if a subject line worked.
How Apple inflates the number
Apple Mail preloads every image the moment a message hits its servers, before the recipient opens anything. Your tracking pixel is one of those images, so it logs an open for people who never looked. That makes Apple Mail opens unreliable. Opens from Outlook and Gmail still track real behavior, so split your open reports by mail client when your ESP allows it.
What to track instead
Track the actions Apple cannot fake. Rank your subject lines by these signals, strongest first:
| Signal | What it proves |
|---|---|
| Reply rate | A person read the email and responded |
| Click rate | A person acted on the message |
| Click-to-open rate | How well the body delivered on the subject line |
| Spam and unsubscribe rate | The subject overpromised or missed the audience |
In Salesforce, each of these posts to the Contact record. So you can rank subject lines that get opened by real engagement across a segment. An inflated open count for nothing if the messagelands in spam.
Score subject lines this way and the winners compound, campaign after campaign.
Write Email Subject Lines That Get Opened, Consistently
You now have the full playbook. Start with a subject line built on a proven pattern. Personalize it with Salesforce merge fields, and keep it short and honest. Then A/B test it against a real segment, and judge the winner by clicks and replies, not Apple's inflated opens.
The last piece is where you send from. Running this inside Salesforce keeps every result on the Contact record, so your next subject line starts smarter than the last. See it work on your own data.
Book a MassMailer demo and watch it split-test subject lines across live segments and track real engagement on every record, with no export.
10 Email Marketing & Deliverability Tips Every Marketer Should Know
According to a report, over 20 percent of emails we send never reach the inbox. Instead, they end up in the spam folder or get lost altogether. That means, every one in five emails that you send never makes it to the recipient’s inbox. All of this combined can significantly affect your email campaign performances in the long run.
Considering the number of hours you spend drafting great email copy, designing email templates, and coming up with engaging email subject lines, shouldn’t you at least ensure that all your subscribers get the opportunity to read the sent emails?
Let’s take a look at the top email marketing and deliverability tips to boost your inbox reach:
1. Build your IP credibility and reputation
Spam has existed for almost as long as email has, and it has been growing at a tremendous rate. Today, nearly 85 percent of all emails are spam. As a result, email service providers have taken stringent measures to filter emails and ensure anything that resembles spam goes straight to the spam folder.
Email service providers assess the IP of the incoming emails to determine how trustworthy they are. In case your IP seems suspicious, there is a good chance, your email won't reach the inbox of the recipients.
That is why you need to steadily build IP credibility. If you have a new IP, start by sending out small batches of emails to people who you know are more likely to engage with the emails. After that, you can gradually increase the email volume. It's also a good idea to monitor your IP reputation regularly.
2. Track email performance stats
Pay attention to the delivery reports you get from your email service provider to identify any potential deliverability issues with your email campaigns. While open and click rates are important from a marketing perspective, you also need to focus on bounces and complaints about optimum email deliverability.
A high bounce rate or too many complaints by recipients can easily affect your sender's reputation. In most cases, high bounce rates can mean you are working with outdated subscriber information and you need to purge your subscriber list immediately. Too many spam complaints could also mean the recipients aren’t happy with the quality of content or the frequency of emails.
3. Allow subscribers to manage preferences
You need to make it as easy as possible for people to unsubscribe from your emails.
Yes, we know you are trying to retain your subscriber list and you wouldn’t want people to unsubscribe at all. But hear us out here -- If a person just isn’t interested in your emails anymore, wouldn’t it be better for them to unsubscribe instead of marking your emails as spam which could affect your sender reputation and deliverability?
Over 43 percent of people end up marking emails as spam all because they can’t find the unsubscribe button easily. Therefore it's necessary that you allow subscribers to manage their preferences and make unsubscribing as easy as possible.
You should include a link to unsubscribe at the bottom of all the emails you send out. It's also a good idea to add a ‘Manage Preferences’ link in your emails which subscribers can use to change their email address and the frequency of the emails they receive.
4. Monitor domain for blacklists
IP addresses get blacklisted when they receive a large number of spam complaints in a short span of time. You don’t even have to be sending spam content to get blacklisted. If you are using an email service provider with a shared server, then your email deliverability can get affected if someone else on the shared server has been flagged as spam.
It's way easier to avoid getting on a blacklist than it is to get out of one. If you are already on a blacklist, you should stop all your campaigns and focus on getting off of them. Sending emails from an already blacklisted domain will only make things worse.
To avoid getting blacklisted, keep your subscriber list in check, adopt good email sending habits, and consider getting a dedicated email server instead of a shared one. You should also use separate domains and IP addresses for prospecting emails.
5. Go for non-spammy subject lines
No matter how engaging your email content is, it is the subject lines that determine whether a person will open your email or not. As email service providers come up with more and more sophisticated algorithms to filter out spam, it's important to avoid spam phrases in general that can lead your emails directly to the spam folder, or worse, get you blacklisted.
Some of the many phrases that can be marked as spam include:
- Quick money
- Eliminate debt
- Free !!!
- Limited time offer
While there is no single list that you can use as a reference, it is a good idea to write subjects that offer genuine value to your subscribers without sounding too sale-sy or pushy.
6. Personalize your emails
Adding the recipient’s name at the start of the emails can increase your open rates. You can further personalize your emails by adding accurate sender information too -- which can be your brand’s name or yours. Ideally, you should add a name in the sender field to create a sense of familiarity and remind subscribers that there is a person behind the email who is trying to reach out to them. You can also add the sender name as ‘[Your Name] from [Company Name]’ to increase brand recognition.
But whichever way you choose to go, make sure to stay consistent with the sender name. Don’t flip flop and keep changing the sender name as it can make things confusing for your recipients. Consistent sender names allow recipients to instantly recognize who the emails are from which will, in turn, lower the chances of your emails getting marked as spam.
7. Review your email content before sending it through
Before you hit the ‘send’ button, make sure to review your email content thoroughly to ensure there aren’t any issues and your recipients are able to view the email properly.
Here are some tips that you should keep in mind:
- Send your email both in text and HTML format
- Preview emails on various devices
- Allow people to view your email in a web browser
- Include ALT text for all the images in your email
- Avoid using red font and large images in your emails
- Don't use flash or Javascript in the email content
- Review all the links in your email and ensure they lead to the correct destination
8. Stick to a consistent schedule
It's necessary to have at least some level of consistency in your campaign timings because an erratic schedule can quickly send your emails to spam. Bombarding your subscribers with too frequent emails can easily annoy them. On the other hand, sending emails too infrequently can lead to decreased brand awareness.
The idea is to create a consistent email schedule that allows you to share fresh and interesting content with your subscribers without overdoing it or going completely MIA for a long time. The right schedule will be different for everyone, which is why it's best to experiment with different sending intervals and frequencies to find the one that works for you.
9. Clean up your subscriber list regularly
There is a definite connection between email engagement and deliverability. The more people open your emails and engage with them, the higher reputation and trust you will have. But keeping inactive and unengaged users in your email list can end up damaging your deliverability rates as well as reputation. It is not just important to know to who you should be sending emails, but it's just as important to know to who you shouldn’t be sending emails.
Not sending emails to inactive subscribers that aren’t engaging with your emails is another way to boost email deliverability. That is why you should clean up your subscriber list regularly and create a dedicated suppression list of subscribers to who you do not wish to send any future emails.
Of course, the question here is -- how long should you wait until you move someone from your subscriber list to your suppression list?
It all depends on your sending frequency. The higher your email sending frequency, the shorter the period of time for adding someone to the suppression list.
10. Conduct routine email deliverability audit
Following the best practices to improve deliverability can work to a great extent, but not when your email deliverability has already taken a hit. If you have been noticing a consistent decline in your open rate and bounce rate, even when you have been doing everything right, it may be time to conduct a deliverability audit to check for any underlying issues. In fact, it is recommended to conduct routine audits every 4-5 months to ensure you can identify issues before they cause any severe consequences.
Let MassMailer do all the work for you
MassMailer can help you conduct regular email deliverability audits and subsequently improve email campaign performance. The email deliverability audit report includes all the major factors like:
- Email infrastructure for SPF, DKIM, DMARC, and BIMI
- Domain and IP reputation
- Recipient list validation
- Inboxing placement rate
- Historical reports analysis for bounces, blocks, opens, clicks, unsubscribes, and spam reports
- Custom domain tracking
- IP warm-up
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