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How to Ensure Good Email Deliverability for Marketing Campaigns

With the increasing popularity of social media, many people claim that emails are no longer effective. However, the truth is that email campaigns can boost engagement, increase traffic to your website, and bring a positive change in terms of elevated revenue.

You may work hard to come up with the right email content to make it engaging, but what good would it do if your emails don’t reach the inbox of your audience and are rather directed to the spam folder? As a result, all your efforts will go in vain and you will fail to achieve desired results.

While it’s important to spend time on designing email content, it’s also crucial to improve deliverability for your emails. We have compiled a few useful tips to help you with this task. Here are these:

Install an Email Deliverability Plugin

It’s possible that some of the recipients wouldn’t receive emails in their inbox. It’s because your emails are marked as spam. You can resolve it with the help of WP Mail SMTP. It is a useful tool that ensures that the emails you send are authenticated and sent via reputable third parties only. This improves the performance of your email marketing campaigns by sending emails directly to the inbox.

This plugin also offers certain advanced functionalities including email log to maintain a record of emails sent, white glove setup, and email notification management. It won’t be difficult for you to integrate it with SendGrid, Mailgun, Amazon SES, and other reputable third party mailing services providers.

Confirm Newsletter Subscription

Online businesses regularly send emails to subscribers to keep them updated about achievements and activities of the firm. But this is also a major reason why their emails find place in the spam folder. You should analyse how your target audience subscribes to emails.

Many users sign up for the email list without realizing it. Some of them may ignore your emails, but most of them are likely to mark it as spam. Consequently, the internet service providers won’t show them your emails in the inbox again.

The best way to avoid this is to use a double opt-in for the email list. When a new user subscribes to your regular mail, send them an email to verify whether they opted because they actually want to receive your emails. Once they confirm it, their contact information should be added to the mailing list.

If you use a lead generation tool such as OptinMonster with an email marketing tool, then you can do it without hassles. You can enable double opt-in to ensure that your emails reach the audience that is genuinely interested in your company’s business. This will help you keep emails away from the spam folder.

Steer Clear of Spam Words

When your emails reach the recipient, the ISPs look for words that indicate potential spam. It’s best to avoid using such words in the email subject as well as the body that can lead your well-crafted email to the spam folder.

Let’s take a look at the most common spam words that are extremely harmful for your promotional campaign:

  • Clearance
  • Order
  • Double your money
  • Make money
  • Lowest price
  • Cash
  • This isn’t spam
  • Click here

You should thoroughly check your email content to make sure you didn’t end up adding a risky word by mistake. Moreover, it’s also recommended to get free tools like CoSchedule’s Email Subject Line Tester to make your work easier and avoid costly mistakes.

This software can identify spam words in email subjects. It also suggests better alternatives for such words to help you make the email subject more compelling and attractive. All you need to do is to enter the email subject into the available field and click the “Score My Subject Line” button.  It’ll perform the task in no time.

Clarify the Opt-Out Option

It is important to entice the audience to opt-in to your emails. But at the same time, you ought to simplify the opt-out process so they can unsubscribe to your emails whenever they wish.

No one wants to lose valuable customers, which is why many companies tend to hide this option. However, this practice can backfire and direct your emails to the spam folder.

Some of your loyal clients may lose interest in your email newsletters after some time. If they can’t find the option to opt-out of receiving emails, they may mark your emails as spam so they don’t get disturbed. If many subscribers follow suit, your email deliverability will suffer.

You can avoid this issue by ensuring that subscribers don’t find it difficult to opt out. You should place an unsubscribe button at the bottom of emails where it can be easily noticed.

Create Engaging Emails

The key to improving deliverability is to make your emails engaging so that the recipients are interested in reading all your mails. This will build credibility and give the message to the ISP that your audience trusts you. On the other hand, if your newsletters are too boring, your audience won’t care to open the email and your future emails will be automatically sent to the spam folder.
If you successfully send emails that catch the attention of subscribers, you will notice a significant improvement in email deliverability and engagement and can convert subscribers into customers.

Quantity of Emails

Instead of sending a myriad of emails, you should stick with a limited number of emails. This will let the users know that you’re active and also prioritize their convenience. This practice will engage the audience and build the reputation of your IP over time. You can use Sender Score to monitor your IP reputation and increase the amount of emails as the reputation improves.

Customised/Personalised Emails

Another way to do this is to send customized emails instead of general content. The email list can be segmented on the basis of geographical location, gender, purchase history, and interests. This way, you can send promotional messages to the audience on the basis of their preferences to evoke a positive response from their side.


Email marketing is a proven way to spread the word about your business and improve the conversion rate. When designing emails for subscribers, remember the aforementioned tips so you can improve email deliverability and make your email campaigns more impactful.

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