5 easy things you can do to improve your email deliverability and open rates Follow

Improving your deliverability and open rates doesn’t have to be difficult to do, nor does it necessarily require a lot of technical know-how. Whilst there are technical things you can do to improve your deliverability, there are also quite a few smaller, simpler things which you can do yourself. There are 5 tips below to help with your deliverability and these are (click to skip ahead):

  1. Run a spam check
  2. Use legitimate sender details
  3. Only send to active contacts
  4. Set up a double-opt in process
  5. Use more text than images

Always run a spam check on your emails before you send them.

Running a spam check in the system is really easy and won’t even take up a minute of your time. It’s worthwhile, because you never know if something seemingly small (like having too many images) can increase the chances of landing in spam.

If you find that the simple spam check isn't sufficient, you can also run a comprehensive spam check in the system.

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Use legitimate sender details, and never use a fake email address such as ‘noreply@’.

Using fake email addresses to send emails is never good practice and is generally considered ‘spammy’. Use a legitimate email address and sender details to reduce the likelihood of your email being marked as spam, and to increase the chances of your contacts opening and engaging with your email.

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Only send to active contacts.

A lot of people are reluctant to cut inactive contacts out of their sends, because it seems like you are sending to a lot less people. But what is the point of wasting money sending emails to people who aren’t reading them?

You can, without much effort, find and mark your contacts with a status to explain how active they are in your list. You can use these statuses to only send your regular mailouts to people who are active.

You might then even like to use the contacts who aren’t active to launch a re-engagement campaign.

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Set up a double-opt-in process, so when people subscribe they confirm their subscription.

Along the same lines as the last point, this practice helps to improve your deliverability and open rates. 

It improves deliverability because people won’t be able to sign up and confirm fake email addresses, and it improves your open rates because people have actively confirmed that they want to receive your emails. This process will then allow you to only send to the confirmed contacts when you do a mailout.

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Use more text than images in your emails.

As I mentioned in my first point, sometimes it’s the small things that can increase the chances of being filtered through to spam. Always make sure that your content is engaging and relevant, but also make sure that you don’t have too many images. Image-heavy emails can sometimes be marked as spam.


If you are still having problems with your email deliverability, we recommend consulting with your IT department to try to find the cause of the issue. 

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