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You spend hours writing outstanding emails and then realize they're getting into spam folders or promotions. I feel you, so let me help you to solve that. We've sent over 3 million emails with SmashSend email marketing s
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✅ 15+ tips on how to improve email deliverability to avoid spam folders (in 2023) - SMASHSEND
/blog/tips-increase-email-deliverability-and-avoid-spam-folder
- Words
- 2,582
- Reading time
- 12 min
- Published
- 2023-09-04
- Last crawled
- 2026-09-27
- Language
- EN
Tip 1: Setup a welcome email and ask for replies
Engaging more with your new sign-up users is one of the most underutilized hacks to boost email deliverability. New users are excited about your product and content, and they're more willing to engage and take action. Se
Tip 2: One engagement metric per email
There are many engagement metrics you can use to boost deliverability: response rate, click-through rate, opens, link clicks, forwards, etc. All of these metrics are good signals to email clients about the quality of you
Tip 3: Verify emails to prevent bots
Bots and spammers will eventually try to sign up for your product or newsletter. Your list quality will get worse over time. To fix this issue, you should use a real-time email validation and verification tool to protect
Tip 4: Send Text plain emails
Let's take as an example how you email your friends or business partners. Do you send them highly designed emails, with lots of images, GIFs, links, and texts or, do you send them a boring plain email with maybe a couple
Tip 5: Add fewer images
Despite GIFs or images are a way to attract attention, add 1 or 2 at maximum, and make sure they are compressed and optimized. Why? "SpamAssassin", a popular anti-spam tool, takes the ratio of text to image as one of the
Tip 6: Avoid too many links
Include two or three links as a maximum per email. One of those can be a big button call to action (if you go hyperdesign), or just some text links or image links. Why? The more your customers click on a link, the better
Tip 7: Disable email tracking for critical messages
Spam filters are getting "more sophisticated". They examine the content of emails to look up tracking mechanisms like pixels (that we use to know if an email is opened) or URL tracking that spammers exploit to know if em
Tip 8: Enable double opt-in
Verify your users by sending an email with a one-time password or a verification URL. This is key so you know their email is valid and they interacted with it. Once they are confirmed, you can ask them to move your addre
Tip 9: Get a dedicated IP address
When sending email campaigns your reputation is calculated taking into account your domain, IP, past campaigns, and configurations. This will tell ISPs and email clients if you're a legitimate sender with a good reputati
Tip 10: Warmup dedicated IP address and domain
Sending an email to all your users without warming it up is an email-suicide. It's vital to gradually establish a positive reputation for your IP address and domain to ensure your emails reach the inbox and avoid spam fi
Tip 11: Do NOT buy email lists (use this trick if so)
I receive daily offers to buy email lists of potential target customers of SMASHSEND. While this information is beneficial for sales outreach, purchasing email lists can lead to poor engagement damage your sender's reput
Tip 12: Avoid spam words
As noted in tips #1 and #2, spam filters are getting more sophisticated over time and they leverage machine learning to read your email content to figure out what kinds of communication you are sending. Here are some of
Tip 13: Follow CAN-SPAM rules and GDPR
CAN-SPAM is the American law against unsolicited Marketing and pornography and GDPR is a law in Europe for data protection and processing. You must comply with both rules to avoid any potential fines and legal issues. We
Tip 14: Be consistent: How often should you email?
All the methods that I talked about in this post are not "forever", especially IP and Domain warmup are dynamic and change over time. Lack of consistency will harm your email reputation and customer's trust. The ideal em
Tip 15: Verify your domains
Email authentication is a critical aspect of email communication that often goes unnoticed or misunderstood, yet it can be the difference between your emails landing in a recipient's inbox or getting lost in the dreaded
Tip 16: Monitor and clean the List
The number of subscribers is a vanity metric, and having a big audience doesn't mean quality. Same as old YouTubers that have millions of subscribers but nowadays they barely get hundreds of thousands of views. You shoul
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