Objective

Understand how spam filters work and learn how to ensure your email sendings don't end-up in the subscribers' spam folder.

Table of contents

Ressources

• Benchmarks
  • Campaign Monitor - Email Marketing Benchmarks
  • MailerLite - Email Marketing Benchmarks
  • MailChimp - Email Marketing Benchmarks
  • GetResponse - Email Marketing Benchmarks
  • Lemlist - Best Cold Email Software
  • Clay - Best Email Providers
• Guides
  • Anas El Mhamdi - ****The Cold Mailing Deliverability Checklist ⭐
  • Mailmodo - Everything You Need to Know About Email Deliverability ⭐
  • Erol Toker - How to Measure Email Deliverability? ⭐
  • Mailtrap - Email Deliverability: Everything You Need to Know
  • Zerobounce - Email Deliverability Guide for Email Marketing Success
  • Ortto - The Guide to Email Deliverability
  • Tedium - Why emails get cut off?
  • Divyanshi Sharma - Ultimate Playbook to Achieve 90%+ Email Deliverability
• Miscellaneous
  • Campaign Monitor - How to Determine the Best Length for Your Email Subject Lines
  • Econsultancy - Emojis in Email Subject Lines

<aside> 💡 This guide is meant to provide basic knowledge on a complex topic in the most concise manner. Never take anything as the gospel truth, read from multiple sources before acting.

</aside>

A. Overview 👁

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1. Deliverability Checklist

Simple rules to maximise deliverability and avoid having your domain blacklisted.

• [ ] Warm each email address up for at least 1 month before sending emails.

• [ ] Use a deliverability booster after the warmup phase.

• [ ] Keep open rate above 45% and bounce rate below 5%.

• [ ] Send less than 100 emails per day per email address.

• [ ] Use less than 10 email addresses per domain.

• [ ] Use only 1 domain per Google Workspace.

• [ ] Avoid HTML, files, and spam words in emails.

• [ ] Check you're not on a blacklist.

• [ ] Fill out your Gmail profile.

• [ ] Personalize all emails.

• [ ] Only target people that will be interested.

• [ ] Use a dedicated domain name for outbound.

• [ ] Set up your DKIM, SPF, MX record, CTD, and DMARC.

• [ ] Increase sending volume slowly and consistently.

• [ ] Verify all email addresses, no matter their source.

• [ ] Keep a healthy ratio between emails received and sent.

<aside> 💡

Focusing on deliverability from the get-go is crucial as it’s generally considered impossible to recover a burned domain.

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2. Factors Impacting Deliverability

Understanding what matters and in which proportion

Source: Kévin Moënne-Loccoz - LinkedIn Archive

Source: Zerobounce - Email Deliverability Guide for Email Marketing Success