Email Deliverability

Emails going to Spam? Here’s how to fix it

Post by
Lara Bingel
Emails going to Spam?  Here’s how to fix it

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If you've noticed your inbox placement rate (IPR) dropping and more emails landing in spam folders, don't panic. This is a common challenge for email marketers, but there are effective strategies to improve your inbox placement and ensure your emails reach your recipients' primary inboxes.

Assess Your Current Situation

Before diving into solutions, it's crucial to understand your current email performance. Monitor your inbox placement rate (IPR) closely. IPR is the percentage of emails that reach recipients' primary inboxes rather than spam folders or other tabs. Aim for an IPR of 95% or higher for optimal email marketing performance.

Clean Your Email List

Maintaining a clean, high-quality subscriber list is one of the most effective ways to improve inbox placement:

  • Regularly remove inactive subscribers and invalid email addresses.
  • Implement double opt-in for new subscribers to ensure engagement.
  • Avoid purchasing or renting pre-made email lists.

A clean list improves deliverability and boosts engagement rates, enhancing your sender reputation.

Optimize Your Email Content

The content of your emails significantly affects whether they land in the inbox or spam folder:

  • Craft engaging subject lines without using spam trigger words.
  • Maintain a good balance of text and images.
  • Avoid excessive use of links or attachments.
  • Personalize content based on subscriber preferences and behaviors.

Implement Authentication Protocols

Email authentication is crucial for improving deliverability:

  • Set up SPF (Sender Policy Framework).
  • Implement DKIM (DomainKeys Identified Mail).
  • Enable DMARC (Domain-based Message Authentication, Reporting, and Conformance).

💡Mailivery provides users with free step-by-step guides to Setting Up MX Records and SPF and Setting up DMARC and DKIM for easy configuration.

These protocols verify that your emails are legitimate and come from authorized sources, reducing the likelihood of them being marked as spam.

Focus on Engagement Metrics

ISPs and email providers use engagement metrics to determine email placement. To improve these metrics:

  • Encourage subscribers to add your email address to their safe senders list.
  • Monitor and try to increase your forward and reply rates.
  • Avoid using "no-reply" email addresses for your campaigns.

Segment Your Email List

Segmentation allows you to send more targeted, relevant content to your subscribers:

  • Group subscribers based on demographics, interests, or behaviors.
  • Tailor content and sending frequency to each segment's preferences.

This approach can significantly boost engagement rates and improve inbox placement.

Monitor and Adjust Sending Frequency

Finding the right balance in email frequency is crucial:

  • Test different sending schedules to find the optimal frequency for your audience.
  • Pay attention to engagement metrics and adjust accordingly.
  • Consider reducing frequency for less engaged subscribers.

Use Inbox Placement Testing

Before sending your campaigns to your entire list, use seed testing to identify potential deliverability issues:

  • Send test emails to various email providers and analyze the results.
  • Identify and address any placement issues before they affect your main campaign.

Leverage Automated Email Warmup Tools

Automated email warmup tools can significantly boost your sender reputation and email deliverability. Here's how they work:

How Automated Warmup Tools Function

Automated warmup tools like Mailivery use a network of real inboxes to simulate genuine email interactions. When you connect your email account to these services, they:

  • Send emails from your account to other inboxes in their network.
  • Automatically open these emails.
  • Move emails from spam to inbox if they land there.
  • Reply to a percentage of emails.
  • Mark some emails as important.

This process mimics real user behavior, signaling to email service providers that your emails are valuable and engaging

Continuously Monitor and Improve

Improving inbox placement is an ongoing process:

  • Regularly review your email metrics, including open rates, click-through rates, and spam complaints.
  • Stay updated on best practices and industry standards.
  • Be prepared to adapt your strategy as email algorithms and user behaviors evolve.

By implementing these strategies, you can significantly improve your inbox placement rate and reduce the number of emails going to spam. Consistency and attention to detail are key. Keep refining your approach, and you'll see your emails landing where they belong – in your subscribers' primary inboxes.

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