How to improve email deliverability and avoid spam reports

Here are some best practices for increasing email deliverability and avoiding spam reports.

What Reduces Email Deliverability?

All emails pass through ISP (internet service provider) gateways, and the ISP will block any email it thinks is spam. Here are some of the factors that it considers to make that decision.

Low Sender Score

Mailbox providers rely on the provider Validity for something called a Sender Score. The Sender Score identifies the quality of the sender’s reputation, taking into account factors such as spam complaints, how many unknown users the company emails, if the company is on any industry blacklists, and so on.

Trigger Words

Spam filters flag emails containing words associated with unsolicited content. Phrases such as “discount,” “free,” or “% off” often lead emails to the spam folder. In addition, they may contribute to a low sender score.

High Bounce Rates

A high email bounce rate indicates that either the company is emailing people without their consent, or the company is not managing their email list well.

Red Flag Recipient Actions

Emails that remain unopened, immediately deleted, or marked as spam raise red flags, increasing the probability that future emails from the send will automatically be sent to the spam folder.

Spoofing

Sometimes, a company will be a victim of spoofing, in which hackers clone the business’s display name and send fraudulent emails on their behalf.

6 Ways to Improve Email Deliverability

Warm Up the Email Account

To establish an IP's credibility, the company needs to warm up its email account. Gradually, as emails are received and opened by active users, the ISP will start to trust the IP, and the company can increase the number of emails sent. Companies should only send an email when they have something valuable to offer.

Ask for Email Confirmation

The company should offer double opt-in confirmation. That just means that when someone provides their email address, they get an email asking them to confirm it.

Make it Easy to Opt-Out

The CAN-SPAM Act (United States) requires email marketers to state that a subscriber can unsubscribe at any time and give them clear instructions for doing so.

Send Emails from a Consistent Name

Sending emails from a consistent name helps recipients get to know the brand. Sending emails from a wide variety of sender names has the opposite effect: recipients don't know who they are hearing from.

It’s important not to invent a person to have emails come from. The sender name should be that of a real human — ideally the one actually writing or scheduling the email.

Set Expectations Ahead of Time

Prior to sending out the email containing an eSignature request or eForm, the agent should alert the customer verbally (whether in person or over the phone). This will ensure the customer doesn’t accidentally delete or ignore the email.

Maintain a Stellar Reputation

Improving the sender score, avoiding phrases (e.g., “free,” discount”) that trigger spam filters, use anti-phishing software, and generally take actions to ensure mailbox algorithms trust the company’s email address.

When sending out requests for customer information, companies should not assume the email went to the inbox. By adhering to the above best practices, companies can ensure emails are seen and opened every time.