Below are our top recommended practices for email sending that will help maintain and improve your email deliverability scores:
- Warming up. Always start with lower volumes of sending, especially when you have just migrated to a new ESP or are emailing after a long layoff;
- Sending to engaged segments. Sending to your most engaged set of subscribers is a great idea. An engaged subscriber is anyone who has opened your email or clicked the link inside it at least once. For instance, you could choose to focus your campaign on only those who’ve engaged with your emails over the last 30, 60, or 90 days;
- Maintaining list hygiene. Ensure that you clean your list of any invalid or inactive email addresses from time to time;
- Welcoming unsubs. Include at least one clear unsubscribe link in your emails offering disinterested folks who would otherwise have marked you spam, an easier way out;
- Personalizing your content. Including personalization (for example, using the reader’s name in the subject line or email body) not only engages them more but also tells mailbox providers such as Gmail and Yahoo that you know them, increasing respect and trust;
- No cold emailing. Only send to those contacts who know your business and have consented to receiving your communications by opting in;
- Configuring security mechanisms such SPF and DKIM to signal trust.