Good deliverability means your emails reach the recipient's inbox (not spam). Here are best practices to maintain a strong sender reputation.
Sender Reputation
- Start slow — don't send hundreds of emails on day one. Gradually increase volume.
- Keep bounce rates below 2% — remove invalid emails from your lists.
- Monitor unsubscribe rates — keep them below 1%.
- Respond to replies promptly — engagement improves reputation.
Content Tips
- Avoid spam trigger words: 'FREE', 'URGENT', 'ACT NOW', excessive exclamation marks.
- Personalize every email using variables — generic blasts are flagged.
- Use spintax to create unique variations and avoid pattern detection.
- Keep HTML simple — avoid heavy formatting, lots of images, or complex tables.
- Include a plain-text version of your email.
Technical Setup
- Set up SPF, DKIM, and DMARC records for your sending domain.
- Use a dedicated sending domain if possible (not your main company domain).
- Warm up new mailboxes gradually before using them for campaigns.
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