Sending guidelines and practices
When doing email outreach, it’s important to follow the right practices to keep your emails out of spam folders and maintain a good sender reputation. Here’s how to improve your email deliverability and avoid common mistakes.
Best practices for email deliverability
1
Authenticate your email: Set up SPF and DKIM records to verify your identity with email providers. If you’re using an email service, check that it supports these authentication methods.
2
Use a consistent IP address: Ideally, send all emails from the same IP address. If you use multiple IPs, assign different IPs for different message types.
For example:
For example:
- One IP for account notifications
- Another IP for promotional emails
3
Use the same “From” address: Emails of the same type should come from the same “From” email address.
For example:
For example:
- Sales receipts: sales@yourdomain.com
- Promotional emails: deals@yourdomain.com
- Account notifications: alert@yourdomain.com
4
Leverage recipient contacts: Emails from addresses saved in a recipient’s contact list are less likely to go to spam.
Practices to avoid
1
Mixing content types: Don’t combine promotions with transactional emails like receipts. Keep the content relevant to the message type.
2
Spoofing: Don’t impersonate other domains or senders. This can result in your emails being flagged as spam.
3
Marking internal messages as spam: Avoid marking internal company emails as spam—this can hurt your domain’s reputation.
4
Buying email lists: Don’t purchase email lists. Sending to people who haven’t opted in increases spam reports.
5
Sending to non-subscribers: Only email people who have signed up to receive your messages.
6
Automatic opt-ins: Avoid using pre-checked boxes for opt-ins. Make sure subscribers actively opt-in, according to your local laws.
7
Handling spam reports: Encourage recipients to mark your legitimate emails as “not spam” if they end up in their spam folder.
By following these practices, you’ll protect your domain’s reputation and improve the chances of your emails landing in the inbox.
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