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Email Deliverability: The 21 Must-Follow Practices for 2022

Email Deliverability: The 21 Must-Follow Practices for 2022

min read

Sending emails is one thing. Making sure your target audience receives those emails is another. Your brand must maximize email deliverability if you want your marketing efforts to be successful and ensure that your email messages don’t end up in consumers’ spam folders (like 50% of all emails sent every day).

Today, let’s look at 21 top practices to boost email deliverability in 2022 and beyond.

1. Authenticate Your Email

To begin, authenticate your email domain by enabling the Sender Policy Framework  (SPF) and Domain Keys Identify Mail (DKIM). Authenticating your email address is vital to making sure that your email address is not spoofed or taken control of by someone who gains access to your email domain.

2. Maintain IP Allocation

Next, remember that you’ll need more email IT infrastructure as you scale up your business. As soon as you start sending 25,000 daily emails, you should send them from a dedicated IP address. This will help ensure you avoid taking too many resources from a shared server and that you will reach all your leads or prospects over a given day.

3. Custom Domain

The best way to improve email deliverability regarding IP allocation is to set up a custom domain. This means your emails will come from something like “” instead of “”. 

Get a custom domain for your email campaigns specifically, and you’ll never need to worry about server resources or running into basic spam filters.

4. Improve Sender Reputation

You should simultaneously try to improve your email sender reputation, which results in much better email deliverability and lowers the likelihood of your brand being associated with spammers.

A good reputation is especially important for small businesses that send time-sensitive emails for things like reminding patients of appointments. 

You can improve your reputation by crafting good email messages, not using spam keywords (see more below), and not sending too many emails at once.

5. Start Emailing Slowly To Warm It Up

Further boost email deliverability by warming up your email account. That means slowly and gradually sending emails to a broader audience rather than immediately sending to hundreds of thousands of accounts simultaneously.

This boosts your domain reputation and makes your email account much healthier.

6. Don’t Exceed Emailing Quota

You can send bulk emails after your account is authenticated and warmed up. Still, try not to exceed the email quota. Otherwise, you could damage your sender reputation, resulting in more of your email messages being caught in spam filters or not being delivered at all.

7. Avoid Email Blacklists

Similarly, try to stay off email blacklists. These are extensive lists of domains and IP addresses that may be automatically suspected of sending spam.

Check both domain-based and IP address-based email blacklists and make sure that your addresses are not on them. If so, slow down your email sending and warm it up again to boost your email account’s health and reputation.

8. Verify Your Email List

Constantly verify your email list, so you only send emails to verified leads, prospects, customers, loyalty program members, etc. Remove people from your list who haven't been active with your emails, or whose email addresses have bounced or failed in the past.

The last thing you want is to send marketing emails to people who don’t care, as it brings you closer to your email quota and decreases your email reputation.

9. Streamline the Subject Line

A streamlined, smooth subject line is key to grabbing consumer attention and boosting email deliverability. Try to keep your subject lines short, sweet, and to the point without them being overly advertise-y.

10. Simplify Opt-Ins

The opt-in process for your emails should be intuitive and accessible for anyone who visits your site. That way, you don’t accidentally get a bunch of uninterested individuals on your email lists and end up sending unnecessary emails that nobody reads.

11. Avoid Spam Words

To prevent your emails from being sent to spam, you need to choose your email’s subject line carefully. Avoid words and phrases that are over-promising and over-sensationalizing. For example, avoid spam words like “free,” “sale,” “deal,” “offer,” etc. These words are easy targets for spam filters and can lower your email deliverability drastically.

12. Use Links

Your email messages should include links to bolster your conversion rate. Adding links can also be advantageous for certain emails that demand an immediate response, like invoice payment requests.

According to recent statistics, 70% of small businesses report having difficulty receiving payments from clients on time. The right email reminder – with a convenient link to an invoice or payment page – can help your business avoid this problem.

Although links in emails are important, try not to use too many links in a single email. It will draw the attention of the email service provider (ESP) and potentially cause each mail to be caught by spam filters.

13. Personalize Content

Try personalizing your email content to make people open your emails and click through them to see what they offer. Use consumer names, special items, and other information from your data analytics tools as needed.

14. Mobile-Friendly Emails

You’ll also want to ensure your emails can be viewed on mobile devices smoothly and easily. Over half of all internet traffic comes from mobile devices these days, so each email you send out must be mobile-friendly.

15. Segment Email Lists

Try to segment your email lists. This involves categorizing your recipient list based on prospect type, lead type, and the likelihood of each lead making a purchase. This way, you can prioritize which people you send emails to if your account email quota is limited.

16. Add Unsubscribe Links

Every email must have an unsubscribe link so people can get off your email list if they desire. This is a legal requirement and an important factor in improving email deliverability.

17. A/B Testing

To improve your emails’ performance, utilize A/B testing by sending out two nearly identical emails to a test batch of customers or leads, then analyzing which version performs better. 

Replace all your emails with the higher-performing version and repeat the experiment as needed.

18. Clean Your Email List Regularly

Be sure to regularly clean your email list to eliminate dead leads, bounced email addresses, or prospects that won’t offer any cash flow return on your marketing efforts. This is also a good way to avoid sending out too many emails and catching the attention of spam filters.

19. Avoid Multiple Colors

It’s also a good idea to avoid sending emails with too many colors. If you send emails with multiple colors, your email deliverability could significantly decrease.

20. Good Text Formatting

Similarly, be sure to practice smart text formatting. When you compose email messages like you are sending letters to friends, they are less likely to be trapped in spam filters.

Try to avoid making your emails obvious advertisements or marketing messages.

21. Keep Your Sender Name Consistent

Lastly, keep your sender name consistent. If your sender name switches all the time, you’ll not only increase the suspicion of your leads, but you’ll also flag spam filters and make it less likely that your emails will be delivered at all.

Start improving your email deliverability

As you can see, there are many great ways to boost your brand’s email deliverability. Start by choosing one tip that you can easily implement into your email tactics. Once you’ve got that one down, pick another and start layering them into your email workflow. Once you’re using each of these tactics in tandem with the others, you’ll see improvements in no time!

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