Management Automation - Improve Deliverability

Improve deliverability and avoid emails going to Spam

Guidelines to have your content avoid the spam folder and land in inboxes

Improve Deliverability and Avoid Emails Going to Spam

Email programs (like Gmail, Yahoo, Exchange) rely on many factors to determine if an incoming email is a spam.

Here are the key factors

  1. Is the sender in the contact address book? (it is not required but being in recipients contact book will ensure that your emails are never going to be treated as spam)
  2. Did the recipient flag a previous email from this sender as spam?
  3. How many recipients have flagged earlier emails from the sender as spam? (it is more than likely that over 10% of your recipients have Gmail addresses, so Gmail can review how other recipients have treated your email)
  4. Does content of the email have words that commonly appear in Spam emails?

How to Improve Deliverability?

Here’s the set of suggestions to help you avoid spam and increase email deliverability:

  1. Send great content
  2. Only send to those that have opted in to receive your emails. Those that expect to receive your emails are less likely to click the ‘Spam’ button the moment they see your email.
  3. Authenticate your emails with SPF

Scroll down to learn more about increasing the email deliverability

Email Guidelines on Content and Domain Ownership

List Preparation

Use Double Opt-in lists

The difference between double and single opt-in is that with double opt-in (also called “confirmed opt-in”), people will get a confirmation email after they’ve entered their email address into your form and clicked on submit. They won’t get subscribed until they click confirmation email link. Following is the advantage of using double-opt-in lists:

  • Deliverability rates for the lists that use double opt-in are significantly higher than single opt-in lists.
  • The unsubscribe rates are lower than the open and click-through rates.
  • Defend against Spam complaints

Avoid Purchasing Lists

You can legally rent or purchase lists of contacts, but purchased lists can yield high bounce rates and complaints, and might increase the chances of blacklisting your account.

Purge Subscribers Who Haven’t Opened or Clicked in Awhile

A While can be a year or six months. Whatever time frame you pick is up to you, but you have to draw the line somewhere. If people aren’t opening or clicking on your emails, culling them from your list might hurt, but it will help the deliverability rates for the people you’ll keep.

Email Frequency

Adopt sending emails at right frequency

Too many emails can reduce your subscriber’s list. Firing fewer emails can kill your revenue. So what do you do to maximize deliverability? The only way you can find that perfect number is by thoroughly testing, which isn’t easy. Plus, it takes a long time, during which time you might commit some mistakes.

A good benchmarking is one email per week. You can try scaling up to twice weekly, as long as you have great content. You can even drop back to once a month without totally losing touch with your audience. But if you exceed any of these two boundaries, you’re in dangerous territory.

Consistent Scheduling is Important

Random and unusual email broadcast activity leads to lower sender score and IP blacklisting. Avoid sending spikes by maintaining regular email schedules. Deliver the best for a consistent outbound email scheduling.

Email Header

Authenticate your Emails

Email authentication protocols such as Sender Policy Framework(SPF) and DomainKeys(DKIM) help ISPs to ensure that the email is from the company claiming to have sent it. Authentication will assist in addressing the problems of email spoofing and phishing, and ultimately will lead to a reduction in the percentage of legitimate email that is mistakenly labeled as spam.

BzCRM supports SPF and DKIM authentication. Please refer to this article for more details.

From and To Email Addresses

  • Instead of using your free/personal email address such as or You should use your company domain specific email address for sending an email.
  • Emails will be marked as spam if both sender’s and recipient’s email address are same.

Email Body

Personalize your emails using Email Templates. Avoid using the same content in subject and body of the email and also misspellings, caps and spammy words such as buy now, free, etc.

Avoid Copying Content From Other Applications

When you paste content directly from the other applications such as MS Word, MS Powerpoint, etc., it also adds unnecessary characters automatically. BzCRM has a visual editor that is easy to use for building email templates. Instead of creating templates outside and copying, it is better to create these templates within BzCRM.

Avoid Sending a Graphic/Image Alone

Email with single graphics/image alone is a sure-fire way to have delivery issues. You should balance an email with text and images. We suggest that for every graphic, include at least two lines of text.

Include Text in Your Emails

It is a good practice to use text content along with the HTML in your emails. Thus, you can easily prevent emails landing in a SPAM folder. Apart, it also covers you in the case where the recipient cannot view HTML emails.

Avoid Large Attachments

In general, .jpg, .gif, .png and .pdf attachments are safe to send. Certain executable attachments such as .exe, .zip, .swf, etc. should be avoided entirely.

Pay Attention to Your Links in Emails

Spam filters check the URLs in the email. Linking to a domain that has a poor reputation, leads to penalization.

Additionally, you should avoid linking to URL’s that contain folders with 1-2 characters (such as or as some filters will count that as a negative thing. Also, do not include links that use “link shortening services” which may lead to delivery issues.

Don’t Hide the Unsubscribe Link

Include unsubscribing links in your emails to improve the deliverability rates. If unsubscribes link is unavailable or mislocated, there are chances of marking the email as spam.

Troubleshooting Tips

Ask the recipient to whitelist your domain

When your recipient authorizes your domain, your email will not land up in a spam folder.