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Email Delivery Optimisation: Tips to Avoid Spam Filters and Enhance Deliverability

In the fast-paced world of digital marketing, email remains a cornerstone for reaching out to customers and prospects. However, with the rise of sophisticated spam filters and increasingly discerning recipients, ensuring that your emails land in the right inbox can be a challenge. Fear not! With the right strategies, you can optimise your email delivery and sidestep those dreaded spam folders, see our top tips below! 

1. Maintain a Pristine Email List

The foundation of effective email delivery starts with a clean, well-maintained email list. Regularly purge inactive or invalid email addresses to keep your list current and relevant. High bounce rates and spam complaints from outdated contacts can damage your sender reputation.


2. Optimise Sender Reputation

Your sender reputation plays a crucial role in determining whether your emails make it to the inbox or get flagged as spam. Focus on sending relevant, valuable content to engaged subscribers. Monitor your sender score and address any issues promptly to maintain a positive reputation.


3. Craft Engaging Content 

Personalised, engaging content not only captures the attention of your audience but also reduces the likelihood of your emails being marked as spam. Tailor your messaging to resonate with your recipients, offering them real value with every email you send.


4. Avoid Spam Triggers 

Certain words, phrases, and formatting practices can trigger spam filters, causing your emails to be diverted from the inbox. Steer clear of spammy tactics such as excessive use of capital letters, misleading subject lines, and overuse of exclamation marks.
Test your emails using spam filter checkers to identify and eliminate potential triggers.


5. Adhere to Email Authentication Protocols 

Implementing email authentication protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) enhances your email deliverability by verifying the authenticity of your domain and protecting against spoofing and phishing attacks.


6. Monitor Deliverability Metrics 

Keep a close eye on key deliverability metrics such as open rates, click-through rates, bounce rates, and spam complaints. Analysing these metrics provides valuable insights into the effectiveness of your email campaigns and helps you identify areas for improvement.


7. Segment Your Email List

Segmentation allows you to target specific segments of your audience with tailored content, increasing relevance and engagement. By sending the right message to the right people at the right time, you can improve deliverability and drive better results from your email marketing efforts.


8. Provide Clear Opt-Out Options 

Respect your recipients' preferences by making it easy for them to unsubscribe from your emails if they wish. Including a visible and accessible opt-out link not only fosters trust but also reduces the likelihood of your emails being marked as spam.


By implementing these email delivery optimisation tips, you can elevate your email marketing game and ensure that your messages reach the intended recipients' inboxes. 


Need help setting up your email marketing? 

We’ve got you! Book a FREE, 30 minute consultation with our Digital Marketing Specialists today.


Remember, delivering value and fostering meaningful connections with your audience are the keys to long-term success in email marketing. Happy emailing!


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