How to improve email deliverability

Are your emails landing in spam instead of inboxes? Email deliverability can make or break your marketing efforts – after all, the most brilliant campaign means nothing if it never reaches your subscribers. In this post, I'll share actionable tips to boost your deliverability rates and make sure your emails actually get seen by the people who want to hear from you.

Importance of Deliverability

Let's get real — you could craft the most jaw-dropping email campaign with irresistible offers and stunning visuals, but if it's hitting spam folders instead of inboxes, you're basically shouting into the void. Poor deliverability is silently killing your ROI without you even realizing it. Think about it: every percentage point drop in deliverability equals lost revenue, wasted marketing efforts, and potential customers who'll never see what you're offering. With email marketing generating $36 for every $1 spent (when done right), can you really afford to let deliverability issues cut you off from that 3600% ROI? Your competitors who've mastered deliverability are connecting with customers while your messages gather digital dust. That's why fixing this isn't just a technical checkbox — it's about protecting your bottom line.

1. Deliverability booster

Ever notice those chunks of text at the bottom of emails from big brands? That's not just legal mumbo-jumbo – it's actually a strategic deliverability booster! Email service providers (like Gmail and Yahoo) analyze the ratio of images to text in your emails. Too many images with minimal text? That's a one-way ticket to Spam Town. By adding substantial, relevant text in your footer area, you're improving this crucial ratio without cluttering your beautiful main content.

Example:

Think of your footer as the invisible workhorse of your email. While your subscribers may never read it (let's be honest), those spam filters definitely do! Include your company info, privacy details, shipping policies, or any other relevant text that adds value while keeping your deliverability high. Don't just copy-paste random text – make it genuine information that's actually useful if someone does scroll down.

The best part? Once you set up a solid footer template, it becomes a "set it and forget it" deliverability hack that works for every campaign you send! Just create it once with all your important company information, legal disclaimers, and contact details, then add it to your master email template. Every email you send will automatically benefit from this improved text-to-image ratio without any extra work from you.

2. Clean Your List Regularly

Nothing tanks deliverability faster than sending to inactive subscribers! If people aren't opening your emails for 60-90 days, they're basically telling Gmail you're not relevant anymore. Set up a re-engagement campaign for these sleeping contacts before they damage your sender reputation.

Send them a "We miss you" email with a killer offer, and if they still don't bite, cut them loose. I know it hurts to see your subscriber count drop, but trust me – a smaller, engaged list will get you WAY better results than a bloated one full of zombies. Most ESPs like Klaviyo make this super easy with automated segments for inactive subscribers. Remember: every bounce and every ignored email is a vote against you in the deliverability game.

3. Nail Your Authentication Setup

This is the technical stuff that separates the pros from the amateurs. Proper email authentication (SPF, DKIM, and DMARC records) tells inbox providers that you're legit and not some spammer. Think of it as your email's ID card – without it, you look suspicious. Most major ESPs help with this setup, but double-check it's properly configured for your domain.

The payoff is huge: authenticated emails are up to 70% more likely to land in the inbox instead of spam. Plus, it prevents others from spoofing your domain, which could wreck your reputation if someone starts sending sketchy emails pretending to be you. This is one of those "set it up right once" fixes that pays dividends forever.

CONCLUSION

Email deliverability isn't some mysterious force beyond your control – it's a game with clear rules you can master. By implementing these three strategies (optimizing your footer text, regularly cleaning your list, and setting up proper authentication), you'll see your open rates climb and your revenue follow. Remember, all the fancy design and killer copy in the world means nothing if your emails never reach the inbox. Take action on these tips this week and watch what happens! Your subscribers signed up because they actually want to hear from you – now it's your job to make sure they do. So what are you waiting for? Your next campaign could be your best-performing one yet!