According to a study by EmailToolTester, 14% of emails sent do not make it to the subscriber’s primary or promotions inbox. They are either blocked by spam filters from getting to the user’s inbox or go to the spam folder.

How to improve email deliverability

Below are some of the changes you should make to prevent emails from going to the spam folder;

Use a reliable email service: The EmailToolTester study quoted above shows that email deliverability rate differs depending on the service provider you are using. Consider using reputable email service providers or email marketing platforms that have a good sender reputation.

Authenticate Your Domain: Implement email authentication protocols like SPF, DKIM, and DMARC. Email providers (Gmail, Yahoo, Outlook, etc.) use the protocols to determine if emails are coming from trusted sources.

Avoid Spam Trigger Words: Avoid using words or phrases that commonly trigger spam filters. Words like “free,” “urgent,” or excessive use of images.

Email verification: Only send email to subscribers who have confirmed their emails. It is easy for a user to mark your email as spam if he receives an email that he did not expect. This can affect your reputation score, leading to most emails going to the spam folder.

Add one-click Unsubscribe option: Allow subscribers who are not any more interested in receiving your emails to easily opt out. Subscribers who find it challenging to unsubscribe from your email list are highly likely to mark your email as spam, which can affect your domain IP’s reputation.

Use dedicated IP: If you are on a shared IP, consider switching to a dedicated IP, since you have no control over other sender’s behaviors on the same IP. If your email platform does not provide a dedicated IP or such an option is too expensive, consider using self-hosted email tools like Joltmailer, Mautic, or Sendy.

Implementing the above strategies can help you improve email deliverability.