Spam is a constant nuisance in the digital world, causing email deliverability to be a major concern for businesses sending cold emails. And it definitely should be.

14 years ago, a whopping 80% of emails globally were spam—yep, the digital equivalent of those annoying junk mail leaflets cluttering your real mailbox. But thanks to spam filters and regulations like GDPR and CANSPAM, that number has plummeted. Still, around 48% of emails today are considered spam.

No wonder about 17% of emails never reach their intended inboxes. If you’re trying to generate new business through email, losing a fifth of your potential revenue is a significant setback.

Getting your emails delivered is a mix of tech stuff and smart email marketing. In simple terms, if you have a good domain reputation your emails get through. But if you’ve got a sketchy rep, your emails either get blocked or end up in the junk folder.

Think of spam filters like guardians at the gate of your inbox, carefully screening each email to decide who gets in—the trustworthy ones are granted access, while the suspicious ones are turned away at the door.

However, here’s the catch: your legit emails might still get marked as spam, even if you’re not up to any shady business. That’s why understanding how these filters work is crucial.

Nowadays, it’s not just about what you say in your emails; it’s also about how people interact with them. Open rates, replies, even where recipients file your emails—all play a role in whether you’re inbox-bound or banished to spam land.

And what sends your emails straight to the junk folder? Well, things like zero opens or quick deletes are like waving a red flag to email providers, screaming “I’m not worthy!”

So, if you want to ace email deliverability, you’ve got to navigate this minefield of spam filters and user behaviours. Let’s dive into some tech tweaks that might just boost your chances.

Recipient Engagement: Crack the Code

Understanding recipient engagement is like unlocking a hidden treasure—it’s all about how your audience interacts with your emails.

On the positive side, if they’re reading, forwarding, opening, clicking, or even saving your emails, and adding your address to their contacts, you’re on the right track. But if they’re ignoring, deleting unread, unsubscribing, or marking as spam, it’s a definite thumbs-down.

In simple terms, sending emails that people genuinely enjoy engaging with is the ultimate goal. Positive engagement signals to email providers that you’re the real deal, not just another spammer cluttering up the inbox.

Here’s how to master this game:

1. Target Quality Over Quantity: Forget the numbers game. Focus on sending emails to those who actually want them. Quality beats quantity every time, boosting your delivery and improving open, response, and lead rates.
2. No List Buying, Period: Buying email lists is a dead-end street. It not only damages your reputation but also increases the likelihood of being ignored or marked as spam. Stick to building your own list and keep it pristine.
3. Craft Compelling Content: Your emails should be crystal clear, engaging, and free of spam triggers. Think of it as crafting an irresistible invitation rather than a desperate plea. And be mindful of subject lines—avoid anything overly urgent or question mark-laden.
4. Consider the Full Picture: It’s not just about the words. Balance your images and text, choose your email templates wisely, and steer clear of suspicious-looking links.
5. Ease into Email Sends: Don’t sprint out of the gate. Start slow, especially with a new IP address, to earn trust with email providers. Gradually increasing your email sends is like warming up before a race—it shows you’re in it for the long haul.
6. Keep Your Sender Address Professional: Your sender address matters. Keep it consistent and polished to build trust with recipients.

IP address and Domain Reputation

Your domain and IP reputation are crucial for email deliverability. High-volume senders should opt for dedicated IP addresses to protect their reputation. Segmenting email activity by type can prevent reputation issues. Email authentication (SPF, DKIM) is essential for all senders. Ensure your domain can receive mail and isn’t blacklisted. Choose a reputable Email Service Provider for better deliverability.

That’s email deliverability in a nutshell. Need expert help? Consider Ezee Prospects, we delivered successful campaigns and hundreds of leads for our global client base over the past year.

Don’t just take our word for it, read our recent case study HERE.