faqs

What does email deliverability mean?

Email deliverability refers to whether your messages successfully reach the inbox rather than being blocked or sent to spam. It depends on factors such as authentication, sender reputation, and subscriber engagement. Good deliverability means more people see and interact with your emails.

How do I improve my email deliverability?

To improve email deliverability, authenticate your domain (SPF, DKIM, DMARC), maintain a clean list, segment your audience, avoid spammy subject lines, and monitor engagement. A consistent sending schedule and regular testing also help ensure your emails land in the inbox.

Does double opt-in improve deliverability?

Yes. Double opt-in helps confirm that a subscriber genuinely wants your emails. This prevents fake or mistyped addresses from entering your list, reduces spam complaints, and builds a more engaged audience—leading to stronger inbox placement and better deliverability.

What causes a bad sender reputation?

A poor sender reputation can be caused by high bounce rates, spam complaints, sending to invalid addresses, or lack of authentication. Low engagement (people not opening or clicking) also signals to mailbox providers that your emails are unwanted, which hurts deliverability.

Why are my emails going to the spam folder?

Emails often land in spam if authentication isn’t set up, your content includes spam trigger words, or your list contains many inactive addresses. Poor engagement also sends a negative signal. Testing emails before sending helps catch issues that could trigger spam filters.

What are common spam trigger words in email?

Common spam trigger words include “FREE!!!”, “Act Now”, “Guaranteed”, and “100%”. Excessive use of capital letters, emojis, or exclamation marks can also trigger filters. Keeping subject lines clear, professional, and relevant reduces the risk of being flagged as spam.

How often should I clean my email list?

It’s recommended to clean your email list every 3–6 months, depending on sending frequency. Removing invalid or inactive addresses reduces bounce rates and complaints, protects your sender reputation, and ensures you only email subscribers who genuinely want to hear from you.

Do email testing tools improve deliverability?

Yes. Email testing tools allow you to check spam scores, subject lines, formatting, and how messages display across different devices. Identifying and fixing issues before sending helps reduce the risk of being filtered into spam and improves overall deliverability.