Optimum Email Deliverability

Getting the email into the inbox is great, but this is not a once off exercise. You have a few seconds to capture their attention so they don’t delete or complain about your email.  That is why it is an important part of this Email deliverability checklist. You can reduce email complaints and stimulate opens by taking the following steps:

  • Recognizable FROM email address - In many cases it’s the first thing your customer sees, so it is essential that it is recognizable and trustworthy, otherwise it may be seen as SPAM.
  • Subject line reflects the content of the message - Only a few characters stand between email success and the trash bin. Make sure it is relevant and interesting.
  • Copy gets to the point - Customers often scan emails rather than read them in full detail due to busy lifestyles. Use headlines, sub-headlines, call-outs and bullet points that break up text for quick scanning.            
  • Copy stays on topic and has a call to action - Be clear on what you are asking the customer to do, otherwise they are likely to just file the email or delete it.
  • Messages are formatted for viewing on mobile - Mobile rendering can often be very different to the desktop views. With the number of people reading emails on mobile devices increasing it is important to make sure your message is easily readable and actionable.
  • Physical address and phone number in the footer of the email - This is to help demonstrate that you are a real live company, with a real physical presence. Many ISP’s and 3rd Party Authentication companies require this for Whitelisting.
  • Comply with opt-out legislation - Non-compliance can lead to rejection during the Whitelisting process and even legal action, not to mention irritating your customers and getting complaints.


Knowing what your customers will see across all devices and email clients is very important for your emails results. But why include it in your email deliverability checklist? Something as simple as not being able to view a message properly can prompt them to complain about the email.

  • Previewed or rendering tests across multiple email clients and devices - This enables you to fix any issues before you send your messages to customers.
  • Structured for optimal readability  - Based on eye-tracking we know that most people scan more than they read. Average time to capture a user’s attention: 2 seconds. Once you have their attention, average time spent on the email: 51 seconds
  • Clean HTML code - HTML syntax and format errors are common tricks spammers use to foil standard content filters, so SPAM filters now also verify that your HTML code is valid. Invalid code is rendered across a wide variety of browsers and the outcome is unpredictable.

Customers have come to expect functional and efficient messages as they receive hundreds of communications daily. Email providers check content of emails as another step in fighting the war against SPAM.

  • Content spam check - Pre-checking that your content does not contain any “Spammy” words will allow you to fix any issues before you send
  • Subject line checked (length & content) - Testing that your subject line displays correctly will allow you to fix any issues before you send
  • Valid from and reply email address - Make sure you have a working FROM and REPLY address, as replies to emails count towards engagement which can improve your deliverability.

It’s all about keeping the list clean. This involves some process on your end.

  • Email cleaning and verification - ISPs measure how many invalid email addresses are being attempted, this could cause a temporary or permanent block for the sender
  • Avoid Spam traps - Purchasing lists can lead to unwanted email addresses that are actually spam traps. These will have a detrimental effect on your deliverability.
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