Email Deliverability: How to Stay Out of the Spam Folder

Inbox Placement Matters

Email deliverability is the foundation of email marketing success. Without it, nothing else matters.

Technical Requirements

• SPF, DKIM, and DMARC records configured
• Dedicated sending domain for marketing
• Clean IP reputation
• Proper list hygiene

Behavioral Factors

• Send consistently, not in sporadic bursts
• Remove inactive subscribers regularly
• Honor unsubscribes immediately
• Avoid spam trigger words

List Hygiene

• Remove hard bounces immediately
• Re-engage or remove soft bounces after 3 attempts
• Segment inactive subscribers for re-engagement
• Never purchase email lists

Monitoring

• Track deliverability rate by domain
• Watch for blacklist notifications
• Test inbox placement monthly
• Monitor complaint rates