Email marketing has long been one of the most powerful tools a brand has in their back pocket — but even the most beautifully designed email means nothing if it lands in a spam folder. In today’s crowded inbox landscape, deliverability isn’t just a technical checkbox; it’s a critical brand trust signal.
After years of working with brands, one thing that is true across all industries is that email deliverability is a direct reflection of how much value you provide to your customers. Read on below for some tips on deliverability best practices so you can set yourself up for success!
Prioritize List Quality
The strongest email programs aren’t built on having really big lists — they’re built on engaged ones. Consistently clean lists by removing disengaged subscribers, and focusing instead on sending to your engaged audience and nurture those relationships to build trust will help email providers see your brand as a trustworthy source. Deliverability starts with the people you choose to send to.
Ensure Correct Settings Are In Place
Domain authentication (SPF, DKIM, and DMARC) isn’t optional anymore — with Gmail and Apple enforcing proper DMARC set up, it’s vital that brands are compliant in order to get your email into your customer’s inboxes. Investing in proper setup shows that you’re a serious sender, not a fly-by-night marketer.
Send Relevant Content
The best way to stay out of spam folders? Send emails your audience really wants to open. Utilize segments vs. sending to your full list, employ the use of personalization and ensure every touchpoint feels valuable. When you send content people want to receive, engagement will follow — and so does deliverability.
Don’t Mislead Your Customer
Misleading subject lines, heavy image-only emails, or burying unsubscribe links will make customers want to unsubscribe, and quickly. Build your brand on transparency and respect for your subscribers' time and attention.
At the end of the day, email deliverability is about more than algorithms or authentication records — it’s about respect. Respect for your subscribers' time, and their trust in your brand.
Prioritizing relevance, transparency, and long-term engagement will help your brand thrive, especially in Q4 when you want to stick out in your customer’s inbox!
If you’d like help with an email deliverability audit or need support with your brand’s email program, Revel would love to partner with you to build and grow your brand’s presence!
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