If you’re going to invest in an email marketing platform, it’s important that all those beautiful messages you craft get where they’re going. That’s where the subject of email deliverability comes in.

Email deliverability is an elusive topic, only because there’s a lot more to it than many of us even think to prepare for. For email marketers, the term “deliverability” describes the rate at which an email is delivered to a prospect’s inbox without getting lost, blocked or sent straight to spam.

In order to create deliverable email campaigns, you must first understand the landscape and the challenges that must be overcome to place a message in an inbox.

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While you are pretty much required to include this link in your emails, it is your greatest enemy when it comes to your IP reputation. Having your emails markets as spam can result in your IP address being placed on a blacklist, and that can really throw a wrench in your email marketing plans.

How can you keep your spam complaints down to the recommended .01%?

Warm Up your IP Address

If you start sending high volume emails right off the bat from a brand new domain address, you risk ending up on blacklists before you even get started. Start small and gradually ramp up your efforts.

Use Active and Double Opt-ins

Having clear, active opt-ins is the best way to protect your email reputation. Furthermore, double opt-ins help to ensure that your recipients don’t forget they subscribed and mark you as spam.

Make Opt-Outs Easy

An unsubscribe won’t hurt your deliverability score, but being reported as spam will. Make your opt-outs clear, easy to find, and fast to protect your reputation.

Choose Your Words Carefully

Conduct some very simple research: go to your own spam folder and look for words that re-appear often in subject lines. Familiarize yourself with these spammy terms and steer clear of them in your own emails.

Be Clear, Be Consistent

Make sure recipients understand what they will be receiving upon subscribing, and stick to a consistent, dened schedule. Never use misleading subject lines.

Clean Your Lists Regularly

High bounce rates caused by invalid or misspelled email addresses can hurt your email reputation, so regularly maintain your lists to remove these.

To learn more about Email Deliverability, download our free guide here!