How to Improve Email Deliverability and Avoid the Spam Folder
Want to make sure your email campaigns actually land in your audience’s inbox—and not their spam folder? It’s all about deliverability. Below, we break down four crucial steps that can drastically improve your results.
1. Authenticate Your Domain
Domain authentication means proving to inbox providers (like Gmail) that Mailchimp is authorised to send emails from your domain. Without it, your emails may be flagged as suspicious—think of it like showing your ID at a security checkpoint.
To authenticate your domain, you’ll need to add SPF and DKIM records to your DNS settings. Mailchimp offers a simple guide to walk you through it. Once set up, your emails will have a better chance of landing in inboxes rather than spam folders.
2. Maintain a Healthy Sender Reputation
Your sender reputation is like a credit score for your email domain. It’s based on metrics such as:
- Open rates
- Spam complaints
- Bounce rates
- List hygiene
- Domain authentication
Sending relevant content consistently and cleaning your list regularly helps boost your score—and your deliverability.
3. Avoid Spammy Words and Formatting
Spam filters scan more than just links and images—they look closely at your language. Common spam triggers include:
- FREE
- GUARANTEED
- RISK-FREE
- CLICK HERE
- MAKE MONEY FAST
Avoid using all caps, excessive punctuation (like !!!), or gimmicky fonts. Keep your copy clear, natural, and to the point.
4. Clean Your List Regularly
Remove any invalid or disengaged contacts. A tidy list reduces bounce rates and improves your sender score. Consider using Mailchimp’s built-in list cleaning tools to simplify this process.
Final Thoughts
Email marketing isn’t just about what you write—it’s also about how well your emails are delivered. By following these tips, you’ll increase the odds of your emails being seen, opened, and acted on.
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