Include required information and a clear footer: Legitimate marketing emails should include your physical mailing address (per anti-spam laws like CAN-SPAM) and an unsubscribe link. Not including them can trigger compliance filters. Additionally, a visible unsubscribe link is actually good for deliverability: it gives dissatisfied recipients a way to opt out rather than clicking the spam button. Make sure the sender's email ("From") is a valid address that can receive replies (no-reply@ addresses are not very user-friendly; consider using an alias that can at least auto-reply or be monitored).
Personalize and add value: While not a direct technical filter issue, making your content relevant and valuable to the reader will naturally improve engagement. For example, using the subscriber’s name or referencing their recent activity in the email can grab their attention. If your content consistently provides something the subscriber cares about (be it discounts, helpful tips, or important updates), they are more likely to open and interact, which sends positive engagement signals to inbox providers. Engaged readers are also less likely to mark you as spam. So, great content is a win-win: it drives your marketing goals and keeps your deliverability strong.
Test your emails before sending: Many tools (like Litmus, Email on Acid, or even your ESP’s built-in checker) can test your email for spam triggers or rendering issues. They’ll flag things like broken links, missing ALT text, or words that might trigger filters. It’s wise to test particularly important campaigns. These tools can also show you how your email looks in different email clients, ensuring a consistent, professional look everywhere.
As mentioned above in the factors, how you send can impact deliverability. Establishing a consistent sending cell phone database schedule creates a rhythm with both your subscribers and ISPs:
Set expectations and meet them: When someone signs up for your emails, they should ideally know roughly how often they’ll hear from you. Whether it’s a weekly newsletter or occasional product updates, try to stick to a consistent cadence. If you send too infrequently, people may forget who you are and mark the next email as spam out of confusion. If you send too often, you risk annoying subscribers and causing them to unsubscribe or mark you as spam. There’s no one-size-fits-all frequency—it depends on your content and your audience—but make sure whatever you choose is sustainable and in line with what you’ve promised. For example, if people have signed up for a “monthly digest,” don’t suddenly start emailing them every day.