Email content and design
Posted: Sun Apr 20, 2025 6:39 am
Email Authentication and Infrastructure: Proper technical setup of your sending domain and servers is critical. Email authentication protocols—SPF, DKIM, and DMARC—validate that emails are actually sent by you (and not spoofed by spammers). If you don’t have these set up, your emails are more likely to be questioned or blocked by mail servers. In fact, having SPF, DKIM, and DMARC has gone from optional to mandatory for any legitimate email program. These protocols work together to prove that your messages are not spoofed, which builds trust with mailbox providers and improves deliverability. Additionally, your sending infrastructure—such as whether you use a shared or dedicated IP address—is important. Large senders often use a dedicated IP to control their reputation. If you suddenly send a huge volume of emails from a new IP or domain, it can look suspicious (more on sending volume later). In short, authentication and a stable infrastructure signal to ISPs that you are a legitimate sender, not a spammer.
What you include in your emails can trigger spam filters. Email providers analyze email content for attorney email list warning signs. Things like excessive use of ALL CAPS, lots of spam trigger words (“Free Money!!!”), or tricky subject lines can hurt deliverability. For example, using all caps in subject lines can significantly reduce response rates and make them look “screaming” or spammy. Email formatting is also important: a message that’s a single giant image with little text or includes certain types of attachments or scripts could be blocked. The goal is to create emails that look legitimate and relevant: clear subject lines , a healthy balance of text and images, and no weird code. Engaging, valuable content also keeps readers interested, which helps with the next factor (engagement).
Subscriber Engagement: Email providers are increasingly using engagement signals to decide deliverability. If recipients consistently open, read, respond, or click on your emails, it’s a positive sign that your emails are wanted. Positive engagement signals (opens, clicks) build your credibility and improve your inbox placement for future sends. Conversely, if a lot of users ignore your emails, delete them without reading them, or mark them as spam, it’s a negative signal. Think of it this way: providers like Gmail or Outlook watch how their users react to your messages. Lots of engagement = “this sender provides value, we’ll keep delivering it to the inbox.” Lots of deletions or spam reports = “users don’t like it, it’s better to send it to the junk folder.” Therefore, senders with higher engagement rates tend to have better deliverability. That’s why sending relevant content to the right people (and weeding out the ones who never engage) is so important to keeping you in your inbox.
What you include in your emails can trigger spam filters. Email providers analyze email content for attorney email list warning signs. Things like excessive use of ALL CAPS, lots of spam trigger words (“Free Money!!!”), or tricky subject lines can hurt deliverability. For example, using all caps in subject lines can significantly reduce response rates and make them look “screaming” or spammy. Email formatting is also important: a message that’s a single giant image with little text or includes certain types of attachments or scripts could be blocked. The goal is to create emails that look legitimate and relevant: clear subject lines , a healthy balance of text and images, and no weird code. Engaging, valuable content also keeps readers interested, which helps with the next factor (engagement).
Subscriber Engagement: Email providers are increasingly using engagement signals to decide deliverability. If recipients consistently open, read, respond, or click on your emails, it’s a positive sign that your emails are wanted. Positive engagement signals (opens, clicks) build your credibility and improve your inbox placement for future sends. Conversely, if a lot of users ignore your emails, delete them without reading them, or mark them as spam, it’s a negative signal. Think of it this way: providers like Gmail or Outlook watch how their users react to your messages. Lots of engagement = “this sender provides value, we’ll keep delivering it to the inbox.” Lots of deletions or spam reports = “users don’t like it, it’s better to send it to the junk folder.” Therefore, senders with higher engagement rates tend to have better deliverability. That’s why sending relevant content to the right people (and weeding out the ones who never engage) is so important to keeping you in your inbox.