improve cold email deliverability

15 tips to improve cold email deliverability

If you are reading this, I am sure you have encountered the 4 letter demon in emailing — SPAM and are worried how to over this.

The way it hits you is rather bewildering. Everything would seem normal, your open rates remain normal, your bounced rates remain under limits, you would be getting replies to your emails and all of a sudden your emails just end up in spam. And most often we don’t really know since when emails start ending up in spam.

There are many factors that could influence your emails ending up in spam and it differs for email clients like Google, Outlook, Yahoo, etc. Each of these clients have different algorithms to categorise emails as spam. And the factors that influence these algorithms will have different weightage in the algorithm.

An email sent to might end up in spam while the same email sent to might land in inbox.

In this context how does one know how they can prevent their emails from going to spam. Well the answer to this is not definite but broadly speaking if you look into the documentation of these email clients, they speak about the same parameters

How to improve cold email deliverability and Steer clear of SPAM

There are countless different ways to avoid the spam folder. But remember most of them stand on one simple rule: ‘Be genuine and provide value’

  1. Verify your emails before you send
  1. Stick to CAN-SPAM compliance

The CAN-SPAM is actually a law established by the Federal Trade Commission to safeguard consumers from unwanted or harmful email messages.

To be CAN-SPAM compliant, you should:

  • Avoid fake or misleading information (such offering an impossible benefit)
  • Not overuse words like “sale”, “free”, “promotion”, etc.
  • not make use of too many “! “s in your email messages
  • Be open up and honest with respect to your intentions (buzz the one simple rule! )
  • Avoid using lots of images (better none)
  • Simply by using a little common sense, your outreach goes a long way.
  1. Focus on value first and building associations

What’s the single thing everyone on this planet has in common?

We all have needs, desires, and goals (Even if they’re not written down or positively being pursued. )

In the event that you assist someone, the individuals feel good, they’ll help you. Call it reciprocity or whatever you will – it’s just human trait to help those we like.

There are countless ways you can make people feel great:

  • Comment on their websites with something meaningful
  • Share and like their work
  • Make them get in touch with someone in your network
  • Send them a hand written note of gratitude
  • Direct a client to them

    4. Testing

Applying templates is fantastic, however they can only take you so far. Every person and industry is different. If you would like to improve cold email deliverability, you need to keep testing the emails.

some points you can test are:

  • The Headline
  • Body Matter
  • The call to action used
  • Email signatures
  • Adding an image versus none.
  1. Make an SPF record and DKIM for your website domain

A Sender Policy Framework (SPF) and a DKIM make you more trusted in the eyes of email servers.

By simply setting up SPF with your email provider, it allows email servers to cross check your domain name against your associated IP address to make certain if you’re legitimate.

A DKIM, on the other hand, is an electronic signature to outgoing message headers using the DKIM standard. It’s basically a way to verify that your email is absolutely being dispatched by you, and not a hacker.

Both of these things improve your deliverability.

  1. Check out if you’re on any blacklists

As getting whitelised is the thumbs up of email marketing, getting blacklisted is a big no no.

Being on the blacklist will keep your emails from ever reaching someone’s mailbox.To see if you’re on any blacklists, you can use a free tool like MX Tool Box.

  1. Stop including attachments in your emails (duh).
  2. Send fewer emails, just one at a time – try to drip them out over a few hours or maybe a few days.
  1. Adding an email signature maybe a strong one,in case your lead want to get familiar with you and your content before they respond. This also helps in driving organic traffic to your recent posts.
  1. Make Use of some power words in order to improve your writing and email opening rates.
  2. Attempt to get whitelisted. I am not saying that you should ask your prospects to whitelist you – just give value & you can increase the chances that they’ll do it on their own.
  1. A sender Score checks your sender reputation. In case you are sending emails from your site’s email address, it will reflect whether you have any bad standings. An outreach platform for growth teams. Book 3X more sales meetings.


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