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Boosting up your email reputation and deliverability

Any unsolicited emails to the customers can be considered as “SPAM”. ISPs use various methods to determine if the user is happy receiving emails from you. They analyse the email open rate, total time spent by the users on your emails, number of times they opened your emails, links clicked on the emails, user actions like adding the email address to their contacts, filtering out emails to specific folders,  adding the dates to calendar, reporting email as spam etc. So you should be very tactful while doing the email campaigns. Engaging the users with your emails for the maximum time possible is one of the ways to boost up your email reputation. Below are some of the points to be noted while sending emails.

  • For dedicated IP plans, refer to IP warm up documentation and stick on to the step up procedure.
  • Place a VISIBLE unsubscribe link on your emails. Click here to see how to do this. This will reduce the chances of “This is SPAM” reporting by the users. Remember that 1% of such SPAM reports can affect you really bad. Also, you can directly put the text “This is SPAM/Report SPAM” on your campaigns and hyperlink it to unsubscribe tag.
  • Enable SPF and DKIM. This is made mandatory while using Mailfed. See here for more details. Once you confirm that SPF and DKIM are working well for your domains, you can enable DMARC as well. Click here to see how to implement DMARC.
  • Always ask the users to add your email address to their contact list. You can place something like “Add me (email address) to your address book” in your emails to boost up the delivery rate. Once your sending email address is added to their contact list, they will definitely get your emails from that email address to their inboxes.
  • Warm up your IPs before you start sending at your maximum volume. See here for more details.
  • Send to only clean lists with no bounces (or as lesser as possible). Your deliverability and inbox hit will greatly be affected by the number of bounces you make. A bounce rate of above 3% is considered to be riskier and it will spoil your reputation and thus deliverability.
  • Keep a constant sending volume – 6000 emails / day is the recommended limit for 1 SMTP server. You can have a lesser daily limit also. But keep it constant. It doesn’t mean that you should always stick to this limit. It just means that you should not have a very irregular sending behavior, like, sending 10,000 emails one day, then not sending for 7 days, again sending 15000 emails the day after etc.
  • Use responsive templates so that the designs wont break in mobile devices. It will improve the user engaging time.
  • Keep a good code to text ratio. While designing the templates, keep the coding stuff (html/css) etc to the minimum level possible.
  • Make your email light weight. Do not stuff heavy contents like big images or attachments always in your emails.
  • Make your templates beautiful. Use catchy images/gifs in your emails to engage the users to maximum time. See this doc for html email design guidelines.
  • Add “opened” and “clicked” subscribers to another list automatically using the feature available in MailFed. These users will be more interested in your emails and engage them more with your future campaigns.
  • You can rotate email body, from address/from name/subject etc  to ake the emails look different at ISPs for a given campaign. This helps in improving deliverability to some extend. Refer this documentation for more details.
  • Get rid of the spam traps. ISPs will place fake email addresses in common places in internet like open forums, social media, blogs etc. Usually email marketers use “crawlers” to collect random email addresses from internet which are published in various websites. This crawlers will catch these fake email addresses (spam traps) also. So, when you’re sending emails to those addresses, ISPs will come to know that you are sending emails to random addresses that you got from internet without any permission. So they will start filtering out your emails. Usually , these addresses will be like (filter them out) –

Email addresses with the local parts of (before the @ sign)

Contact-form (contact_form)

Email addresses with the domain parts of (after the @ sign)
These are domains which, while they used to be valid, are a sign that a list is more than 5 years old and has not been properly maintained:


Email addresses that may be indicative that you’re forcing individuals to sign up for your emails:
Local Parts (before @ sign)

Random patterns (asdf, abcd, 1234, qwerty)
Obscene patterns (fuckyou, fuckoff, buggeroff,)
Don’t want mail patterns (nospam, noemail, goaway, leavemealone, nothanks, no)
listme@ (this is an address published by a number of blocklists for people to
forge into forms)

Domain Parts (after @ sign)

Random patterns (asdf, abcd, 1234, qwerty)
Obscene patterns (fuckyou, fuckoff, buggeroff,)
Don’t want mail patterns (nospam, noemail, goaway, leavemealone, nothanks, no)
Full email addresses

These are “special” addresses that are generally filled into forms by people attempting
to cause problems for senders.


  • Always send to double opt in lists. If it’s not possible in ALL the case, you can use single opt in. Do not go for purchased or rented lists please.
  • Always place a “view this email in browser” option on your emails.


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