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Best practices for deliverability to send messages
Best practices for deliverability to send messages

Learn the best practices to get your emails delivered

Julie Abecassis avatar
Written by Julie Abecassis
Updated over a week ago

Email marketing can be a powerful tool for businesses to reach their target audience, but achieving high delivery rates can be a challenge. Sending emails that actually make it to the inbox and are not flagged as spam requires following best practices to maintain a good sending reputation. Here are some tips to ensure your email campaigns have great delivery rates:

1. Don't send to invalid email addresses:

One of the key factors that can affect your email delivery rates is the quality of your email list. Always make sure that your list is up-to-date and contains valid email addresses. Avoid purchasing email lists or using email addresses without permission, as this can lead to high bounce rates and damage your sending reputation.


  • Stay below 2% of bounce rate on your campaigns.

  • Always send campaigns to business addresses of individuals (and not generic addresses)

  • Minimize bounced emails by verifying email addresses before sending campaigns. Leverage tools like Email Hunter for efficient verification.

  • Send a maximum of 200 emails per day

2. Warm-up your domain:

Domain warm-up is a process of gradually establishing a positive sending reputation for a new domain or IP address by gradually increasing the volume of emails sent over a period of time. This helps prevent the domain from being flagged as spam by email filters and improves deliverability.

Here are some best practices for domain warm-up:

1. Start with a small volume: Begin by sending a small number of emails to a highly engaged segment of your email list. This allows you to monitor deliverability and engagement rates before ramping up.

2. Gradually increase volume: Slowly increase the volume of emails sent over a period of 2-4 weeks. Monitor key metrics like open rates, click-through rates, and spam complaints to ensure your reputation is not negatively impacted.

Utilize warm-up solutions like Mailreach to establish credibility over time.

3. Personalize your emails:

Personalizing your emails by addressing recipients by name and sending relevant content can help improve engagement and reduce the likelihood of your emails being marked as spam. Use segmentation to target specific groups of subscribers based on their interests or behavior for more effective email campaigns.

Make your emails unique and well structured:

  • Always personalize your emails (using folk variables). Incorporate custom variables, change syntax, and use diverse greetings to avoid the monotony of mass messaging.

  • Use LinkedIn for the best source of data, as people tend to regularly update their job position and company (using folkX extension)

  • Don’t use the words “test”, “free”, “win” that often trigger spam detectors

  • Make your emails look simple with a refined style

  • Don't put attachments in your emails. If you need to send a file, just use links (e.g. Google Drive).

4. Monitor your sending reputation:

Regularly check your sending reputation using tools like Sender Score or Sender Reputation Data (SRD) to track how ISPs and email filters view your email practices. A good sending reputation is crucial for achieving high delivery rates, so address any issues that may be negatively impacting your reputation.


  • Check if you've been blacklisted (click here)

  • Assess the quality of your IP (click here)

  • Analyze your current stats to get a better insight (delivery & open rate of your previous campaigns on folk)

  • Assess the effectiveness of your emails by conducting spam tests using tools like Glockapps and Mailreach. Understand the percentage of emails landing in spam based on recipient location and email providers.

5. Test your emails:

Before sending out a large email campaign, test your emails to ensure they render correctly on various devices and email clients. Use A/B testing to experiment with different subject lines, content, and sending times to optimize your campaigns for better engagement and delivery rates.

By following these best practices, you can increase the chances of your emails reaching the inbox and avoid being marked as spam. Maintaining a good sending reputation and sending relevant, targeted emails to a quality list can help improve your email delivery rates and maximize the effectiveness of your email marketing campaigns.


How do I prevent bounces?

For hard bounces, when the email is permanently rejected because the email address is invalid or the email addresses don’t exist, you can use Bouncer to help you clean your list of leads and check for bounces (before sending your campaign).

How many emails can I send per day?

We recommend to stay under a quota of 200 emails per day.

How to warm up my emails?

Gradually introduce a new email address into mass emailing to avoid triggering spam filters. Utilize warm-up solutions like Mailreach to establish credibility over time.

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