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Best practices to send messages
Best practices 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 deliverability is crucial for the success of your communication campaigns. To ensure your emails reach your audience's inbox and avoid the dreaded spam folder, follow these comprehensive guidelines.

Check 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.

Target the right audience

If you have invalid email addresses in your contact list, this might damage your reputation and deliverability.

  • Keep your bounce rate under 5%

  • Don't buy email lists where addresses are not verified

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

  • Use folk data enrichment to get the most up to date data on your contacts

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

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

folk won't let you send emails to invalid domain names. A valid domain is a combination of a valid top level domain (.fr,, .com, etc.) and a domain (google, apple, etc.).

Send high-quality emails

Make your emails unique and well structured

  • Don't use spam trigger words in your subject line (ex: test, free, win)

  • 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).

  • Don't use spam trigger words and phishing phrases

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


How do I prevent bounces?

For hard bounces, when the email is permanently rejected because the email address is invalid or the email addresses donโ€™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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