Good for you, improving deliverability doesn’t require a total overhaul. Small, targeted changes can transform the way your emails perform.
From technical adjustments to smarter content strategies, these quick fixes are designed to deliver noticeable results quickly.
Ready to get your emails into the inbox where they belong?
Why fixing email deliverability matter?
Every email stuck in the spam folder is a missed opportunity.
And this should be the biggest reason.
Email deliverability refers to more than just messages getting sent. It’s about landing in the recipient’s inbox so that they, in turn, can read that message, assimilate it, and take the expected action.
If, however, your message doesn’t reach the recipient’s inbox, there’s a problem that can cause consequences:
- Poor deliverability rates hurt your sender reputation and make it harder to connect with your audience.
- Spam complaints and low inbox placement can damage your IP reputation and domain reputation. Internet service providers (ISPs) use these metrics to decide whether your emails are trustworthy.
Too many issues? Your emails could be blocked entirely.
The good news? Deliverability problems don’t mean your email marketing program is doomed.
To rebuild trust with mailbox providers, you just need to focus on some crucial aspects. Like on a strong sender reputation and proper email authentication (e.g., Domain Keys Identified Mail (DKIM) and sender policy framework).
Fixing these problems can get your email campaigns back on track fast. And we have many actionable tips to help you with that.
16 quick fixes to improve email deliverability
Let’s find out what these specific tips are that will increase your level of deliverability.
The first category is about…
Content and design fixes
Content and design are fundamental. Email screening systems scan every part of your message, from the subject line to the formatting. If your content raises red flags, that’s the foundation to start with.
Get this right, and your emails are more likely to reach subscribers’ inboxes.
#1 Avoid spammy subject lines
Recipients just trust emails with simple, engaging subject lines.
Keep your tone professional and straightforward. It will bring you closer to higher open rates, improve your IP reputation, and create a positive feedback loop for your email marketing. The more recipients will interact with your emails, the better your sender reputation will be over time.
Thus, don’t use excessive punctuation, all caps, or overused promotional words like “FREE,” “GUARANTEED,” or “ACT NOW.”
Spam filters often flag these phrases, and overusing stylistic elements can make your emails appear unprofessional and push them closer to the spam folder.
Instead, craft subject lines that feel genuine and relevant to your audience.
For example, swap “GET YOUR FREE OFFER NOW!!!” for “Special offer just for our valued customers.”
Key takeaway:
➡️ Subject lines are the first impression your email makes on both recipients and email filtering tools.
If a subject line looks spammy, it’s likely to trigger filters – these from mailbox providers and internet service providers are especially sensitive, as they’re designed to catch unwanted email. So, as a first step, clean subject lines to correct your inbox placement rate and overall email deliverability.
#2 Use a balance of text and images
Emails need variety. Too many images can look suspicious, while plain text emails may not engage readers effectively.
Aim for a 60:40 or 70:30 ratio of text to images to make your emails more visually appealing.
Balanced emails encourage subscriber engagement, but to keep that engagement until the end of the message, use clear language, break up blocks of text into several parts, and use bullets. Then, it’s not just the images that will be attractive.
What’s more, readers will be focused and remember what you wanted to tell them.
You will also align with best practices for mobile optimization.
With more people accessing emails on their phones, poorly formatted emails can hurt both readability and click-through rates. Fortunately, you can avoid this case by striking a good ratio between text and images.
Key takeaway:
➡️ Spam filters and mailbox providers assess the overall structure of your emails.
Heavily image-based emails can mimic phishing scams, which are notorious for hiding malicious content behind images. Similarly, text-only emails may seem outdated or impersonal, failing to meet the expectations of modern email marketers. A balanced format creates a polished, trustworthy appearance.
#3 Remove broken links
Let’s be honest – broken links will not contribute to your email marketing success.
Always test every link in your emails before sending. Check for redirects, ensure no 404 errors, and verify that all links lead to their intended destinations. Functional links improve the credibility of your email campaigns and build trust with subscribers.
Broken links can harm your successful email marketing program. They make your emails look untrustworthy and can potentially drag down your reputation.
And there are more drawbacks: ISPs often associate broken links with phishing scams or spam.
On the other hand, when links work as intended, recipients are closer to interacting, which increases engagement metrics. Every click on a link works for your email delivery over time, and what we can say more is that it just improves the outcomes.
Additionally, ensuring your links work allows you to track performance accurately.
Key takeaway:
➡️ Email filters evaluate every detail, including links.
Broken links are seen as suspicious, potentially signaling fraudulent or unwanted email. Clean, functional links show the email service provider that your email program is reliable. This attention to detail enhances subscriber trust, keeps your profile strong, and supports your email marketing goals.
#4 Use a professional “From” name
Your “From” name is a trust signal.
It can determine if a client opens an email. And they would do it more likely from recognizable, professional names.
Thus, the clue is simple: just avoid generic addresses like “[email protected]” or anonymous names, which feel impersonal and can harm your reputation.
Instead, bet on personalized options such as “John at [Your Company]” or “The [Your Brand] Team.”
This builds a connection between your brand and your audience. It also signals that your email is legitimate.
A professional “From” name should align with your domain to stay consistent and improve overall email marketing efforts. Personalized names also encourage open rates.
Key takeaway:
➡️ A recognizable “From” name creates trust.
Emails from generic or unbranded names often look suspicious to providers and spam filters. But personalized names align with your email marketing strategy and help your email messages stand out in a crowded inbox. What do you get as a result? Better sender reputation and emails that land in the intended audience.
Email list hygiene fixes
Now, the question is: why are your deliverability rates not improving, even though your content is top-notch?
Well, your email list might be the culprit.
Email list hygiene means keeping your subscriber base clean, active, and engaged. Poor list management is nothing good: it leads to spam complaints and low email performance metrics that scream for help.
Sound familiar? Then remember these tips:
#5 Remove inactive subscribers
Inactive subscribers aren’t helping – they’re hurting.
Every recipient who hasn’t opened or clicked your emails in the past 6-12 months is likely dragging down your metrics. Identify these inactive users and try a re-engagement campaign first.
If they still don’t respond, remove them from your list. This might feel counterintuitive, especially if you’ve worked hard to grow your subscriber base. But look – keeping inactive subscribers lowers your open rates and click-through rates.
These poor performance metrics signal filters and providers that your emails are unwanted. Over time, this can hurt your brand and your ability to reach active subscribers’ inboxes.
Key takeaway:
➡️ Inactive subscribers = Low engagement rates. And mailbox providers rely on these rates to evaluate sender reputation.
High rates of inactivity make your email program look weak. The solution is not rocket science: just remove inactive subscribers to increase the chances of active subscribers seeing your emails.
#6 Check for typos in email addresses
Mistakes happen, and it’s natural. To prevent it, double-check everything.
Scan your list for typos in email addresses – like “gmial.com” instead of “gmail.com” or missing “@” symbols. These errors cause hard bounces, and all they do is… send messages to incorrect addresses, in vain.
So, correct these typos manually or with validation tools before they harm your reputation.
For extra safe, make sure you know what the proper email address format looks like.
Even minor errors can result in hard bounces, damage your email deliverability, and work for poor sender reputation. But it can go even worse – if the bounces continue, mailbox providers may block your emails entirely, especially if the rate of invalid addresses is too high.
Key takeaway:
➡️ Fixing typos in addresses ensures your emails reach real subscribers and maintains the integrity of your sending domain.
Above that, correcting errors in the email content shows your professionalism and attention to detail. And, of course, it allows you to get your message across correctly. By catching and fixing bugs, you protect your IP reputation, increase interaction, and are closer to success.
#7 Segment your list
Are you sending the same email to everyone? If positive, just stop doing it.
Segment your list – here’s what you should bet on.
Divide the general audience into smaller segments according to specific categories. Act based on demographics, purchase history, or behavior to send personalized, targeted emails that resonate with your audience.
For example, instead of sending a general sales email, send tailored promotions based on customers’ past purchases or browsing habits.
Key takeaway:
➡️ Segmentation is literally like sending a message to the right recipient.
Segmentation shows you’re committed to providing value. It’s key to boosting your campaign’s results. After all, subscribers are far more likely to open and assimilate with relevant content. That is content that is actually valuable to the specific segment.
#8 Avoid purchased email lists
Purchased lists are one of the worst ideas.
The case may look like an easy shortcut, but they’re a deliverability nightmare.
These lists often include outdated or invalid addresses, spam traps, or recipients who never opted into your emails. As you might guess, sending to these addresses can result in complaints and hard bounces. And then it stops sounding like a great idea.
Over time, this weakens your sender reputation and harms your ability to reach genuine subscribers’ inboxes.
The only good way is to focus on building an organic, permission-based list instead. Use double opt-in processes to ensure subscribers genuinely want to hear from you.
While it takes more time, the quality of your list will far outweigh the quantity.
Key takeaway:
➡️ Shortcuts are not the way to go. It’s better to bet on solid email list-building.
Filters are quick to flag emails sent to purchased lists as spam. Fortunately, organic lists, built through authentic engagement, signal trustworthiness and improve your inbox placement rate. Choose a longer process, and you will protect your email marketing program and set yourself up for long-term success.
Technical fixes
Do you think great content and a clean list are all you need?
Not quite.
Behind every email’s journey to the inbox is a set of technical protocols that make or break email deliverability. Without proper authentication or monitoring, you couldn’t have succeeded.
Let’s get technical and fix this.
#9 Set up SPF, DKIM, and DMARC records
Your domain needs proof it’s trustworthy.
SPF (Sender Policy Framework), DKIM (Domain Keys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) are essential email authentication protocols.
Together, they verify that your emails come from your authorized servers and haven’t been tampered with during delivery.
- SPF specifies which mail servers can send messages on your behalf.
- DKIM adds a digital signature to prove the content wasn’t altered.
- DMARC ties it all together, giving mailbox providers clear instructions on what to do with unauthenticated emails.
Without these records, your emails risk being flagged as spoofing attempts. And you can set these up through your domain host.
Key takeaway:
➡️ Authentication builds trust with providers.
These protocols prevent forgery, in which malicious parties impersonate your domain to send spam or phishing messages. This consequently damages the sender reputation and metrics. With SPF, DKIM and DMARC, providers can feel safer, but additional layers of protection are always advisable.
#10 Use a dedicated IP address
Don’t share – go solo.
A dedicated IP address ensures that your email deliverability isn’t affected by other senders’ behavior. Therefore, shared IPs can be risky – if one sender gets flagged for spam, the entire IP reputation suffers.
If you’re sending a high volume of emails regularly, it’s time to invest in a new IP address – a dedicated one.
Set it up through your email service provider or domain host. Pair it with the above-mentioned email authentication protocols to maximize its effectiveness. Monitor your email campaigns simultaneously to ensure you maintain a strong reputation tied to your IP.
Key takeaway:
➡️ Dedicated IPs give you full control over your IP reputation.
Unlike shared IPs, dedicated ones isolate your email campaigns from the actions of others. A clean, dedicated IP allows you to build trust and maintain inbox placement even as your sending volume grows.
#11 Monitor your bounce rate
A high bounce rate (especially hard bounces) shows that you’re sending to invalid or non-existent addresses. If you don’t want that, keep your bounce rate below 2% by validating your list regularly and removing invalid addresses.
Use analytics tools to track bounces faster and more accurately. They can help you:
- remove hard bounces (permanent failures, like non-existent addresses) and soft bounces (temporary issues, like full inboxes),
- test your deliverability, inbox placement, and email set-up,
- identify invalid, toxic, malicious, or fraudulent email addresses,
- get reports on your email performance,
- and more
Key takeaway:
➡️ Low bounce rates improve sender reputation and deliverability rates.
High bounce rates are associated with spam or poor list hygiene. Monitor and manage all bounces to demonstrate that your campaigns target engaged, real users. This strengthens your brand perception and ensures your emails land in the inbox.
#12 Warm up a new domain or IP
What about starting slow and steady?
Don’t start sending emails in bulk immediately when using a new domain or IP address. Gradually increase your sending volume over several weeks.
Begin with smaller campaigns targeting your most engaged users. Slowly scale up as mailbox providers recognize your IP or domain as trustworthy.
This process is really like a “warming up.” It signals to ISP that your email activity is legitimate and consistent.
And it’s much better than sending too many emails too quickly, which raises suspicion.
Key takeaway:
➡️ Warming up prevents spam filters from flagging sudden spikes in activity.
New domains and IP addresses are closely monitored. If you start too quickly, it can work against you. To enjoy long-term deliverability success, bet on a gradual increase in volume. Then, you will naturally establish a solid sender reputation and protect from unnecessary setbacks.
Engagement-focused fixes
We have already discussed content with design, email list hygiene fixes, and technical aspects. We have also touched on engagement, but we will examine it more now.
Engagement-focused fixes address how subscribers interact with your emails, which plays a massive role in email deliverability. The more your recipients open, click, and engage, the more powerful your sender reputation becomes.
Scroll down for more details.
#13 Encourage recipients to whitelist your email
Subscribers need to trust you. And a whitelist is a direct way to build that trust.
Ask recipients to add your email address to their contact list or trusted senders. Include this request in your welcome emails, and explain how it ensures they never miss important updates or offers.
This step is a must – recipients need to understand why this is essential and make the decision themselves. They must not feel that you are forcing them, or they will run away.
Start with an appropriate subject line, for example, “Add us to your trusted contacts to guarantee you receive exclusive deals.”
Whitelisted emails bypass email filtering systems entirely and give you a guaranteed route to the inbox. And when recipients actively whitelist your email, it signals strong engagement, which providers love.
Key takeaway:
➡️ A trusted sender is far less likely to be flagged as spam. It’s a secret key to keeping your deliverability rates high.
This is one of the most direct ways to secure inbox placement. Whitelisting shows providers that recipients value your emails and has positive long-term consequences. Over time, this engagement strengthens your overall email program.
#14 Send emails at optimal times
Timing is everything.
Analyze your past email campaigns to find when your audience is most active. Look at open rates, click-through rates, and overall engagement to identify the best time slots.
For example, if your data shows high activity on weekday mornings, schedule your emails for those times.
Sending messages at peak times boosts the chances of immediate interaction.
Emails that sit unopened are more likely to be ignored or even marked as spam. Thus, target optimal times, and you will increase the likelihood of engagement
Key takeaway:
➡️ Engaged recipients improve your deliverability metrics.
Providers track how quickly and consistently subscribers interact with your emails. When emails are opened and clicked promptly, it indicates robust engagement. By timing your emails right, you maximize the chance of desired feedback that supports your email marketing success.
#15 Test your subject lines and content
The best option for this is to run A/B tests. With them, you can compare different subjects, formats, or calls-to-action.
For example, test “Exclusive offer inside” versus “Your special deal is waiting.”
In this case, testing is about understanding the audience. Optimized images, subjects, and content provide more information, and by analyzing the effects, you can see what resonates better with your audience. This allows you to draw conclusions and give people what they want regarding your messages.
Key takeaway:
➡️ Optimized emails are closer to becoming the best possible emails.
Providers prioritize emails with consistent engagement. By testing and refining your content, you ensure that your messages resonate with recipients. Testing also helps you stay ahead of trends, keeping your email activities fresh and effective.
#16 Personalize your emails
It’s not a surprise that generic emails won’t cut it.
Begin with basics, like using the recipient’s name, reference their past purchases, or tailor content based on their preferences.
Just a quick example: “Hi Sarah, we thought you’d love these new arrivals” feels more engaging than “Check out our latest products.”
Personalized content shows you value the subscriber. It also reduces the chances of ignoring your email. Subscribers who feel your content is adjusted to them can interact and boost rates.
Key takeaway:
➡️ Personalized emails feel relevant and relatable to your audience.
Personalization creates a more meaningful connection with subscribers. Add even a small touch of personalization, and you will create a stronger bond with people around your brand.
Start improving your email deliverability and get rid of spam complaints!
Fixing email deliverability doesn’t have to be overwhelming. Start small. These quick fixes are simple, actionable, and can make a huge difference fast.
Remember, the inbox is where trust is built, sales are made, and relationships are strengthened. Take action today, and watch as your deliverability performs better than ever.
Explore more resources from our blog or check out our email verification platform, which can fine-tune your email marketing. There’s always room to improve and grow. 🚀
