[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-email-deliverability":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",52414,{"id":24,"name":25},"author-0301142015","Canto","2021-01-06T15:57:32","2025-11-21T11:03:37","Email deliverability: Everything you need to know to stay out of the spam folder","email-deliverability","Email deliverability - How to stay out of the spam folder","Are your emails getting caught in customers’ spam filters? These email deliverability basics will keep you off the naughty list, so your emails always get through.","It’s every email marketer’s nightmare: You create an amazing campaign full of stunning photos and clever copy and… nobody ever sees it. You’ve landed in the spam folder. We’re all glad that spam filters protect us from unsolicited and nefarious emails. But your emails aren’t spam! So what went wrong? In this article, we’ll go […]","It’s every email marketer’s nightmare: You create an amazing campaign full of stunning photos and clever copy and… nobody ever...","\u003Cp class=\"wp-block-paragraph\">It’s every email marketer’s nightmare: You create an amazing campaign full of stunning photos and clever copy and… nobody ever sees it. You’ve landed in the spam folder.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">We’re all glad that spam filters protect us from unsolicited and nefarious emails. But your emails aren’t spam! So what went wrong?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In this article, we’ll go over the basics of email deliverability, so your campaigns end up where they belong: in your subscribers’ inboxes.\u003C\u002Fp>\u003Ccto-card blue=\"true\" shadow=\"false\">\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-email-deliverability\">What is email deliverability?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Email deliverability refers to whether emails appear in subscribers’ inboxes. If emails are classified as spam, they bypass the inbox and go straight into the spam folder instead. Marketers can prevent this by using transparent, straightforward marketing practices and proper email configurations.\u003C\u002Fp>\u003C\u002Fcto-card>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--how-email-providers-decide-what-s-spam\">How email providers decide what’s spam\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Each email provider uses a combination of criteria to decide which emails to deliver and which to send to the spam folder. These fall into three main categories:\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Subscriber engagement\u003C\u002Fstrong> – When subscribers open and read your emails, they’re vouching for you with their email providers. High engagement numbers show you’re sending quality content people want to receive. On the other hand, disengaged subscribers will harm your sender reputation, especially if they report your emails as spam.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Sender history\u003C\u002Fstrong> – It’s hard to outrun a bad reputation. If your domain or IP address has a history of suspicious email activity, email providers will be wary of your campaigns.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Technical issues\u003C\u002Fstrong> – Poorly configured emails will raise red flags. The same is true for emails containing deceptive links, hidden unsubscribe options and classically spammy language.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190018\u002Femail-deliverability-spam.jpg\" alt=\"Spam folder in email client user interface.\" class=\"wp-image-52459\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190018\u002Femail-deliverability-spam.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190018\u002Femail-deliverability-spam-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">It’s impossible to say exactly what combination of those factors it takes to land your domain in hot water with email providers. They don’t make those formulas public, since that would help spammers come up with ways to slip through their filters.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, there are several near-universal best practices that will keep you safely within the bounds of email providers’ good graces. Let’s look at them now.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--best-practices-to-avoid-email-deliverability-problems\">Best practices to avoid email deliverability problems\u003C\u002Fh2>\u003Ch3 class=\"wp-block-heading\">Build your list carefully\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Adding people to a mailing list without their consent – or even worse, buying whole lists of email addresses – is a surefire way to make your engagement numbers plummet and get your domain blacklisted. The same goes for scraping email addresses from websites. To discourage this practice, some email providers lay ‘spam traps.’ Emails sent to these fake email addresses allow providers to see which senders are scraping addresses or buying mailing lists.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190018\u002Femail-deliverability-sign-up-form.jpg\" alt=\"Screenshot of email sign-up pop-up form.\" class=\"wp-image-52458\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190018\u002Femail-deliverability-sign-up-form.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190018\u002Femail-deliverability-sign-up-form-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Avoiding these pitfalls is easy: Only email customers you already have a relationship with or people who signed up to a mailing list. Besides, emails will be more effective with a receptive audience anyway. Emailing people who don’t want to hear from you is a big risk without a reward.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Don’t give email providers the wrong idea\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Attempts at deception are a handy shortcut for email providers to spot illegitimate emails. That means legitimate companies need to think about what might \u003Cem>seem\u003C\u002Fem> deceptive to an automated system. Here are some things to watch out for.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Avoid link shorteners\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Spammers and scammers love link shorteners, because they hide a link’s true destination. Email providers want to see clear, accurate anchor texts that match what’s on the other side of the link. If you say you’re linking to a web shop, but the link leads to a totally different domain, providers might think you’re trying to trick people.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Choose a logical sender name\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">We can all be glad that email providers have measures in place to stop phishing emails that look like they came from your bank. But what do those filters mean for marketers?\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"300\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190020\u002Femail-deliverability-4.jpg\" alt=\"Menu for customizing the sender field in an email marketing tool.\" class=\"wp-image-52452\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190020\u002Femail-deliverability-4.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190020\u002Femail-deliverability-4-450x225.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Some customization of the ‘From’ field is absolutely fine. A software company might label emails from support@company.com with their brand name. A fundraising plea from a non-profit’s CEO comes from a role account, not their personal email.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">As long as the label makes sense for your domain, you’re in the clear. Just be careful not to think so far outside the box that email providers think you’re trying to hide who you are.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Write accurate subject lines\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Spammers often use subject lines that start with RE: or FW: to make their emails seem like part of an ongoing conversation. Steer clear of this technique, or you might give email providers the wrong idea.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fblog\u002Femail-subject-lines\u002F\">Email subject lines\u003C\u002Fa> should make it easy to understand what’s inside the email. That’s not just good for email deliverability, it’s also a wise approach to customer communications generally.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"450\" height=\"184\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190017\u002Femail-deliverability-subject-line.jpg\" alt=\"Examples of descriptive email subject lines.\" class=\"wp-image-52460\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Use an email marketing tool with domain authentication\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Use a reputable email marketing tool, so you can be sure that your email configurations and the technical infrastructure behind your campaigns are ironclad.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One of the most important configurations is domain authentication. Email marketing tools like Mailchimp use their infrastructure to send emails on your behalf. Authentication provides proof that they’re authorized to do so, preventing the appearance of a bait-and-switch. Any good email marketing tool will automatically embed these protocols in your emails, so you don’t need to worry about them.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Keep your subscribers happy\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Email providers use spam filters to provide a better experience for their users. If you’re sending content people want to click and read, they’ve no reason to filter it out. That’s why subscriber engagement plays a crucial role in sender reputation. When subscribers click and open your emails, they’re providing positive feedback and signaling that your content is legitimate.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"450\" height=\"142\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190019\u002Femail-deliverability-report-spam.png\" alt=\"Screenshot of Gmail's report spam button.\" class=\"wp-image-52456\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Email recipients also have the opportunity to provide negative feedback in the form of the ‘mark as spam’ button. Too many spam reports will deal a massive blow to your sender status.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Spam reports pose a danger even to companies that build their mailing lists honestly. People who aren’t tech-savvy don’t always know how easy it is to unsubscribe from a mailing list. If they click their email provider’s ‘mark as spam’ button instead, your sender reputation could take a hit.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">How do you keep engagement numbers high and spam reports to a minimum? Here are some top tips for keeping your subscribers happy:\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Use double opt-in\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Double opt-in requires new email subscribers to confirm their email address by clicking a link in a confirmation email. This allows you to verify that new subscribers are real, preventing bounces and spam reports from fake addresses.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"450\" height=\"384\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190017\u002Femail-deliverability-opt-in.jpg\" alt=\"Email from Chipotle requesting email verification as part of a double opt-in processes.\" class=\"wp-image-52463\" \u002F>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">Make it easy to unsubscribe\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">A clearly marked unsubscribe link at the bottom of each email is a legal requirement in many parts of the world. But even if it weren’t, it’s still a best practice. With no other way out, subscribers who no longer want to get your emails would otherwise be forced to reach for the spam button.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Plus, because clicks and opens are measured as percentages, a smaller list will boost your engagement numbers.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"138\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190017\u002Femail-deliverability-unsubscribe-link.png\" alt=\"Email footer with bright red unsubscribe link.\" class=\"wp-image-52461\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190017\u002Femail-deliverability-unsubscribe-link.png 600w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190017\u002Femail-deliverability-unsubscribe-link-450x104.png 450w\" \u002F>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">Focus on high-quality content\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Sending emails subscribers want to receive is at the core of any good email marketing strategy. Relevant, interesting emails will boost your engagement numbers, help your sender reputation and convert better.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Need some inspiration? Check out our top tips for \u003Ca href=\"\u002Fblog\u002Femail-newsletter\u002F\">email newsletters\u003C\u002Fa>.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Use segmentation and automation to send more relevant emails\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Even with great content, providing a good experience to all your subscribers at once can be a challenge. That’s because not all emails are relevant to everyone. Segmentation and automation offer a way to create a more customized email experience.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190018\u002Femail-deliverability-segmentation.jpg\" alt=\"Illustration of marketer sitting on a laptop, sending three different emails to different subscribers.\" class=\"wp-image-52457\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190018\u002Femail-deliverability-segmentation.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190018\u002Femail-deliverability-segmentation-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fblog\u002Femail-segmentation\u002F\">Email segmentation\u003C\u002Fa> is when you group your contacts by category, making it easy to tailor campaigns to different types of subscribers. Mailing lists can be segmented according to any criteria, including customer status, location and more.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fblog\u002Femail-automation\u002F\">Email automation\u003C\u002Fa> provides an even higher level of personalization. Automated emails go out to individual subscribers as a result of a certain action or trigger, like a purchase or abandoned cart. The result is a highly tailored email experience that always feels personalized and relevant.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Practice good list hygiene\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A little \u003Ca href=\"\u002Fblog\u002Femail-list-management\u002F\">email list management\u003C\u002Fa> will go a long way to protecting your sender reputation and boosting your engagement rate.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Go through your mailing list on a regular basis to remove any inactive accounts, especially hard bounces. Hard bounces are emails that can’t be delivered, because the address is no longer active. Too many failed deliveries will harm your sender reputation, so it’s important to remove these addresses from your list.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190020\u002Femail-deliverability-10.jpg\" alt=\"Illustration of marketer engaging in email list management by cutting email addresses that bounce from his mailing list.\" class=\"wp-image-52453\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190020\u002Femail-deliverability-10.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190020\u002Femail-deliverability-10-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Stay on the right side of the law\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Laws like the \u003Ca href=\"https:\u002F\u002Fwww.ftc.gov\u002Ftips-advice\u002Fbusiness-center\u002Fguidance\u002Fcan-spam-act-compliance-guide-business\" target=\"_blank\" rel=\"noopener\">CAN-SPAM Act\u003C\u002Fa> and Europe’s \u003Ca href=\"https:\u002F\u002Fec.europa.eu\u002Finfo\u002Flaw\u002Flaw-topic\u002Fdata-protection\u002Fdata-protection-eu_en\" target=\"_blank\" rel=\"noopener\">General Data Protection Regulation\u003C\u002Fa> (GDPR) turn many email best practices into legal requirements. Make sure you’re familiar with the laws that apply to your area. Keep in mind that if you have subscribers in different jurisdictions, you might need to comply with multiple laws.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--don-t-worry-you-ve-got-this\">Don’t worry, you’ve got this\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">With high stakes and so many factors involved, email deliverability can seem like an intimidating topic at first. But in reality, the best practices for email deliverability are the same as the best practices for email marketing generally.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Optimizing for deliverability isn’t about gaming a system. If your campaigns are honest, transparent and going out to a legitimate contact list, you’re already on the right path.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Keep the best practices we’ve gone over in the back of your head, and you can turn your attention to the fun part of email marketing: designing creative campaigns your customers will love.\u003C\u002Fp>",8,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190019\u002Femail-deliverability-feature.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190019\u002Femail-deliverability-feature-450x263.jpg","Gmail inbox on laptop screen.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"marketing-communication","Marketing communication","\u002Fpost-category\u002Fmarketing-communication\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2018\u002F12\u002F19194125\u002Fsend-large-files-18-450x297.jpg",16236,"send-large-files","3 compelling approaches to send large files","Companies that can send large files have better creative output and efficiency. Take advantage of these tools that boost your ability to share large files.","\u002Fblog\u002Fsend-large-files\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F10\u002F19190540\u002Femail-subject-lines-feature-450x263.jpg",50243,"email-subject-lines","Performance-boosting tips for email subject lines","Are your email subject lines holding you back? Use these simple methods to boost your open rates. ","\u002Fblog\u002Femail-subject-lines\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190203\u002Femail-list-management-feature-450x263.jpg",51928,"email-list-management","Email list management: Cultivate a thriving mailing list","Are you doing everything you should to stay out of the spam folder? These smart email list management techniques will boost your reputation.","\u002Fblog\u002Femail-list-management\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1790744499880]