Email Deliverability is your ability to deliver emails to your recipient’s inboxes.

<aside> 💡 In general: Higher deliverability = more emails delivered = more emails opened = more emails clicked = more people see your offer = more sales.

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Technical Setup

These records help reduce spam and phishing.

Double-check that you have these setup before sending emails to increase deliverability:

1️⃣ MX Records

2️⃣ SPF Record

3️⃣ DKIM Record

4️⃣ DMARC Record

<aside> ⚠️ IMPORTANT: Since February 1, 2024, Gmail & Yahoo implemented strict anti-spam rules. Non-compliance means being blocked from a massive 1.8 BILLION active Gmail users.

If you:

• Send 5,000+ emails per day
• Send to Gmail or Yahoo accounts

You MUST:

1. Set up SPF, DKIM, & DMARC records
2. Keep spam rate < 0.3%
3. One-click unsubscribe

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How to Improve Deliverability

<aside> ✅ What increases deliverability:

• Your email is read
• Your email is replied to
• Your email is forwarded
• Your email is marked as ‘not spam’
• Your email is moved to a folder
• Your email domain is added to the recipient’s address book
• You’re using a custom domain (and NOT an @gmail.com or @yahoo.com account)
• You’re using a good email marketing platform (ex. ActiveCampaign)
• You’re only sending emails to people who explicitly gave you permission to do so
• You use fewer images and have more plain text in your emails
• You have SPF, DKIM, and DMARC records setup </aside>

And…

<aside> ⛔ What decreases deliverability:

• Sending emails WITHOUT having SPF, DKIM, or DMARC records setup properly
• Getting marked as spam
• Getting your emails deleted without being opened
• (more depending on your email provider, but these are the universal ones) </aside>