Email List Quality (Hygiene): The quality of your email list directly impacts your deliverability. A “clean” list is one that contains valid, active, and opted-in email addresses. If your list has a lot of bad addresses (hard bounces) or spam traps, or people who never opted in, you’ll get high bounce rates and spam complaints, both of which hurt deliverability. ISPs see high bounce rates as a sign of a poor sender (you’re not managing your list). Spam complaints obviously hurt your reputation. Good list hygiene means you regularly remove or correct bad addresses, avoid sending to people who never interact, and never use purchased lists. For example, repeatedly sending emails to addresses that have hard bounces can exacerbate your bounce rate and raise red flags with ISPs. On the other hand, senders who prioritize list hygiene reap big benefits.
Frequency and volume of sending: How you send emails (how often and how much) also affects deliverability. Sudden spikes in email volume or irregular sending patterns can look like spam. ISPs notice if you go from sending 1,000 emails a attorney email list week to 100,000 in one day – it’s a warning sign of possible spam. Likewise, if you send to a huge list very infrequently (say, once a year), many recipients may forget about you and mark you as spam when that one email arrives. It’s best to have a consistent, consistent sending schedule that keeps your audience familiar with your emails. If you need to increase volume (say, your list is growing or you have a large campaign), it’s wise to “warm up” your sending IP/domain by gradually increasing volume so you can build a positive reputation as you grow. Think of it as not overwhelming the postal system all at once. Sending regularly and periodically also keeps your subscribers engaged over time, rather than surprising them suddenly after long silences.
Each of these factors is under your control to some extent, which is good news. You can adjust your practices to improve each area. For example, if you find that your emails are frequently ending up in spam, you might investigate: Is my sender reputation low? (Perhaps due to an old, uninvolved list.) Am I missing SPF/DKIM authentication? Does my content look like spam? Below, we’ll look at best practices to address these areas and increase your deliverability.
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Improving email deliverability is all about good sending habits, proper technical setup, and subscriber-friendly tactics. Here are some proven best practices you should follow.