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5 steps to emails that reach the inbox

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Your account has a built-in proof feature that spots potential delivery issues, to avoid getting filtered to spam, including:

  • Content and language that'll raise your spam score
  • File size (a huge file will raise a red flag)
  • Reputation problems with the links in your mailing

Our checks are pretty comprehensive, and we have a great reputation with all of the major ISPs out there. That being said, here are five things you can do to give your emails the very best chance of reaching the inbox.


  1. Ask your recipients to add your from address to their address book or trusted sender list. Of all the steps, this one's the most important – and has the largest impact. If your name is Charlie (it's a nice name) and your recipient tells her email program to accept all mail from Charlie, it'll override pretty much every other setting in place. Your email, regardless of its content, will reach your recipient's inbox every time. Good work, Charlie.
  2. Update your organization's Sender Policy Framework (SPF) record and register as a sender on your behalf. Does that sound like a lot of email marketing jargon? We understand. So we've created a quick reference sheet for you to pass along to your system administrator or IT department.
  3. Don't let formatting changes outshine your mailing's content. Is wanting pretty things a bad thing? Not if what you want is pretty petit fours to serve at your next Bridge club. But it can be a bad thing, when it comes to an overabundance of colors and font styles and font types in your email. 
  4. Avoid words and phrases that can be caught in spam filters. You know the ones. Anything that screams FREE, FREE, FREE or shouts OFFER, OFFER, OFFER. References to slang words and body parts are also best left avoided. The web is full of recommended lists for words to avoid, so search (and learn) at your own risk.
  5. Pay attention to the subject line. We liken it to your mailing's formal gown at a cotillion ball: it announces the email. (We might have gone too far with that metaphor, but don't tell that to your subject line.) You can even test more than one subject line to see which performs best with your audience.
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