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4 Email Sending Best Practices to Avoid The Spam Folder

April 16, 2024
7 min.

Sending too many emails too quickly can trigger spam filters, so your audience will never get to read your emails. You can avoid the spam folder by sending emails at a natural pace that matches human behavior.

In this article, you’ll find the top 4 best practices for sending emails that increase your chances of reaching the primary inbox and generating more responses.

Why do you need to follow email sending best practices?

If you send emails the wrong way, it can make email providers suspicious and:

→ ruin your sender reputation

→ land your emails in the spam folder

→ make email providers block your address

By following email sending best practices, you protect your deliverability and land emails in your audience’s inbox.

4 email sending best practices for your campaigns

Here are 4 tips you should use before pressing "send" on your email campaigns to make sure you reach your audience!

1. Send a reasonable volume of emails

Sending too many emails in a short period can trigger email providers to mark your emails as spam. Each email provider has specific sending limits.

For example, Outlook & Gmail have a daily limit of between 300-500 emails. If you use a custom domain, this limit increases based on your plan.

Here are some steps you can take to control your sending volumes:

  • check your email provider’s sending limits
  • keep your sending volume between 50 and 200 emails per sender per day
  • use multiple sending addresses if you need to send more emails

2. Keep a good ratio between emails sent to received

Keeping a good balance between emails sent to received shows email providers that your emails are relevant and that you're not a spammer.

Here’s what you can do to keep a good sent-to-received ratio:

  • monitor your sent-to-received ratio after sending email campaigns
  • keep a 4:1 ratio: for every 4 emails you send, aim to get at least 1 reply
  • write email sign-offs that encourage your audience to reply

3. Increase your sending volume gradually

If you haven’t been sending emails but suddenly start sending 500 emails daily, email providers will consider them spam. Send a consistent volume of emails daily to reach your audience's inbox.

Here’s what you can do to increase your sending volume gradually:

  • start with a small volume of emails and gradually increase it over time
  • monitor your deliverability before-during-after sending campaigns
  • use multiple sending addresses if you need to reach a large audience at once

4. Pace your sending speed

Sending all your emails at the same time can trigger email providers and land your emails in the spam folder. To prevent this, spread the sending schedule throughout the day. This also ensures that your emails reach your audience at the best time for them.

Here are some steps you can take to pace your sending speed:

Key takeaways to boost your email deliverability

The key to reaching your audience & getting your emails read is high deliverability. By using these email sending best practices, you can boost your deliverability & avoid the spam folder.

Here are some more tips you can use to boost your deliverability:

  • complete your technical setup before you start sending email campaigns
  • use a warm-up & deliverability booster before-during-after sending campaigns
  • monitor your deliverability score before-during-after sending campaigns

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