Navigating the email deliverability waters: the do's and don'ts of ISP sending guidelines

In the vast ocean of email marketing, navigating the waters of deliverability can be daunting. As a marketing professional, your goal is to ensure that your emails reach the intended recipients and land in their inbox, rather than getting lost in the dreaded abyss of spam folders. One crucial aspect of achieving this goal is understanding and adhering to the guidelines set forth by Internet Service Providers (ISPs). These guidelines dictate best practices that can significantly impact your email deliverability rates.

This article will delve into the essential do’s and don’ts of ISP sending guidelines. By following these guidelines, you can enhance your email deliverability, maintain a positive sender reputation, and improve the effectiveness of your email marketing campaigns. Let us embark on this journey to demystify the complexities of ISP sending guidelines and unlock the secrets to successful email delivery.

Do’s

Implement email authentication protocols

One of the foundational pillars of email deliverability is implementing email authentication protocols such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance). These protocols work together to verify the authenticity of your email messages, reducing the likelihood of your emails being marked as spam or spoofed. SPF specifies which IP addresses are allowed to send emails on behalf of your domain, DKIM adds a digital signature to your emails to verify their integrity, and DMARC helps ISPs authenticate your emails and provides instructions on how to handle messages that fail authentication.

You can read more on email authentication here.

Ensure IPs are properly configured

Whether you use dedicated IPs or shared IPs for sending emails, ensure they are properly configured and managed. Monitor IP reputation and adhere to volume and frequency guidelines to maintain a positive sender reputation. When you use a dedicated IP to send emails, you have complete control over your email sender reputation and email deliverability. When you use a shared IP to send emails, reputation is shared with all senders mailing from those IPs to determine deliverability.

Pay attention to email formatting to improve deliverability. Use a clear and recognizable From name, accurate and not misleading subject line and follow formatting standards such as RFC 5322 and HTML standards.

Make it easy for recipients to unsubscribe from your emails. Include a visible and functional unsubscribe link in every email, as mandated by anti-spam regulations such as CAN-SPAM and GDPR. Set up one-click unsubscribe in the header of marketing type emails, which is a new requirement by Gmail and Yahoo as of June 1.2024. Honoring unsubscribe requests promptly helps build trust with subscribers and reduces the likelihood of your emails being marked as spam.

Pay attention to sending volume

When ramping up your email marketing efforts or sending to a larger audience, gradually increase your email volume over time. Sudden spikes in email volume can trigger spam filters and negatively impact deliverability. Additionally, maintain consistency in your sending frequency to avoid irregular patterns that may raise red flags with ISPs. Consistent sending patterns build trust with ISPs and recipients alike.

Craft compelling email content

When crafting the content and wording of your marketing emails, it’s essential to strike a balance between engaging and professional. Do ensure your subject lines are clear, concise, and relevant to the recipient, avoiding all caps or excessive punctuation which can trigger spam filters. Personalize your marketing emails by addressing the recipient by name and tailoring the content to their interests or past interactions with your brand.

Use straightforward language and avoid jargon that might confuse or alienate your audience. Be cautious with words like “free,” “you’re a winner,” “cash,” “million dollars,” “urgent,” “act now,” and “guaranteed,” as these can increase the likelihood of your emails being marked as spam.

Don’t overload your marketing emails with too many images or links, as this can not only slow loading times but also be flagged as spam. Instead, focus on delivering valuable and relevant content that encourages the reader to take the desired action, such as making a purchase or signing up for a webinar.

Continuous monitoring

Keep a close eye on key email metrics such as open rates, click-through rates, bounce rates, and spam complaint rates. Monitoring these metrics allows you to identify issues quickly and take corrective actions. For instance, high bounce rates may indicate a need for list hygiene, while an increase in spam complaints could signal that your content or sending practices need adjustment.

By incorporating these best practices into your email marketing strategy, you can not only meet the requirements of ISP sending guidelines but also enhance the overall effectiveness and deliverability of your email campaigns. In the next section, we will explore the don’ts that can land your emails in the spam folder and damage your sender reputation.

Don’ts

1. Avoid mixing transactional and promotional content in the same email. ISPs and spam filters expect clarity in email content, and mixing several types of content can confuse algorithms, leading to emails being flagged as spam. Transactional emails, such as order confirmations or shipping notifications, should focus solely on the intended purpose, while promotional emails should highlight offers or marketing messages without distraction.
2. Resist the urge to send emails to contacts who have not explicitly opted in to receive communications from you. Sending unsolicited emails not only violates anti-spam regulations but also leads to higher complaint rates and potential blacklisting by ISPs. Focus on building relationships with engaged subscribers who have willingly signed up for your emails.
3. When using opt-in forms to collect email addresses, avoid pre-selecting or defaulting to subscription options. Let users actively choose to subscribe to specific types of content or newsletters. Default subscriptions can lead to unintentional sign-ups and result in disengaged or uninterested subscribers, affecting overall email performance metrics.

By avoiding these common pitfalls and adhering to best practices for email marketing, you can maintain a positive sender reputation, improve email deliverability rates, and enhance the overall effectiveness of your email campaigns. Balancing technical compliance with engaging content and user experience is key to navigating the complexities of ISP sending guidelines successfully.

Learn more about Inboxable or reach out to us directly for more information on maximizing deliverability.