How to Not Write and Structure Emails for Deliverability

Email deliverability is not just about technical set up, it is also about the recipient experience. Therefore, it is necessary to avoid tactics that can come off as aggressive or spammy.

Here are some things to avoid:

1. Avoid cluttering emails

Overloading emails with too many files, images, and other elements can trigger spam filters. Therefore, it is necessary to maintain a balance of text and visuals so that the recipients can focus on the message.

2. Excessive use of links

Avoid using shortened, unrecognizable URLs, or broken links. Always test links to ensure they work properly before adding them to an email.

3. Misleading subject lines

Keep the subject line clear, concise, and representative of the email content. Avoid spammy, clickbait, or otherwise misleading subject lines as they damage reputation. 

4. Overuse of capitalization

Avoid writing emails in all caps as it comes across as angry or aggressive. As a result, many spam filters will flag them and they will not reach recipients inboxes.

5. Avoid overly promotional language

Terms like “Free,” “Act Now,” “Today Only,” are often associated with spam and can discourage engagement if they manage to land in the inbox.