• Use domain distribution and multiple burner domains to improve cold email deliverability and reduce the chances of landing in spam.
• Set up DNS records appropriately, including MX, DKIM, SPF, and DMARC records, to ensure proper email deliverability.
• Implement strategies such as sending distribution, content rotation, and email validation to further improve email deliverability and increase the chances of landing in the primary inbox

In this article, we will explore effective strategies to improve cold email deliverability and conduct an email deliverability audit. We will discuss the importance of building a strong email deliverability foundation and avoiding common pitfalls that can harm your domain reputation. The key to successful email deliverability lies in implementing multiple strategies rather than relying on a single approach. One crucial tip is to avoid sending cold emails from your main company domain, as this increases the likelihood of landing in spam folders and damaging your domain’s reputation over time. Instead, consider using burner domains or synonym domains to distribute your sending volume across multiple domains. Additionally, it is recommended to create multiple inboxes for each domain to further reduce the risk of landing in spam. Setting up DNS records correctly, including MX, DKIM, SPF, and DMARC records, is essential for ensuring email deliverability. Domain warming is another critical step to establish your sending reputation for a new domain and gain trust from email client providers. Other factors that contribute to successful email deliverability include managing volume, using a custom tracking domain, implementing sending distribution, utilizing content rotation or spin tax, validating email addresses, optimizing email formatting, avoiding spam trigger words, and refraining from including attachments in your emails. By following these strategies and best practices, you can significantly improve your cold email deliverability and increase your chances of landing in the primary inbox.

Email deliverability is a crucial aspect of any successful cold email campaign. Landing in the primary inbox rather than the spam or promotion folder can significantly increase the chances of your emails being read and acted upon. In this comprehensive guide, we will explore various strategies to improve cold email deliverability and conduct an email deliverability audit. Let’s dive in!

Understanding Email Deliverability

Before we delve into the strategies, it’s important to understand what email deliverability actually means. Email deliverability refers to your ability to land in the primary inbox of the recipient, bypassing the spam and promotion folders. It is essential for ensuring that your emails reach the intended audience and have the best chance of being opened and engaged with.

Building a Strong Foundation: Avoid Sending from Your Main Domain

One of the most critical steps in improving email deliverability is to avoid sending cold emails from your main company domain. Sending a high volume of cold emails from your core domain increases the risk of being flagged as spam and damaging your domain reputation. Instead, consider using burner domains or synonym domains to distribute your sending volume across multiple domains. This strategy drastically reduces the chances of landing in spam folders and protects your main domain’s reputation.

Implementing Domain Distribution

To further enhance email deliverability, it is recommended to implement domain distribution. This involves spreading your sending load across multiple burner domains. For example, instead of sending all your emails from a single domain, you can use domain A, domain B, and domain C to distribute the sending volume. By doing so, you minimize the risk of being flagged as spam and increase the likelihood of landing in the primary inbox.

Setting Up DNS Records Appropriately

Properly setting up your DNS records is crucial for ensuring email deliverability. The four essential DNS records that need to be set up are:

1. MX Records: These records specify the mail server responsible for receiving emails for your domain.
2. DKIM Records: DKIM (DomainKeys Identified Mail) records add a digital signature to your emails, verifying their authenticity.
3. SPF Records: SPF (Sender Policy Framework) records specify which servers are authorized to send emails on behalf of your domain.
4. DMARC Records: DMARC (Domain-based Message Authentication, Reporting, and Conformance) records provide instructions to email receivers on how to handle emails from your domain.

It is important to validate and ensure the accuracy of these DNS records. Using a system like Uptix can help detect and validate the proper setup of these records, simplifying the process for you.

Domain Warming: Establishing Sending Reputation

When setting up new domains for cold email campaigns, it is crucial to go through a process called domain warming. Domain warming involves gradually increasing your sending volume to establish a positive sending reputation with email client providers. Since these providers are not accustomed to seeing emails from your domain, they may initially flag your emails as spam. Domain warming helps build trust and recognition, increasing the chances of landing in the primary inbox.

Sending Keys to Success

To ensure optimal email deliverability, there are several key factors to consider:

Volume Management

Managing your email volume is crucial for maintaining good deliverability. It is recommended to keep your volume at 100 or fewer email sends per email address. By splitting your sending across multiple inboxes and reducing the volume per inbox, you minimize the risk of being flagged as spam.

Custom Tracking Domain

Using a custom tracking domain can significantly improve email deliverability. Instead of relying on default tracking pixels provided by email software, set up a custom tracking domain that aligns with your own domain. This helps increase trust and reduces the chances of your emails being marked as spam.

Sending Distribution

Utilizing a system that automates sending distribution can greatly enhance email deliverability. Some Systems allow you to associate multiple email accounts with a single sequence and automatically rotate the sending between these accounts. This spreads the sending load and reduces the risk of being flagged as spam.

Content Rotation or Spin Tax

Implementing content rotation or spin tax can help avoid sending the same email template repeatedly. By rotating words or sentences in your emails, you create variations that email client providers view as unique content. This strategy helps improve deliverability by avoiding spam filters that detect repetitive content.

Email Validation

Validating email addresses before sending is crucial for maintaining good deliverability. Using a system like Uptix, you can automatically validate every email address to ensure they are valid and active. This helps prevent bounces and improves overall deliverability.

Optimizing Email Formatting

Keeping your email formatting simple and plain is essential for good deliverability. Avoid using excessive formatting, images, or attachments in your cold emails. Plain text emails have a higher chance of bypassing spam filters and landing in the primary inbox.

Avoiding Spam Trigger Words

Certain words and phrases can trigger spam filters and harm your email deliverability. While there is no universal list of spam words, using a system like Uptix can help detect and mitigate potential spam triggers. By avoiding these words, you increase the chances of your emails reaching the primary inbox.

Improving cold email deliverability requires a multi-faceted approach. By implementing strategies such as domain distribution, proper DNS record setup, domain warming, and utilizing features like sending distribution and content rotation, you can significantly enhance your email deliverability. Additionally, focusing on volume management, custom tracking domains, email validation, optimized formatting, and avoiding spam trigger words further improves your chances of landing in the primary inbox. By following these best practices, you can maximize the effectiveness of your cold email campaigns and achieve better results.

Email Deliverability Checklist

Use this checklist to ensure optimal email deliverability for your cold email campaigns:

1. Avoid sending from your main domain: Use burner domains or synonym domains to distribute your sending volume across multiple domains and protect your main domain’s reputation.
2. Implement domain distribution: Spread your sending load across multiple burner domains to minimize the risk of being flagged as spam and increase the likelihood of landing in the primary inbox.
3. Set up DNS records appropriately: Ensure the proper setup of MX, DKIM, SPF, and DMARC records to authenticate and validate your email sending.
4. Perform domain warming: Gradually increase your sending volume to establish a positive sending reputation with email client providers and avoid being flagged as spam.
5. Manage email volume: Keep your volume at 100 or fewer email sends per email address to maintain good deliverability and reduce the risk of being marked as spam.
6. Use a custom tracking domain: Set up a custom tracking domain that aligns with your own domain to increase trust and reduce the chances of your emails being marked as spam.
7. Utilize sending distribution: Use a system that automates sending distribution to spread the sending load across multiple email accounts and reduce the risk of being flagged as spam.
8. Implement content rotation or spin tax: Rotate words or sentences in your emails to create variations and avoid sending the same email template repeatedly, improving deliverability.
9. Validate email addresses: Use a system to validate the validity of every email address before sending to prevent bounces and improve overall deliverability.
10. Optimize email formatting: Keep your email formatting simple and plain, avoiding excessive formatting, images, or attachments that may trigger spam filters.
11. Avoid spam trigger words: Be mindful of words and phrases that may trigger spam filters and harm your email deliverability. Use a system to detect and mitigate potential spam triggers.