Deliverability is everything. It’s the difference between your emails landing in the inbox where they drive revenue and engagement… or getting buried in the spam folder where no one ever sees them.
Imagine 80% of your contacts never even seeing your emails — the impact on your business could be devastating. That’s why following deliverability best practices is non-negotiable.
Here are the key things you should do and check to maximize your chances of hitting the inbox every time:
✅ Verify and Authenticate Your Domain
Make sure your sending domain is fully verified with SPF, DKIM, and DMARC records.
Without this, inbox providers have no way to confirm you’re a legitimate sender, and your emails are far more likely to be filtered as spam.
✅ Set Up DMARC
DMARC adds another layer of trust and tells inbox providers how to handle unauthenticated messages.
It protects your reputation and prevents spoofing of your domain.
✅ Warm Up New Domains
If you’re sending from a new domain, don’t blast a big list right away.
Start with a small group of highly engaged contacts (friends, top customers, people who will open and click).
Gradually increase sending volume week by week to build sender reputation.
✅ Run Spam Check in Hoppy Copy Before Sending
This tool flags spammy looking content before your contacts see them.
- If unsure how your emails are landing, test your campaigns with a tool like Mail-Tester.
✅ Optimize Email Setup & Content
Keep a healthy balance of text and images (ideally ~60/40 text-to-image).
Use a valid reply-to address.
Ensure your email footer has your business address.
Don’t use misleading subject lines, all caps, or spam-triggering words.
Send from a domain that points to a valid, functioning landing page or website.
✅ Keep Your List & Sending Practices Clean
Remove inactive or bouncing contacts regularly.
Never buy or rent email lists — they’ll destroy your reputation.
Send consistently and from the same domain/address.
Monitor opens, clicks, and spam complaints. Poor engagement signals hurt your reputation fast.
Bottom line: Deliverability isn’t optional. It’s what decides whether your audience sees your emails or never even knows they exist. Treat it as a core part of your email marketing strategy, not an afterthought.