12 Proven Ways to Boost Your Email Deliverability

Stop Landing in Spam: 12 Proven Ways to Boost Your Email Deliverability for Handmade Sellers

Improving email deliverability is crucial for handmade sellers looking to get their messages seen by their customers. Even the most beautifully crafted emails won’t make an impact if they’re stuck in the spam folder! If you’re looking to boost your email deliverability and ensure your carefully crafted content reaches your audience, here are some tried-and-true methods:

1. Keep Your List Clean and Healthy

Regularly clean your email list to remove inactive, unengaged, or invalid email addresses. Sending to uninterested or non-existent recipients can harm your sender reputation, making it more likely your emails will end up in the spam folder.

• How to Do It: Use a tool like Klaviyo to create segments based on engagement (e.g., Engaged 30, Engaged 60) and periodically remove subscribers who haven’t engaged in over 180 days.
  

2. Use Double Opt-In (SOMETIMES)

A double opt-in process requires new subscribers to confirm their email address after signing up. If your subscribers are well-vetted, you might not need this extra step. However, if you’re collecting emails from sources like a tradeshow, pop-up event, or if there’s been a delay in adding them to your list—basically, any situation where a subscriber might wonder, "How did I end up on this list?"—it's wise to use double opt-in. This approach ensures that the emails on your list are valid and that subscribers genuinely want to hear from you.

• How to Do It: Set up double opt-in in your email marketing platform. When someone subscribes, they’ll receive a confirmation email to validate their address.
  

Tired of your emails landing in spam? Follow these best practices to boost your deliverability and make sure your handmade creations reach the inbox.

3. Authenticate Your Domain

Email authentication helps ISPs (Internet Service Providers) recognize that your emails are legitimate and not spam. Setting up SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) for your domain is essential.

• How to Do It: Check your email service provider’s (like Klaviyo’s) documentation on setting up SPF, DKIM, and DMARC. Follow the steps to authenticate your domain and improve your deliverability.
  

4. Segment Your Audience and Send Targeted Emails

Sending relevant content to subscribers based on their behavior, preferences, and engagement levels increases open rates and reduces spam complaints. Segment your list by activity level, purchase history, location, or preferences.

• How to Do It: In Klaviyo, create segments such as "Engaged 30," "VIP Customers," or "Product Interests." This ensures you send more personalized and relevant emails that subscribers are likely to engage with.
  

5. Optimize Your Sending Frequency

Sending too many emails can overwhelm your subscribers, while sending too few can cause them to forget about you. Finding the right balance is key.

• How to Do It: Test different sending frequencies with your segments (e.g., Engaged 15 might receive emails more frequently than Engaged 60) and monitor open rates and unsubscribe rates to find the sweet spot.
  

6. Monitor Your Sender Reputation

Your sender reputation is like your email credit score—if it’s low, your emails won’t be delivered. Monitor your sender reputation using tools like Sender Score or Google Postmaster Tools.

• How to Do It: Sign up for a free tool like Sender Score and regularly check your score. If you see a decline, look for possible reasons, such as too many spam complaints or bounces, and address them immediately.
  

7. Test and Improve Subject Lines

Subject lines can make or break your email campaign. Avoid spammy words (like “Free,” “Buy Now,” “Cash”), excessive punctuation, and ALL CAPS, as these can trigger spam filters.

• How to Do It: Use A/B testing in your email platform to test different subject lines. Choose the ones that have higher open rates and engagement.
  

8. Ensure a Good Text-to-Image Ratio

Emails that contain too many images or too little text can be flagged as spam. Aim for a balanced text-to-image ratio (around 60:40) and always include alt text for your images.

• How to Do It: In your email editor, make sure your emails have a good mix of text and images. Use images to enhance your content, not replace it.
  

9. Set Up a Preference Center

A preference center allows subscribers to choose how often they want to hear from you and what type of content they’re interested in. This reduces the chance of unsubscribes or spam complaints.

• How to Do It: Create a preference center in your email platform that lets subscribers manage their preferences, like email frequency or specific product updates.
  

10. Regularly Test Your Emails Before Sending

Use email testing tools to preview your emails on different devices and email clients to ensure they look good and function properly everywhere. This includes checking for broken links, image rendering issues, and spam filter tests.

• How to Do It: Use tools like Litmus or Email on Acid to test your emails before sending them. This helps catch any errors that might affect deliverability or user experience.
  

11. Engage Your Subscribers with Quality Content

Ultimately, nothing beats good, engaging content that resonates with your audience. Make sure your emails are packed with value—whether that’s a sneak peek of new handmade products, behind-the-scenes stories, or exclusive offers.

• How to Do It: Plan your email content strategy around your audience’s preferences. Use data from past campaigns to understand what types of content (e.g., product launches, educational content, personal stories) drive the most engagement.
  

12. Avoid Spam Trigger Words

Using spammy words or phrases can lead to your emails being flagged. Avoid using phrases like "100% free," "act now," "risk-free," or excessive use of exclamation points.

• How to Do It: Check your email copy and remove any words that might trigger spam filters. Focus on clear, honest, and engaging language.

Understanding Deliverability Best Practices: Ensuring your emails land in your customers' inboxes (and not their spam folders) is crucial for effective email marketing. This useful article by Klaviyo breaks down key deliverability strategies, from maintaining a clean email list to optimizing send frequency. Learn how to boost your email success by checking out the full article here.

Final Thoughts:

Improving email deliverability is essential for handmade sellers who want their messages to connect with their customers. By following these best practices—cleaning your list, authenticating your domain, segmenting your audience, and more—you’ll ensure that your emails not only land in the inbox but also drive engagement and sales.

Question for You:

What’s one strategy you’ve found most effective for improving your email deliverability? Share your tips in the comments below. Ready to dive deeper into improving your email deliverability? Learn how to authenticate your domain for even better results and ensure your emails land right where they belong.