If you're sending marketing emails that aren't getting opened, this article might save your email marketing efforts.
Look, here's the truth - more than 52% of marketing emails land in spam.
That means if you're sending emails without following what I'm about to show you, chances are your dream clients aren't even seeing your messages.
They're rotting away in spam purgatory while you scratch your head wondering why nobody's responding.
But here's the good news...
You can fix this. And I'm going to show you exactly how.
First, let's understand what determines whether your emails land in the primary inbox or get banished to spam hell.
The Email Gods' Three Commandments
Think of email deliverability like trying to get into an exclusive nightclub. There are three bouncers you need to impress:
The IP Address Bouncer (checks your reputation)
The Domain Reputation Bouncer (monitors your behavior)
The Authentication Bouncer (verifies your identity)
Fail to impress any one of these bouncers, and you're not getting in. Your emails will be left out in the cold, banished to spam purgatory.
Let's break down how to charm each bouncer...
Your IP Address: The Foundation of Email Deliverability
Think of your IP address as your digital fingerprint. It's what allows you to send emails in the first place.
Most email marketing platforms give you a shared IP address. This means you're sharing it with other marketers using that platform.
This is why I recommend platforms like GetResponse and ActiveCampaign over others - they maintain very clean IP addresses. Some platforms (looking at you GoHighLevel) attract a lot of aggressive marketers who damage the IP reputation.
Quick tip: Unless you're mailing to 100,000+ subscribers, don't worry about getting a dedicated IP address. A good shared IP from a reputable provider will work just fine.
Domain Reputation: Your Digital Street Cred
Here's something most people don't know - your domain reputation gets reassigned DAILY.
That's right. Every single day, email providers look at your previous day's engagement metrics to determine if you're worthy of the primary inbox.
It's like having to pass a job interview every morning before being allowed to work.
Email providers look at your previous day's engagement metrics to decide if you're worthy of the primary inbox.
The Magic Number: 25% Open Rate
If your previous day's emails got opened by at least 25% of recipients, you get the green light. Your next email likely lands in the primary folder.
But fall below that? Likely to spam or the promotions you go.
This is why sending daily emails actually HELPS your deliverability.
Each day is a new chance to prove yourself worthy.
The more emails you send = the more chances you have to prove yourself worthy.
Now some last things before I close this out:
Email your most engaged subscribers first (more on segmentation later)
Track your daily open rates - aim for 25%+ consistently
Gradually expand to less engaged segments as your reputation improves
Never mail your whole list until you've built solid engagement
Create a separate domain just for marketing emails
Authentication: Proving You're Not A Scammer
Picture trying to get through airport security without ID.
Not happening, right?
Email authentication works the same way. Since February 2024, you absolutely must have three forms of "ID":
DMARC
DKIM
SPF Records
These technical records tell email providers "I'm legit, not some back-alley spammer."
Without proper authentication, your emails might as well be wearing a "SPAM ME" sign.
The good news?
Most modern email platforms make this pretty easy to set up. They'll walk you through adding the necessary DNS records.
The Secret Sauce: Smart Segmentation
Here's how I'd expand that section based on the workshop content:
The Secret Sauce: Smart Segmentation
Think of your email list like a pyramid of champagne glasses at a wedding.
You start pouring at the top (your most engaged subscribers) and let it naturally flow down to wider segments. Try to fill all the glasses at once? You'll create a mess.
Here's how we segment:
* 10-day openers (Top of pyramid)
* 30-day openers
* 60-day openers
* 90-day openers (Bottom of pyramid)
The strategy is simple but powerful:
1. Start by emailing your 10-day openers in the morning
2. If you hit a 25%+ open rate, email your 60-day segment in the evening
3. Rinse and repeat daily, gradually expanding to wider segments as your reputation grows
4. After 45 days of consistent 25%+ open rates, you can start reaching out to inactive subscribers
For inactive subscribers? Don't touch them until you've built a solid reputation with your engaged segments. Then you can try to re-engage them with a simple "Are you still interested in [OUTCOME]?" email.
The Content That Converts
You wouldn't show up to a black-tie event wearing beach shorts. Similarly, your email content needs to match the occasion.
Here are the non-negotiable rules:
1. Avoid Spam Trigger Words
Instead of using words that trigger spam filters, use these alternatives:
- "Complimentary" instead of "free"
- "Invest in" instead of "buy"
- "Special offer" instead of "limited time offer"
- "Take action" instead of "act now"
- "Learn more" or "go to this page" instead of "click here"
2. Keep Design Simple
- Text-only emails perform best
- Limit images to 1-2 per email maximum
- Email providers prefer simple layouts because they mimic how friends email each other
- Skip the fancy HTML templates
3. Use Proper Links
- Never use link shorteners like Bitly
- Avoid generic tracking links
- Use your own domain for all links
- Each link should be unique to you (no sharing links with affiliates)
4. Match Subject Lines to Content
If your subject line mentions specific words or promises, make sure they appear in your email body. This "content alignment" shows email providers you're not using clickbait.
5. Minimize Formatting Tricks
- Avoid excessive capital letters
- Go easy on punctuation marks
- Limit emoji usage
- Keep paragraphs short and readable
6. Encourage Engagement
Remember: email wasn't designed for marketers - it was designed for two-way communication. To boost engagement:
- Ask questions
- Encourage replies
- Use "mail-to" links for easy responses
- Vary your calls to action (don't always send to links)
7. Focus on Value First
The best performing emails read like they're from a friend, not a marketer. Keep it casual, conversational, and valuable - even when you're selling.
Here's the thing about content rules though - they matter way less than your technical setup. If your IP address is solid, your domain reputation is strong, and you're properly authenticated, you have more flexibility with content.
But why risk it? Follow these best practices and you'll stay in the email gods' good graces while keeping your subscribers happy and engaged.
Want This Done For You?
Your head must be spinning right now.
Authentication records...
domain reputation...
segmentation strategies...
reengagement campaigns...
I get it. It's a lot to wrap your mind around, let alone actually implement.
Just look at everything you need to do:
- Set up DMARC, DKIM and SPF records
- Create separate domains for marketing emails
- Build out multiple subscriber segments
- Write reengagement sequences
- Monitor daily open rates
- Manage engagement metrics
- Maintain sender reputation
- Configure proper authentication
- Test deliverability regularly
And that's just the technical stuff.
You still need to write emails that actually convert. And you need to do that daily for best results.
Look - you could spend the next few weeks learning all this, testing different approaches, and praying you don't mess up your sender reputation in the process...
Or you could just let me handle it all for you.
Here's what happens when you work with me:
1. I audit your current setup and identify any deliverability issues
2. I handle all the technical configuration (authentication, domains, etc.)
3. I create your segmentation strategy based on your list
4. I write your reengagement + daily marketing campaigns
5. I monitor your metrics daily to maintain high deliverability
My clients typically see their open rates double (or triple) within 45 days.
One of my clients did $75,000 in sales from 14 emails to a segment of 2300 subscribers - all because their deliverability was dialed in first.
If you want the same results without the headache of figuring all this out yourself, just go over to this page. I'll get you the details privately.
But whether you work with me or not, make fixing your deliverability a priority. Because the best email copy in the world means nothing if it never reaches your subscribers' eyes.
PS: Want to learn how to do this yourself? Go here for my follow along workshop, Spam Free Sending Secrets.
PPS: Want to learn how to build your email list for FREE? Go HERE.
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