Deliverability Best Practices
Ensure your emails reach the inbox, not spam.Authentication Setup
Complete DNS Configuration
1
SPF Record
Authorizes Lettr to send on your behalf.
2
DKIM Record
Signs emails cryptographically.
3
DMARC Record
Sets policy for failed authentication.
Sender Reputation
Warm Up New Domains
Don’t send large volumes immediately. Ramp up gradually:| Week | Daily Volume |
|---|---|
| 1 | 50-100 |
| 2 | 200-500 |
| 3 | 1,000-2,000 |
| 4 | 5,000+ |
Monitor Reputation
List Hygiene
Remove Invalid Addresses
Process bounces immediately:Use Double Opt-In
Confirm subscriptions before sending:Remove Unengaged Subscribers
Stop sending to users who never open:Content Best Practices
Subject Lines
Do: Be clear and relevant
Do: Be clear and relevant
“Your order #12345 has shipped”
Don't: Use spam triggers
Don't: Use spam triggers
“FREE!!! LIMITED TIME OFFER!!!”
Email Body
| Do | Don’t |
|---|---|
| Balance text and images | Use only images |
| Include plain text version | Send HTML only |
| Add unsubscribe link | Hide unsubscribe |
| Use your domain for links | Use URL shorteners |
Required Elements
Always include:- Physical mailing address
- Unsubscribe link (one-click preferred)
- Reply-to address
Engagement Metrics
Track and Improve
| Metric | Target | Action if Low |
|---|---|---|
| Open Rate | > 20% | Improve subject lines |
| Click Rate | > 2% | Better CTAs |
| Bounce Rate | < 2% | Clean list |
| Spam Rate | < 0.1% | Review content |
Testing
Before Sending
- Spam check - Use tools to scan for spam triggers
- Preview - Check rendering in multiple clients
- Test send - Send to yourself first
- Links - Verify all links work
A/B Testing
Common Deliverability Issues
Emails going to spam
Emails going to spam
- Check authentication (SPF, DKIM, DMARC)
- Review content for spam triggers
- Check domain reputation
- Ensure proper unsubscribe mechanism
High bounce rate
High bounce rate
- Implement double opt-in
- Validate emails at signup
- Remove inactive subscribers
- Process bounces immediately
Low open rates
Low open rates
- Improve subject lines
- Send at optimal times
- Segment your audience
- Remove unengaged subscribers