Sending emails is only half the battle—ensuring they reach your customers’ inboxes is just as important. For local businesses, ending up in the spam folder can mean lost sales and missed opportunities. By improving your email deliverability, you can ensure your messages get seen by the right people.

What Affects Email Deliverability?

Deliverability refers to the ability of your emails to reach inboxes rather than being filtered into spam. Factors that can influence this include:

• Sending emails to invalid or inactive addresses
• Using spam-trigger words in your subject line or content
• Failing to comply with email marketing regulations
• Having a poor sender reputation

How to Improve Your Email Deliverability

Here are some actionable steps to boost your deliverability and avoid the spam folder:

• Maintain a Clean Email List: Regularly review and remove invalid or inactive email addresses from your list. Sending to these addresses can harm your reputation.
• Use Double Opt-In: Asking customers to confirm their subscription ensures your list contains engaged, legitimate subscribers.
• Avoid Spam-Trigger Words: Words like “Free,” “Buy Now,” and excessive punctuation can cause your emails to be flagged. Keep your content professional and relevant.
• Authenticate Your Domain: Setting up email authentication protocols like SPF, DKIM, and DMARC improves trust in your emails.
• Provide an Easy Unsubscribe Option: Letting customers opt out easily reduces the chance of them marking your emails as spam.

Tools to Help You Stay Out of Spam

Email marketing platforms like GoHighLevel include tools to monitor your sender reputation and improve deliverability. With automation features and built-in analytics, it’s easy to track and optimise your campaigns. A 14-day free trial is also available, with plans starting at $US97 a month.

Test and Monitor Regularly

Before sending a campaign, test your email to ensure it doesn’t end up in spam. Many tools allow you to check your spam score and identify potential issues. After sending, monitor metrics like bounce rates and spam complaints to identify areas for improvement.

Build Trust with Your Customers

Deliverability isn’t just about technical fixes—it’s also about building trust. Sending relevant, valuable content to an engaged audience reduces the likelihood of being marked as spam and strengthens your connection with your customers.

Keep Your Emails Where They Belong

By following these email deliverability tips, your local business can ensure that your messages reach inboxes and resonate with your audience. Reliable communication builds stronger relationships and supports the growth of your business.