How to Optimize Email Deliverability

Even the most compelling email won’t perform if it never reaches the recipient’s inbox. Optimizing your deliverability ensures your emails land where they should—directly in the inbox and not the spam folder. In this guide, we’ll walk you through actionable steps to improve your email deliverability using industry best practices and SendX tools.

Before diving into optimizations, make sure:

Always send emails from a business domain (e.g., yourname@yourcompany.com). Avoid sending from free domains like Gmail or Outlook, as they often trigger spam filters and reduce trust.

Authenticate your sending domain with:

These protocols help Internet Service Providers (ISPs) verify that you’re a legitimate sender and not a spammer or impersonator.

✅ Tip: You can configure domain authentication within your SendX account under “Settings > Domains.”

If issues persist with email delivery to specific contacts, verify the recipient list for errors and consider re-importing the contact list to eliminate potential technical glitches.

Remove invalid or inactive contacts regularly to reduce bounces and spam complaints. Use tools like:

Avoid using purchased or scraped lists as they are highly likely to harm your sender reputation.

Implement double opt-in to ensure the quality of your list. This means new subscribers confirm their email address via a link, reducing the risk of fake or misspelled addresses.

Sending relevant content to the right segment improves engagement and reduces unsubscribes or spam complaints. Use tags, custom fields, and behavioral data to personalize your emails with SendX.

Gradual reputation building during the first 30-45 days is critical, as emails from new domains may initially be routed to the spam folder. Consider using domain warming services to aid in improving deliverability.

If you're using a new domain or dedicated IP, gradually increase the volume of emails you send (known as warming up). Start small and scale up over several days to build a solid sender reputation.

Avoid common spam triggers:

Also, proofread your content. Poor grammar or spelling errors are red flags for spam filters.

Always include an unsubscribe option to comply with email regulations (like CAN-SPAM and GDPR) and to prevent users from marking you as spam.

With SendX, an unsubscribe link is automatically added to all outgoing campaigns, and you can customize it under Account Preferences > Unsubscribe Footer.

Regularly check:

If any of these are outside industry norms, take corrective actions—such as cleaning your list, improving subject lines, or refining targeting.

Certain regions may impose restrictions that affect email delivery. For instance, users in regions like Nigeria might experience functionality limitations with SendX. As a workaround, team members in unrestricted locations can manage campaigns or create new accounts to ensure delivery.

🌍 Identify regional restrictions: Recognize any limitations your campaigns may face due to geographic factors and plan accordingly.

Deliverability isn’t just about technology—it’s about building trust. With the right tools, consistent hygiene, and user-first content, you can optimize inbox placement and ensure your messages make a meaningful impact.

Want help reviewing your current deliverability setup? Reach out to our support team—we’re happy to guide you!