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How to Improve Your Email Delivery

Delivery Reports Updated on April 26, 2021

Great email delivery is one of the most important parts of a successful email campaign. In the long run, it will not only save you money and time but increase your audience and ultimately boost your sales. At Benchmark, we go the extra mile to make sure you have the very best delivery and open rates, constantly adjusting our strategy to move past any roadblock email clients put in place. But did you know there are things you can do on your end as an email marketer, to improve your deliverability?

Sending reputation is the biggest and most important aspect of email marketing. Without a good sending reputation your emails will not have success.  There are a few things you can start doing today to improve your sending reputation.

Private domain, when sending email marketing from an ESP such as Benchmark, we always recommend sending from a private domain. If you are using a public domain to send your emails, this means lower open rates.

Adding SPF to your private domain is step 1 of email authenticity. SPF Records can help validate you are permitting the ESP to send on your behalf.

Adding a CNAME to your DKIM is the second thing you should do when you use a 3rd party to send your emails. DKIM gives an organization the responsibility for a message that is being delivered. The organization is either the main sender of the original sender of the email message, the organization is known as the Identifier. The identifier’s reputation is responsible for email delivery success. Learn more about DKIM.

Slow down on your sending

In the beginning, some ISPs set a threshold for how many emails you can send during one session. If you exceed this threshold or limit, their system can flag you as a spammer and will block the rest of your email newsletters. One way to avoid this is to send your messages in small bursts, with a pause of a few minutes between these bursts. As you start building your sending reputation, you can send to bigger batches. Eventually sending to all of your contacts at the same time.

Best days to engage

Tuesday through Thursday + Morning sends = increased response

These days and times have been known to get a better response rate.

However, if these dates don’t work for you don’t sweat it. The goal is to keep your email communication consistent and in routine. Your subscribers will come to expect that your email will arrive in their inbox on the same day and at the same time every week. This means that they will want to read your content and will be more receptive to any special offers or promotions you may include. If you keep things consistent, customers are less likely to get confused about your newsletter or email and report it as spam.

Use the same “from” address

Keep your “From” address constant and the same. This helps subscribers that have added your email address to their whitelist continue receiving messages from you. Having the same from address also gives security to your readers, and get familiar with your sending.

Ask /Request that your users add you to their whitelist

To ensure bulletproof email delivery, ask your readers to whitelist you.

Use a recognizable tagline in your subject line

Mark your newsletters with a tagline so customers recognize that they’re coming from you. Here’s an example:


Stay consistent and put a tagline in your subject line every time. The more you do this, the less chance you’ll get a spam complaint.


When sending newsletters as HTML, make sure that the plain text version is always updated to the HTML.  It is important that both plain text and the HTML-versions have the same or very similar content.

Use CSS very carefully

We only recommend the use of in-line CSS-styling in HTML instead of referring to the CSS- file in HTML. Rest assured our Drag and Drop editor, only formats your email with inline CSS which is seamlessly rendered in most of the email clients.

Avoid too many graphics and complex HTML elements

For instance, if the newsletter has too many closed tags, too many images, or table elements, it can get marked as Spam. The percentage of text should be higher than the percentage of images. We recommend 60% text to 40% images.

Also, keep in mind that many readers use software (Outlook, for example) that automatically blocks images. If users don’t understand what the mail is about, they will report it as spam. Complex HTML is generously awarded many spam score points. Thanks to this, we suggest that you keep it simple. Colorful backgrounds, tables, JavaScript, and Web forms should not be in your newsletters.

Verify your subscribers with signup confirmation

Always make your mailing lists double/confirmed opt-in. This means that when a user subscribes to your mailing list through your website or any other source, they will be sent an email with a link that they must click on to confirm their subscription.

This is very important because many people can accidentally enter an incorrect email address or even the email address of someone else on purpose. When that person receives a newsletter they did not subscribe to, they will assume they have been spammed and they will report your newsletter as such. Using the confirmed opt-in subscription method will also help you to keep invalid email addresses out from your email list, which reduces the volume and percentage of undeliverable messages or hard bounces.



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