Improving Email
Deliverability
Best practices to ensure your emails land in the inbox, not the spam folder.
What is Email Deliverability?
Email deliverability is the ability to land your emails in subscribers' inboxes (not spam or junk folders). It depends on your sender reputation, content quality, and list hygiene. Good deliverability means more of your audience actually sees your emails.
Key Factors
What affects whether your emails reach the inbox
Sender Reputation
Critical impactBuilt over time by consistent, quality sending. Low complaints and bounces build a strong reputation.
Content Quality
High impactWell-formatted emails with balanced text-to-image ratios and no spammy language score higher.
Engagement Signals
High impactOpens, clicks, and replies tell email providers your emails are wanted. Low engagement hurts delivery.
List Hygiene
Medium impactClean lists with valid, engaged subscribers have fewer bounces and complaints.
Do's
Use a clear, recognizable sender name
Subscribers should know who the email is from at a glance.
Write honest subject lines
Avoid misleading clickbait — it trains spam filters and hurts trust.
Include a visible unsubscribe link
We add this automatically, but never hide or remove it.
Send consistently
Regular sending builds sender reputation. Sudden bursts trigger spam filters.
Clean your list regularly
Remove bounced and inactive subscribers every quarter.
Use double opt-in when possible
Confirm subscribers actually want your emails.
Don'ts
Don't buy email lists
Purchased lists have low engagement and high spam complaints.
Don't use ALL CAPS in subjects
It looks spammy and triggers filters.
Don't use excessive exclamation marks!!!
One is fine, three or more is a red flag.
Don't send to old, cold lists
If someone hasn't heard from you in months, warm them up first.
Don't hide the unsubscribe link
Making it hard to unsubscribe leads to spam reports.
Don't ignore bounce rates
High bounce rates damage your sender reputation fast.
What Lnkk.it Does For You
We handle the technical side of deliverability: SPF, DKIM, and DMARC records are configured on our sending domain. We also automatically include unsubscribe headers and handle bounce processing. Your job is to focus on quality content and a clean subscriber list.