How to Maintain High Cold Email Deliverability?

How to Maintain High Cold Email Deliverability

Ensuring high deliverability for your cold emails is crucial to the success of your outreach campaigns. Poor deliverability can result in your emails ending up in spam folders, or worse, being blocked altogether. Let us go through the proven strategies to maintain high cold email deliverability, focusing on best practices for content, technical configurations, and sender reputation.

Understanding Email Deliverability

Email deliverability refers to the ability of an email to reach the recipient’s inbox. Several factors influence deliverability, including:

  • Sender reputation
  • Email content
  • Technical configurations
  • Engagement metrics

Strategies for Maintaining High Deliverability

Maintaining high deliverability for cold emails can be ensured by implementing strategies such as building a clean email list, crafting quality content, leveraging a cold email tool optimizing technical configurations, and more These practices help prevent your emails from being flagged as spam and improve your overall sender reputation.

  1. Build and Maintain a Clean Email List

A clean email list is foundational to high deliverability. Here’s how to manage it:

  • Use Double Opt-In: Ensure recipients confirm their subscription to your list. This reduces the chances of including invalid or uninterested email addresses.
  • Regularly Clean Your List: Remove inactive subscribers and invalid email addresses periodically. Tools like ZeroBounce or NeverBounce can help verify email addresses.
  • Segment Your List: Send targeted emails to specific segments rather than blasting your entire list. This improves engagement and reduces the risk of spam complaints.
  1. Craft High-Quality Email Content

The content of your email can significantly impact deliverability:

  • Avoid Spam Triggers: Refrain from using words and phrases commonly associated with spam, such as “free,” “urgent,” or “buy now.”
  • Personalize Your Emails: Personalization increases relevance and engagement. Use the recipient’s name and tailor the content to their needs and interests.
  • Maintain a Good Text-to-Image Ratio: Avoid image-heavy emails. A balanced text-to-image ratio helps avoid spam filters.
  • Use a Clear Call-to-Action (CTA): Ensure your emails have a clear and concise CTA that directs recipients on what to do next.
  1. Optimize Technical Configurations

Proper technical setup is essential for ensuring your emails are delivered:

  • Use a Professional Email Domain: Avoid free email services like Gmail or Yahoo. Use a professional email domain that matches your website.
  • Set Up Email Authentication: Implement SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting & Conformance) to authenticate your emails. These protocols help verify that your emails are legitimate and not from a spammer.
  • Warm Up Your IP Address: Gradually increase your email sending volume if you’re using a new IP address. This helps build a good sender reputation.
  • Monitor Your Sender Reputation: Use tools like SenderScore or Google Postmaster Tools to monitor your sender reputation.
  1. Engage with Your Audience

Engagement metrics like open rates, click-through rates, and response rates impact your deliverability:

  • Send Relevant Content: Ensure your emails are relevant to your audience. Segmenting your list and personalizing emails help achieve this.
  • Encourage Interaction: Include interactive elements such as surveys or polls to boost engagement.
  • Track Engagement: Use email marketing tools like Mailchimp, HubSpot, or ActiveCampaign to track engagement metrics and adjust your strategy accordingly.
  1. Monitor and Analyze Your Campaigns

Regular monitoring and analysis can help you identify and address deliverability issues:

  • Track Key Metrics: Keep an eye on open rates, bounce rates, spam complaints, and unsubscribe rates. Sudden changes in these metrics can indicate deliverability issues.
  • A/B Testing: Test different subject lines, content, and sending times to see what works best for your audience.
  • Gather Feedback: Encourage recipients to provide feedback on your emails. This can help you improve future campaigns.
  1. Maintain a Consistent Sending Schedule

Consistency in your email sending schedule helps build trust with email service providers (ESPs):

  • Avoid Sudden Spikes: Gradually increase your email volume to avoid triggering spam filters.
  • Regular Sending: Maintain a regular sending schedule to keep your audience engaged and ESPs accustomed to your email patterns.
  1. Manage Bounce Rates

High bounce rates can damage your sender reputation:

  • Handle Soft Bounces: Retry sending to soft bounces (temporary delivery issues) after some time.
  • Remove Hard Bounces: Immediately remove email addresses that result in hard bounces (permanent delivery failures) from your list.

Example: Implementing Deliverability Best Practices

Imagine a SaaS company, “TechSolutions,” launching a new product and planning a cold email campaign. Here’s how they can ensure high deliverability:

Building the Email List:

  • Use LinkedIn to gather potential leads in their target industry.
  • Verify email addresses using ZeroBounce.

Crafting the Email:

  • Personalize each email with the recipient’s name and company.
  • Avoid spammy language and maintain a balanced text-to-image ratio.
  • Include a clear CTA to schedule a demo.

Setting Up Technical Configurations:

  • Use a professional email domain (e.g., [email protected]).
  • Implement SPF, DKIM, and DMARC.
  • Warm up their IP address by gradually increasing the email volume.

Engaging the Audience:

  • Send targeted emails to segmented lists (e.g., IT managers, CTOs).
  • Include an interactive poll about the biggest challenges in project management.
  • Track open rates and click-through rates using Mailchimp.

Monitoring and Analyzing:

  • Regularly review engagement metrics and adjust content based on performance.
  • Conduct A/B testing on subject lines to optimize open rates.
  • Encourage feedback to refine future campaigns.

Maintaining a Consistent Schedule:

  • Start with a bi-weekly email schedule and gradually increase to weekly as engagement grows.
  • Avoid sudden spikes in email volume to prevent ESPs from flagging their domain.

Managing Bounce Rates:

  • Monitor bounce rates and immediately remove hard bounces from the list.
  • Retry soft bounces after 24 hours.


Maintaining high cold email deliverability is essential for the success of your email campaigns. By building and maintaining a clean email list, crafting high-quality content, optimizing technical configurations, engaging with your audience, monitoring campaigns, maintaining a consistent sending schedule, and managing bounce rates, you can ensure your emails reach their intended recipients. Implement these strategies to enhance your cold email deliverability and achieve better engagement and response rates.

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How to Maintain High Cold Email Deliverability?

by Mohit Rajora time to read: 4 min