The inbox placement of your newsletter largely depends on the recipient email clients' spam filters. Email providers like Gmail and Microsoft apply sophisticated filters that evaluate email content, sender reputation, and recipient engagement to determine placement.
For example, Gmail spam filters scan your newsletters' content, and if it looks like a Promotional email - it is directed to the "Promotions" tab.
The above also applies to Spam. If a newsletter looks like spam, it goes to spam.
On top of the above, other factors like your sender domain reputation and email subscribers' engagement are considered by email clients.
Tips for better deliverability
To maximize your deliverability and ensure your emails land where they should, consider these comprehensive strategies.
Ensure all recipients have opted in to receive your emails.
Regularly remove inactive or invalid email addresses to improve engagement rates.
Avoid spam-triggering language and maintain a balanced image-to-text ratio.
Encourage subscribers to mark your emails as "Not Spam" and add your sender address to their contacts.
Prompt recipients to reply to your emails and interact with the content.
Domain authentication
The most important step is authenticating your domain; if you haven't done that yet, here's a quick guide:
By authenticating your domain, you'll notice a considerable improvement in your campaign's deliverability. Over time (and following general best practices) your newsletters will start reaching the main inbox with ease.
Regular monitoring of delivery reports and optimizing campaigns based on data are also key to maintaining and improving engagement.
💡 At MailerLite, we ensure the best quality of service and have been selected as the number one provider in terms of deliverability.
Happy mailing!