Send Better Email: A Step-by-Step Guide to Improving Your Email Deliverability and Open Rates

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Email remains a critical marketing tool for businesses, allowing them to connect directly with their audience. However, in a crowded digital landscape, many messages fail to reach their intended recipients or are simply ignored. In this step-by-step guide, we’ll explore how to improve your email deliverability and open rates, ensuring your message not only reaches your target audience but also captures their attention.

Step 1: Build a Quality Email List

  1. Collect email addresses through legitimate means: Don’t buy email lists, as they may contain uninterested or invalid addresses. Instead, use opt-in forms on your website, blog, or social media channels to gather addresses from genuinely interested subscribers.
  2. Use double opt-in: Verify new subscribers’ email addresses by sending a confirmation link. This ensures that only people who want to receive your emails are added to your list, reducing the likelihood of spam complaints.
  3. Regularly clean your email list: Remove inactive subscribers, bounced emails, and addresses that mark your emails as spam. A smaller, more engaged list will yield better results.

Step 2: Craft Compelling Subject Lines

  1. Keep it short and sweet: Aim for subject lines between 40 and 60 characters to ensure they display correctly on various devices.
  2. Use personalized elements: Including the recipient’s name, location, or other personal information can boost open rates.
  3. Create a sense of urgency: Encourage recipients to act quickly by using phrases like “limited time offer” or “exclusive deal.”
  4. Test different subject lines: Experiment with different wording, emojis, or capitalization styles to see what resonates best with your audience.

Step 3: Optimize Email Content and Design

  1. Keep it simple: Use clear, concise language, and break up large blocks of text with bullet points, images, or subheadings.
  2. Personalize content: Tailor emails based on the recipient’s preferences, browsing history, or purchase history to make them more relevant and engaging.
  3. Use responsive design: Ensure your email template adjusts for different screen sizes and devices, as more than half of all emails are now opened on mobile devices.
  4. Include a clear call-to-action: Direct recipients to the desired action, such as purchasing a product or signing up for a webinar.
Send Better Email: A Step-by-Step Guide to Improving Your Email Deliverability and Open Rates | InTarget
InTarget Email Builder

Step 4: Test and Monitor Performance

  1. Conduct A/B testing: Experiment with different subject lines, content, images, or send times to identify the best-performing elements.
  2. Track key metrics: Monitor open rates, click-through rates, and unsubscribe rates to gauge the effectiveness of your campaigns and identify areas for improvement.
  3. Learn from your audience: Use surveys or feedback forms to collect insights directly from your subscribers, and adjust your email strategy accordingly.
Send Better Email: A Step-by-Step Guide to Improving Your Email Deliverability and Open Rates | InTarget
InTarget Marketing Automation

Step 5: Adhere to Email Best Practices

  1. Authenticate your emails: Use SPF, DKIM, and DMARC records to verify your domain, reducing the likelihood of your emails being marked as spam.
  2. Comply with anti-spam legislation: Follow the requirements of the CAN-SPAM Act, GDPR, or other applicable regulations, including providing a clear unsubscribe link in each email.
  3. Avoid spam trigger words: Words like “free,” “promo,” or “limited time” can trigger spam filters. Use them sparingly and only when relevant.


Improving your email deliverability and open rates requires a combination of technical optimizations, content improvements, and ongoing monitoring. By following this step-by-step guide, you can build a solid foundation for your email marketing campaigns and maximize your chances of connecting with your audience.

Remember that email marketing is an evolving process, so stay informed about best practices and industry trends, and always be prepared to adjust your strategy based on feedback and results. By maintaining a focus on quality content and a genuine connection with your subscribers, you’ll be well on your way to achieving consistently high email deliverability and open rates, driving engagement and business growth.


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