Picture this: you're gearing up for a massive product launch. Your sales team is buzzing, your marketing materials are prepped, and you're ready to unleash a flood of carefully crafted emails to announce your latest and greatest offering to the world. But then, disaster strikes. Your meticulously crafted emails – the ones you poured your heart and soul (and marketing budget) into – are getting trapped in the spam filter wasteland, lost in a sea of promotions and junk mail. Instead of the symphony of sales you envisioned, you're met with the sound of crickets.

simple "we miss you" message. If they remain unresponsive, it might be time to say goodbye and remove them from your list to maintain good list hygiene.

17. Using Misleading Subject Lines

Problem: Crafting clickbait-y subject lines might seem like a clever way to boost open rates, but it's a short-term tactic that can backfire spectacularly.

Impact: Misleading subject lines erode trust and can lead to frustrated subscribers who feel tricked into opening your emails. This can result in higher spam complaints, lower engagement rates, and a damaged sender reputation.

Solution: Be upfront and honest in your subject lines. Accurately reflect the content of your email and focus on writing compelling, benefit-driven subject lines that pique curiosity and entice recipients to click without resorting to trickery.

18. Not Making It Easy to Unsubscribe

Problem: Making it difficult to unsubscribe from your emails is like installing a revolving door at your store's entrance – it's frustrating, off-putting, and sends the wrong message about your brand.

Impact: Hiding the unsubscribe link or making the opt-out process unnecessarily complicated is a surefire way to annoy your subscribers and increase spam complaints. It also creates a negative user experience and reflects poorly on your brand's commitment to transparency and respect for its audience.

Solution: Make unsubscribing as painless as possible. Include a clear, visible unsubscribe link in all your emails, typically in the footer. Ensure the opt-out process is straightforward, requiring only a single click or two. Remember, it's better to have a smaller list of engaged subscribers than a larger list of uninterested contacts who are more likely to mark your emails as spam.

19. Ignoring Feedback Loops

Problem: Ignoring feedback loops from email providers is like refusing to look at your report card – you're missing out on valuable information that can help you improve.

Impact: Feedback loops provide valuable insights into how your emails are performing, including spam complaints, bounces, and other deliverability issues. Ignoring these reports means you're flying blind and missing out on opportunities to address problems and improve your sender reputation.

Solution: Work with your ESP to set up and monitor feedback loops. Regularly review the data, identify any red flags, and take swift action to address any issues that could be hurting your deliverability.

20. Not Staying Up-to-Date on Email Deliverability Best Practices

Problem: The world of email marketing is constantly evolving, with new technologies, algorithms, and best practices emerging all the time. Resting on your laurels and assuming what worked yesterday will work tomorrow is a recipe for deliverability disaster.

Impact: Failing to stay abreast of the latest email deliverability trends and best practices can leave you trailing behind the competition, with your emails languishing in spam folders while your competitors enjoy inbox domination.

Solution: Make it a priority to stay informed about the ever-changing world of email deliverability. Follow industry blogs, attend webinars, subscribe to email marketing newsletters, and stay connected with your ESP to ensure you're always in the know. The more you learn, the better equipped you'll be to navigate the ever-changing email landscape and achieve deliverability success.

Conclusion: Deliverability as a Competitive Advantage

In the fiercely competitive arena of B2B sales, email deliverability isn't just a technical afterthought – it's a strategic imperative. When your emails consistently land in the inbox, you unlock a world of opportunities to connect with prospects, nurture relationships, and drive revenue growth. A good email deliverability rate should be at least 85 percent—the higher, the better. A rate of 98 to 99 percent is ideal.

By understanding and addressing the 20 email deliverability killers outlined in this guide, you can transform your email strategy from a source of frustration to a powerful engine for sales success. Remember, achieving and maintaining excellent deliverability is an ongoing process of optimization, adaptation, and a commitment to staying ahead of the curve. So, embrace the challenge, implement the strategies outlined here, and watch your sales soar as your emails finally reach their intended destination – the inbox.

About Autobound

Autobound's leading AI-powered platform delivers 350+ unique insights for go-to-market teams from financial filings, social media activity, 35 news events, competitor trends, job changes and more. Trusted by 7,000+ companies including TechTarget and validated by 220+ 5-star G2 reviews, we're unlocking hyper-personalization at scale, with native integrations for Salesloft, Outreach, and more. Leverage our developer-friendly API, try our Chrome extension, try our platform free, or contact our team to eliminate guesswork and drive measurable growth →

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The truth is, in the cutthroat world of B2B sales, even the most brilliant email campaigns can fall flat if they don't reach their intended audience. We're living in an age of inbox overload, where buyers are bombarded with more emails than ever before. The average sales rep spends a staggering 17 minutes per prospect just gathering data and personalizing emails, and that's before factoring in the complexities of navigating increasingly sophisticated spam filters. The result? Wasted effort, missed opportunities, and a hit to your bottom line that can be difficult to recover from.

But don't despair! This isn't just another doom-and-gloom email marketing lecture. We're here to arm you with the knowledge and tactics to conquer the deliverability dragon and reclaim your rightful place in the inbox. Consider this your comprehensive guide to identifying and neutralizing the top 20 email deliverability killers that could be silently sabotaging your sales. Get ready to transform your email strategy from spam-ridden to sales-driving.

Email Deliverability Killers (and How to Fix Them)

1. Ignoring Email Authentication Protocols (SPF, DKIM, DMARC)

Problem: Imagine sending a package without a return address or tracking number. It raises eyebrows, right? That's essentially what happens when you neglect email authentication protocols like SPF, DKIM, and DMARC. These protocols act as digital signatures, verifying your sending identity to email providers and assuring them that you're the real deal, not some shady imposter.

Impact: Without these trust signals, email providers are far more likely to view your messages with suspicion, relegating them to the spam folder or blocking them entirely. It's like trying to enter a high-security event without showing your ID – you're not getting past the velvet rope.

Solution: Think of SPF, DKIM, and DMARC as your email's VIP credentials. They tell email providers that you are who you say you are and that your emails deserve a front-row seat in the inbox. Configuring these records for your domain is non-negotiable for establishing credibility and ensuring your messages get the red-carpet treatment they deserve.

2. High Spam Complaint Rates

Problem: Every time someone slaps that "Mark as Spam" button on your email, it's like a punch to the gut for your sender reputation. It tells email providers that your content is about as welcome as a skunk at a picnic.

Impact: High spam complaint rates are a glaring red flag to email providers, indicating that your messages are missing the mark and rubbing recipients the wrong way. This can land you in the dreaded spam folder or, even worse, get your sending domain blacklisted, making it nearly impossible to reach your audience.

Solution: Stop relying on the "spray and pray" method and start sending highly targeted emails to genuinely interested prospects. Think quality over quantity. Segment your audience like a pro, personalize your messaging to make each recipient feel like they're the only one you're talking to, and make unsubscribing as easy as clicking a button. Remember, a smaller, engaged audience is far more valuable than a massive list of uninterested contacts.

3. Using Purchased or Scraped Email Lists

Problem: Buying an email list might seem like a tempting shortcut, but it's akin to building your house on a foundation of sand. It's only a matter of time before things start to crumble.

Impact: Purchased or scraped lists are often riddled with outdated or inaccurate addresses, leading to sky-high bounce rates that scream "spammer" to email providers. Plus, sending unsolicited emails to people who never asked to hear from you is a surefire way to trigger spam complaints and tank your sender reputation.

Solution: Building an organic email list takes time, effort, and a sprinkle of marketing magic, but it's the only way to ensure you're reaching genuinely interested prospects. Focus on creating valuable content that attracts your ideal audience, offer irresistible lead magnets, host engaging webinars, and always – always – get explicit permission before adding someone to your email list.

4. Stuffing Emails with Spam Trigger Words

Problem: Certain words and phrases are like kryptonite to spam filters. Think "free," "guaranteed," "limited-time offer," and the dreaded overuse of exclamation points. These trigger words set off alarm bells, signaling that your email might be up to no good.

Impact: Even if your intentions are pure and your content is top-notch, using too many spam trigger words can land your emails straight in the junk folder, where they'll never see the light of day (or the eyes of your prospects).

Solution: Give your email copy a thorough makeover and swap out those spammy words with more natural, conversational language. Instead of shouting your message from the rooftops, focus on crafting compelling subject lines and body copy that piques curiosity and entices recipients to click.

5. Sending From a Free Email Domain

Problem: Using a free email address (like @gmail.com or @yahoo.com) for business communications is like showing up to a business meeting in a Hawaiian shirt and flip-flops – it just doesn't scream "professional."

Impact: Email providers are far more likely to trust messages from business domains. Sending from a free domain can make you look like an amateur at best and a spammer at worst, damaging your credibility and hurting your deliverability.

Solution: Invest in a professional domain that aligns with your brand and tells the world you mean business. It's a small change that can make a world of difference in how your emails are perceived and how seriously recipients take your message.

6. Ignoring Email Formatting Best Practices

Problem: Sending a poorly formatted email is like presenting a crumpled, coffee-stained resume at a job interview – it's not going to make a good impression. Emails with broken links, excessive images, or a messy layout scream "spam" and make recipients hit the delete button faster than you can say "deliverability."

Impact: Emails that look like they were designed in the Stone Age are more likely to be flagged as spam and less likely to be taken seriously by recipients. Poor formatting reflects poorly on your brand and can damage your reputation.

Solution: Treat your emails like mini-websites. Use a clean, mobile-responsive template, keep the layout uncluttered and easy on the eyes, and use images sparingly. Always test your emails across multiple devices and email clients to ensure they look as good as possible before hitting "send."

7. Lack of Mobile Optimization

Problem: In today's mobile-first world, people are glued to their smartphones, and that includes checking their email. If your emails aren't optimized for mobile devices, you risk alienating a significant portion of your audience and sending your deliverability rates into a tailspin.

Impact: Emails that are a pain to read on a small screen are destined for the digital graveyard. Unreadable emails lead to frustration, deletions, and missed opportunities to connect with your audience.

Solution: Make sure your emails are as mobile-friendly as your favorite app. Use a responsive email template that automatically adjusts to different screen sizes, keep your subject lines short and snappy, and make sure your call to action is crystal clear and easy to tap with a thumb.

8. Not Using a Reputable Email Service Provider (ESP)

Problem: Trying to handle your email marketing without a reliable ESP is like trying to climb Mount Everest in flip-flops – it's a recipe for disaster.

Impact: Reputable ESPs have the infrastructure, expertise, and relationships with email providers to ensure your emails reach their destination. Using a subpar ESP or, worse, your personal email account, can lead to deliverability nightmares, including blocked emails, flagged messages, and a tarnished sender reputation.

Solution: Invest in an ESP that aligns with your business needs and budget. Look for features like detailed analytics, list segmentation capabilities, A/B testing tools, and, of course, a stellar reputation for deliverability.

9. Skipping A/B Testing

Problem: Sending the same email to your entire list without A/B testing is like throwing darts with a blindfold on – you're bound to miss the mark more often than not.

Impact: Without A/B testing, you're missing out on valuable data that can help you optimize your email campaigns for maximum impact. You won't know which subject lines resonate best, which calls to action drive the most clicks, or what content keeps recipients engaged.

Solution: Embrace the power of A/B testing and experiment with different elements of your emails, from subject lines and calls to action to email copy and sending times. By testing different variations, you can identify what works best for your audience and continuously improve your results.

10. Inconsistent Sending Frequency

Problem: Sending emails sporadically or bombarding your subscribers with a deluge of messages after a long silence is like showing up unannounced at their doorstep – it's disruptive, unwelcome, and a surefire way to get the cold shoulder.

Impact: Inconsistent sending patterns can wreak havoc on your sender reputation. Email providers thrive on predictability, and when your sending frequency is all over the map, it raises red flags and can land your emails in the spam folder.

Solution: Establish a regular sending cadence that aligns with your audience's preferences and stick to it like glue. Whether it's weekly, bi-weekly, or monthly, consistency is key to building trust and ensuring your emails are anticipated, not dreaded.

11. Neglecting List Hygiene

Problem: Over time, even the most pristine email lists can start to resemble a cluttered attic, filled with outdated addresses, inactive subscribers, and other digital dust bunnies.

Impact: Failing to maintain a clean email list is like driving a car with a flat tire – you're not going to get very far. High bounce rates from invalid addresses signal to email providers that you're not taking care of your list, which can hurt your sender reputation and impact deliverability.

Solution: Make list cleaning a regular part of your email marketing routine. Remove invalid or inactive addresses, use email verification tools to weed out problematic contacts, and segment your list to ensure you're only sending relevant content to engaged subscribers.

12. Ignoring Email Engagement Metrics

Problem: Sending emails without monitoring your engagement metrics is like sailing a ship without a compass – you're navigating blind and hoping for the best.

Impact: Ignoring key metrics like open rates, click-through rates, and spam complaints means you're missing out on valuable insights that can help you improve your email deliverability and overall campaign performance.

Solution: Make data your new best friend. Regularly track your email metrics, understand what they mean, and use them to make informed decisions about your email strategy. A deep dive into your data can reveal a treasure trove of insights that can help you optimize your campaigns for maximum impact.

13. Going Overboard with Attachments

Problem: Attaching large files or multiple files to your emails is like trying to stuff a week's worth of luggage into a carry-on bag – it's clunky, inconvenient, and likely to raise eyebrows at security.

Impact: Emails with hefty attachments are more likely to trigger spam filters or get stuck in transit, never reaching their intended recipients. Plus, large attachments can slow down email loading times, leading to frustrated recipients and a less-than-stellar user experience.

Solution: Instead of bombarding your recipients with bulky attachments, provide links to download content or resources. Use cloud storage services like Google Drive or Dropbox, or host files on your website to make it easy for recipients to access information without clogging up their inboxes.

14. Neglecting to Use a Double Opt-In

Problem: Skipping the double opt-in process is like assuming everyone who attends your party is on the guest list – you might end up with a few unexpected (and unwelcome) visitors.

Impact: Not using a double opt-in can lead to invalid email addresses, frustrated subscribers, and a skewed perception of your engagement metrics. It also increases the risk of running afoul of anti-spam regulations, which can result in hefty fines and a damaged reputation.

Solution: Implement a double opt-in process, where subscribers must confirm their email address by clicking a link in a confirmation email. This ensures you're only collecting valid addresses from genuinely interested subscribers, improving the quality of your list and boosting your deliverability.

15. Not Personalizing Your Emails Enough

Problem: Sending generic, one-size-fits-all emails is like trying to impress a room full of people with a single, generic pick-up line – it's not going to win you any admirers.

Impact: Impersonalized emails are more likely to be ignored, deleted, or marked as spam. When recipients feel like they're on the receiving end of a mass blast, they're less likely to engage with your content or view your brand favorably.

Solution: Treat your subscribers like the unique individuals they are and personalize your emails to show that you understand their needs and interests. Use their name, reference their past purchases, recommend products based on their browsing history, and tailor your messaging to their specific pain points.

16. Sending Too Many Emails to Inactive Subscribers

Problem: Continuing to email people who never open or engage with your content is like throwing a party every week and inviting the same group of people who never show up – it's a waste of time, energy, and resources.

Impact: High inactivity rates are a red flag to email providers, signaling that your content isn't resonating with your audience. This can hurt your sender reputation and make it more likely that your future emails will end up in the spam folder.

Solution: Don't give up on inactive subscribers just yet. Try implementing a re-engagement campaign with a compelling offer, valuable content, or a