A Word About Email Deliverability

Helpful tips to keep your online communications out of your guests' spam folders

Carolin Gonschorrek avatar
Written by Carolin Gonschorrek
Updated over a week ago

All email inboxes are protected by filters that help to block spam and junk emails from unwanted sources. These filters work on a scoring system that grades incoming mail against undisclosed criteria to determine whether it is junk or not:

One or two triggers might still allow emails through, but if enough triggers are set off the email will not be received in an inbox.

Warning triggers include:

  • Sender reputation

  • Size of the email

  • Size of images inside the email

  • Heavy usage of images and links in the body of the email

  • Image-only emails without any accompanying body text

  • Very short or very long subject lines

  • 'spammy' / ‘red flag’ keywords inside subject lines

  • Email text / content that is not personalized (Dear [First Name Last Name], etc.)

  • Use of non 'web-safe' fonts

  • Unrecognizable sender information / email being sent by an intermediary

  • Sending emails too frequently after a period of inactivity

  • Emails sent to individuals that weren’t recently engaged

The good news is zkipster has taken steps to maximize the deliverability of your emails! One of these steps is whitelabeling your domain and email addresses. Find out how to set this up on your zkipster account in this article here.

Sender Reputation

The sender reputation is an online score used by email services to evaluate if a sender can be trusted or not.

It is very important that your email recipient list is clean and regularly checked. Most, if not all, email providers’ spam filters penalize your domain or IP with a higher spam score (meaning there is a higher possibility of your emails going to the junk folder) if they see that you are sending emails to bad email accounts.

A bad email account is an address that does not exist, has been disabled or has a full inbox. These addresses should be cleaned (or “pruned”) from your email list regularly to avoid this. If you allow them to add up on your list, you will eventually be flagged as a spam provider.

Additional tips we can provide:

  • Keep a consistent sending pattern - sending emails to individuals that are not recently engaged (past 90 days) can lead to spam and bounces. Sudden increase in the frequency of emails can also be damaging to your domain reputation.

  • Always send as slowly as you can - schedule sending emails in advance by using the schedule option

  • Be aware that spam filters and mail receivers are on high alert.

Please note: Most mail receivers (i.e. Gmail, Yahoo, etc.) and spam filters have tightened their security due to the influx of pandemic scams and phishing attempts, causing legitimate emails to be flagged. Each mail receiver/spam filter has its filtering algorithms, so it can be tough to generalize its rules. Please also check these helpful articles from Sendgrid and Higher Logic for more insights.

Pro Tip: Instead or in addition to your email message, consider sending an SMS or WhatsApp via zkipster to your guests. This way you can make sure that your invitees are being kept in the loop should your event email accidentally land in spam. You can link a response form to your SMS/ WhatsApp message in the same way that you can on email, thus adding another channel of communication to your campaign. Find out more on this here!

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