Deliverability Content Rules for Email Outreach
Your email content is key to ensuring your message lands in your recipient’s inbox, not in their spam folder. Follow these content rules to boost deliverability and increase the chances of your emails reaching their target.
1. Avoid spam-triggering words
Certain words can trigger spam filters. Skip overly promotional or misleading terms, especially in subject lines. Avoid words like “free,” “guaranteed,” “discount,” or “winner.” Instead, use clear, honest language that resonates with your audience.
2. Personalize your emails
Personalization builds trust and engagement, which improves deliverability.
- Liquid Syntax: Automatically insert personalized details. For example, change the intro sentence based on your lead’s job title.
- Spin Syntax: Rotate between different phrases to keep each email unique. For example, {Hello|Hi|Hey} randomly selects one option for your email opening.
- Custom Variables: Use details like {{companyName}} or {{jobTitle}} to tailor emails. The more personal it feels, the better the reception and deliverability.
3. Limit the number of links
Too many links can harm deliverability. Stick to one or two relevant links per email. Avoid link shorteners like Bitly or TinyURL, as they can trigger spam filters. Always use full, trackable URLs to maintain trust.
4. Keep images minimal
While images can enhance your email’s appeal, too many can harm deliverability.
- Less is More: Avoid using large or excessive images. Keep a good text-to-image ratio, focusing on the content.
- Email Size: Keep your emails lightweight. Large images slow down load times and can be flagged by filters.
5. Simplify your signature
Your email signature should be simple. Include your name, job title, and contact info, but avoid too many images or promotional links. A clean signature helps avoid spam filters.
