wORKSHEET FIvE The Email Deliverability Checklist Sometimes, a small mistake is all it takes to send your email straight to the spam folder. Check out the common mistakes below and make sure you’re not committing any of these seven deadly sins of email deliverability. USING ALL CAPS. There’s no need to shout. If Sending several emails in a short amount you’re providing something of value, let your of time. Your recipients’ inboxes are full content speak for itself (and lay off the caps lock). enough. They don’t need three emails from you in a day. Stick to a schedule, and space Sending to (or from) sales@, info@, or communication out over time. webmaster@. This is a red flag for spam filters — and a good sign that someone is scrounging Multiple recipients with the same domain addresses off websites instead of obtaining name. This can be an honest mistake, but consent from recipients. be aware that this is a red flag for many spam monitors. Spammy greetings. The greeting “Dear” can often trigger spam filters — thanks to the Buying lists. If you buy lists, you’re highly prevalence of impersonal email greetings like likely to end up with a large number of invalid “Dear energy-Conscious Business.” or spam trap email addresses — as well as a high number of spam complaints. Remember: Spammy or misleading subject lines. Any CAn-SPAM laws dictate that people must opt email with a toll-free number, the words “for in to communication from you. only $__” or “click here,” or a misleading subject line is at a high risk of penalization. 41 / Pardot