Four Ways to NOT Get Your Emails Delivered | Revinate

Four Ways to NOT Get Your Emails Delivered

We talk a lot around here about what it takes to get your emails delivered to inboxes. But hey, maybe that’s not your thing and you’d rather go to spam. No judgment here!  If spam is your goal, then definitely do these four things below. But if you’d rather your campaigns actually see the light of day, then we suggest you keep reading so you know exactly what not to do.


1. Not authenticating your sending domain

Email authentication is one of the first checks made when a message is received. Proving who you are in today’s complex email environment is even more important than ever before to ensure your marketing success.

The two types of authentication to look out for are Sender Policy Framework (SPF) and Domain Keys Identified Mail (DKIM). There are many places to confirm authentication, but the easiest is within your mailbox provider. For example, when you open a message in Gmail and click ‘Show Original’ messages, you can see a breakdown of your authentication status. Traditionally the information is quite easy to understand as they show ‘Pass/Fail’ next to the listed authentication.

email deliverability mistake example

2. Sending to uninterested users

One of the fastest ways to kill your email deliverability is to keep sending your campaigns to uninterested users. When we say “interested” we’re talking about those recipients who actually engage with your emails by opening and clicking.  Sending to users who haven’t opened or clicked any of your emails in the last six to 12 months could likely be the source of your performance issues as this often increases the number of spam complaints, spam traps, and unknown users. Any one of these negative metrics could ultimately lead to a low placement rate or an increase blocking by some of the large mailbox providers.


3. Making it difficult to unsubscribe 

We know it sounds counterintuitive, but yes, you should actually make it easy for recipients to unsubscribe from your emails. This includes adding a one-click unsubscribe link at the top of your message. If your unsubscribe link is buried or there are too many steps involved, the user may get frustrated or lose patience and will just mark your email as spam – a much worse fate as judged by the mailbox providers.


4. Using too many images

An email campaign with too many images and too little substance can lead to customer fatigue and/or an increase in complaints. This is because a number of large mailbox providers won’t automatically display images. If there’s no text, then there’s a good chance that the message could be considered spam, or the recipient might dismiss the campaigns because there is no content. To ensure you’re striking the right balance, try sticking to the 60/40 text-to-image ratio rule.

Here are a few great customer examples that show the 60/40 rule at work.

Colony Palms email with good deliverability


Mondrian Hotel email campaign with good deliverability


The Dutch hotel email campaign with good deliverability


Tower 23 email campaign with good deliverability


Remember, the best way to improve deliverability is to send relevant messages to people who genuinely care. Sending spam, or messages that look like spam, will only result in getting blocked or filtered sends. For more information on this or other deliverability blogs, subscribe to our blog and reach out for a Revinate Marketing demo.