There are many best practices to follow when you send either broadcast emails or transactional emails. Let's start with the big ones that you should not ignore.
Whether you're using SelfMailKit or another email platform, these practices will help improve your deliverability rates. If you're currently evaluating email platforms, check out our comparison guides for best Mailchimp alternatives, top Klaviyo alternatives, best Omnisend alternatives, and best SendGrid alternatives. For organizations sending large volumes of email, our guide on how to send mass email provides detailed technical strategies for scaling your delivery infrastructure.
1. Use Subdomains for Better Reputation Management
Avoid using your root domain, such as example.com. Instead, use subdomains such as notifications.example.com, support.example.com.
For Transactional Emails
notifications.example.comsupport.example.comorders.example.com
For Broadcast Emails
marketing.example.comnewsletters.example.comfeatures.example.comupdates.example.com
The benefit: Each subdomain is considered a unique domain, and it develops its own reputation. If you use the same domain for both transactional and broadcast emails, you'll be penalized for the bad reputation of the other types of emails.
2. Avoid "No-Reply" Email Addresses
Don't use no-reply@marketing.example.com as your "From" address because no-reply sends a clear signal that you're not interested in a recipient's response.
If you use SelfMailKit.com, you'll have a native inbox where you can receive replies automatically.
3. Always Warm Up Your Domain
Always make sure the domain is warmed up. SelfMailKit.com will automatically warm up the domain for you. If your platform does not have this feature, you can split your audience into smaller groups and send emails to each group individually. For organizations sending large volumes of email, check out our detailed guide on how to send mass email which covers domain warm-up strategies and other technical considerations.
Pro Tip: Domain warm-up is crucial for new domains. It gradually builds your sender reputation with email providers, significantly improving your deliverability rates.
SelfMailKit.com has a built-in domain warm-up feature following the best practices.
4. Include Unsubscribe Links in Broadcast Emails
If you send a broadcast email, always include an unsubscribe link in the email. SelfMailKit.com automatically adds an unsubscribe link to the email for you.
This is also a legal requirement that you should not ignore.
5. Optimize Your Email Content
Before sending an email, ask yourself if you would open an email from the same sender. If the answer is no, you need to improve the email content.
The "From" Address
The "From" address is the first thing that a recipient will see. Avoid using "no-reply".
Subject Line Best Practices
The "Subject" line should be clear and concise. Avoid using spam trigger words such as:
- "free"
- "limited time"
- "exclusive"
- "urgent"
Email Body Guidelines
Use responsive design: If you use a template, make sure it does not include modern HTML elements, as email clients may not support them.
Keep it simple: Focus on clean, readable designs that work across all email clients.
6. Consider Dedicated IP for Better Deliverability
If your open rate is low, it's possible that you're using a shared pool/IPs that don't have a good reputation. Consider using a dedicated IP if applicable. SelfMailKit.com supports dedicated IPs.
7. Optimize Email Tracking Settings
You can maximize the delivery by turning off the "Track Opens" feature. When this feature is enabled, the email sender platforms insert a tracking pixel in the email body. This tracking pixel will be used to track the open rate of the email.
Email clients might flag the email as spam if the tracking pixel is detected. If it's crucial to track the open rate, you can turn off the "Track Opens" feature but leave the "Track Clicks" feature enabled. SelfMailKit.com supports this option as well.
Tracking Recommendations
- For maximum deliverability: Turn off both open and click tracking
- For balanced approach: Turn off open tracking, keep click tracking enabled
- For detailed analytics: Use both, but monitor deliverability closely
What's Next?
In part 2, I'll go in-depth with more practical use cases and advanced deliverability techniques. For a comprehensive deep-dive into why emails land in spam folders and complete deliverability optimization strategies, check out our detailed guide on email deliverability.
Ready to put these best practices into action? Learn how to send your first broadcast email with our comprehensive step-by-step guide. And if you're looking for an email platform that automatically handles many of these best practices, discover why SelfMailKit.com is different from other email service providers.
