This tutorial aims to help you improve your email deliverability. Deliverability refers to whether or not your emails reach your intended recipients' inboxes. Poor deliverability could mean that your emails are landing in the spam folder, or worse, not getting delivered at all.
By the end of this tutorial, you will learn various techniques to ensure your emails are delivered successfully, how to maintain a good sender reputation, and how to avoid and troubleshoot spam filters.
Before starting, you should have a basic understanding of how email services work and how to send emails using SMTP (Simple Mail Transfer Protocol) servers.
Email servers consider the sender's reputation when deciding whether to deliver emails to the inbox or the spam folder. Follow these steps to maintain a good sender reputation.
Send Quality Content: Ensure that your emails are relevant, engaging, and free from spelling or grammatical errors. Emails with poor content can lead to high unsubscribe rates and spam complaints, which can damage your sender reputation.
Authenticate Your Emails: Use protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting & Conformance) to verify that your emails are from a trusted source.
Warm Up Your IP: If you are using a dedicated IP to send emails, gradually increase your email volume over time. This process, known as IP warm-up, helps avoid sudden spikes in email volume that could appear suspicious to email servers.
Monitor Your Email Metrics: Pay close attention to your email metrics, such as bounce rates, delivery rates, open rates, and spam complaint rates. High bounce rates or spam complaint rates can damage your sender reputation.
To avoid spam filters, follow these best practices.
Be Careful with Your Subject Lines: Avoid using all caps, excessive exclamation marks, or spam trigger words in your subject lines.
Include a Plain Text Version: Some email clients can't display HTML emails. Including a plain text version of your email can improve deliverability.
Avoid Large Attachments or Images: These can slow down email load times and may trigger spam filters.
Include a Clear Unsubscribe Link: It's better for recipients to unsubscribe than to mark your emails as spam.
Here's an example of how to set up DKIM authentication using Node.js and the 'nodemailer' package.
const nodemailer = require('nodemailer');
const dkim = require('nodemailer-dkim');
let transporter = nodemailer.createTransport({
pool: true,
host: "smtp.example.com",
port: 465,
secure: true,
dkim: {
domainName: 'example.com',
keySelector: '2019',
privateKey: fs.readFileSync('private.key')
}
});
In this code snippet:
We create a transporter object that will send the email. We specify that we are using a secure SMTP server running on port 465.
We use the 'dkim' option to specify our domain name, key selector, and the path to our private key. This information will be used to sign the email with DKIM.
The expected result is that emails sent using this transporter will be signed with DKIM, improving their deliverability.
In this tutorial, we've covered how to maintain a good sender reputation, how to avoid spam filters, and how to authenticate your emails. We've also provided a code example of how to set up DKIM authentication.
Send an email using an SMTP server and monitor its delivery status. What can you do to improve its deliverability?
Set up SPF and DMARC for your domain. Test if they are working correctly.
Experiment with different content, subject lines, and formats. How do these changes affect your email deliverability?
Remember, improving email deliverability is an ongoing process that requires monitoring and adjusting your practices based on your email metrics. Keep learning and experimenting to ensure your emails always reach the inbox!