Improving your email deliverability

We have outlined some general suggestions below on how to improve email deliverability so you can see better results and develop a stronger email reputation.


Use different email templates

It's best to  change up your email templates across your sequences every once in a while especially if your messages are getting marked as spam. You want to avoid recycling email copy across multiple sequences since this can cause your other messages to land in spam. This will help distinguish your emails from other sequences.

A good format to follow for writing email copy would be to start with a greeting, followed by a personalized message to your contact and end with a call-to-action.

Note: If you find yourself needing inspiration while writing your emails, feel free to check out our Public Templates Library.

Keep your emails clear and concise

Avoid large blocks of text about you and your company as these emails aren't as readable and may deter your contacts from reading the message in the first place. Try to condense your emails into shorter blocks of text or bullet points that are clear and concise. Bullet points are a great way to highlight what is going to benefit the people you're trying to reach.

We don't recommend writing more than three 1-2 line paragraphs and instead,  break up your ideas into different sentences as this is normally easier for people to digest.


Personalize your emails

It's good practice to personalize your messages, even in the subject line. This is a good way to make your email copy distinguishable from other cold emails. It also allows you to connect with your contacts better since it shows that you've done some research on them.

If you're not sure where to start, try using a personalized introduction until you're more comfortable using personalized messages over time.

Pro Tip: Use our custom fields to help automate the personalization process.

Engage more with your contacts and avoid cold selling

If you start off the first message with cold selling, this can deter contacts from engaging further with the email. Instead, try probing the contact with a question to build a rapport with them by letting them know how your product or service can fit into their needs. 

It's better to focus on creating engagement since the more people who reply, open, and engage with your email, the more inboxes you will start appearing in!


Check your data sources

Since you want to make sure you're reaching the right people, it's essential to check your data sources and make sure they are up-to-date and accurate. This is especially important when you are importing contacts from multiple data sources. It can hurt your deliverability if you send messages to several invalid email addresses that end up bouncing. 

You also want to make sure that you're reaching the right kind of prospects or leads. Most people don't want to spend the time researching their contacts but having a targeted pipeline can help set you apart from other cold emails.


Have a clear call-to-action

Ending your email messages with a clear and concise call-to-action can help increase reply rates so the contact has an understanding of what you would like them to do. 

Pro-Tip: Ask open-ended questions that people can't respond to with just a "yes" or "no". This can help start a conversation and get your contacts on a call.

Branded domains

If you plan to include images, videos or attachments in your email sequences, we highly recommend setting up branded domains. This is because adding attachments can increase your chances of landing in spam folders which can result in a lower open rate. 

You will also want to ensure that the attachments you're using are relevant to the message and contact you are trying to reach. 

Feel free to reach out to our support team to learn how to get branded domains set up in your account.


Other Resources

You can also watch our webinar on spam filters to get a better understanding of how spam filters work and how you can avoid landing in spam folders.


Frequently Asked Questions

What are considered good and bad deliverability results?


Open Rate Reply Rate
Good > 60% > 10%
Bad < 20% < 2%
Please Note: These rates can vary depending on your specific industry but we think that a  50% open rate and 10% reply rate is a good baseline to follow.

Why have my open rates decreased over time?

Most of the time, this is caused by a high email sending limit. If you've recently increased your email sends limit within Interseller, you may want to consider lowering it. We recommend increasing your volume over a period of time, not all at once. 

Below are the ranges for maximum emails to send per day:

  • 500 and below - Safe amount
  • 520 - 1,000 - This is a reasonable amount if you have reply rates above 10%

Below are the ranges for seconds to wait between each email:

  • 60 - 300 seconds - Safe frequency
  • 30 seconds - This is a reasonable frequency if your reply rates are above 10%
  • 10 - 15 seconds - This is a high frequency and may be reported as spam

The main reason emails go to spam is because the user is sending out too many emails in a short period of time. You can check out our guide on Understanding volume limits if you would like to learn more.

How can I help build the reputation of my new email address?

The suggestions listed above are always the best practices to follow along with warming up your new domain and email.

You can also send emails to your friends and family directly from your new email inbox and have them mark your emails as "Not Spam". We recommend doing this for about a month to build up healthy activity within your inbox.

Note: The younger your domain is, the greater your risk since you don't have any history to go off of. You'll need to build up your reputation first before you see your score improve.
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