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When it comes to cold emailing, deliverability is everything. You can craft the perfect message, but if it doesn’t land in the recipient's primary inbox, it’s all for nothing. Let’s break down the essentials of email deliverability in a smart, confident, and laid-back way.
You can find the full checklist here.
Domain & Mailbox Setup
First things first, pick the right domain. Go with a .com if you can—it's your best bet for solid deliverability. If that’s not an option, .co, .net, .org, .site, and .io are good backups. Just steer clear of .xyz; it’s a no-go.
When buying your domain, stick with trusted registrars like GoDaddy or Cloudflare, paired with Gmail, Outlook, or Mailforge.ai for your mailbox. Avoid Namecheap, as it doesn’t always play nice with email deliverability.
DNS Records Matter
Don’t forget to set up your DKIM, SPF, and DMARC records. These are your DNS records and are essential for verifying your email's authenticity. Not sure where to start? Tools like MXToolbox can guide you through the process.
Mailbox Sending Limits
Keep your daily email sends in check. Max out at 50 emails per day, with 30 for cold outreach and 20 for warm emails. Overdoing it can harm your domain’s reputation.
Randomize and Rotate
Randomization is key. Set up mailbox rotation for your sequences and let the tools like Instantly, Smartlead, Lemlist, or Salesforge handle the randomization. It keeps your sending patterns unpredictable and boosts your chances of staying out of spam folders.
Warm Up, Cool Down
Warming up your mailbox is like prepping for a marathon. Start slow, ramping up from 4 emails a day to 20 over 2-4 weeks. Keep that warm-up running for as long as your account is active. Also, make sure your warm-up activity is randomized. Trust me, it pays off.
Copy That Lands
When it comes to email copy, less is more—at least at first. Skip the links in your initial email, aside from your primary domain in the signature. Images? Save them for follow-ups.
Avoid common spam trigger words, and always run your copy through a spam checker like Mailmeteor. Also, mix things up with A/B testing and unique copy. Static templates are a killer for deliverability. Use spintax (like {{Hello|Hi|Hey}}) or AI-generated content to keep things fresh.
Sequence Management
Managing your sequence is like playing chess—think a few steps ahead. Opt-out links can hurt your deliverability but might save you from being marked as spam. Delay your emails by at least 3 minutes between sends, and always respect the Do Not Contact (DNC) list.
Bounce rates should be under 2%. If you’re hitting 5% or more, stop the sequence and reassess. Remove any problematic email addresses from your list to keep your sequence clean.
Keep It Plain, Keep It Clean
HTML is flashy, but plain text is king when it comes to deliverability. Strip out HTML and switch off open and click tracking—it’s better for your domain’s health. Regularly check that your domains aren’t blacklisted using tools like MXToolbox or MultiRBL.
Lastly, always verify your email addresses before hitting send. Aim for a bounce rate under 2%, and you’ll be golden.
By following these tips, you'll optimize your email deliverability and make sure your messages land where they belong—in the inbox.
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