Improve deliverability using an email verification guide, and crafting your email campaign only to have it land in subscribers’ spam folders. Not only does this waste time and resources but also harms your email marketing reputation and can ultimately impact your ROI.

That’s why improving deliverability using email verification is so important for marketers to do. This email verification guide outlines best practices and tips on how to do just that, so you can make every send count in 2024.

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The first step in improving your email deliverability is to clean up your list. Real-time email verification APIs are ideal for this, verifying each new address at the point of capture, which reduces your risk of bad addresses and improving overall deliverability rates.

Another way to improve your email deliverability is to optimize your subject line. This includes avoiding spam trigger words, making sure your subject line is between 35 and 50 characters, limiting excessive punctuation, and other tactics. Email providers use a process called fingerprinting to evaluate whether an email is spammy or not, and if your subject line matches a known fingerprint, it will get sent to the spam folder.

Finally, implementing a sunset policy and regularly cleaning your list is essential to maintaining good deliverability. Over time, subscribers will stop engaging with you or change their email address for a variety of reasons. Keeping a clean and updated list ensures that you’re only sending to engaged subscribers. For more information about how to do this, check out our free email verification guide!