Pro Tips for Email Deliverability

We've helped creators send amazing marketing broadcasts and automated sequences with Pillar's Entrepreneur Tier.

Here are a few email deliverability tips to make sure your emails go to your audience's inbox — not spam.

Be mindful of Google's Spam & Promotion Folder Filters

Did you know about 50% of all email users are on Gmail?

Gmail and Google have world-class spam filters that have been especially relevant for small business owners starting January 2024.

So - it's really important you follow the following guidelines to keep your emails out of spam:

1. Make sure your audience has opted into receiving emails from you!
   1. This is the best & first step in making sure you'll crush your email campaigns
2. Avoid excessive use of links
   1. We recommend sending 2 unique links per email.
   2. Too many links means you're likely to end up in promotions or spam
3. Avoid excessive images. We recommend sending 2 unique links per email.
   1. Use a tool like TinyPNG to make sure your images aren't too big.
   2. The more images in the email — the higher the odds your email will end up in the Promotions tab instead of the main Inbox tab on Gmail
4. Don't send out too many emails in one day. Be mindful of volume.
   1. We recommend sending no more than 400 unique emails per day to maximize deliverability.
   2. You're better off pacing yourself and spreading your broadcasts out over a 3-5 day period than risking harm to your email deliverability with one large broadcast!
5. Maintain a Clean Email List
   1. Remove inactive or invalid emails regularly
   2. Never buy email lists
6. Encourage Interaction
   1. Ask questions or include a call-to-action that prompt a reply.
   2. Email providers value replies, which signal engagement
7. Avoid Salesy Words in the Subject line
   1. Words like "Deal," "Discount," "Limited Time," or "Free" in the Subject Line can land emails to Promotions instead of Inbox.
8. Consistently Monitor Your Open & Click Rates
   1. Low engagement across consecutive campaigns can hurt your email deliverability.
   2. Re-engage inactive users or just remove them from your customers list.