Best Practices for Higher Deliverability & Engagement

Here are some essential email design best practices to help you improve the deliverability of your emails, avoid being labeled spam, and increase engagement.

1. Logo Placement

• Always include your store’s logo at the top of the email. This helps build brand recognition and trust with your subscribers. Ensure the logo is clear and links back to your website or store homepage.

2. Maintain a Good Text-to-Image Balance

• Aim for a 60% text and 40% image ratio(ideally a 70:30 image-to-text ratio). This balance helps avoid spam filters while ensuring your message is delivered clearly. Too many images can trigger filters, and too little text can make your email look incomplete.

3. Use Images Purposefully

• Images should enhance your message, not just fill up space. Avoid random stock photos that don't add value. Also, remember that some email clients block images, so your email should still be readable without them.

• Large image files can slow down email load times, making your email less effective. Keep your image files compressed and optimized for faster loading.

4. Content That Is Unique to Your Store

• Tailor your email content to reflect your store’s unique offerings. Avoid generic templates or stock content. Personalize emails based on your audience’s preferences, past purchases, or browsing behavior to make them more relevant and engaging.

For example: if you are selling mattresses, talk about why people should invest in good sleep in your emails instead of using generic content like “we saved your cart. Finish your purchase now”.

• Sending generic content is one of the common reasons for your emails ending in spam.

5. Ensure a Properly Designed Footer

• Your email footer should include essential information, such as your store's name, physical address, and contact details. This is not only good practice for compliance but also helps improve credibility and trust.

6. Valid Reply-to Email

• Always ensure the reply-to email is valid and monitored. Having a responsive and reachable email address encourages better engagement and fosters customer trust.

7. Avoid Spam-Triggering Words

• Certain words can trigger spam filters and land your email in the junk folder. Words like “Top-notch” or “Buy Now” can sound overly promotional. Instead, use natural, engaging language that connects with your audience.

8. Send Emails to Engaged Subscribers

• Focus on sending emails to subscribers who engage with your content. If you send emails to inactive users, it may affect your deliverability. Consider re-engagement campaigns or segment your audience based on activity levels.

9. Clear and Compelling Calls to Action (CTAs)

• Your CTA should stand out, be easily clickable, and encourage recipients to take the next step. Use action verbs and create urgency to drive conversions.

By following these best practices, you can enhance your email campaigns, increase engagement, and ensure your messages are delivered effectively.