Email Deliverability

Ensuring Your Small Business Emails Reach the Inbox: Best Practices for Success

As a web designer catering to small businesses, one of the questions we often ask is about email deliverability.  This guide will delve into the best practices for ensuring your small business emails reach the inbox. We do not offer technical email services such as email hosting or troubleshooting but can recommend services to help with most issues. We offer Email Marketing services and are experienced in using Mailchimp. It's essential to have a reliable email hosting service that offers professional features, security, and scalability to meet your business needs. Read some advice about choosing the right email hosting company for your small business.

Set Up Email Authentication:

Begin by setting up essential email authentication mechanisms such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance). These authentication protocols enhance your clients' domain reputation and minimize the chances of their emails being flagged as spam. If you are using Gmail for Business, clear articles explaining how to add these records. Consider whether your email hosting offers this service.

Optimise Your Email Content:

Craft engaging, relevant, and concise email content that encourages recipients to open and interact with your emails. Avoid using spam-triggering words and excessive capitalisation, as these can harm email deliverability. Consider using Email Automation to ensure consistent communication for example welcoming new customers.

Maintain a Clean Email List:

Regularly clean and update your email list by removing invalid or inactive email addresses. A high bounce rate negatively impacts your domain reputation and reduces your chances of landing in the inbox.

If you use an email list service like Mailchimp, regularly update and remove inactive or invalid email addresses. Use double opt-ins to ensure subscribers explicitly agree to receive emails. Monitor engagement metrics and promptly handle bouncebacks. Implementing these practices improves deliverability and fosters better audience engagement.

Download our free guide to learn how to use Email Marketing to educate and nurture your subscribers. We're going to walk you through what you need and how you can get started today.

Prioritise User Consent:

Ensure you have clear and transparent opt-in forms so your emails are only sent to recipients who have explicitly agreed to receive them. Building trust through proper user consent improves the likelihood of email deliverability.

Test Your Emails:

Before launching a new email campaign, thoroughly test the emails across different email clients and devices. Ensuring consistent rendering and functionality prevents potential issues that could hurt your email deliverability.

Monitor Email Deliverability Metrics:

Regularly review essential email deliverability metrics, such as open rates, click-through rates, and bounce rates. Monitoring these metrics allows you to identify potential problems and take corrective actions promptly.

Use Dedicated IP Addresses:

If you send large emails, consider using dedicated IP addresses. This separates your email reputation from others, reducing the risk of being impacted by the actions of other senders sharing the same IP. Mailchimp uses dedicated IP addresses for sending emails. With Mailchimp, you have the option to use a shared IP address or a dedicated IP address for your email campaigns. A dedicated IP address offers more control over your email reputation and deliverability, especially if you send a high volume of emails or have specific deliverability needs.

Be Cautious with Attachments and Links:

Be mindful of attachments and links in your emails, as these can trigger spam filters. Use reputable link shorteners and host larger files on your website, linking to them instead of attaching them directly to emails.

Regularly Review Blacklists:

Keep an eye on email blacklists and promptly address any issues if your domain is listed. Being on a blacklist significantly hinders email deliverability, so it's crucial to identify and resolve any problems as soon as possible.


As a small business owner, maintaining high email deliverability is vital for effective communication with your customers. By following these best practices, you can optimise your email strategy, build a positive email reputation, and foster better engagement with your audience.

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