Summary
Improving email deliverability for large emails with many images and links, particularly when experiencing high spam complaint rates, requires a holistic approach. While email size and link count are not primary drivers of deliverability issues, focusing on sender reputation is crucial. This involves implementing and maintaining email authentication (SPF, DKIM, DMARC), diligently managing subscriber lists with clear opt-in processes and easy unsubscribe options, segmenting lists to target engaged subscribers, and using feedback loops to address spam complaints. Monitoring sender reputation, adhering to bulk sender guidelines from ISPs like Google and Microsoft, optimizing email content for different devices, and utilizing a reputable ESP are also vital. Employing dedicated IPs for high-volume sending and regularly validating email lists further enhance deliverability.
Key findings
- Size & Links: Email size and the number of links are not direct causes of deliverability issues.
- Authentication: Proper email authentication (SPF, DKIM, DMARC) is fundamental for verifying sender identity and improving deliverability.
- List Management: Employing clear opt-in processes, honoring unsubscribe requests, and regularly cleaning lists improves engagement and deliverability.
- Segmentation: Segmenting lists to target engaged subscribers reduces spam complaints and improves deliverability.
- Feedback Loops: Using feedback loops from ISPs provides valuable data about spam complaints and deliverability issues.
- Reputation Monitoring: Actively monitoring sender reputation helps identify and address issues affecting deliverability.
- ISPs Guidelines: Adhering to bulk sender guidelines from major ISPs like Google and Microsoft is critical.
- Content Optimization: Optimizing email content for different devices and using concise language improves engagement.
- Dedicated IPs: Using a dedicated IP address can isolate sender reputation and enhance deliverability for high-volume senders.
Key considerations
- Authentication Configuration: Ensure correct and consistent implementation of SPF, DKIM, and DMARC.
- Opt-In & Unsubscribe: Establish clear opt-in procedures and easy-to-find unsubscribe links.
- List Segmentation Strategy: Develop a strategy to segment email lists based on engagement and behavior.
- Feedback Loop Setup: Sign up for and actively monitor feedback loops with major ISPs.
- Reputation Tooling: Utilize reputation monitoring tools and regularly check sender scores.
- ISP Compliance: Familiarize yourself with and adhere to the specific guidelines of ISPs like Google and Microsoft.
- Content Optimization Plan: Create a plan to optimize email content for various devices and improve engagement.
- Dedicated IP Evaluation: Assess the need for a dedicated IP based on sending volume and reputation.
What email marketers say
9 marketer opinions
To improve email deliverability for large emails with many images and links when experiencing high spam complaint rates, a multi-faceted approach is needed. This includes segmenting email lists to target engaged subscribers, improving sender reputation through authentication (SPF, DKIM, DMARC) and consistent sending volume, optimizing email content (image sizes, concise language, mobile-friendliness), regular list cleaning, creating engaging content, checking sender scores, running inbox placement tests, and potentially using a dedicated IP address.
Key opinions
- Segmentation: Segmenting email lists and targeting engaged subscribers can improve deliverability and reduce spam complaints.
- Sender Reputation: Improving sender reputation through authentication (SPF, DKIM, DMARC), consistent sending volume, and avoiding sudden spikes is crucial.
- Content Optimization: Optimizing email content by reducing image sizes, using concise language, and ensuring mobile-friendliness can prevent triggering spam filters.
- List Cleaning: Regularly cleaning email lists with email validation tools to remove unengaged subscribers improves sender reputation and deliverability.
- Engaging Content: Creating engaging and valuable content for subscribers helps maintain a positive sender reputation.
- Dedicated IP: Using a dedicated IP address for high-volume sending can isolate sender reputation and improve deliverability.
Key considerations
- Segmentation Strategy: Determine how to effectively segment email lists based on engagement and implement a sunset policy for inactive contacts.
- Authentication Setup: Implement and maintain SPF, DKIM, and DMARC authentication protocols to verify sender identity.
- Content Optimization Techniques: Identify and implement strategies to optimize email content, including image compression, concise language, and mobile-friendly design.
- List Cleaning Process: Establish a regular process for cleaning email lists using email validation tools and removing unengaged subscribers.
- Monitoring Tools: Utilize sender score monitoring tools and inbox placement tests to identify and address deliverability issues.
- ESP Reputation: Select a reputable ESP and check sender scores regularly
Marketer view
Email marketer from Stack Overflow suggests using a dedicated IP address for sending emails if you're sending a high volume of emails to isolate your reputation from other senders, which could be influencing your deliverability rates.
18 Sep 2022 - Stack Overflow
Marketer view
Email marketer from Email on Acid shares that optimizing your email for different devices, including using a responsive design and optimizing images, will reduce load times and improve engagement. They also suggest A/B testing different versions of your email.
30 Oct 2021 - Email on Acid
What the experts say
7 expert opinions
Improving email deliverability, particularly for large emails with numerous images and links experiencing high spam complaint rates, involves addressing several factors beyond just the email size and number of links. Key strategies include focusing on sender reputation through proper authentication (SPF, DKIM, DMARC) and monitoring, proactively managing subscriber lists by clarifying the source of addresses and ensuring affirmative opt-in, offering easy unsubscribe options, segmenting and restricting blasts to engaged subscribers only, and utilizing feedback loops to understand and address spam complaints. Analyzing sender reputation and using reputation monitoring tools are important.
Key opinions
- Email Size & Links: Email size and number of links are not primary factors affecting deliverability.
- Authentication: Proper implementation and maintenance of email authentication protocols (SPF, DKIM, DMARC) is essential.
- List Management: Clarifying address sources and ensuring affirmative opt-in are crucial for list hygiene.
- Unsubscribe Process: Making the unsubscribe option easily accessible can reduce spam complaints.
- Engagement: Restricting email blasts to engaged subscribers improves deliverability.
- Feedback Loops: Using feedback loops with ISPs provides data about spam complaints.
- Reputation Monitoring: Monitoring sender reputation is vital and can be done using various tools.
Key considerations
- Authentication Implementation: Ensure SPF, DKIM, and DMARC are correctly configured and maintained.
- Opt-In Process: Implement a clear and affirmative opt-in process for subscribers.
- Unsubscribe Placement: Move the unsubscribe link to a prominent position in emails.
- Segmentation Strategy: Develop a strategy to segment and target engaged subscribers.
- FBL Setup: Sign up for feedback loops with major ISPs.
- Reputation Monitoring: Utilize reputation monitoring tools to track sender reputation metrics.
Expert view
Expert from Email Geeks suggests restricting the big blasts to engaged subscribers due to potentially unclear opt-in and/or hanging on to subscribers forever.
7 Aug 2022 - Email Geeks
Expert view
Expert from Email Geeks explains that size is not a deliverability issue in general and remote images are not going to affect anything.
29 May 2022 - Email Geeks
What the documentation says
4 technical articles
Improving email deliverability when facing low engagement and high spam rates, particularly with large emails containing numerous images and links, requires adherence to bulk sender guidelines, robust email authentication, and proactive list management. Google and Microsoft emphasize monitoring sender reputation through their respective tools (Postmaster Tools and JMRP) and ensuring valuable content. Authentication using SPF, DKIM, and DMARC is crucial for verifying sending identity, with the RFC providing technical specifications for SPF configuration.
Key findings
- Sender Guidelines: Adhering to bulk sender guidelines from major ISPs like Google and Microsoft is essential for deliverability.
- Authentication: Email authentication protocols (SPF, DKIM, DMARC) are critical for verifying sender identity and improving deliverability.
- List Management: Maintaining clean email lists by honoring unsubscribe requests and providing valuable content is necessary.
- Reputation Monitoring: Monitoring sender reputation using tools like Google Postmaster Tools and Microsoft JMRP is recommended.
Key considerations
- Guideline Compliance: Review and adhere to the specific bulk sender guidelines provided by major ISPs like Google and Microsoft.
- Authentication Implementation: Implement SPF, DKIM, and DMARC correctly, referencing technical specifications like the RFC for SPF records.
- List Hygiene Practices: Establish processes for cleaning and maintaining email lists, including honoring unsubscribe requests.
- Monitoring Tool Setup: Set up and regularly monitor sender reputation using Google Postmaster Tools and Microsoft JMRP.
Technical article
Documentation from Google Support explains that senders experiencing low engagement and high spam rates should review their sending practices against Google's bulk sender guidelines, focusing on authentication, list management, and content quality. Google also recommends using Postmaster Tools to monitor your sending reputation.
4 Jul 2022 - Google Support
Technical article
Documentation from RFC explains the technical specifications of Sender Policy Framework (SPF) records, including syntax, mechanisms, and qualifiers. This is crucial for understanding how to properly configure SPF for email authentication.
28 Aug 2024 - RFC
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