Summary
Optimizing email deliverability with HubSpot involves a multi-faceted approach combining technical configurations, content strategy, and list management. Essential technical steps include fully implementing DKIM, SPF, and DMARC authentication. Good list hygiene practices are critical, necessitating regular cleaning by removing unengaged subscribers, as well as engaging and segmenting existing subscribers. Sender reputation is significantly impacted by IP address strategies, either through selecting dedicated IPs for higher-volume sending and warming them up gradually, or by understanding that shared IP addresses can impact reputation with other senders on those IPs. Additionally, quality of the email contents is important, which includes avoiding URL shorteners and spam trigger words, previewing emails across different clients, and monitoring blocklists regularly. Setting up feedback loops allows for identifying and managing spam complaints, and targeting efforts toward active rather than inactive users.
Key findings
- Authentication: DKIM, SPF, and DMARC are essential technical implementations for improving deliverability.
- List Hygiene & Engagement: Regularly clean lists by removing unengaged users; segment and target actively engaged users.
- IP Management: Monitor and manage IP reputation through warm-up, dedicated IP, or awareness of reputation impact via shared IP.
- Content Optimization: Avoid spam trigger words and URL shorteners; preview emails to ensure proper rendering and a positive experience.
- Monitoring & Feedback: Set up feedback loops and regularly monitor blocklists to resolve deliverability problems promptly.
Key considerations
- Implementation: Fully implement DKIM, SPF, and DMARC; this includes having the correct access to DNS settings.
- IP Choice: Consider a dedicated IP for higher volume, as shared IPs share reputation with others.
- Content Strategy: Focus on creating high-quality content that resonates with the targeted segment.
- Monitoring Frequency: Establish a regular schedule to check for blocklisting and spam complaints.
- Inactive Users: Avoid targeting or sending emails to inactive users
What email marketers say
10 marketer opinions
Optimizing email deliverability from HubSpot involves several key strategies. Maintaining a clean email list by removing unengaged subscribers, sending valuable content to engaged users, and segmenting your audience for targeted content are crucial. Setting up DKIM, SPF, and DMARC properly is essential, as is avoiding spam trigger words. Shared IP addresses can impact reputation, so consider a dedicated IP for large volumes. Warming up IP addresses gradually and previewing emails across clients ensures a good user experience and prevents issues. Avoiding URL shorteners in emails is also advised to maintain trust and avoid spam filters.
Key opinions
- List Hygiene: Regularly clean your email list by removing unengaged subscribers to improve deliverability.
- Content Quality: Send valuable and engaging content to maintain sender reputation and inbox placement.
- Authentication: Properly set up DKIM, SPF, and DMARC to authenticate your emails.
- Targeted Sending: Segment your audience and send targeted content to increase engagement.
- IP Reputation: Be mindful of IP reputation; consider dedicated IPs for high-volume sending and warm them up gradually.
Key considerations
- Shared vs. Dedicated IP: Assess whether a shared or dedicated IP address is more suitable based on sending volume and desired control over reputation.
- Spam Triggers: Avoid using spam trigger words in email subject lines and body.
- Email Preview: Preview emails across different clients and devices to ensure proper rendering.
- URL Shorteners: Avoid URL shorteners as they can negatively impact deliverability.
- Inactive Users: Don't target inactive users, focus on engaged users
Marketer view
Marketer from Email Geeks shares to be sure about DKIM / SPF / DMARC, ensure they are properly setup. He also shares the main error he sees in his clients behavior that ruins deliverability, is targeting, don't target inactive user, maintain proper engagement, there is no use to target 1M peoples if only 400K of thoses are engaged to you.
1 Dec 2021 - Email Geeks
Marketer view
Email marketer from Neil Patel explains that consistently sending valuable content to engaged subscribers helps improve sender reputation and inbox placement.
4 Aug 2024 - Neil Patel
What the experts say
3 expert opinions
Optimizing email deliverability from HubSpot involves implementing DKIM authentication to avoid deliverability issues. Avoiding URL shorteners in email campaigns is essential as they are often linked to spam. Regularly monitoring your IP address and domain on blocklists is crucial for identifying and resolving deliverability problems quickly.
Key opinions
- DKIM Authentication: Implementing DKIM authentication is crucial for email deliverability; without it, issues are more likely.
- URL Shorteners: Avoiding URL shorteners in email campaigns helps prevent spam flags and improves deliverability.
- Blocklist Monitoring: Regularly monitoring IP address and domain on blocklists is essential to identify and address deliverability problems.
Key considerations
- Implementation: Ensure DKIM authentication is fully implemented.
- URL Choice: Use full, direct URLs instead of shortened links.
- Monitoring Frequency: Establish a regular schedule for checking blocklists.
Expert view
Expert from Email Geeks explains to be sure to fully implement DKIM authentication, and that it doesn’t guarantee inbox placement, but without it, you’re more likely to have troubles along the way.
24 Jun 2021 - Email Geeks
Expert view
Expert from Word to the Wise shares that regularly monitoring your IP address and domain on various blocklists is crucial for identifying and resolving deliverability issues promptly.
25 Feb 2024 - Word to the Wise
What the documentation says
4 technical articles
Optimizing email deliverability from HubSpot involves configuring essential email authentication protocols and feedback mechanisms. Setting up DKIM in HubSpot’s settings by adding the DKIM record to your DNS provider is crucial. Implementing DMARC protects your domain from spoofing and phishing attacks, enhancing deliverability. SPF records authorize your email server, preventing spammers from using your address. Additionally, establishing feedback loops with major ISPs allows you to receive spam complaint reports and remove problematic subscribers.
Key findings
- DKIM Setup: Configuring DKIM is a direct step available within HubSpot settings.
- DMARC Implementation: DMARC protects against spoofing and phishing, which boosts deliverability.
- SPF Records: SPF records authorize your email server to prevent unauthorized use of your domain.
- Feedback Loops: Feedback loops provide essential data for managing and removing problematic subscribers.
Key considerations
- DNS Access: You'll need access to your DNS provider to add DKIM records.
- Technical Expertise: Implementing DMARC may require some technical expertise.
- ISP Compliance: Setting up feedback loops requires cooperation with major ISPs.
- List Management: You need a process for removing subscribers who generate spam complaints.
Technical article
Documentation from Google explains that implementing DMARC helps protect your domain from spoofing and phishing attacks, which can improve email deliverability rates.
8 Mar 2023 - Google
Technical article
Documentation from Mailjet explains that setting up SPF records authorizes your email server to send emails on behalf of your domain, preventing spammers from spoofing your address.
1 Sep 2022 - Mailjet
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