15 Proven Strategies To Improve Your Cold Email Deliverability

Cold email deliverability is all about ensuring your carefully written emails make it to the recipient’s inbox instead of the dreaded spam folder. 

High deliverability means your emails are more likely to hit their target inboxes, giving you a shot at engaging new leads or clients. Low deliverability, on the other hand, means hardly anybody sees your emails, which means all that work was wasted.

Here are 15 proven ways to improve your cold email deliverability:

1. Assess your email sender reputation
2. Double-check that your email list is accurate
3. Optimize email authentication protocols 
4. Warm up your email domain gradually
5. Limit email volume and frequency
6. Craft engaging, personalized email content 
7. Avoid common spam trigger words 
8. Format emails properly and avoid large attachments 
9. Manage inactive or unresponsive contacts to keep your list fresh
10. Use a reputable email service provider
11. Maintain a consistent "From" name and email address 
12. Track engagement metrics 
13. Use A/B tests on subject lines and content
14. Add a personal touch with follow-ups 
15. Monitor email blacklists

Let’s dive into 15 ways to improve email deliverability. (P.S. We’ll also throw in some neat ways Lindy’s AI agents can help.) 

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15 strategies: Your cold email deliverability checklist

1. Assess your email sender reputation

Your sender reputation is like your digital credit score for email deliverability. A high score means inboxes trust you, while a low score sends you straight to the spam pile.

Here’s how to keep your score high: 

• Monitor on the reg: Keep tabs on your sender score to gain insights into your reputation over time. Regular monitoring helps you address sudden changes early and ensures any reputational dips don’t linger.
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• Check against blacklists: Even with a clean list, your emails may still hit spam if your domain or IP ends up on a blacklist. Regularly check your status on major blacklists to catch and resolve any issues promptly.
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• Address bounces immediately: High bounce rates are a huge red flag for spam filters. Removing invalid addresses right away signals that you’re actively maintaining a clean list, helping to keep your reputation intact.
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• Use double opt-ins: While not strictly reputation-related, double opt-ins help you make sure recipients are genuinely interested, which can reduce spam complaints and improve overall engagement.
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• Get feedback from ISPs: Some email service providers offer feedback loops that notify you when users mark your emails as spam. Enrolling in these programs helps you identify trends in spam complaints, allowing you to adjust your strategy and protect your sender reputation.

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2. Double-check your email list for accuracy

Think of your email list as a guest list — you don’t want that guy who ends up ranting at 3 am. Making sure your list only has qualified leads keeps you off the spam radar and bumps up your chances of engagement.

How to do it: 

• Verify addresses before you send: This simple step cuts bounce rates, helping your emails reach the intended recipients while keeping your domain in good standing.
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• Set up regular list maintenance: Check your list every few months to keep it fresh. Removing contacts that consistently bounce or show zero engagement keeps your list relevant and active.
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• Segment your lists for better targeting: By breaking down your email list into smaller, interest-based segments, you reduce the likelihood of recipients marking emails as spam, which in turn boosts your sender reputation. 
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• Avoid purchased lists: Buying email lists may seem like a shortcut, but it’s a quick way to damage your sender reputation. Instead, build a high-quality list through opt-ins and content offers, ensuring a more engaged, receptive audience.

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3. Optimize email authentication protocols (SPF, DKIM, DMARC)

Think of these protocols as the digital ID badges for your emails. Properly setting up SPF, DKIM, and DMARC records tells email providers you’re trustworthy, making it more likely your emails reach inboxes instead of spam.

Let’s break down each one: 

• SPF (Sender Policy Framework): SPF verifies that the email is coming from an approved server. It prevents domain spoofing and helps keep your emails looking legit. (Not like those last two NFT scams you bought into.) 
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• DKIM (DomainKeys Identified Mail): DKIM adds a digital signature to each email, verifying it hasn’t been tampered with. This strengthens trust with ISPs and fortifies your emails’ integrity.
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• DMARC (Domain-based Message Authentication, Reporting, and Conformance): DMARC enforces your SPF and DKIM settings, allowing you to monitor email authentication and receive reports on suspicious email activities.
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• Check your DMARC alignment: A DMARC policy misalignment (such as different domains between SPF, DKIM, and DMARC) can cause issues, so thoroughly check that all three work together cohesively.

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4. Warm up your email domain gradually

Just like starting a new job, your email domain needs to ease into sending higher volumes of emails. Abruptly sending hundreds of emails from a fresh domain raises suspicion and can get you blocked.

Why it can help you improve email deliverability: 

• Start with a low volume: Begin with small batches — maybe 10 to 20 emails per day, and gradually increase the number as your domain builds trust with ISPs. 
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• Focus on engagement early: Start by emailing your most engaged recipients to establish and get a bit of a positive spin going. High open and response rates signal to providers that your emails are wanted.
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• Warm them up gradually: Send small, automated batches and increase volume over time, mimicking natural email interactions with occasional replies and opens to build your domain’s credibility.
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• Keep consistent sending times: Building a rhythm for your email sends (like sending emails at similar times each day) helps create a steady, reliable email pattern that ISPs will come to trust.

Lindy’s Email Assistant can help you manage a chaotic inbox, track large volumes of responses, and draft replies — all on autopilot.  

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5. Limit email sending volume and frequency

There’s a sweet spot when it comes to sending cold emails. Too many too fast? That’s a surefire way to get flagged. Keeping volume and frequency in check improves deliverability and engagement.

Follow these: 

• Set smart daily limits: Start with 50-100 emails a day and adjust based on engagement. Sending smaller, manageable volumes gives ISPs time to recognize your domain’s email pattern as legitimate.
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• Respectful spacing: Avoid blasting emails at once; instead, schedule them to go out gradually throughout the day to avoid looking spammy to ISPs.
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• Prioritize quality over quantity: Rather than casting a super-wide net, focus on carefully crafted, highly targeted emails. Personalized, relevant content improves engagement rates and helps establish a trusted domain reputation.
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• Do a weekly review: Evaluate your sending volumes weekly to identify any drops in engagement and adjust your frequency if necessary.

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6. Craft engaging and personalized email content

When it comes to cold emailing, think of yourself as a bit of a conversationalist. People want to feel you’re speaking directly to them, not just sending a mass blast. 

Here’s how to make your content mean something:

• Tailor it like you mean it: Address specific needs or industry pain points. Mention something unique — anything that shows you’re paying attention, not just sending generic messages. Adding details specific to their company or recent industry trends makes it clear you’ve done your homework. 
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• Get to the point (quickly): Nobody has time for fluff. Open with a hook and show the value you bring upfront. Keep sentences short, make your pitch relevant, and give them a reason to keep reading.
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• Add a bit of humanity: Use personalization tags for name and company details. If you've connected before, give a brief nod to your past interaction. Going beyond basic personalization with insights about their role or pain points can make them feel genuinely understood. With Lindy, this is super easy, as it can help you qualify and update details on leads. 
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• CTA with style: Wrap up with a clear call-to-action that feels natural — try “Let’s chat” instead of a heavy-handed “SIGN UP NOW; I NEED YOUR MONEY!” Including a specific action, like scheduling a time or suggesting a follow-up call, encourages a response without overwhelming them.

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7. Avoid spam trigger words and phrases

Spam filters are picky — they don’t like an aggressive sales pitch. A little subtlety can make your email look more authentic and less like spam.

Check out how: 

• Ditch the “Buy now” screamers: Avoid terms like “Act Now” or “Exclusive offer.” A conversational tone wins the trust of both filters and recipients. Focus instead on creating a sense of value rather than urgency, which feels more genuine.
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• Tone down the CAPS: Avoid ALL CAPS and exclamation marks!!! They make your email look pushy. Text formatting matters — too many bold or italic words can also flag emails, so keep it straightforward.
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• Stick to simple subject lines: Avoid extra punctuation like “!?!?” or $$$. Simple, clear subject lines always perform better. Think about using phrases that spark curiosity or directly address your recipient’s needs.
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• Be genuinely helpful: Provide real value or insight. The more useful your email, the better your chances of bypassing spam filters and connecting with your recipient. Educational or resource-oriented language usually gets better engagement than high-pressure phrases.

Lindy’s Sales Pitch Generator can help you nail all of these by crafting subtle, audience-specific pitches that bypass spam filters. It can subtly adapt tone and word choice to build trust with your customers. 

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8. Get proper formatting and avoid large attachments

A clean, well-formatted email feels more like a genuine message than a flashy ad — and nobody likes inbox-clogging attachments.

Here’s how you do it: 

• Keep it visually simple: Use clear headings and brief paragraphs, and avoid colorful fonts. Stick to a readable font style and size that looks professional on all devices.
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• Avoid big attachments: Attachments over 1MB often scream “spam” to email servers. Link files from the cloud if you need to share them. Offering cloud storage links also provides an extra layer of security, as users can preview before downloading.
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• Balance your images: Keep a healthy text-to-image ratio; an email should be clear even without pictures. A single, relevant image is usually enough; too many can slow loading time and lower engagement.
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• Test for appearance: Run rendering tests to check how it displays across devices and email clients. Nothing’s worse than an unreadable email. Most ESPs offer preview tools that allow you to see how emails look in different browsers and email providers.

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9. Manage and remove inactive or unresponsive leads

Think of your email list as a garden — it needs regular trimming to avoid getting out of control. Don’t keep inactive leads, as they only weigh down your engagement and sender reputation.

Some actionable tips: 

• Re-engagement campaigns: Before removing inactive leads, try a targeted campaign to see who’s still interested. A simple “we miss you” email can reignite interest and help you identify active contacts.
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• Quarterly cleanup: Schedule quarterly list reviews to remove addresses with zero engagement for months. Regular pruning not only improves deliverability but also keeps your data relevant and actionable. 
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• Put some thought into engagement: Focus on keeping your engaged subscribers happy. Rapid responses to opens and replies keep your list warm. Monitor open rates and reply to questions or requests promptly to maintain engagement. Lindy can help you get near-instant, on-brand email responses. 

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10. Use a reputable email service provider (ESP)

Think of your ESP as your host — they can make or break your cold email experience. Choose one with a strong reputation and the right features.

Here’s why it’s a part of your email deliverability checklist: 

• Trustworthy reputation: Pick a provider that has a positive ISP relationship to improve your chances of inbox placement. ESPs with higher deliverability scores can actually improve your sender reputation. It’s who you know, after all. For instance, the deliverability at massive companies like Microsoft, AOL, Gmail, and Yahoo is 86% — higher than the global average. 
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• Feature-packed: Look for automation, A/B testing, and analytics so you can track what works and continually improve. Quality ESPs also offer lead scoring, allowing you to target your top prospects more effectively.
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• User-friendly interface: A well-designed ESP interface saves time and minimizes the chances of technical mistakes. You should be able to track, manage, and optimize your campaigns without a steep learning curve.
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• Good integrations: Make sure your ESP connects with your CRM and other tools for a cohesive workflow. Integration with analytics and reporting tools gives you insights into what’s working best and where to tweak a bit. 

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11. Maintain a consistent “From” name and email address

Changing your sender name or email address frequently can confuse your recipients — and inbox providers, too. It’s like introducing yourself with a different name every time you meet someone. 

Here’s how to stick to a familiar identity:

• Be recognizable: Use a “From” name that’s clear and easily recognizable to your contacts. Recipients should immediately identify who you are and why they’re hearing from you. A common best practice is to use either a personal name with a company name (e.g., “Bobby at Lindy”) or just the company name.
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• Avoid “no-reply” addresses: Emails from “no-reply” addresses feel impersonal and can frustrate recipients, potentially leading to complaints or unsubscribes. Instead, use a real, monitored inbox, even if it’s dedicated just to replies.
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• Stick with one address: Keep using the same email address across campaigns. Consistency reinforces your brand’s identity and keeps your emails out of the spam folder. If you need to change the email domain or address, consider a gradual transition with clear communication.
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• Add a bit of zest: Add a friendly tagline in your email signature to give a personal feel — like “Always happy to help.” Small touches humanize your brand and get that bit of positive engagement.

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12. Track and improve engagement metrics

Your open rates, click-through rates, and reply rates are like the lifeblood of email deliverability. ISPs see these as indicators of whether your emails are welcome — or if they’re skimming the spammy side of things. 

Metrics to stay on top of: 

• Focus on open rates: High open rates signal to ISPs that people want to read your emails. Keep an eye on these numbers and analyze any sudden drops because they could indicate deliverability issues.
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• Optimize for clicks: Click-through rates indicate that recipients find value in your content. Low clicks? Experiment with call-to-action placement or wording. Sometimes, a simple tweak in language can get you more engagement.
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• Monitor bounce rates: Regularly check for hard and soft bounces. If you see a spike in hard bounces, you might need to clean up your list to maintain a healthy sender reputation.
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• Don’t sleep on “outliers”: Engagement data, like time spent reading and link clicks outside of CTAs, can reveal valuable insights. Knowing what sections keep readers engaged can help you make that future content better. 

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13. Use A/B testing for subject lines and content

Testing might sound technical, but A/B testing is simply about finding out what resonates most with your audience. It’s like trying two different opening lines at a networking event to see which gets a better response. By running A/B tests, you’re getting closer to that sweet spot that makes recipients want to open and engage.

Try these now: 

• Test different elements: Play around with subject lines, intro paragraphs, and CTAs. Even something as minor as phrasing can make a big difference in clicks and opens.
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• Check for “winner” patterns: After multiple tests, look for recurring patterns in what works. Does humor resonate? Do questions in subject lines outperform statements? Pinpointing these patterns lets you refine your content style.
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• Optimize those send times: Test the timing of your emails to see what gives you the highest engagement. You may find that certain times of day — or even days of the week — have better results.
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• Compare short vs. long: Some audiences prefer concise, to-the-point emails, while others respond better to more detailed content. Try both to see what gets engagement going and adapt your approach based on the results.

You can connect Salesforce, which allows A/B testing, with Lindy for powerful automations. 

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14. Keep a human touch with personalized follow-ups

Cold emails don’t have to feel frozen. Personalized follow-ups show that you care about your recipients and are invested in building a relationship. 

Make them feel like you’re reaching out just to them, and your engagement will reflect that effort.

Here’s how: 

• Follow up with purpose: Don’t just follow up for the sake of it. Mention any previous interactions, respond to their last reply, or reference something you discussed. Thoughtful follow-ups build a genuine connection.
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• Time it right: Space out your follow-ups by a few days, giving recipients time to respond. A series of emails over a single day is a fast track to spam reports.
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• Give a bit of extra value: Each follow-up should bring something new to the table — a relevant article, a recent industry report, or even just a friendly reminder. Keep it helpful. It's not like you’re hammering on the same nail. 
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• Be brief but friendly: Nobody wants to read a long follow-up. Keep it short, friendly, and to the point, showing appreciation for their time and interest.

Lindy can help you use your knowledge base to create on-brand, friendly replies that make customers feel like you’re talking to them.

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15. Monitor email blacklists and address issues quickly

Even with the best practices in place, you could still end up on an email blacklist if a spam filter decides your messages aren’t quite legit. 

Here’s what you can do to keep that disaster scenario from happening: 

• Check blacklists weekly: Run a weekly check on popular blacklist sites like Spamhaus, SURBL, and Barracuda. If you’re on one, you’ll want to act fast to resolve it.
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• Don’t sleep on it: If you find yourself on a blacklist, get off it. Investigate the root cause, which may involve reviewing your recent email activities for unusual spikes in complaints or bounces.
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• Authenticate emails: Make sure SPF, DKIM, and DMARC protocols are all up-to-date — this is essential. Blacklists will check out these authentication protocols as signals of email legitimacy, so keep them current.
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• Contact blacklist admins: Many blacklists offer a process for requesting removal. Reach out with a brief request explaining any steps you’ve taken to resolve the issue. 

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Summing up

Cold email deliverability is probably more art than science, but with these strategies in your toolkit, you’re in great shape to maximize that deliverability. 

Remember, it’s all about building trust — both with your recipients and with the email gods (ISPs). 

With Lindy on your side, you’ll be able to qualify and segment, write great content, and keep that email flow going — in other words, less time lost to spam folders and more time building real connections (and sales).

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Lindy can optimize your cold email strategies

Are you looking to turn your cold email outreach into a precision engine? It’s time to meet Lindy, the AI agent builder who can help you automate your email game.

Let’s take a look:

• Total integration: Lindy syncs with your CRM and email platform — keeping your data connected, organized, and ready for action.
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• Affordable and powerful: Lindy delivers advanced features to improve your cold email deliverability and ROI without the high-end price tag. 
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• Round-the-clock help: Lindy handles everything from follow-ups and list management to real-time engagement tracking so that you can put your focus back on big-picture strategizing. 
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• Beyond email automation: With Lindy’s AI agents, manage every aspect of your outreach — from segmenting your list to writing personalized responses. Want more automations? Lindy can help you with anything from content creation to workflow management, meeting scheduling, sales, and much more. 
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• AI teamwork at its best: Use Lindy’s Societies feature to unite your AI agents for max-teamwork collaboration. Picture a team of Lindies working together to optimize tasks for more efficient, quicker results.

Try Lindy for free.‍