Email marketing is challenging because every message you send is evaluated by mailbox providers (like Gmail, Outlook, and Yahoo) through complex filtering systems. These systems continuously “grade” your domain reputation and content quality based on factors such as engagement, spam complaints, sending volume, and consistency.
Even if your list is valid and your design looks perfect, deliverability depends on how trustworthy your domain appears and how relevant your content is to recipients.
The good news is that much of this is within your control— check out the below recommendations for improving deliverability and inbox placement.
Strengthen the foundation
From the moment someone joins your subscriber list, start laying the foundation for a great relationship. Add a clear clickable element in your welcome email automation (for example, “confirm email” or “join the list”) to encourage early engagement and improve deliverability.
Include a short footer note asking readers to move your email to their primary inbox if it lands in spam or promotions and add you as a contact.
Custom subdomain
Setup and authenticate a custom subdomain: Make sure SPF, DKIM, and DMARC are properly set up so inbox providers can verify your emails are legitimate. DMARC, SPF, and DKIM records are critical components of email authentication:
SPF (Sender Policy Framework): Specifies which mail servers are authorized to send emails on behalf of your domain.
DKIM (DomainKeys Identified Mail): Adds a digital signature to your emails, ensuring they have not been altered during transit.
DMARC (Domain-based Message Authentication, Reporting, and Conformance): Provides instructions to email providers on how to handle messages that fail SPF or DKIM checks.
Use MXToolbox to check your configuration and spot potential issues. And use tools like Google Postmaster Tools for additional reporting on spam rates, domain reputation, and authentication performance.
Once your domain is authenticated and warmed up, consider strengthening your DMARC policy from p=none (monitoring only) to p=quarantine or p=reject (enforcement). A stricter DMARC policy better protects your domain from spoofing and can improve inbox placement. Reach out to support@hive.co to make this update.
Use a clean, active list
Only send to contacts who have opted in and are engaging with your emails. Remove or exclude inactive subscribers in large email sends.
If you want tips for tackling your inactive segment, check out this help article.
Watch engagement signals such as opens, clicks, replies, and even deletes-without-reading impact how mailbox providers treat your emails.
If you’re noticing higher-than-usual spam rates, increased unsubscribes, or a drop in open and click-through rates—and you’ve already implemented the best practices above—reach out to your Customer Success Manager or Hive’s support team at support@hive.co so we can help investigate.
Segmentation
Segment your sends—most emails aren’t for everyone. Target smaller, more relevant groups to lift engagement and cut spam complaints.
Email content
The content of your email plays a major role in deliverability—what you write, how it’s formatted, and the balance between text and images all influence whether it reaches the inbox. Below are some best practices to help your messages perform their best.
Text-to-image ratio: Aim for about 60% text / 40% images. Image-heavy emails trigger filters; include real copy so the message stands on its own.
Clear, concise copy: Get to the point quickly with short paragraphs or bullets. Avoid spammy phrases like “free,” “act now,” or “click here.”
Mobile optimization: Use responsive templates and tap-friendly CTAs. Preview in light and dark modes.
Single primary CTA: Focus attention on one action (e.g., “Get tickets”). Too many CTAs dilute clicks.
Consistent branding: Stick to your brand voice, colours, and layout patterns. Consistency builds trust and reduces filter risk.
Visible unsubscribe: Make opting out easy. It’s required for compliance and reduces spam complaints.
Pre-send testing
Thoughtful personalization: Personalize where it adds value, not creepiness. Use behaviour/interest signals over sensitive data.
Maintain a consistent send schedule
Large spikes in email volume can look suspicious to ISPs—build up volume gradually if needed.
Automations
Hive’s automations trigger messages at high-intent moments, driving stronger opens/clicks and supporting domain reputation. We recommend setting up:
Welcome automation — Greets new subscribers immediately with what to expect, key links, and an incentive or highlight.
Winback automation — Re-engages contacts who haven’t opened lately with fresh value (updates, offers, or recommendations).
Abandoned buyer — Follows up when someone starts a purchase but doesn’t complete, nudging them to finish.
Pre-/post-show messages — Sends event reminders, FAQs, and upsells before the show, then thanks, surveys, and future recommendations after.