Improving Email Deliverability
Email deliverability is a complicated topic that is comprised of many different factors. To improve email delivery rates, a sender should be aware of everything from email content to SPF and DKIM settings. The following are potential deliverability-based issues you should check before contacting Support. If there still are issues after checking the following, then please contact Sugar Market Support for further investigation.
- Review Email Settings
- Evaluate Email Content
- Review Email Content with Test Emails
- Allow Sugar Market IP Addresses
Review Email Settings
Confirm that the SPF and DKIM settings are correctly set up, as described in Configuring Email Settings.
Evaluate Email Content
Email content is very important to deliverability. Modern spam filters are restrictive on some of the content that is allowed to pass through to a recipient's inbox. The filters first check the title and then the subject line of the email for keywords and will flag the message as spam if matches are found. Many email providers impose their own restrictions on email content. For example, Microsoft Outlook typically has many restrictions and formatting issues with unsupported fonts and styles. Therefore, it is always recommended to use the Advanced Email Testing in Sugar Market to see how a designed email will look in a wide range of inboxes. The Advanced Email Testing feature is powered by Litmus, a third-party spam checker and tester. The Litmus tester, which allows 100 uses per month for Sugar Market users, is a powerful tool that ensures the quality of the email content and deliverability rates. Visit https://litmus.com/help/testing/ for more information on how Litmus analyzes email deliverability.
Embedding Images and Video in Emails
Since most email providers do not support embedded videos because they will not render properly, we recommend you consider an alternative to embedded videos in your Sugar Market campaigns. For example, you can embed still images with URLs behind them, or use faux videos, as described in this Litmus blog article. If your email contains too many images, GIFs, or other non-text-based formats, the email may be flagged as spam. A good standard of practice is to use about 80% text and 20% images. Emails that surpass this threshold are significantly more likely to be flagged as spam and either redirected to the spam folder or blocked entirely, depending on the recipient server settings. Some email providers (e.g. Gmail) have settings to remove images until the recipient manually removes that filter, so if these images convey important information, they can be missed.
Review Email Content with Test Emails
Sugar Market's Email Builder features a test email function that allows you to send a test to a chosen email address. You can add multiple different emails to see if the email hits the recipients' inboxes or their spam folders. The best test for this is to send to as many different domains as possible. The biggest inboxes are good to test (e.g. Gmail and Outlook), if possible. Since Outlook always formats emails in a print format, they may display differently from what the tests show, but this is something that Sugar Market cannot prevent. Read more about issues specific to Outlook in the Problems with Microsoft Outlook article.
Allow Sugar Market IP Addresses
It is always important that you allow the Sugar Market sending IP addresses, but when you are sending emails to a wide range of recipients, it is not always easy to have these recipients allow the IPs. If most of the recipients are on the same domain and the senders have a working relationship with the recipient domain owners, then it would be appropriate to ask them to allow the Sugar Market sending IPs.
If you have checked these common problems and are still having issues, then please file a case with the Sugar Support team, providing all of the information that you have just checked.
Last modified: 2021-03-01 21:26:20