If you’re sending email campaigns with ZapMail and your messages are getting lost, flagged as spam, or just plain ignored, you’re not alone. Email deliverability is a headache for anyone who actually wants people to see their emails—especially with all the filters, blacklists, and picky inboxes out there.
This guide is for ZapMail users who want practical, real answers. No fluff, no hand-waving—just steps you can take to actually get your emails into inboxes.
1. Check Your Sending Reputation First
Before you tweak subject lines or blame the template, start with the basics: your reputation as a sender. If your sending domain or IP is flagged, nothing else really matters.
What to do:
- Look up your domain and IP reputation. Use tools like MxToolbox or Talos Intelligence to see if you’re blacklisted.
- Check your bounce and complaint rates in ZapMail. High bounce rates (over 2%) or lots of spam complaints mean you’re already in trouble with inbox providers.
- Don’t ignore warning signs. If you see a sudden dip in open rates, it’s not just a slow week.
What works:
Actually checking your reputation and fixing issues before sending more emails.
What doesn’t:
Assuming that just switching subject lines or templates will fix a reputation problem. It won’t.
2. Authenticate Your Sending Domain Properly
Email authentication is not optional anymore. If you haven’t set up SPF, DKIM, and DMARC records, you’ll end up in spam, or worse—blocked altogether.
How to do it:
- SPF (Sender Policy Framework):
Publish an SPF record in your DNS that includes ZapMail’s sending servers. ZapMail’s help docs usually give you the exact value to use. - DKIM (DomainKeys Identified Mail):
Add the DKIM public key provided by ZapMail to your DNS records. This lets inbox providers verify that your emails are legit and not tampered with. - DMARC (Domain-based Message Authentication, Reporting & Conformance):
Set up a DMARC record so you get reports on authentication failures and can tell inboxes what to do with unauthenticated mail.
Pro tip:
If you’re unsure whether your records are set up right, use Google’s CheckMX or dmarcian’s DMARC Inspector.
Ignore:
Anyone who says you can “skip” authentication if you’re sending low volume. Even small senders get filtered.
3. Clean Your Email List—Religiously
This is the unsexy but crucial part. Dirty lists are the #1 reason for deliverability nightmares.
How to keep your list clean:
- Remove hard bounces and unsubscribes after every campaign. ZapMail should flag these—don’t leave them in.
- Don’t buy or rent lists. Seriously, just don’t. These addresses are usually old, fake, or harvested, and will get you blacklisted.
- Use double opt-in. Make people confirm they want your emails. It cuts down on fake signups and typos.
- Prune inactive subscribers. If someone hasn’t opened in 6-12 months, either try a re-engagement campaign or take them off your main list.
What actually works:
Regular, ruthless list cleaning. It’s not glamorous, but it’s the most effective deliverability fix you’ll ever make.
4. Watch Your Content—Templates, Links, and Words Matter
Spam filters are picky, and they’re not just looking for “FREE!!!” and “Click now!” anymore. They look at your whole message, especially if you’re using a lot of links, images, or generic templates.
How to avoid red flags:
- Use personalized, plain-text or simple HTML templates. Avoid overly-designed templates with tons of images and little text.
- Don’t overload on links. Too many links—especially to shady or unfamiliar domains—raise spam alarms.
- Ditch “spammy” language. Words like “guaranteed,” “risk-free,” “winner,” or anything that sounds like an infomercial are risky.
- Check for broken links and typos. Sloppy content looks suspicious to both people and spam filters.
Pro tip:
Send test emails to various providers (Gmail, Outlook, Yahoo, etc.) before launching a campaign. Don’t trust just one inbox.
What doesn’t work:
Mindlessly using the same template for every campaign. Filters eventually catch on.
5. Warm Up New Domains and IPs—Don’t Go Full Blast
If you’ve just set up a new sending domain or dedicated IP in ZapMail, don’t send to your entire list right away. You’ll look like a spammer.
How to warm up:
- Start small. Send to your most engaged recipients first—people who always open and click.
- Increase volume gradually, over weeks. Double your sends every few days if all goes well.
- Monitor bounce and complaint rates. If you see a spike, slow down or pause.
What works:
Patience. Building a positive sending reputation takes time.
What doesn’t:
Buying a “fresh” domain and hammering your whole list in week one. That’s a fast lane to spam folders.
6. Monitor Deliverability Metrics (Not Just “Opens”)
It’s tempting to focus on open rates, but you need to look deeper if you want to spot trouble early.
Key metrics to track in ZapMail:
- Bounce rate: Over 2% is a red flag.
- Spam complaint rate: Anything over 0.1% is a problem.
- Inbox placement rate: Some tools and services can estimate this—worth a look.
- Engagement: Who’s opening, clicking, or replying? If engagement drops, something’s wrong.
Ignore:
“Vanity” metrics, like total emails sent, or open rates inflated by Apple Mail Privacy Protection. Focus on real engagement and complaints.
7. Make It Easy to Unsubscribe
It sounds counterintuitive, but hiding your unsubscribe link is the worst thing you can do for deliverability. If people can’t easily opt out, they’ll hit the spam button instead—and that tanks your reputation.
Best practices:
- Clear unsubscribe link in every email. Put it in the footer—don’t make people hunt for it.
- One-click unsubscribe. Don’t make users log in or jump through hoops.
- Respect unsubscribes immediately. Remove them from your list right away.
What works:
Letting people leave easily keeps your complaint rate down and your sender reputation healthy.
8. Don’t Send “Grey” or Illegal Content
This should go without saying, but spam filters and ISPs are especially harsh on certain content.
Things to avoid:
- Affiliate links and “get rich quick” offers. These almost always get flagged.
- Anything that violates local laws (like GDPR or CAN-SPAM). ZapMail can’t save you from legal trouble.
- Fake “from” names or misleading subject lines. These are easy to spot and quick to blacklist.
If in doubt:
Don’t send it. Deliverability is hard enough without making it harder.
9. Test, Iterate, and Don’t Chase Magic Bullets
There’s no single trick that guarantees deliverability. Filters change, best practices shift, and what works now might not work next month.
How to stay ahead:
- Run small tests with each campaign. Try different subject lines, templates, and sending times. Track results.
- Keep up with ZapMail updates. Sometimes the platform changes how it sends or tracks emails—don’t get caught off guard.
- Stay skeptical. If someone promises “100% inboxing,” walk the other way.
Keep It Simple and Iterate
Deliverability isn’t rocket science, but it does take care and consistency. Start with the basics: authenticate your domain, clean your list, and send messages people actually want. Don’t get distracted by shiny tools or hacks. Fix what you can, test often, and keep it honest—your future self (and your subscribers) will thank you.