If you’re sending cold emails for B2B outreach and running into spam issues, you’re not alone. It’s not just about fancy templates or clever subject lines—getting your emails seen is a messy puzzle of tech, timing, and content. This guide is for folks who want real, step-by-step advice on using Folderly to improve their email content so more messages land in real inboxes. Let’s skip the fluff and get straight to what actually works.
Why Email Deliverability Is So Hard (and Why Content Matters)
It’s tempting to blame all deliverability problems on your sending tools or bad lists. But spam filters have gotten smarter, and a lot comes down to what you’re actually saying in your emails. Even with perfect technical setup, lazy content can kill your chances.
Here’s what’s working against you: - Spam filters change constantly. What’s fine this week could be trouble next week. - B2B inboxes are stricter than ever. People are tired of cold pitches, and filters know it. - Recycled “best practices” don’t cut it. If everyone’s using the same tricks, the filters catch on.
Bottom line: Deliverability is part tech, part content. Ignore either, and your results will be mediocre at best.
Step 1: Understand What Folderly Can (and Can’t) Do for You
Folderly is not a magic “inbox” button. It’s a tool that analyzes your email setup and content to spot issues that hurt deliverability. When it comes to content, Folderly scans your emails for red flags—spammy words, formatting problems, and technical stuff like broken links.
What Folderly is good for: - Flagging words and phrases that trigger spam filters - Scoring your email for deliverability risk - Giving you actionable suggestions (not just generic advice)
What not to expect: - It won’t write your emails for you. - It can’t fix a bad list or a burned domain. - It’s not a replacement for real testing and iterating.
Pro Tip: Use Folderly as a “second set of eyes”—not as a crutch. It’s great for catching stuff you’re too close to see.
Step 2: Set Up Folderly and Connect Your Email Accounts
Before you touch your email content, get Folderly set up the right way. This takes a few minutes but saves headaches later.
How to get started: 1. Sign up for a Folderly account and log in. 2. Connect your sending email accounts (Gmail, Outlook, or SMTP/IMAP). Follow the step-by-step prompts—Folderly walks you through it. 3. Verify your domain settings (SPF, DKIM, DMARC). If you skip this, you’re asking for trouble. Folderly will flag missing records. 4. Wait for Folderly to run its first deliverability check. This gives you a baseline—don’t skip it.
What to ignore: Don’t get distracted by every metric. Focus on the basics: authentication, blacklists, and the main deliverability score.
Step 3: Audit Your Existing Email Content
Now the real work starts. Pull up your current cold emails—the ones getting poor responses or landing in spam.
In Folderly: - Go to the Content Analysis tool. - Paste in your email copy, including the subject line. - Run the analysis.
Folderly will spit out a report. Here’s what to look for:
Common issues flagged: - Spam trigger words (“free,” “guaranteed,” “urgent,” etc.) - Broken or suspicious links - Too many images or heavy formatting - Overuse of bold, caps, or colors - Weird sender info (e.g., mismatched display names)
What to pay attention to: - The “Spam Score” is helpful, but the breakdown is where you’ll actually learn. - Don’t panic over every yellow warning. Focus on the red flags.
What you can ignore: - Folderly sometimes flags super-common phrases. If it makes sense for your message and isn’t overdone, don’t stress about one or two borderline words.
Step 4: Rewrite and Optimize Your Email Content
Let’s be real—most cold emails sound the same. Personalization plus clarity beats recycled templates every time.
Folderly’s suggestions are helpful, but here’s what really works:
- Keep it simple. Write like a human. Ditch the jargon, fluff, and “guaranteed ROI” hype.
- Personalize, but don’t fake it. Mention something real about the recipient or their company, not just a mail merge field.
- Trim the fat. If a sentence doesn’t add value, cut it.
- Use plain formatting. Minimal bold, no colored text, and avoid big images.
- Double-check your links. Only use reputable URLs. Shorteners like bit.ly can trigger filters.
- Don’t oversell. “Quick call?” beats “life-changing solution!”
How Folderly helps: - It will highlight words and formatting that are risky. - It suggests alternatives for flagged phrases. - It checks your sender info matches your domain and display name.
Pro Tip: Even after Folderly’s suggestions, read your email out loud. If it sounds like spam, it probably is.
Step 5: Test Before You Send
This is the step most people rush—or skip entirely. Don’t. Even small changes can bump you from spam to inbox (or vice versa).
How to test with Folderly: 1. Use Folderly’s pre-send test tool (often called “Inbox Placement”). 2. Send your draft to their test addresses—Folderly checks if your email hits the inbox, promotions, or spam. 3. Review the placement report. If you’re landing in spam, tweak your content and try again.
What to look for: - Consistent inbox placement across multiple providers (Gmail, Outlook, etc.) - No weird formatting or broken links in the live email - Sender info matches what you set up
Don’t obsess: Some providers (like Gmail) are unpredictable. If 80–90% of your tests hit inbox, you’re doing fine.
Step 6: Iterate and Keep It Real
Deliverability isn’t set-and-forget. Spam filters keep learning, and what worked last month might not work now.
Here’s how to keep your emails in the inbox: - Rerun Folderly analyses every few weeks, especially if you change your copy. - Track response rates—not just open rates. If replies drop, something’s wrong. - Rotate your templates, but always keep them human and relevant. - Clean your lists regularly. No tool can deliver to dead or uninterested leads.
Things to ignore: - “Guaranteed inbox” promises from any tool or agency. - Trending hacks or “secret” words to bypass filters. If it sounds too good to be true, it is.
Final Thoughts: Don’t Overcomplicate It
Folderly is a useful sidekick for keeping your email content clean, but it won’t turn bad emails into good ones. Focus on writing for real people, keep your tech basics in order, and use Folderly for honest feedback—not magic fixes.
Stay skeptical, tweak your approach, and remember: Simple, personal, and clear beats clever tricks every time. Keep testing, keep learning, and your emails will find their way home.