Top 10 Email Deliverability Fixes for Your Email Newsletter
Ever Feel Like Your Email Newsletter is Getting Ghosted?
You’ve written the perfect newsletter. It’s witty, informative, and probably includes a dad joke or two. You hit send. And then… crickets.
Before you spiral into self-doubt or blame Mercury for being in retrograde (again), let’s talk about something far more likely: your emails are going to spam. Or worse, not even making it to the inbox at all.
The issue might not be your writing. It could be email deliverability.
At Dynamic Spark, we’re passionate about helping small businesses get seen, not sent to digital purgatory. And after working in a corporate setting on email campaigns that increased open rates by 27%, click-through rates by 14% and decreasing bounce rates by over 10%, I’ve seen firsthand that sometimes a few smart tweaks can make a massive difference.
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Increased Click Rate
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Decreased Bounce Rate
Let’s dive into 10 surprisingly common email deliverability killers and how to fix them.
Top 10 Email Deliverability Issues and How to Fix Them
1. Your Sender Reputation Is Toast
If your IP address has a reputation worse than a reality show villain, good luck making it to the inbox. Clean it up by avoiding spammy practices and watching how often you hit the same list without engagement.
2. You’re Collecting Dusty Old Emails
High bounce rate? That’s a problem. Hard bounces (invalid or non-existent addresses) and soft bounces (temporary issues like full inboxes) tell email providers that you’re spraying your list, not nurturing it. Clean your list every six months like it’s your fridge before the holidays.
3. You’ve Got Cold Feet... And Cold Emails
Still sending unsolicited emails to strangers who never opted in? That’s not edgy. That’s spammy. Try a lead generation campaign with an opt-in form instead. Or you know, be nice and ask first.
4. You’ve Been Flagged for Spam. Again.
Too many spam complaints in the past? Email providers remember. Check your platform’s report history. and check the placement of your unsubscribe button. If it’s hard to find or nonexistent, fix that before you lose more subscribers than a disappointing Netflix series.
5. Authentication? Never Heard of It.
Without SPF, DKIM, and DMARC in place, your email might as well be wearing a fake mustache and asking to be let in the club. These protocols authenticate your sender identity. Ask your web developer (or your favorite email nerd) to help set them up.
6. Your Emails Are Chonky
If your emails are heavier than a Thanksgiving meal, inboxes might just pass them up. Compress images, minimize unnecessary formatting, and watch the file size. View Litmus’ Guide to Email File Size and Load Times for more details.
7. You’re Not Asking for the “Hi”
When someone signs up, ask them to reply to the welcome email. That one little reply tells inboxes you’re not a bot selling fake sunglasses. It also starts a real human connection. Want to go next level? Ask a question in your welcome email: “What kind of content do you want to see from us?” or “What problem are you hoping we can help you solve?”
8. You’re Not Using a Recognizable Sender Name
Sending from “info@” or “newsletter@”? Yawn. Use your real name or a branded sender name your audience will recognize. “Judah | Dynamic Spark” is much friendlier than “no-reply@CompanyName.com.”
9. You’re Not Testing Your Emails Before Sending
Ever send something and then immediately regret it? Same. Test your emails using mail-tester.com. It’ll give you a deliverability score and tell you what’s broken (besides your heart after a 3% open rate).
10. You’re Ghosting Your List
If you only show up when you’re launching a new offer, your list will drop off like Lance Armstrong’s reputation after a drug test. Email newsletters should be consistent (weekly or monthly), not “whenever you remember you have an email list.”
The Truth About Email Marketing: It’s Not Sexy, But It Works
Social media algorithms change faster than a toddler’s mood. Your email list? That’s yours. You’re not at the mercy of Instagram’s latest “oops we messed up reach again” update.
The best way to stay top of mind? Ongoing communication. That means showing up in inboxes with consistent content that builds trust over time.
Think blog updates, helpful tips, a little storytelling, a touch of your personality, and yes, even those dad jokes if they work for your brand.
Add-On Tips Worth Stealing
Jay Schwedelson’s Favorite Hack
Ask new subscribers to reply to your welcome email. Whether it’s “Hi,” “I want all the tips,” or “My inbox is ready,” that response is inbox gold. It boosts deliverability and starts a conversation.
More Smart Stuff
- Use a recognizable sender name
- Include a clear unsubscribe button
- Segment your audience for relevancy
- Monitor engagement to avoid being flagged as irrelevant
See more free email resources from Jay at SubjectLine.com
Final Thoughts: Email Isn’t Dead, But Your Strategy Might Be
Email marketing works, if you treat it like a relationship and not a megaphone.
Looking to build or fix your welcome sequence, audit your current email strategy, or finally send newsletters that actually get opened? Let’s talk.
Or better yet…
Fill out the Website Questionnaire and let’s make email marketing your secret weapon.
