Sending e-mail: good practices

How can you prevent your e-mails from falling into SPAM?

Written by Martyna Woźniszczuk
Updated over a week ago

1. Make sure you have an SPF configured

In order to make mailing campaigns function properly, they need authentication not to be considered SPAM. The implementation of DKIM and SPF takes place on the client's side, in the DNS service, by adding appropriate entries.

It's all about SPF and 3 CNAME entries (DKIM entries), e.g.:

  • | TXT | "v=spf1 ~all"

  • | CNAME |

  • | CNAME |

  • | CNAME |

Make sure there is only one TXT | "v = spf1 ..." entry for your domain. So if an entry already exists before configuring SPF QuarticOn, add "include:" before ~ ​​all.

2. Make sure that the content of your newsletter complies with good practices

a) Contact base

  • Update: remove inactive contacts from the list and get rid of incorrect e-mail addresses on a regular basis; it is also important that the addresses on the contact list do not come from the same domain and are not general addresses (e.g. office@your_domain, shop@your_domain, help@your_domain);

  • Personalise: segmentation based on scoring and tags will ensure better sales results; you can use tags for segmentation by creating user groups. You can use the import/export option of e-mail addresses in the customer's panel, e.g. you upload (import) new tag values before sending e-mails;

  • Use CAPTCHA to prevent spambots from subscribing to your list.

b) Creating e-mails

  • Avoid attachments and large graphics – the more of them, the worse. They cause filters to read these messages as malicious; always balance the amount of text in relation to the graphics;

  • Pay attention to the arrangement of the content – put the most important information at the top, the least important information at the bottom;

  • Use safe fonts, i.e. those that will be displayed correctly to your recipients, regardless of the system and device. These include: Arial, Helvetica, Tahoma, Verdana, Times New Roman, Georgia. Definitely limit the use of decorative fonts as they distract from the text and its message.

  • The recommended email width is 600px. By following this guideline, you can be sure that it will display correctly on most desktop resolutions.

  • Pay attention to linguistic correctness – spelling mistakes and typos distract the reader and add negative points to your brand image.

  • Always include the "unsubscribe" link – use the unsubscribe tag – unsubscribing the contact from the mailing;

  • Take care of responsiveness and make sure that the content of the message is displayed correctly in various e-mail programs and devices used by your customers;

  • Make the call to action buttons visible.

  • Add alt attributes to pictures and photos.

  • Use different senders for different campaigns – that is, the newsletter should not be sent, for example, from the account regulations@your_domain, and regulations from the account offer@your_domain;

  • Avoid adding special characters and tags to the message title.

3. Send a test message to check the quality of the e-mail you created

Tools such as or glockapps are a good start. Follow the directions for using the tool until you are satisfied with the quality. This involves inserting the content of the e-mail generated by this website into the test message and then checking the test results.

4. Resend a test message

This time to your individual e-mail address. Also check if all elements are included (a personal data disclaimer, unsubscribe link, good title, content not overloaded with graphics).

5. Send the newsletter from the customer's panel

The above steps should be followed for each mailing campaign.

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