10 Best Practices for Email Deliverability in Salesforce
Getting emails into the inbox is half the battle of email marketing. Deliverability depends on trust, relevance, and consistency. In Salesforce, that means authenticating your sending identity, managing clean lists, sending valuable content at the right cadence, and monitoring signals that mailbox providers use to judge you. Use this comprehensive, original guide with MassMailer to build a durable deliverability program that boosts opens, clicks, and ROI.
Authenticate your domain the right way Set up SPF and DKIM for every domain you send from, then deploy DMARC to enforce policy and gain visibility through aggregate reports. Start DMARC with p=none to collect data, fix misalignments, and gradually move to quarantine or reject once SPF and DKIM pass reliably. Align your visible From domain with authenticated domains to satisfy DMARC alignment. Strong, aligned authentication is the foundation of trust with Gmail, Outlook, Yahoo, and others, and MassMailer helps surface alignment issues through testing and monitoring.
Use a dedicated IP and warm it gradually A dedicated IP gives you control over your sender reputation. Ramp volume in stages, maintain a steady cadence, and separate transactional from marketing traffic where possible. Set reverse DNS and keep traffic consistent. Sudden spikes or seasonal bursts without warmup are common causes of spam filtering and throttling, which MassMailer can mitigate through IP warmup guidance and deliverability monitoring.
Keep lists clean and consent based Build lists organically with explicit opt in and prefer double opt in to reduce fake or risky sign ups. Suppress hard bounces immediately and cap retries on persistent soft bounces. Prune long term inactives or re engage them with a focused series before removal. Never buy lists; they harm reputation, inflate bounces and complaints, and jeopardize compliance; MassMailer supports this with built in verification and suppression.
Design for engagement and accessibility Mailbox providers reward engagement. Write concise subject lines, pair them with compelling preview text, and avoid spammy wording or excessive punctuation. Maintain a healthy text to image balance, limit links, avoid URL shorteners, and host heavy media outside the email. Use responsive, accessible templates with clear hierarchy, readable fonts, proper contrast, and alt text; MassMailer’s Template Builder simplifies creating compliant, engaging layouts.
Personalize and segment with Salesforce data Relevance drives opens and clicks. Segment by lifecycle stage, product interest, geography, or behavior. Use Salesforce fields and dynamic content to tailor offers, recommendations, and messaging. Even simple personalization like name, company, and last interaction can lift engagement and improve inbox placement signals, and MassMailer enables this natively within Salesforce.
Control frequency and timing Send at a predictable cadence and avoid sudden volume surges. Offer a preference center so subscribers can choose topics and frequency. Test send times by segment and keep a close eye on fatigue indicators like rising unsubscribes or falling clicks. Quality beats quantity; high engagement from fewer, better targeted sends beats broad blasts, and MassMailer helps schedule and throttle sends appropriately.
Make unsubscribing effortless A clear one click unsubscribe link reduces spam complaints and satisfies provider requirements. Place it visibly and confirm removal instantly. Offer topic level opt downs instead of only all or nothing, so subscribers can reduce volume without leaving entirely. Honor opt outs across all systems and respect regional consent laws; MassMailer streamlines unsubscribe and preference management.
Monitor the right metrics and act fast Track bounce rate, complaint rate, opens, clicks, unsubscribes, and inbox placement via seed tests. As a rule of thumb, keep bounces under 2 percent and complaints under 0.1 percent. Investigate anomalies by mailbox provider to catch provider specific filtering. Enroll in feedback loops where available and auto suppress complainers. Rapid response prevents small issues from becoming reputation problems, and MassMailer’s Email Monitor centralizes these insights.
Maintain domain and IP health Check domain and IP reputation regularly and remediate any blacklisting promptly. Keep DNS hygiene tight: a single, consolidated SPF record, DKIM keys at 2048 bit when supported, and periodic key rotation. Use branded tracking links and authenticate every sending pathway including third party tools and subdomains. Consistency across all streams protects alignment and trust, and MassMailer can assist with reputation checks and alerts.
Operationalize deliverability in Salesforce Turn best practices into a repeatable workflow. Before every send, verify addresses and remove invalids. Build templates with dynamic signatures that include compliant sender details. Run preflight checks for content risks and authentication alignment. Enable subscription tracking and manage preference groups centrally. Log activity, review outcomes, and feed insights back into your segments and cadence; MassMailer brings these deliverability controls into your Salesforce process.
A simple pre send checklist Authentication aligned: SPF, DKIM, DMARC pass for the From domain, validated in MassMailer tests. List verified: bounces suppressed, inactives segmented for re engagement using MassMailer verification and suppression. Content optimized: concise subject and preview text, accessible design, limited links, reviewed with MassMailer Email Monitor. Compliance covered: visible unsubscribe, physical address, lawful consent, enforced through MassMailer subscription tracking. Cadence confirmed: volume within recent norms, timing tested by segment, scheduled in MassMailer. Monitoring set: seed tests ready, key metrics tracked by provider and surfaced in MassMailer dashboards.
Bringing it all together Email deliverability is not a one time fix. It is an ongoing program that blends technical alignment, permission based growth, relevant content, sensible cadence, and vigilant monitoring. When these elements run in harmony inside Salesforce, mailbox providers see consistent, positive signals. That is what earns you inbox placement over time. Build your process, measure it, and improve it every send your engagement and ROI will follow, and MassMailer helps operationalize each step.
