Keep your emails away from spam

1. inbox
Inbox
trash
Spam
89caret-up Deliverability
Score
lemwarm©
lemwarm on
HowtolandyouremailsintotheInbox

2. Table of contents
What is email deliverability?
Why should you care about email deliverability?
What’s the best way to ensure a high deliverability score?
The key to using a warm-up and deliverability booster like lemwarm
The ultimate deliverability checklist
Email reputation audit
Technical configuration
Email domain warm-up
Email list quality and hygiene
Send high-quality cold emails
Maintain a good reputation

3. What is email deliverability?
Your email deliverability = the key element that decides if your emails will be read
by the person you’re reaching out to or land in spam. In this eBook, you’ll find out
how to land your emails in the inbox and avoid all deliverability issues that people
sending emails out have.
Email deliverability is the ability to deliver emails right into your target’s primary
inbox.
It is often discussed in terms of delivery rate, which is a big misconception. Both
metrics are important to consider, but they are not the same.
Email delivery refers to whether or not your emails were received by the
servers of your audience’s inbox providers, i.e. if your audience gets your
emails.
An email counts as delivered if it did not bounce
Delivery rate =
Number of emails sent - Number of bounces
Number of emails sent
Email deliverability tells you where your emails land if your audience gets
them - in the spam or inbox folder.
When tracking your deliverability and email delivery rate, keep in mind that:
a good delivery rate ≠ your emails land in the inbox
Inbox providers might have received your emails but decided to land them in
the spam folder.
high delivery rate + low deliverability rate = poor campaign performance
Even if your emails are delivered, the delivery rate doesn’t tell you where your
email landed, which means you don’t know if your audience got them.

4. Why should you care about
email deliverability?
Most people think that the success of their outreach is determined by:
how well they target their audience
the content of their email
or how well they pick their icebreakers
All these are important elements that can help you get more email replies, but
your email deliverability is the #1 element that will make the difference when
reaching out to your audience via email.
Low deliverability
No emails in the prospect’s inbox
=
No opens
=
No replies
=
No relationships built
=
No growth opportunities
High deliverability
Emails landing in the prospect’s inbox
=
More opens
=
More replies
=
More relationships built
=
More growth opportunities
Keeping your lemwarm ON and being aware of your deliverability score before -
during - after sending emails allows you to spot and prevent any deliverability
issues that send your emails in the spam folder, where they are neither seen nor
trusted by your prospects/subscribers.
How do you know that you have an issue with deliverability?
Less than 50% open rate = high chances to have your emails land
in spam (just keep in mind that open rates metrics are not
totally reliable - it depends on your industry + other factors)
Monitor lemwarm reports to track your deliverability score

5. What’s the best way to ensure
a high deliverability score?
If you want to have a high deliverability score and avoid landing in the spam
folder, you should:
1. Warm-up your email
Warm-up is the process of gradually increasing the number of emails sent from
your account to boost your email engagement, reputation, and deliverability.
Think about the warm-up as a protection tool for your emails.
The warm-up process:
ensures you stop landing in the spam folder
teaches email providers that your emails shouldn’t initially end up in spam
helps you match ‘human-like behavior’ which is a good sign for your email provider
2. Use a deliverability booster
Warming up your email address helps you avoid deliverability issues but won’t
keep you away from the spam folder forever. If you send cold emails, newsletters,
or any type of email with the goal of generating growth opportunities, what makes
a real difference, is the deliverability booster process.
The deliverability booster:
boosts your email reputation
makes your emails land directly to the primary inbox
helps you reach a higher deliverability score in the long-run
Sending a lot of emails manually to a fixed schedule to warm up your email
address can be a pain as it’s too time consuming.
That’s where lemwarm can make your life easier. The tool automates the warm-
up process and gives you a personalized booster strategy based on your email
goals and audience.

6. The key to using a warm-up and
deliverability booster like lemwarm
Using the right tool can help you avoid all deliverability issues and always land
your emails in the inbox folder.
After months of tests with 20K+ users, lemwarm offers you the right deliverability
strategy based on your goals and email characteristics, which makes it the most
complete warm-up and deliverability tool on the market.
The key is to keep lemwarm ON before - during - after sending campaigns.
1. Smart ramp-up + warm-up
Based on your email domain’s age, you’ll get
the right strategy to boost your deliverability.
lemwarm will gradually increase the number
of emails sent until the perfect delivery is
achieved.
This is the first step you need to build a solid
deliverability foundation.
2. Smart Content
Loved you ressources - lemwarm Inbox
Jeff Lurie
to Matt
Fri, May 14, 15:24 PM
Hey Matt,
Congrats on the launch of your eBook! My team and I are big fans of your growth
strategies.
We’d love to help with your mission to hire new top talents for your team, so
we’ve made this video for sharing out ideas on how you can find you next A
players.
Btw, I’m Greg, cofounder at TopHire and we’re working with folks like Ahrefs,
Mailchimp. We would love to help you and your team as well!
Interested? Shoot me an email!
Greg
lemwarm sends automated & ultra-
personalized emails from your inbox based on
the cluster you are assigned to.
This increases your email sending reputation
and helps you reach & maintain a high
deliverability score.

7. The key to using a warm-up and
deliverability booster like lemwarm
3. Smart cluster
lemwarm automatically assigns you to a
specific cluster of lemwarm emails according
to your industry, audience, and email goals.
Email providers will check out the content
you’re sending and evaluate it. The more the
emails are related to your business, the higher
your deliverability score will be.
4. Detailed deliverability reports + tips
Within your Dashboard interface, you’ll have
access to your deliverability score and tips on
how to improve it.
All these reports will keep you aware if your
emails are successfully reaching your
audience and the steps you can take to
improve your deliverability.

8. The Ultimate Email
Deliverability Checklist
Based on everything we’ve covered so far, use this email deliverability checklist to
ensure you’ve got all bases covered!
Email Reputation Audit
Check if you’ve been blacklisted
A blacklist is a list of email senders that are assumed to be sending spam.
Possible reason: too many spam complaints
You can check this or .
[here] [here]
Check your IP Reputation
Your IP reputation shows how trustworthy your IP address is.
Possible reason: High bounce rate
You can check this .
[here]
Check email metrics and engagement rates
If your email metrics are below average, it could be a deliverability issue.
Messages
Sent Opened Clicked Replied
 Step 1 301 15% (44) 0% (0) 0% (0)
Messages
Sent Opened Clicked Replied
 Step 1 41 58% (24) 12% (3) 20% (5)
 Step 1 36 54% (19) 05% (1) 10% (2)
Try to keep your
open rate above 50%
Aim for reply rate
thats at least 5%
If your open rate is lower than 50% and reply rate is lower than 5%, you might have one of
the following issues:
Incorrect technical setup
Wrong targeting
Emails aren’t personalized enough

9. The Ultimate Email
Deliverability Checklist
Technical Setup: Authenticate your email address
Authenticating your email address answers the questions that email service
providers ask when deciding if your email is safe.
SPF: Are you who you say who you are?
SPF stands for Sender Policy Framework.
This guarantees that your emails have been sent from your domain.
This can be set up with your Domain host (GoDaddy, Squarespace etc).
DKIM: Was the content of your email altered in transit?
DKIM stands for Domain Keys Identified Mail.
This guarantees that your emails are not changed after they are sent.
This can be set up directly with your email provider (Gmail, Microsoft Outlook etc).
DMARC: Are you sending messages people want to read?
DMARC stands for Domain-based Message Authentication, Reporting & Conformance.
This helps protect your domain from attacks, phishing emails, etc.
This can be set up with your Domain host (GoDaddy, Squarespace etc).
MX Record: Helps providers know what servers accept emails for your
domain. Without it, you won’t be able to receive emails.
Custom Tracking Domain: Allows you to track open and click rates in your
emails safely.
Youcanfindadetailedexplanationonhowtosettheseuphere:
[SPF, DKIM, DMARC] [Set up your MX Records] [Set up Custom Tracking Domain]

10. The Ultimate Email
Deliverability Checklist
No fake
images
Enter valid information
Invalid or no information at all
Set up your profile completely: don’t use any fake details or photos.
Email domain warm-up
To avoid spam filters on a regular basis, you need to keep your email domain
reputation high. You should use a deliverability booster for this.
Use a warm-up and deliverability booster like to get your emails
directly into the audience’s inbox.
lemwarm

11. The Ultimate Email
Deliverability Checklist
Email list quality and hygiene
Having invalid email addresses in your list comes at a high cost for your
reputation and deliverability. Luckily, it's easy to ensure this doesn't happen to you.
Keep your bounce rate under 5%
23%
15 BOUNCED
3%
3 BOUNCED
Don't buy email lists where addresses are not verified
No email validation 99% of emails verified

12. The Ultimate Email
Deliverability Checklist
Always send campaigns to business addresses of individuals.
contact@johnconsulting.com
john.johnson@johnconsulting.com
Follow the format - name@domain(dot)com
Some other best practices to remember:
Add only qualified leads who are expecting to hear from you/you are sure
can benefit from what you have to say
Clean your mailing list once every few weeks based on its size and
evolution. Cleaning means removing disqualified, inactive, unverified
leads.
Don’t continue sending emails to people who unsubscribe
If you have an existing email list, you can use the following tools to verify the
quality:
Validate emails with
Validate emails with
Bouncer
Debounce

13. The Ultimate Email
Deliverability Checklist
Send high-quality emails
Email providers check if your audience is engaging with the emails you send. The
only way to facilitate engagement and get replies is to focus your email content
on your audience and their needs.
In other words, make your emails unique and well-structured.
Don't use complex HTML
Simply use lemlist’s variables
to write your cold email
Don't use fancy signatures
Keep it simple and focus
on things that can build trust

14. The Ultimate Email
Deliverability Checklist
Don't use spam trigger words
SPAM WORD
Congratulations
100% Free
Viagra :
Win - click no
Human growth hormon
LIMITED TIME!
7. Act now
8. Call Now
9. You’re a winner
10. Not spam
11. Urgent
12. No credit check
Don't use ALL CAPS IN YOUR SUBJECT LINE
130 Opened
76%
0%
0 Opened
WIN THIS FREE EBOOK Inbox
Let’s meet at Inbox
Always personalize cold emails.
Look at all the
variables that
you can
personalise for
every prospect
Personalization is
more than just
using prospect’s
first name

15. The Ultimate Email
Deliverability Checklist
Use liquid syntax for ultra-personalization
For example, when you want to automatically change intro lines for different
audience verticals.
Here is a video tutorial on how to do that!
Introducing the Liquid Syntax

16. The Ultimate Email
Deliverability Checklist
Use spin syntax if your lists are bigger than 300 people
For example, here you have 4 different intro lines and they will spin in random
order.
Here is a video tutorial on how to do that!
Introducing the Spin Syntax

17. The Ultimate Email
Deliverability Checklist
Always A/B test in order to know what works best for you.
Testing subject
lines
Some other best practices to remember:
Aim to provide value for free in the first email
Boost engagement by adding relevant CTAs
Keep a healthy image to text ratio
Don’t use clickbait in the subject line
Keep rotating email templates and formats

18. The Ultimate Email
Deliverability Checklist
Maintain a good reputation
Avoiding spam filters comes down to ensuring your email reputation stays intact
by following the guidelines email providers have provided you with.
Send a reasonable volume of emails
Do not go over the limit of
your email provider.
Ideally, keep the number
of emails sent between
50 and 200 per sender
per day. If you need to
deliver more emails, it's
best to use multiple
senders.
Max number of
Buddies-to-Be to reach
Max number of
Buddies-to-Be to reach
1000 150
Keep a good sent to received ratio
From email sent to email
received. It should be at
least 4:1, i.e. if you send
100 emails in a day, aim
to receive at least 25
replies.

19. The Ultimate Email
Deliverability Checklist
Increase the volume of emails sent gradually
If you didn't send any
emails, but then all of a
sudden you start blasting
500 emails every day,
you're gonna run into
trouble. Try to establish a
process with consistent
daily volumes. When you
need to increase it, go
step by step.
Pace your sending speed
Never send all emails at
the same time - use a
system allowing you to
spread them throughout
the day.
Sending all emails at once.
Sending emails every 1.5 minutes.

20. The Ultimate Email
Deliverability Checklist
Always put an opt-out link
lemwarm = deliverability booster
Make sure to set up the email warm-up feature within lemlist. It will help you keep
a higher ratio from email sent to email received.
Monitor the following key metrics
Open rate needs to be higher than 50%
Reply rate should be higher than 8%
Bounce rate needs to be lower than 5%
Unsubscribe rate needs to be lower than 5%

21. The most common
deliverability questions
How do I know where my emails are landing?
Tracking email metrics and engagement rates on your email campaigns can give
you an idea of where your emails are landing.
Using a deliverability booster like lemwarm can also alert you if emails are landing
in spam.
How do I stop landing in spam?
If your emails are landing in spam,
stop sending emails for now
let your deliverability booster ON
monitor your score on lemwarm and fix anything if needed
Once you have made the changes needed and your deliverability score has
improved, slowly restart sending emails.
How do I scale my outreach while keeping good deliverability?
Before sending emails:
ensure correct technical setup
warm-up every email address
add each email address to your deliverability booster
Does my email provider (google, microsoft etc) affect deliverability?
No.
How to get out of a blacklist?
In case you have been blacklisted, prove you are not a spammer by taking all
necessary steps to keep deliverability high.
Most blacklist providers have a system to be removed from their lists. The best
way is to get in touch with them and follow the steps they tell you.

22. The most common
deliverability questions
Do images & signatures impact deliverability?
They can impact deliverability but as long as all other steps are done properly, the
impact will be very small.
How do I know if my deliverability has improved?
Your deliverability score has improved on lemwarm.
Your email metrics are doing better.
Does unsubscribe rate affect deliverability?
Yes, a very high unsubscribe rate can affect deliverability. The best way to avoid
this is to target the correct audience and aim to provide value for free.
But, always add an unsubscribe option to your emails. This reduces chances of
spam complaints, which are much worse for deliverability.
Do email attachments trigger spam filters?
Not always, but sending large attachments in bulk can trigger spam filters. A
better way to share documents or files is through a sharing link in the email.
What deliverability mistakes should I avoid?
Some common mistakes are
Not keeping your deliverability booster ON
Not warming-up your email domain before sending emails
Not adding an ‘unsubscribe’ button
Not personalising your emails
Valuing open rates more than engagement
Not completing the technical setup
... make sure to use the checklist on the next page to keep your deliverability high!

23. What’s next?
check
Start an account on lemwarm if you
send any type of emails
check Check your deliverability health score
check
Monitor your deliverability stats
before - during - after sending
campaigns
plus
keep lemwarm ON and reach a high
deliverability score
Check your deliverability now

24. YOUTUBE linkedin
HUNGRYFORMORE?
Deliverability might be a complex topic, but we're here to help and give you all the
answers!
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emailsintheprimaryinboxandgeneratemoregrowthopportunities!
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