How to Improve Email Deliverability with Zoho Campaigns [Expert Tips]

Getting your emails into the inbox? It’s a big deal for your marketing efforts.

If you’ve ever sent out a campaign—whether it’s a promo, a newsletter, or an important update—you’ve probably asked yourself, “Will this even land in their inbox?”

Or worse, maybe you’ve seen your carefully written emails tossed into the spam folder. Frustrating, right? You’re not alone.

A lot of email marketers face this problem, and it’s a common headache for businesses trying to connect with their customers.

But here’s the good news: there are practical steps you can take to improve your email deliverability.

In this insightful blog post, I’ll break down the steps you can take to maximize the chances of your emails reaching your subscribers' inbox, all while leveraging the powerful features of Zoho Campaigns.

All the strategies and tips mentioned in this blog post are real-time and actionable ones you can use right away to get your emails into your inboxes and keep them out of spam folders.

So, let’s get down to the brass tacks of how to fix your email deliverability struggles with Zoho Campaigns.

Before you learn how to start improving your email deliverability, it’s important to understand what is email deliverability actually means.

What is Email Deliverability, and Why Does It Matter?

To simply put, email deliverability refers to the ability of your emails to successfully reach your subscribers' inboxes without getting flagged as spam.

But what affects your email deliverability? There are several factors at play, including:

- Sender Reputation: This is like your email's credit score. A poor reputation can land your emails in spam.

- Engagement Rates: Low engagement can signal to email providers that your content isn’t relevant.

- Content Quality: Emails that look spammy or contain broken links can get flagged.

- Authentication Protocols: Setting up protocols like SPF, DKIM, and DMARC can boost your credibility.

These elements work together to determine if your emails should land in your sender’s Inbox or Not.

Think of email deliverability as a VIP pass to the inbox. To get in, your emails need to meet certain criteria that signal to Email Service Providers (ESPs) like Gmail, Outlook, or Yahoo that you're a legitimate sender and not just another spammer trying to sneak in.

There are a few common email marketing mistakes many email marketers make that can hurt your deliverability.

Let’s quickly run through them:

1. Sending too many emails:

Bombarding your subscribers with too many emails can cause them to mark you as spam. Be mindful of the frequency of your emails.



2. Ignoring unsubscribes:

Always honor unsubscribe requests. Not doing so can damage your sender reputation.



3. Using a shared IP address:

If you’re using an email marketing service that shares IP addresses with others, it’s possible that a bad sender’s behavior could affect your reputation. Zoho Campaigns offers dedicated IP options for high-volume senders to avoid this issue.

Getting your emails delivered is everything. Even the most creative email campaigns won’t matter if your audience never sees them.

That’s where Zoho Campaigns comes in. It’s designed to smooth the path your emails take, giving them a better shot at landing exactly where they should: in your recipient’s inbox.

With Zoho Campaigns, you can:

• Track email deliverability in real-time, so you know what’s working (and what’s not).
• Analyze performance with detailed reports, helping you tweak and improve your campaigns for even better results.

Now that you’ve got the basics of email deliverability down, let’s get into how Zoho Campaigns can help you take it to the next level.

11 Proven & Tested Ways to Improve your Email Deliverability in Zoho Campaigns

Let’s explore some practical tips you can implement in Zoho Campaigns to improve your email deliverability rates.

1. Set Up Proper Authentication (SPF, DKIM, DMARC)  

Without email authentication, your messages are like uninvited guests at a party—they're more likely to get turned away and land in spam folders. Think of email authentication as the bouncer at the door, making sure only trusted senders get through.

Here are the three key protocols that keep your emails legit:

• SPF (Sender Policy Framework):

This makes sure your emails are sent from a trusted server.



• DKIM (DomainKeys Identified Mail):

It’s like a tamper-proof seal, ensuring the content hasn’t been messed with during transit.



• DMARC (Domain-based Message Authentication, Reporting, and Conformance):

This adds an extra layer of protection, guarding against phishing and other fraudulent activities.

How to set this up in Zoho Campaigns:

• Configure SPF, DKIM, and DMARC records for your domain. Zoho Campaigns has simple step-by-step guides to help you set this up with your domain registrar. Once done, these records act like a shield, ensuring your emails pass authentication checks.

💡Pro Tip: Zoho Campaigns documentation will guide you through this process, but I suggest make sure you manually check the status of your SPF, DKIM, and DMARC settings occasionally. A small mistake in these records can lead to email delivery issues.

2. Monitor Your Sender Reputation  

Your sender reputation is like your online report card for email. It tells providers whether your emails are worth delivering—or heading straight to spam. Keeping it in good shape? That takes some regular check-ups and tweaks.

So, how do you check your sender reputation? Here are some easy ways:

A. Use an Email Deliverability Tool

Think of these tools as your reputation trackers. They give you insights into how your emails are performing. There are several tools available that can help you track and assess your sender reputation. Some popular ones include:

• SenderScore by Validity: This one scores you on a scale from 0 to 100. The closer to 100, the better your chances of landing in inboxes.
• Postmark: Offers a clear view of your email deliverability stats, including reputation.
• Google Postmaster Tools: Perfect for Gmail senders. Get info on spam reports and other feedback.
• BarracudaCentral: Checks if your IP is flagged on Barracuda’s blocklist, which can hurt your reputation.
• MXToolbox: Quickly checks if your IP is blacklisted.

B. Check for Blacklists

If your sending domain or IP is on a blacklist, it’s bad news for your reputation. Thankfully, tools can help you check:

• MXToolbox
• Blacklist Check
• MultiRBL

Helpful Tip: If you find yourself on a blacklist, don’t panic. Most sites will guide you on how to get removed. It’s a process, but it’s worth it to keep your emails out of spam folders.

C. Monitor Engagement Metrics and Adjust Accordingly  

Want to know how your email campaigns are doing? Zoho Campaigns gives you all the details. You can track things like open rates, click-through rates, and bounce rates to figure out what’s working—and what’s not.

Here’s how you can make the most of it:

• A/B Testing
  Test out different subject lines, content, call-to-action buttons, or even images. It’s like running a mini-experiment to see what grabs your audience’s attention. Once you know what clicks, tweak your strategy to hit the sweet spot.
• Keep an Eye on Bounce Rates
  Bounce rates can be a deal-breaker for your email sender reputation. With Zoho Campaigns, you can track hard bounces (permanent delivery failures) and soft bounces (temporary ones). The fix? Address the issue fast to keep your reputation intact.
• Check for Spam Complaints
  If people are marking your emails as spam, that’s a wake-up call. Zoho Campaigns helps you spot these complaints so you can adjust your content and avoid damaging your email credibility.

Pro Tip: Don’t let your email list gather dust. Clean it up every 3 to 6 months by removing hard bounces. This simple habit can do wonders for your deliverability rates.

D. Monitor Your Feedback Loops (FBLs)  

Zoho Campaigns offer feedback loops, which allow you to receive reports when a recipient marks your email as spam. Signing up for these feedback loops will help you monitor complaints and address issues quickly.

3. Build and Maintain a Clean Email List within Zoho Campaigns  

Why Your Email List Matters for Deliverability
Let’s face it—if your email list is full of invalid, unengaged, or spam-trap addresses, your emails are doomed to land in the spam folder. Worst case? Email providers might even flag you as a spammer. Yikes.

So, how do you keep your list squeaky clean and deliverability high? Let’s break it down.

How to Clean and Maintain Your Email List in Zoho Campaigns

1. Use Zoho’s Email Validation Tool
Zoho Campaigns has a handy email validation tool that scans your list for invalid addresses, spam traps, and more. It’s like a bouncer for your email list—keeping out anything that could hurt your deliverability. Regularly run your list through this tool to filter out bad contacts and stay on email providers’ good side.

2. Segment Your Audience
Stop sending the same email to everyone. Instead, use Zoho Campaigns' segmentation tools to group subscribers by interests, engagement levels, location, or whatever makes sense for your audience. Why? Because sending relevant emails gets people to open, click, and engage—which email providers love.

The secret? The right message to the right people = better deliverability.

💡Pro Tip: Make it a habit to clean your email list once every 3 months. Remove anyone who hasn’t opened or clicked an email in the past six months. Think of it like trimming dead branches from a tree—it keeps the rest of your list healthy and your sender reputation strong.

4. Personalize Your Email Content to Improve Engagement  

The secret to getting people to actually engage with your emails? Make them feel personal and relevant. When your subscribers see emails that speak to them—with their name, interests, or actions—they’re more likely to open, click, and even reply. And guess what? That kind of engagement tells email providers you’re legit, giving your messages a better shot at landing in the inbox.

How to make it happen with Zoho Campaigns:

• Dynamic Content: Zoho Campaigns lets you add a personal touch using features like merge tags and dynamic content. You can tailor subject lines, greetings, and even the body of your email based on things like your recipient’s name, location, or behavior. Think of it as sending a digital “just for you” note.
• Behavior-Based Triggers: Set up workflows that respond to your subscribers’ actions. For example:
  • Someone leaves items in their cart? Send them a friendly nudge.
  • A new subscriber joins your list? Welcome them with a message tailored to their interests.
    These automated touches make your emails feel timely and thoughtful—and keep your subscribers engaged.

The best advice? Keep it simple. Personalization is awesome when it feels natural. But overloading an email with too many bells and whistles can come off as clunky—or worse, spammy.

5. Create Mobile-Optimized, Engaging Content  

Did you know more than half of all emails are opened on mobile devices? If your emails aren’t mobile-friendly, you could lose your audience’s attention—or worse, they might flag your email as spam. Ouch.

Here’s how you can avoid this in Zoho Campaigns:

1. Use Responsive Email Templates

Zoho Campaigns offers templates that adapt to any screen size—desktop, tablet, or mobile. Just pick one, and your email will look great everywhere.

2. Keep It Simple

Big images, long paragraphs, or too many links? Not a good idea. A clean, simple design is easier to read and less likely to trigger spam filters.

3. Optimize Subject Lines and Preheaders

Short, snappy, and catchy—that’s the goal. Space is limited on mobile screens, so make every word count. Pro tip? Use Zoho’s analytics to test subject lines and find out what your audience loves.

💡Pro Tip: Test your emails before sending them to make sure they look great on both desktop and mobile. Zoho allows you to preview your emails on various devices to ensure everything is displayed correctly.

6. Stay Consistent with Sending Frequency  

One of the quickest ways to hurt your email deliverability? Erratic sending patterns. Sending emails sporadically—like once every few months—or overwhelming your subscribers with daily messages can tank your credibility with email providers. The result? Your emails end up in spam.

Here’s how you can avoid this with Zoho Campaigns:

• Stick to a Consistent Schedule
  Use Zoho Campaigns' scheduling tool to plan your emails ahead of time. Choose a rhythm that works for your audience—weekly, bi-weekly, or monthly. Consistency builds trust and keeps your subscribers engaged.
• Don’t Overdo It
  Too many emails can feel like spam, even if your content is good. Keep your frequency reasonable and focus on sending valuable, well-thought-out messages instead of flooding inboxes.
• Offer Preference Options
  Sending emails too often? Let your subscribers decide! Zoho Campaigns makes it easy to create subscription preferences so people can choose how often they hear from you.

The key? Quality over Quantity. Build a pattern your audience loves, and you’ll see better results without risking the spam folder.

7. Optimize your Email Campaigns Sending Time  

When you send your emails can also impact deliverability.

Timing Tips  

• Test Different Days: Try sending on various days of the week.
• Monitor Engagement: Pay attention to when your audience opens emails.You can track this within Zoho Campaigns Report.
• Send Email when your subscribers are active: Zoho Campaigns can help you schedule emails for optimal open times.

💡Pro Tip: Early mornings or late afternoons often see higher open rates.

9. Leverage Zoho Campaigns’ Inbuilt Features to improve your email deliverability

Zoho Campaigns is here to help you make the most of your email marketing. Want to improve deliverability? Here’s how:

A/B Testing
Experiment with different subject lines, content, and sending times using A/B testing. By analyzing the results, you'll figure out what clicks with your audience.

Analytics and Reporting
Zoho Campaigns offers powerful analytics tools. Track your campaign’s performance and monitor key metrics like bounce rates and engagement to get a clear picture of how well your emails are being delivered.

Automation Workflows
Set up automated workflows to nurture leads and re-engage inactive subscribers. Automation lets you send the right message at just the right time, keeping your audience engaged and boosting deliverability.

10. Build Relationships with Your Subscribers

Building a relationship with your subscribers goes beyond just sending emails. Here’s how to foster engagement:

a. Encourage Feedback:

Ask your subscribers for their opinions and feedback. This not only engages them but also provides valuable insights into how you can improve your campaigns.

b. Be Consistent:

Send emails consistently, but don’t overwhelm your subscribers. Finding the right balance helps keep your audience engaged without feeling bombarded.

c. Provide Value:

Always aim to deliver value in your emails. Whether it’s informative content, exclusive offers, or helpful tips, valuable content encourages engagement and fosters trust.

11. Stay Compliant with Regulations  

Complying with email regulations isn’t just about staying legal; it’s also crucial for keeping your reputation as a sender intact. Here’s what you need to know:

1. GDPR (General Data Protection Regulation):
If you’re sending emails to people in the EU, make sure you follow GDPR rules. Always get clear consent from users, and let them opt out easily if they change their mind.

2. CAN-SPAM Act:
In the U.S., the CAN-SPAM Act requires you to include an easy way for people to unsubscribe. And, when they do, make sure you respect that choice right away.

Best Practices to Stay Compliant with Email Marketing Regulations:

• Include Unsubscribe Links: Let people easily opt out if they want to.
• Provide Contact Information: Be upfront about who you are and how people can reach you.

Conclusion: Take Action Today to Boost Your Email Deliverability

Improving email deliverability isn’t something that happens overnight. But with the right approach, you can definitely boost your chances of landing in the inbox.

Zoho Campaigns has everything you need to make sure your emails stand out and, more importantly, get noticed. The next time you send out a campaign, take a second to reflect on the steps you’ve taken to improve your deliverability. You'll notice the difference—higher engagement, better conversions, and, in the long run, more rewarding results.

So, why wait? Start optimizing your email campaigns now and watch your deliverability improve.

Every email you send is a chance to connect with your audience. And as we all know, those connections are key.

Remember, email marketing is about building real relationships. Focus on sending relevant, personalized content and keep your email lists clean and well-maintained. That’s the recipe for success.

Your emails should be seen, not stuck in the spam folder. With Zoho Campaigns, you can reach your emails land right where they should—in your audience’s inbox.

Ready to boost your email deliverability and see better results? Don’t wait for your next campaign to miss the mark. Take action today.

If you’re not sure where to start or just don’t have the time, we’ve got a team of Zoho Campaigns experts who can help you sort out your email deliverability issues.

💌 Join our Newsletter to become a Zoho Pro😲

⇛ You are one click away to get Premium Content Blog Posts for FREE🔻

Enter Your Email Address Below to receive the Premium Content that we only share with those who Subscribe to our Newsletter!

Thank you for Signing Up

Please correct the marked field(s) below.

1,true,6,Contact Email,2 1,false,1,First Name,2 1,false,1,Last Name,2