Episode 164 Email Deliverability

How to Keep Your Marketing Emails Out of Spam

Many photographers and creative professionals struggle with a frustrating problem: marketing emails landing in the spam or promotions tab instead of the main inbox. In this episode, Meredith and her husband unpack the real reasons this happens and how to fix them—so your clients actually see what you send.

What Are the Main Factors That Affect Email Deliverability?

Deliverability depends on four major categories:

• Technical setup

• Content

• Engagement

• List quality

Each plays a role in determining whether your message is treated like a real email or a marketing blast.

What Technical Setup Steps Should You Take?

When you sign up for an email marketing platform such as Flowdesk, Mailchimp, or MailerLite, you’re prompted to add domain verification records—SPF, DKIM, and DMARC.

These small but crucial records prove to providers like Gmail that you own your domain and aren’t spoofing someone else’s identity. Without them, your emails will almost certainly be marked as spam.

Your domain reputation also matters. A brand-new domain or one that’s been flagged for spam in the past will struggle to land in the inbox. Always send from your own domain (e.g., you@yourdomain.com) instead of a generic sender like @flodesk.com.

How Does Email Content Influence Deliverability?

Pretty emails aren’t always effective. The more images, templates, and columns you include, the more your message looks like a mass-marketing newsletter—something email providers are trained to filter into “Promotions.”

For better results:

• Use plain-text or simple designs.

• Avoid excessive images, buttons, and hyperlinks.

• Rephrase the word “unsubscribe” if your platform allows (e.g., “Remove me from this list”) to reduce spam signals.

• Avoid “salesy” trigger words in subject lines like “discount,” “limited offer,” or “buy now.”

Why Does Engagement Matter?

Email providers monitor how recipients interact with your messages. High open rates, click rates, and especially replies signal that your emails are personal and welcome.

Encourage readers to reply by asking simple questions like, “Got this? Hit reply and let me know.” Replies boost your sender reputation and improve inbox placement.

Conversely, frequent unsubscribes or ignored emails tell Gmail your messages are low quality or unwanted.

How Can You Improve the Quality of Your List?

A clean, engaged list is critical. Remove old or inactive addresses—especially those that bounce.

• Hard bounces mean the address doesn’t exist.

• Soft bounces often mean temporary delivery issues.

Delete addresses that haven’t opened your emails in months. You can even send a quick personal note asking if they still want to hear from you before removing them.

Also, enable double opt-in so people confirm their address before joining your list. This prevents fake or mistyped emails from hurting your deliverability.

How Do You Warm Up Your Domain Reputation?

If your messages frequently hit the spam or promotions folder, try sending a few plain-text emails manually. Ask friends to reply, mark your emails as “Not Promotions,” and whitelist your address. This “warmup” process trains Gmail to treat your domain as trustworthy.

You can also test deliverability by sending yourself a simple email (no images, no links). If it lands in your inbox, gradually add one image or link at a time until you find your threshold.

Why Flodesk Users Should Be Careful

While Flodesk offers visually appealing templates, its deliverability rates aren’t as strong as providers like MailerLite. As Meredith’s husband notes, “If your emails aren’t reaching inboxes, it doesn’t matter how pretty they are.” For photographers and creative professionals, that means choosing function over form.