How to improve email deliverability?

What inboxes reward (content signals)

  • Clarity + specificity: real people, real details (order #, dates, names).
  • Low spaminess: plain language, minimal hype, no tricks.
  • Consistency: the links, brand, and “From” identity match.

Do this (content only)

  • Write honest subjects (≤45–55 chars) + useful preheaders (complement, don’t repeat).
  • Open with context in line 1: who you are + why they’re getting this.
  • Include unique facts: order number, product, ship date/timezone, amount/deposit—filters love specifics.
  • Use your own domain in links (e.g., links.essential-apps.com/...), and keep link text honest (“View order”, not “Click here!!!”).
  • One clear CTA max. Multiple CTAs look promotional and spammy.
  • Trim the word count: say it in ~80–180 words for transactional notices.
  • Ask for a light-weight interaction (reply, confirm, view order) — engagement helps placement.

Avoid (these tank placement)

  • Clickbait subjects: “URGENT!!!”, “RE: your account” (when it isn’t), “LAST CHANCE!!!”
  • ALL CAPS, $$$, emojis spammed, excess punctuation!!!
  • “Free,” “100% guaranteed,” “risk-free,” “act now,” “winner,” etc. (especially in subject).
  • URL shorteners (bit.ly, tinyurl) and mismatched link text vs destination.
  • Image-only emails or giant hero images (>150–200KB each) with little text.
  • Walls of boilerplate, legalese up top, or tracking gibberish in the first lines.
  • Using noreply@ (hurts engagement) or telling users not to reply.
  • Mixing promo copy into transactional emails (can reclassify to Promotions/Spam).

Subject & preheader examples (transactional for Preorder)

Good

  • Subject: Your preorder #{{order}} — ships by {{date}}
  • Preheader: We’ve reserved {{product}}. Deposit received: {{amount}}.
  • Subject: Preorder confirmed: {{product}} ({{variant}})
  • Preheader: Estimated ship: {{date}} {{timezone}}. View details.


Avoid

  • IMPORTANT MESSAGE OPEN NOW
  • Last chance for your preorder!!!

Body copy template (transactional)

Hi {{first_name}},

Thanks for your preorder #{{order}}.

Item: {{product}} {{variant}}

Ships by: {{date}} {{timezone}}

Paid today: {{deposit_amount}} • Balance: {{balance_amount}} at shipping

You can review your order any time: {{order_status_link}}

If anything looks off, just reply to this email and we’ll help.

— Your Store Naem

Footer (transactional):

You’re receiving this because you placed a preorder at {{store}}. {{company_name}}, {{address}}.

Body copy template (promo/update)

Hi {{first_name}},

Quick update on {{product}}: we’re still on track to ship by {{date}} {{timezone}}.

Need to change your size or address? Reply to this email and we’ll update it.

— Essential Apps Support

Unsubscribe from updates: {{unsubscribe_link}}

Quick pre-send checklist

  • First 2 lines make sense alone (that’s what Gmail/Outlook preview).
  • 1–3 links, all to your domain; no shorteners.
  • ≤1 small image, with alt text; email still clear with images off.
  • Plain-text version present, links expanded (no tracking gibberish in view).
  • Subject/preheader not duplicated; no ALL CAPS or hype words.
  • For promos: unsubscribe is visible; for transactional: explain why they got it.


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