How you can improve email deliverability in HubSpot

Email deliverability means the feedback for the emails whether you’re sending the right content to the right people at the right time. Clicks, opens, and spam complaints are the email engagements that contribute to the email sending reputation. Higher the positive engagements, higher are the chances for your mails to reaching the inbox instead of getting stuck in a spam filter.

Create good quality content

An email with good content has a higher chance to reach the contact's inbox. In the email editor, open the email optimizer by clicking the bar graph icon (Optimizer option available only in custom created emails) and review recommendations to improve the email content and deliverability. Also, use the test feature in emails to ensure that your email is optimized for mobile devices.

Go to Marketing > Email in your HubSpot account.
Create a new custom mail or edit an existing one.
From the right panel, preview the mail, send test mail, or explore some recommendations for better email performance by clicking the optimize button.

Email features that improve deliverability

DKIM settings

Connect your email sending domain. Add few records to your Domain Name Server. It will confirm that you own the email domain which you are using with HubSpot. This will make your emails look more authentic to email filters. If you use a DMARC policy, make sure all necessary records are updated in your HubSpot account.

Click the settings icon in the main navigation bar in your HubSpot account.
Go to Domains and URLs.
Scroll down to Email sending domains (DKIM) section.
Click Connect an email sending domain and complete the setting.

Opt-in option

With the double opt-in option enabled in your HubSpot account, any contacts that will submit a form will receive a follow-up email with a link to confirm their subscription. This step helps you to bypass fake or misspelled email addresses and assures that all new contacts added to your database are actively engaged with your mail.

Click the settings icon in the main navigation bar in your HubSpot account.
Go to Marketing > Email in the left sidebar.
Click on the Subscriptions tab.
Scroll down to the Double Opt-in section.
Click Edit opt-in email to create an opt-in email. You will be redirected to the mail editor. Create the mail and click Review and Publish.
Select the publishing options and click Publish opt-in email.
The Double opt-in toggle will be enabled.

Graymail suppression

Graymail means those emails that remain unopened in your recipients' inbox. It makes you look like a spammy sender. Graymail suppression feature uses the contact property Sends since last engagement that automatically excludes contacts that aren't engaging with your emails to improve the email deliverability results.

Manage graymail suppression for all marketing email

Go to the settings icon in the main navigation bar in your HubSpot account.
Go to Marketing > Email in the left sidebar menu.
Click the Subscriptions tab.
Switch the toggle Don't send to unengaged contacts on to enable the feature for newly created or cloned emails.