How to Improve Your Outbound Email Deliverability

After analyzing 100s of top-performing outbound teams, we found 12 deliverability tactics they all use to make sure their sequences land in the inbox:   Sequence Copy Tips   1. Keep Sequences Short: Cap your sequences at four emails. The best structure is two new email threads and two follow-ups. Anything more risks hurting your domain and overwhelming the recipient.   2. Alternate Between Threads and Replies: Use the first two emails to try distinct value props. Then follow up twice in the same thread. This combo balances personalization with persistence.   3. Short, Clean Subject Lines: Subject lines should be five words or fewer. No “quick questionˮ or “just checking in.ˮ Instead, personalize by company, industry, or job title.   4. Add Social Proof: Let your customers speak for you. One-sentence case study blurbs (e.g., “We helped Acme increase conversion 3x.ˮ) go a long way.   5. Use Snippets, Not Fluff: Personalize emails using role, pain, or trigger-based snippets. You don't need a fully custom email, just one line that proves relevance.   6. Under 100 Words Wins: Attention spans are short. Get to the point in 3-4 sentences and focus on the “why nowˮ and the outcome you drive.   7. End with a Clear Ask: Always close with one clear CTA, whether it's reply, intro, forward, or book. Avoid vague closes like “let me know if…ˮ that invite ghosting.   Deliverability Tips   8. Use 1–2 Links Max: Stick to one link in the body and one in the signature (if needed). Avoid link tracking unless your domain is fully authenticated.   9. Match Your Domains: All links in your email should match your sender domain and use HTTPS. Avoid redirects or third-party URL shorteners unless they're custom.   10. Vary Your Subject Lines: Subject line repetition is an instant flag. Use dynamic variables to vary by persona or company, or test 2-3 templates in parallel.   11. Clean Your Lists: Sending to bounced or inactive emails destroys your sender reputation. Run list cleaning weekly, especially if you're adding net new leads often.   12. Avoid Sending Spikes: Don't blast 1000 emails from one inbox. Warm up new domains gradually and rotate sending across mailboxes.   P.S. The best outbound teams build reliable systems around great copy. At Unify, we help revenue teams automate enrichment, sequencing, and signal-based triggers while staying compliant with deliverability standards. DM us to learn more.