The habits that keep you on the right side of email law also keep your emails out of spam. Email providers watch how people react to you. Emails that people open and click help the next one reach the inbox, and emails that people ignore or report as spam make it less likely.

Ask first

  • Only add people who asked to hear from you. When you add someone or import a file, SplashSend asks you to confirm you have their permission.
  • Never use a list you bought or borrowed. Those addresses bounce and complain, and our Terms don't allow it.
  • If your list is in Mailchimp, Klaviyo or Brevo, bring it over with the Mailchimp, Klaviyo or Brevo app in Apps rather than a file. People who unsubscribed or bounced there stay that way here. See Moving your list from Mailchimp, Klaviyo or Brevo.

Send what people signed up for

  • Tell people on your form what you'll send them and roughly how often, then stick to it.
  • Keep an eye on the Pace label on the Calendar. It reads Getting heavy when people get more than four emails a week from you on average. Hover over it to see the number.
  • When you choose who gets a campaign, SplashSend tells you if some of them have had five or more emails from you in the last seven days.
  • In Setup → Subscription topics, add topics such as News and Offers, and leave Let people choose how often they hear from you switched on. People can then cut down what they get on your preferences page instead of leaving, and SplashSend doesn't email anyone more often than they chose. The one exception is the review request drip that Collect sets up for you, which asks for a review a few days after an order whatever they chose.
Pace shows how many emails each person gets a week, on average.
Pace shows how many emails each person gets a week, on average.
Topics and a how-often choice let people cut down instead of leaving.
Topics and a how-often choice let people cut down instead of leaving.

Look after people who've gone quiet

Emailing people who never open makes email providers less likely to put your emails in anyone's inbox. A group shows you who they are.

  1. In People, click New group in the panel on the left.
  2. Give it a Group name, such as Gone quiet, and set the condition to Engagement, equals, Gone quiet.
  3. Click Add condition and set it to Engagement, equals, Inactive. Then click all above the conditions so it reads any, which takes people at either level.
  4. Click Create group.
A group finds the people who've stopped opening your emails.
A group finds the people who've stopped opening your emails.

Send that group a short email asking whether they'd still like to hear from you, or switch on the ready-made Win back people who have gone quiet drip. If they still don't respond, stop emailing them.

Engagement looks at the last 90 days of opens, clicks and orders. Some email apps open emails automatically, so clicks and orders tell you more than opens.

Make leaving easy

  • Keep the Unsubscribe and Email preferences links in your footer where people can see them. Someone who can't find a way out is more likely to report you as spam.
  • If someone replies asking you to stop, unsubscribe them in People straight away.
  • Only resubscribe someone who has clearly asked to hear from you again.

See also Getting your emails into the inbox.