Ever wondered how the newsletters you subscribe to make it to your inbox? Or why some newsletters arrive right in your inbox while others mysteriously disappear into spam? If you’re a fan of connecting with your favorite authors through their newsletters, understanding a bit about email deliverability can make a difference in how often you see those updates. By knowing how your actions impact deliverability, you can help ensure you stay in the loop—and that authors can continue sharing their stories, updates, and exclusive content with you.
What is Email Deliverability and Why Does It Matter?
Email deliverability refers to the ability of an email to land safely in a recipient’s inbox rather than getting stuck in spam or lost along the way. For authors, deliverability is crucial because it directly impacts how many readers see their updates. This means that when newsletters and updates make it to your inbox, authors can more easily share sneak peeks of upcoming books, exciting announcements, and even event invites with readers who genuinely want to hear from them.
How You Can Help Your Favorite Authors Reach You
Even as a reader with no need to send emails yourself, you can make a big impact on whether or not your favorite author’s messages consistently reach you. Here’s how:
- Engage with the Content
Just opening an email or clicking on a link signals to your email provider that this is a message you want. Think of it as giving a little “thumbs up” to your inbox! Even a quick glance or click-through tells email providers like Gmail, Yahoo, or Outlook that this sender is trusted, helping to secure a spot in your inbox for future messages. And if there’s a link you’re curious about, clicking it is also a great way to show engagement. - Add the Sender to Your Contacts
Adding your favorite author’s email to your contacts list is one of the simplest ways to help ensure their messages arrive safely. It’s a sign to your email provider that this sender is someone you want to hear from, decreasing the likelihood that their messages get flagged as spam. If you’re a fan of updates from several authors, creating a “favorite authors” list in your contacts can be a fun way to organize and improve deliverability at the same time! - Mark Messages as ‘Not Spam’
Sometimes, despite all efforts, important emails end up in spam or “promotions” folders. If you find an author’s email there, marking it as “not spam” teaches your inbox that you want to see these messages. This action helps other emails from the same sender find their way to your inbox in the future, and it’s a small step that helps make sure no message gets lost. - Stay Subscribed if You’re Interested
Even if you don’t read every email, staying subscribed lets authors know you’re still interested. It helps them gauge their audience’s interest and keeps you on the list for updates, book release announcements, and special giveaways. However, if you feel you’re no longer interested, it’s better to unsubscribe rather than mark emails as spam, which can negatively impact the sender’s “reputation” and cause their emails to struggle reaching other readers. - Check for Promotions or Spam Triggers
Some email services are quick to classify newsletters as “promotions,” and certain phrases or formatting can raise red flags for spam filters. If an email doesn’t reach your inbox, try checking your promotions or spam folder. Moving it back to the inbox sends a signal that these are messages you want to see. Authors try to avoid “spammy” phrases, but it’s a helpful reminder to glance in these folders periodically if you think you may have missed an update.
What’s in it for Authors?
A strong sender reputation helps authors maintain a close connection with their readers. When deliverability is high, it means they can share the latest chapter, introduce new characters, or send out event invitations without worrying about their messages getting lost along the way. Your engagement—whether it’s opening an email, clicking on a link, or adding their address to your contacts—helps keep those lines of communication open.
Beyond making sure emails get through, your actions also help authors build their reader community. Every interaction signals that their work and updates are valued, which can, in turn, encourage them to share even more exclusive content, personal stories, or early access to new releases. For authors, a well-connected readership is one of the most rewarding aspects of the journey, knowing that their stories are reaching those who appreciate them most.
Behind the Scenes: What Authors Do to Ensure Their Emails Reach You
As much as readers play a role in helping emails reach their inboxes, authors also put in a lot of effort on their end to make sure their newsletters actually get delivered. Crafting a newsletter involves more than just writing—it’s about meeting certain guidelines and best practices to avoid spam filters and make emails as “inbox-friendly” as possible. Here’s a look at what authors do behind the scenes to ensure their updates reach you:
- Limiting Image Content
While images can make newsletters more visually appealing, email filters often flag emails with too many images as potential spam. To strike a balance, most authors keep their newsletters to about 20% images or less, focusing more on text. This way, they avoid triggering spam filters while still creating a readable, engaging experience for you. Plus, this emphasis on text means they’re able to include more meaningful content and storytelling without getting lost in flashy visuals. - Avoiding “Spammy” Language
Certain words—like “free,” “guarantee,” “win,” and “act now”—are red flags for spam filters, even if the content is entirely genuine. Authors try to avoid these words to ensure their emails are seen as trustworthy by email providers. Instead of saying “free chapter” or “special offer,” they might use more descriptive language to convey the same idea without raising spam alarms. It’s a delicate dance between making the email exciting and staying clear of trigger words that might accidentally send the email straight to the spam folder. - Maintaining a Clean Subscriber List
To keep their sender reputation strong, authors regularly clean their subscriber lists, removing inactive or unengaged contacts. This means that if someone hasn’t opened or clicked on emails for a long time, they may be removed from the list. This practice improves overall engagement rates and helps emails reach engaged readers like you, rather than risking deliverability issues from sending to unresponsive addresses. - Monitoring Engagement Metrics
Authors pay close attention to metrics like open rates, click-through rates, and bounce rates, as these numbers indicate how their emails are performing. High open and click rates suggest that readers are enjoying the content, which boosts their sender reputation. On the flip side, if too many emails bounce (meaning they’re sent to invalid addresses) or if engagement drops, authors adjust their approach to improve deliverability. - Using Segmentation and Personalization
Segmenting their audience—like sending one version of a newsletter to longtime fans and another to new subscribers—allows authors to tailor their content to different reader interests. Personalized content tends to perform better, with higher engagement rates, which also improves deliverability. By giving subscribers relevant, curated content, authors signal to email providers that their messages are valued, helping them reach the inbox more reliably. - Including a Clear Unsubscribe Option
While it might sound counterintuitive, authors always include an easy-to-find unsubscribe option. This allows readers who are no longer interested to leave the list gracefully instead of marking emails as spam, which can hurt deliverability. A clean, engaged list is ultimately more effective, and keeping only active subscribers helps ensure their messages reach those who genuinely want them.
A Final Note on Staying Connected
By understanding email deliverability just a little, you’re helping build a vibrant reading community where authors can reach those who genuinely enjoy their work. So, the next time you open an author’s newsletter or click on a link, remember—it’s not just about catching up. Each interaction helps keep your favorite authors connected to their fans and keeps those cherished stories coming to your inbox.
FAQ—The basics
Q: What is email deliverability?
A: Email deliverability is simply the likelihood that an email lands in your inbox instead of getting lost in junk or spam folders. It’s the difference between receiving a newsletter and wondering why it never arrived!
Q: Why does email deliverability matter?
A: Good deliverability means more people actually receive and read the messages sent to them. The higher the deliverability, the better the communication and engagement for authors trying to reach readers.
Q: What factors affect email deliverability?
A: Several things play a role in deliverability, including the sender’s reputation, the content of the email, and how readers interact with it—like opening or clicking links.
Q: How do authors improve their email deliverability?
A: Authors can keep their deliverability high by regularly updating their email lists, using trusted email services, and crafting content that’s relevant and engaging to readers.
Q: What is a sender reputation?
A: Sender reputation is a score that email providers use to decide how trustworthy a sender is. This score is based on things like how many emails are sent, bounce rates, and engagement levels. A high score helps messages get to inboxes, while a low one can lead to emails being blocked or marked as spam.
Q: What are “bounces,” and how do they impact deliverability?
A: Bounces happen when emails can’t reach a recipient. There are “soft” bounces (temporary issues) and “hard” bounces (permanent problems). High bounce rates can hurt sender reputation and lower deliverability.
Q: What role do spam filters play?
A: Spam filters are tools used by email providers to sort out unwanted or risky messages. If an email is flagged by these filters, it may go straight to spam instead of your inbox, impacting deliverability.
Q: What does “engagement” mean for emails?
A: Engagement is how readers interact with an email—like opening it, clicking on links, or even replying. Higher engagement signals to email providers that the content is valued, which can boost deliverability.
Q: How often should email lists be cleaned?
A: Authors are often recommended to clean email lists every six months. Removing inactive subscribers helps maintain a strong sender reputation and boosts deliverability by focusing on those who are genuinely interested. (FYI the author has to pay to send you emails and they pay based on the number of people on their list.)
Whitelisting
How to add your favorite author’s emails to your contact list from the following website:
How to Safelist Emails
