Email isn’t just a marketing channel anymore—it’s a trust signal.
Inbox providers like Google, Yahoo, Outlook, and Apple now use advanced authentication, AI filtering, and engagement signals to decide whether your messages show up front and center… or get quietly filtered out.
This guide breaks down the most important steps every studio should follow to maintain healthy deliverability and strong engagement.
Set Up Proper Authentication (Required in 2025)
If you only complete one section of this guide, make it this one.
Email authentication is no longer a “nice to have.” It’s required.
You must have:
SPF
DKIM
DMARC (recommended policy: p=quarantine or p=reject)
A custom sending domain (avoid “via gmail.com” or your platform’s shared domain)
Why it matters:
Google & Yahoo now require DMARC for bulk senders (5,000+ per day)
Messages without authentication are increasingly rejected or filtered
Authentication alone can improve deliverability by 30–50%
Also recommended:
Dedicated IP (for very large senders)
BIMI (lets your logo show in the inbox for added trust)
If you do not have your domain name verified with Loyalsnap, please email support@loyalsnap.com for those instructions.
Engagement Matters More Than Volume
Inbox providers track everything and they use these signals to decide whether to trust you.
They look at:
Opens
Clicks
Replies
Deletes without reading
Spam reports
Time spent reading
Moves to folders
High engagement = inbox.
Low engagement = Promotions, spam, or filtering.
What this means for your emails:
Stop blasting your entire list
Focus on segmentation + personalization
Don’t keep emailing people who never open
If someone hasn’t engaged in 90 days → remove or sunset
Engagement protects your reputation. Volume does not.
Keep Your List Clean (More Often Than You Think)
A messy list is one of the fastest ways to tank deliverability.
Minimum standard:
Remove unengaged contacts after 90–120 days. If they haven't purchased or attended a class - don't include them.
Do not re-add them just to inflate your list size
Never buy lists (these always damage reputation)
Advanced improvement:
Run lists through tools like ZeroBounce, NeverBounce, or BriteVerify
Use a re-engagement flow before fully removing someone
List size doesn’t matter.
Inbox placement does.
Write Better Subject Lines
Inbox filtering is now AI-driven. Subject lines matter more than ever.
Avoid:
“FREE”
“Act now”
“Last chance”
“CLICK HERE”
ALL CAPS
Excess punctuation (!!!)
Use instead:
Clear, human language
Curiosity without gimmicks
Specific outcomes
Personal or timely updates
Better formats:
“Quick question about your membership”
“3 things we’re noticing about attendance”
“Your [Location] update for May”
“You asked, we built it”
Personalization Is Now Mandatory
Generic emails are no longer effective, and they can even hurt deliverability.
Use personalization like:
First name
Studio location
Last visit date
Last purchase
Behavioral triggers
Even better:
Dynamic content based on behavior
Location-specific callouts
Conversational, relationship-style tone
Example:
“Hey {{First Name}}, noticed it’s been two weeks since your last visit. Want help getting back into rhythm?”
This boosts:
Opens
Clicks
Replies
Positive sender reputation
Prioritize Content Over Design
Overly designed emails often trigger spam filters.
Ideal ratio:
60% text / 40% image
Avoid:
Image-only emails
Repeating the same link 10+ times
Unusual fonts
Hidden code
Heavy embedded compression
Use:
Clean HTML
Real text
Simple, scannable layouts
Clear branding
If Gmail can’t read your message like a letter, it may not show it.
Warm Up New Domains or IPs Slowly
Never send a large campaign from a brand-new email address or IP.
Recommended warm-up schedule:
Week 1: 25–50 emails/day
Week 2: 100–200 emails/day
Week 3: 500–1,000 emails/day
Also:
Send first to your most engaged contacts (recent visitors, purchases)
Encourage internal opens + clicks
Slowly build trust
Inbox providers need to see that real people care about what you send.
Prioritize Replies (More Important Than Opens)
Here’s a secret most platforms don’t talk about: Replies are the strongest deliverability booster.
They tell Gmail, Yahoo, and Outlook:
"This sender has a real relationship with this person."
To encourage replies:
Use a real sender
Ask simple questions
Invite feedback or quick confirmations
Use CTAs like: “Reply and tell me…”
Inbox providers love conversations.
Track These Metrics Closely
Healthy deliverability benchmarks:
| Metric | Healthy Range |
|---|---|
| Open Rate | 30–55% |
| Click Rate | 3–10% |
| Reply Rate | > 2% |
If spam complaints exceed 0.1%, you’re in the danger zone.
Frequency: Less Is More
Email fatigue does more damage now than silence.
General guidelines:
Promotional: 1–2 per week
Educational: 1 per week
Transactional: as needed
Nurture sequences: timed and purposeful
When in doubt:
Silence > Spam.
Inbox providers track oversending.
If You Only Implement 5 Things, Choose These:
These five steps alone dramatically improve deliverability:
Set up SPF, DKIM, DMARC
Clean your list every month
Segment + personalize your messaging
Encourage replies
Stop emailing unengaged contacts
Protect your sender reputation, and your emails will keep landing exactly where they should - right in the inbox.
If you need help setting up authentication, improving your list hygiene, or optimizing your send strategy, just reach out. We’re here to support you.