Back to Basics: Email Dos & Don’ts to Protect Deliverability and Drive Sales

Email remains one of the most effective ways to reach fans — but only if your messages actually make it to their inbox.

At FEVO, we’re serious about deliverability. It’s important we all follow best practices to protect performance across the board for your brand and ours!

Whether you're just getting started or looking for a quick refresher, here’s a back-to-basics guide to help keep your campaigns clean, compliant and conversion-ready.

DO: Follow These Best Practices

Send only to permission-based lists

Make sure your recipients have explicitly opted in to receive marketing emails from your organization. This is one of the most important factors in both inbox placement and legal compliance.

Keep your lists clean

Remove invalid, bounced, or unengaged addresses on a regular basis. Sending to stale lists increases the risk of spam complaints and blacklisting.

Always include an unsubscribe or preferences link

Every email should provide a clear and simple way for recipients to opt out or adjust their preferences.

Give context around FEVO links

Tell recipients what the link is and why they should click. For example: “Grab your discounted tickets through our FEVO Offer.”

Test your emails before sending

Use tools like Mail Tester or Litmus to make sure your email renders correctly and doesn't end up in spam.

DON'T: Make These Common Mistakes

Don't use purchased, scraped, or rented lists

These lists almost always result in spam complaints and can violate laws like CAN-SPAM and GDPR.

Don't send cold emails with FEVO links

If someone hasn’t signed up to hear from you, they’re more likely to report your email — even if your Offer is relevant.

Don't hide your identity

Use a recognizable sender name and email address that reflects your brand clearly.

Don't keep resending to unengaged recipients

If a contact isn’t opening your emails, it’s best to stop sending. Try reaching them through paid media instead, and focus on your most responsive audience to maintain a strong sender reputation.

Why It Matters

Emails that generate high bounce rates or spam complaints can hurt not only your campaign, but they can damage your sender reputation and ours. In serious cases, domains can be blacklisted, affecting deliverability for all clients, including transactional buyer emails like confirmation emails.

The good news: a little extra care goes a long way in protecting inbox placement and maximizing your sales potential.

Need a Gut Check?

If you’d like a second opinion on your list practices or campaign plan, we’re happy to help. Reach out to your FEVO rep or email marketingservices@fevo.com.