Best practices
Good deliverability is mostly about list quality and restraint.
5 min read
Use verified recipients
- Remove obviously invalid addresses before sending.
- Only email people who expect to hear from you.
- Keep a column for opt-outs and add a condition to exclude them.
Recommended batch sizes
| Account type | Suggested daily send | Hard ceiling |
|---|---|---|
| New personal Gmail | 50–100 | ~500 / day |
| Established personal Gmail | 200–400 | ~500 / day |
| Google Workspace | 500–1,500 | ~2,000 / day |
Write like a person
- Avoid ALL CAPS subject lines and rows of exclamation marks.
- Skip phrases like "act now", "risk free" and "guaranteed".
- Keep the ratio of text to images high.
- Use a real reply address that a human monitors.
Test before every large send
- 1
Send to yourself
Add your address as a row and run the campaign on that row only.
- 2
Check on mobile
Most recipients read on a phone. Confirm the layout holds up.
- 3
Click every link
Especially links that contain placeholders.
- 4
Then run the full campaign
With conditions and duplicate protection on.