Consider cleaning up your database once a month, as it’s likely full of spam traps and throwaway emails that drag down your email deliverability.

When you notice low email open rates, it doesn’t mean your emails are going to spam - you might want to check what % of your database consists of real people, especially those coming through social media ads.

This is quite easy to identify: simply go to your Intuit Mailchimp, Constant Contact, beehiiv etc. accounts and search for common offensive words or patterns like "123", "abc", "1111", "girl", etc.

You might be surprised by which leads are entering your pipeline and who's receiving your weekly newsletters.

And this is where your deliverability issues begin - it’s not an ESP's issue nor spam triggers, or even invalid emails in your database, which likely make up about 10% of all the emails you have.

The real culprits are spam traps, throwaway accounts, bot submissions, and large corporations monitoring how responsibly you send emails and whether you care about who you’re sending to and what you’re sending.

And when they see you don’t really care, they start rejecting your emails or spam filtering them.