Email Marketing Best Practices with Mautic

Your reputation as a sender is crucial for the deliverability of your emails. Please follow these best practices to ensure you maintain a great reputation to ensure your emails have the best chance of being delivered properly to your contacts.


  1. In your Mautic Dashboard ( or Setup and configure your Sender Domain and Custom Bounce Domain
  2. Set up a Preference Center for your email recipients
  3. Maintain a clean email list
  4. Send a welcome message as soon as an inbound lead joins your database.
  5. Use Mautic to watch for any trends of email fatigue (ie – if a recipient hasn’t opened any of the last 4 emails, dial back their frequency or change your content strategy for them).
  6. Follow the law. Whether it’s CAN-SPAM, GDPR or other regulations, the consequences of being outside the law are harsh (e.g. Email Blacklisting) – it pays to be a white hat!


  1. Emails That Are Relevant & Properly Formatted:
  • Wanted emails (clear opt-in during the sign-up process)
  • Relevant emails (content that is interesting and helpful to the reader)
  • Properly formatted HTML in emails (otherwise, filters will catch it & users will complain)
  • Pro tip:
    • It’s important to:
      • Review your email templates to ensure they’re formatted well
      • Review sample content
        • Avoid:
          • ALL CAPS, special characters like ®, ♦ or ∑, or excessive punctuation!!!
          • Overusing terms that like “exclusive”, “urgent”, “one-time only”, “free”, “cheap”, “pre-approved”, “$$$”, “100%”
          • Red fonts or other colors that “scream”
        • Subject line:
          • keep it short (<72 characters)
          • offer value & create a sense of urgency
      • Review your email settings
        • Is the “from” header clearly you?
        • Is the “reply-to” properly set up?
      • Test your emails over at Mail Tester to find learn how they are rated against various important metrics.

  1. List Integrity Is Everything
    • How you build your list is critically important
      • Bad contact lists → higher bounce rates & spam complaints → harm email reputation
    • List hygiene: where you build your list and how well you clean/maintain your list
      • If Contacts are not reading your emails after multiple sends or extended periods of time, it makes sense to remove them from your lists.  One type of spam trap is a recycled spam trap. These consist of email addresses that were valid in the past, but were abandoned and picked up by mailbox providers to detect senders with poor email list hygiene who are not removing Contacts who are no longer engaged with their content.
      • A typo spam trap is also something to consider while cleaning your list.  These are email addresses that contain spelling errors/typos and are indicative of poor address collection practices (no double opt-in, sloppy data entry or no address validation)
    • Pro tip:
      • You should not use Mautic to automatically purge your list for hard/soft bounces and inactivity. This will damage email reputation and may result in suspension of your Mautic instance.

  1. No Wild Swings In Email Volume:
  • Regardless of amount, ISPs like relatively consistent volume each week or month
  • Pro tip:  big swings in volume will hurt deliverability, as it will seem suspicious to the ISP. So planning email campaigns & cadences in a calendar is a good idea to manage overall volume per week or month (for ISPs) and send frequency (for recipients)

  1. Very Few Spam Complaints:
  • If email recipients complain to ISPs or mark your email as “junk” or “spam”, then ISPs can & will block the sender (ie, your sender domain)
  • Very important to keep complaint rate below 0.1% of emails sent
  • Pro tip:
    • You should evaluate your content (subject line, email body copy, images), your list, and your send frequency and gauge the overall risk if even 1 in 1,000 recipients will complain about your email.
  1. Avoid Spam Traps or Honeypots:
  • A pristine spam trap is an email address that was created by the ISP for the sole purpose of catching spammers
  • When a company sends to such an address, it tells the ISP that they’re engaging in illegal email address harvesting, or their practices for list hygiene are too weak
  • Having even one of these on your email list will cause instant and deep damage to your email reputation & deliverability

  1. Low Bounce Rates:

  1. Zero Blacklist Appearances:
  • Some ISPs will block a sender domain if it appears on even one of the top blacklists (Spamhaus, Barracuda, Invalument and Spamcop, to name a few)
    • Having a strong sending reputation is the only way to help convince the blacklist administrator to remove your IPs from their list
  • Pro tip:
    • Because Mautic uses a best-of-breed ESP, they (SparkPost) maintain the relationship with the ISPs. This also means that if one of our customers is getting too many complaints, hard bounces or includes a spam trap address, then SparkPost will make it harder for that company to get their marketing emails delivered.


If you would like more information on best practices for email delivery, please reach out to your Customer Success Manager.