Best Practices to Improve Deliverability & Inbox Placement
Avoiding the Spam Folder
You spend time writing great emails. They’ve got stunning vacation rental photos, irresistible offers, and just the right amount of personality.
But if those emails land in the spam folder? They might as well have never been sent.
No matter how well-written your emails are, none of it matters if your guests never see them. That’s why deliverability—your ability to land in the inbox instead of spam—is one of the most important parts of email marketing that most vacation rental managers overlook.
Let’s break down why emails go to spam, how to stay out of trouble, and the best practices that help ensure your messages reach the inbox—where they belong.
Why Do Emails Go to Spam in the First Place?
Email providers like Gmail, Outlook, and Yahoo use filters to protect users from unwanted emails. These filters look for certain red flags and behaviors, including:
Poor sending reputation
Spammy language
Sudden spikes in volume
Lack of authentication
Low engagement from recipients
If your emails check too many of these boxes, they’ll get filtered out—no matter how beautiful your content is.
Best Practices to Stay Out of Spam and Land in the Inbox
Let’s walk through the practical steps you can take to improve deliverability and build a strong sender reputation.
1. Use a Verified Sending Domain
If you’re sending emails from a generic domain like Gmail or Yahoo, your chances of being flagged are much higher.
Instead, send from a professional domain you own (like stay@yourvrbrand.com), and make sure to set up SPF, DKIM, and DMARC records.
These are like security stamps that prove you’re legit. Most email platforms offer guides for getting these set up quickly.
2. Avoid Spam Trigger Words
Certain phrases instantly raise red flags for spam filters, especially in subject lines.
Examples to avoid:
“FREE!!!”
“Act now!”
“Click here!!!”
Instead, use natural language and focus on curiosity, value, or emotion:
“A little thank-you for past guests”
“See what’s new this season”
“Your 🌷spring escape is waiting ”
3. Clean Your List Regularly
Sending emails to inactive or invalid addresses hurts your sender reputation.
Every 3–6 months:
Remove emails that haven’t opened in a while
Purge hard bounces or unverified contacts
Run a re-engagement campaign before you clean house
It might feel painful to lose subscribers, but quality beats quantity. A smaller, engaged list gets you better results—and better inbox placement.
4. Make Unsubscribing Easy (Seriously)
It might sound backwards, but making it easy to opt out helps your reputation.
If people can’t find your unsubscribe link, they’re more likely to mark your email as spam—and those complaints are a big hit to your deliverability.
Always include a visible unsubscribe link at the bottom of your emails. Trust me, your deliverability will thank you.
Also, people get concerned about people unsubscribing from their list. The unsubscribe rates for VRMs are much lower than you would expect. Guests like to receive your emails.
5. Send Consistently (But Not Excessively)
If you ghost your list for months and then suddenly send five emails in one week, you’re raising a red flag.
Instead:
Develop a simple, steady rhythm (like 1–2 emails per month)
Increase frequency slightly during high travel seasons
Use automations to stay consistent without overdoing it
Consistency builds trust with both your audience and email providers.
6. Watch Your Engagement Metrics
Email platforms track how people interact with your messages:
Do they open them?
Do they click?
Or do they delete without reading?
Higher engagement = better inbox placement
Lower engagement = risk of being flagged as unwanted
Tip: Write subject lines and content that actually interest your guests. Add value, show beautiful images of your homes or local experiences, and speak directly to what they care about. Emotional hooks work—especially when travel is involved.
Bonus Tips:
Avoid large image-only emails. Mix in text and alt text for better deliverability.
Don’t attach files. Use links instead (like to a gallery or local guide).
Send to people who opted in. Never buy or scrape email lists—it’s a one-way ticket to the spam bin.
The Bottom Line: Deliverability = Visibility
If your emails aren’t reaching the inbox, your efforts aren’t getting results.
Staying out of the spam folder isn’t about being sneaky—it’s about being smart, respectful, and consistent. Clean your list. Authenticate your domain. Write like a human. And focus on building real, valuable connections with your guests.
Because email is one of the most powerful, low-cost advertising tools you have—but only when your audience actually sees it.
