When you start using Amazon SES with Sendy. You get a lot of freedom on sending email newsletter and updates to your subscribers. But, with all these freedom, you need to take of some of the best email marketing practices for making the emails land in inbox of the subscribers, in order to get more opens and then clicks from email.

Amazon SES Best Email Marketing Practices

Before we go deep into the email marketing best practices with Amazon SES and Sendy. I must say, there are 2 most important part where a mailbox decide to mark a mail as spam or let it land into inbox the subscribers. First important part about this is, technical requirement, which is taken care from our end and another part is the content of emails which you will be sending after you get Amazon SES Production access.

Technical Best Email Marketing Practices:

At EasySendy, we prefer to enable following 3 most important records which are required for different purpose by email mailbox. By default we enable PTR on installation, SPF is added by Amazon dynamically, whereas, we ask you to enable DKIM, before you start sending emails from your Amazon SES dashboard.

Lets have a look into these 3 technical requirements for best email marketing practice:

  1. PTR, is reverse domain lookup for the ip, which is important to have inorder to reduce spam.
  2. DKIM is signature, which you need to add to your custom domain name after Amazon SES verification. DKIM adds your own domain identity to your outgoing emails.
  3. SPF record is spam policy framework, which is added to outgoing email address automatically by Amazon SES.

Moreover, you can use this tool for checking technical best email practices: http://www.mail-tester.com/

Note: Kindly ignore their suggestion on DMARC, SPF and ip list on SPAMCANIBAL.

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In-depth Content Analysis for Best Email Marketing Practices:

Email spam depend on many factors, like, subject, body, words used and so on, so many. Also, if some mail has landed in spam for you, it will land in spam for everyone, it’s not necessary. Its very much personalized experience of the mailbox of the email.

Here are some important points which ensure high email delivery rate of you email marketing campaigns sent through Amazon SES with Sendy:

1. Avoid using any kind of spam trigger words in subject and email body. You can find The Ultimate List of Email SPAM Trigger Words. If you are using few or more of these words into subject and email body, then, the mailbox has high probability to mark your email as spam. So, its better to avoid using any of these words.

You can use following tools to check, the subject and body of the emails, if they are triggering Spam and reducing your email delivery rate:

According to the suggestion, improve your email subject and body.

2. Maintain proper text to image ratio. If your email body has a lot images, then try to maintain the ratio with adding relevant text below and above the main image. This gives signal to the mailbox that, the email you are sending to your subscriber is informative too.


3. Always maintain same version of text and html emails. Inside Sendy you have WYSIWYG HTML email editor and plain text editor too, on left side. Here, the best practice is that, you must maintain the exact same version of HTML and text version, so, that the subscriber’s mailbox should not suspect and make it land in inbox.

4. Always add “Unsubscribe” and “Report Spam” links at bottom of email. This is very important for the email newsletters. You can add the HTML link or tags according to the requirement to your footer.

Steps to add these links are explained in this post How to Add Unsubscribe and Webversion Links to Emails in Sendy.


Pro Trick: Make “Report Spam” link land on “unsubscribe” page.

5. Adding “pre header” and your physical address in “post footer”, this makes your email more reliable and trusted, in some countries you need to mention your postal address to your email campaign compulsorily.

6. Keep from-email and to-email same, this enables mailbox not to suspect your email and make them easy to understand that the email coming to their mailbox can be replied easily from the receiver. You can use email of the format “no-reply@emails.easysendy.com”, as from and to email.

7. Setting up Mailbox for Sendy hosted domain, this is another good practice which you can enable. You should setup a mailbox for the domain name on which Sendy has been installed. Few mailbox also reverse lookup the MX record available on the subdomain. In our case, the mailbox will look at MX record of sub-domain emails.easysendy.com. A mailbox is used to receive any email sent on the configured mailbox domain.

To configure mailbox on a domain name, you can use Google Apps, Zoho Mailbox or Yandex Mailbox, which is available for free of cost.

For creating great email newsletters with convenience, you can refer our previous post, Free Drag and Drop Responsive Email Editor for Sendy.

Sending text only emails have almost 10 times higher open rate!

Moreover, I would suggest you to not make any decision about Spam emails based on 5-10 email samples. You should send email campaigns and check email open rates, for 2-5 weeks, this is how email marketing works for most of the top email marketers.

Finally, if you still think your are not getting enough opens for your emails, then I would like to suggest you to use Mandrill with Sendy. Yes, we do also support Mandrill with our hosted version of Sendy.


  1. Jonathan

    Hello, I currently own best e-mail marketing company in Brasil where we send 20-40 milion emails per day. We have a 50 milion user database and would like To have an estimate for 20 and 40 milion sends per day and how long it would take u To upload our entire database. Looking forward To your reply.

    • Ankit

      Jonathan, thanks for your interest in EasySendy.

      EasySendy enables you to host Sendy easily in 1 click on EasySendy Optimized servers. For this you need to have Sendy license for your domain name. After you buy EasySendy Plan, our support team help you integrate your Amazon SES / Mandrill account easily with your hosted Sendy.

      Email sending charge for 20 and 40 milion sends per day from your Amazon SES will be $1 for each 10,000 emails. Other charges are mentioned here: https://sendy.easysendy.com/faqs/
      Hope, this will help!

  2. Elland

    How can we get Amazon SES to let us send 1 M emails? Amazon SES only grant us 250k emails per day. We are planning to get a agency plan for easysendy

    • Ankit

      Hello Elland,

      If you have good email sending reputation with Amazon SES, then, you will get your daily email sending limit increased automatically. Or, you will have to make a request to Amazon SES for increasing the limit.

  3. James Don

    we are just going into email marketing as we have operated a brick and mortar business for over 20 years. presently we have been able to get the email of our customers offline through our special coupon card which requires voluntary special offer notification email opt in. we succeeded in gathering over 800,000 emails in the last 5 years from our 200 outlets. Presently we want to send these people one email weekly. We have no technical hands on board. Is there a way in which all we need to do is pay and get the entire system delivered to us so that we only interact with the sending interface

    • Ankit

      Hello James,
      Absolutely, this can be done. Do drop your detailed requirements at support@easysendy.com
      And, our team will reach-out to help you.

  4. Samuel

    This blog features a content analysis of the workings of amazon SES and sandy. An in- depth research study has been done in this write-up. All the points discussed are very important and can provide a reader with effective knowledge on this. One should go through this entire blog post and can definitely achieve a good amount of knowledge from it.

  5. Brandon Murphy

    The blog post explains all the factors required for the best email marketing. Sendy and Amazon SES (simple email services) are the best service providers which give you the freedom of sending emails and updates to the users. One must go through this post once, it’s really helpful.

  6. Kelly Patterson

    The email marketing practices that we must inculcate to land the emails inside the inbox is very helpful. This entire article is very well researched and written, a very good read.

  7. Julia Gonzales

    A wonderful piece of article, I enjoyed reading it. The more informed we are about email marketing best practices, the more return we will see. The compilation of top tips and tricks in this article is very constructive and descriptive.

  8. Peter Brooks

    Keeping up-to-date on email marketing best practices enables us to continually improve our program and reap a growing return on investment. Thanks for sharing!

  9. Benjamin Jones

    Thanks for sharing this in-depth guide on email marketing best practices. This will help us to ensure that we stay at the top of our email marketing game!

  10. Sean Baker

    Keeping ourselves up-to-date on email marketing best practices enables us to persistently improve our program and reap a growing return on investment. This guide is helpful!

  11. Laura Robinson

    Email marketing aids in increasing relevance and response of communications. Marketing activities such as personalization, loyalty programs, and re-engagement email programs are very important email marketing strategies.

  12. David Hernandez

    Email marketing aids in increasing relevance and response of communications. Marketing activities such as personalization, loyalty programs, and re-engagement email programs are very important email marketing strategies.

  13. Virginia Martin

    Thanks for sharing this in-depth guide on email marketing best practices. This will help marketers ahead of the email marketing game!

  14. Catherine Jackson

    It was interesting to read the article as it’s well written after a lot of research about the email marketing practices.

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