Because yes, your job alerts and outreach can end up in spam. Let’s stop that.
Let’s be honest. The only thing worse than getting ghosted is having your beautifully crafted outreach vanish into the black hole of a spam folder. In 2025, email providers are more paranoid than ever (thanks, AI), and even well-meaning recruiters are getting flagged. If you’re sending job alerts, sourcing messages, or “quick intros” and getting radio silence, your deliverability might be the real villain. This guide breaks down exactly how to keep your emails visible and out of the naughty corner
Why this matters (even more now)
- You send hundreds of messages every day: job alerts, candidate outreach, follow-ups. The worst thing? Your messages land in spam. Invisible.
- Spam filters are getting smarter (AI, pattern detection, evolving rules).
- Good deliverability = more opens = more replies = better recruiting outcomes.
- Also: ISP rules are tightening. Gmail, Yahoo, Microsoft all expect better hygiene, authentication, complaint control.
- So yes, this is worth obsessing over.
1 | The foundation: your sending setup
If this layer is broken, nothing else reliably saves you. Think of it as building a house: bad foundation, house crumbles.
✅ Do this
- Authenticate your domain: SPF, DKIM, and DMARC must be set, properly aligned, and healthy.
- Consider a separate sending domain if you’re absolutely hammering your outreach. This isn’t always necessary but if it could save your primary domain’s reputation. read more about burner domains here.
- Warm up the domain — start slow, gradually increase volume over days/weeks. Abrupt spikes look spammy.
- Monitor blacklists & reputation — check whether your domain / IP is listed. Fix issues fast.
- Use custom tracking domains / subdomains rather than generic tracking links that may already be flagged.
❌ Don’t do this
- Don’t use your primary business domain (or email address) for cold outreach / high-volume job blasts.
- Don’t skip authentication or leave misconfigured DNS records.
- Don’t send huge mass volumes from a cold domain too early.
- Don’t rely exclusively on open‑tracking (especially hidden 1×1 pixel images)., It can backfire in 2025. Gmail is adding warning banners for hidden images.
2 | List hygiene & targeting (who you send to)
Even the best email setup can’t save you if your list is bad.
✅ Do this
- Verify email addresses before sending (email validation). Remove invalid or undeliverable addresses.
- Avoid sending to old / disengaged contacts. If someone hasn’t replied or opened in 6–12 months, consider pausing or re‑engaging gradually.
- Use segmentation & relevance: send job alerts only to people whose profile matches. Don’t blast generic messages to everyone.
- Watch spam‑trap risk: badly maintained lists are more likely to catch spam traps.
- Manage bounce rates carefully — high bounce rates damage reputation. Aim to keep them low.
❌ Don’t do this
- Don’t buy email lists or use random scraped addresses as your primary outreach list.
- Don’t ignore bounced or invalid addresses and keep sending to them.
- Don’t send to generic / role accounts (info@, hr@) for cold outreac. They’re higher risk.
3 | Writing email content that bypasses filters and gets replies
Even if your technical setup is perfect, content kills or saves you.
✅ Do this
- Keep emails plain but professional — avoid heavy HTML, images, decorative elements. Signatures are fine.
- Limit tracking / hidden elements — minimize open‑tracking and invisible tags where possible.
- Subject lines: simple, clear, non‑spammy
• Avoid buzzwords like “free”, “act now”, “urgent”, “$$” etc.
• Keep it 3–4 words if possible - One clear call to action (CTA) — don’t confuse the reader.
- Relevant personalization — reference something specific about their world (e.g. a project, industry challenges they may face, reference a recent event their company has publicised) to show you did your homework.
- Minimal links — only include links if absolutely necessary, preferably to the same domain you are emailing from.
- Include a simple opt‑out or “Let me know if you prefer not to receive” line. It reduces spam reports.
- Short & focused is better — long paragraphs, big blocks of text feel less trustworthy.
- Test your content through spam checkers before sending.
❌ Don’t do this
- Don’t stuff your email with keywords or heavy “marketing language.”
- Don’t use language you wouldn’t normally use. Be the best you, not the worst ChatGPT output.
- Don’t overdo it with the images or complex signatures. Bold, simple and professional.
- Don’t use multiple links / redirect links unless absolutely necessary.
- Don’t use deceptive or clickbait subject lines.
4 | Sending behaviour & scheduling
How and when you send makes a big difference.
✅ Do this
- Send during business hours / midweek — avoid weekends, nights.
- Throttle your send rate — spread emails out rather than blasting all at once.
- Mix in “safe” emails — e.g. send a few known-valid messages in the same batch to dilute risk.
- Consistent pattern — regular sending cadence is better than bursts.
- Watch complaint rate — aim to stay under ~0.3%. If people start marking you as spam, mailbox providers take notice.
❌ Don’t do this
- Don’t blast hundreds all at once from a fresh domain/inbox.
- Don’t send at odd hours (midnight, Sunday evening) to cold recipients.
- Don’t ignore metrics / feedback. If complaint rates climb, pause and diagnose.
5 | Monitor, test, iterate (you nerd, you)
Even when you think it’s all perfect, you must watch and adapt.
✅ Do this
- Pre‑send tests: test your email through deliverability / spam-check tools before sending.
- Post‑send monitoring: check whether your emails landed in inbox vs spam across mail providers.
- Track key metrics: delivery rate, bounce rate, complaint rate, reply rate (shift focus from opens → replies)
- A/B test: subject lines, copy length, send times, small variations.
- Pause & fix when signals worsen. If deliverability drops, stop sending, diagnose setup / list / content issues.
❌ Don’t do this
- Don’t assume everything is fine without checking.
- Don’t keep pushing campaigns while your metrics tell you you’re bleeding.
- Don’t ignore mailbox provider feedback or abuse reports.
6 | Cheat Sheet For Recruiters)
| Do This | Don’t That |
|---|---|
| Use an authenticated, warmed-up sending domain | Send mass emails from a domain less than 90 days old |
| Verify emails & keep your list clean | Blast to old, invalid, purchased lists |
| Write plain text, minimal links, clear subject | Use heavy HTML, many links, flashy subject lines |
| Send at reasonable volume, steady cadence | Spike massively from a new domain |
| Monitor complaints, bounce, inbox placement | Ignore feedback & keep pushing cold blasts |
| Provide opt-out / unsubscribe | Force feed messages without exit path |
7 | Mini 2025 recruiting outreach examples
Now, there’s a hundred ways these emails could been written. I’ve just put together a couple of examples so you can see the difference.
Candidate emails
❌ Bad version (spam trap waiting):
Subject: “🔥 Urgent Job Opportunity Inside!!!”
Hi [First Name],
We have an amazing role that pays £XX,XXX + bonus. Check it out: [link]
If not interested, reply “no thanks”
Regards, RecruiterName
✅ Better version (clean, respectful, deliverable):
Subject: “[First Name], quick question”
Hi [First Name],
I saw your work on [Project / Skill / Tech].
I’m working on a role at [Company] that looks like it might align.
If you’re open, happy to send you a few bullets (no strings).
If not, just let me know and I’ll pause sending.
Cheers,
Name
Notice: no hype, minimal link or none, personalisation, opt‑out, simple subject.
Business Development email
❌ Bad Example (The “Hi, I’m a recruiter” Cold Dump)
Subject: Hiring needs? Let’s talk.
Hi [First Name],
I’m a recruiter at [Agency Name] and I help companies like yours fill roles quickly and efficiently. We specialise in placing top talent across [Industry].
Do you have any current hiring needs? I’d love to set up a quick chat to introduce our services.
Best,
[Recruiter Name]
What’s wrong here?
- Immediately announces “I’m a recruiter” (puts people on guard).
- Assumes the reader has hiring needs right now — zero context.
- Generic, zero insight into the business or its goals.
- Feels like a pitch, not a conversation starter.
✅ Good Example (Positioned as a Strategic Enabler)
Subject: Helping [Prospect’s Company] scale [Relevant Team / Goal]
Hi [First Name],
I noticed [Prospect’s Company] recently [e.g. launched X product / won Y contract / announced Z growth plans] — exciting stuff. I imagine the team’s under a fair bit of pressure to deliver on all fronts.
In my experience, when companies hit this kind of growth curve, it’s often the delivery teams that feel the squeeze first. I’ve been working with a few businesses in [Industry] navigating similar transitions, helping them hit targets without overwhelming internal resources.
Would you be open to a quick chat about what’s on your roadmap and whether there’s room for support?
Cheers,
[Your Name]
Why this works:
- Opens with a business-aware observation (not “I’m a recruiter”).
- Acknowledges the recipient’s likely internal pressure. Shows empathy and insight.
- Frames your work as outcome-focused support, not recruitment as a service.
- Doesn’t push for a job order. Invites a conversation instead.
Let’s do this
You’re armed and ready, but if you need help with your email deliverability, book your call with Ben Fielding, the leading email deliverability specialist, dedicated to serving the global recruitment sector.
