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Email Deliverability and Spam Filter Best Practices in Sierra

Boost open rates and avoid spam folders by following proven email best practices. Learn how to warm up your email and personalize outreach.

Warming up a new sending address, writing clean subject lines, and keeping your list healthy all affect whether your emails land in the inbox or the spam folder. This article covers setup steps for your own sending practices in Sierra, plus what to tell a lead who says they aren't receiving your emails.

Table Of Contents

  1. Before You Begin

  2. Step-by-Step Instructions

  3. Helping Your Leads Receive Your Emails

  4. Best Practices

  5. Troubleshooting Common Issues

  6. FAQs

Why This Matters

Email is one of the most consistent ways to stay in front of buyers and sellers, but a poorly warmed-up address, spam-trigger language, or a stale contact list can send your messages straight to spam instead of the inbox. Following these practices protects your sender reputation, keeps engagement metrics healthy, and makes sure your leads actually see the market updates, listing alerts, and follow-ups you're sending them. 

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Before You Begin

Step-by-Step Instructions

Set Up Your Sending Address

  1. Warm up your email address. If you're using a new address or domain, send a small number of emails per day and increase volume gradually over time. SendGrid's tools, once connected, can help manage this warm-up process. 
  2. Verify and use a consistent "From" address. Use a custom, branded email (for example, yourname@yourcompany.com) and make sure it's verified through your provider, such as SendGrid or Google Workspace.

Write Emails That Avoid Spam Filters

  1. Write strong, relevant subject lines. Avoid trigger words like "Free," "Cash," or "Urgent." Focus on clarity and relevance to the recipient.
  2. Personalize the email content. Use merge fields in Sierra, like , and tailor messaging to a lead's interests or recent behavior.
  3. Avoid spammy phrases. Skip aggressive sales language like "Exclusive deal" or "Act now." Keep the tone clear, helpful, and consistent with your brand.
  4. Include a visible opt-out option. Every email needs an unsubscribe link to comply with CAN-SPAM and GDPR. Keep the opt-out process quick and clear.

Maintain Your List and Sending Habits

  1. Maintain a clean email list. Regularly remove bounced, invalid, or unengaged addresses using list-cleaning tools or manual review.
  2. Segment your list for targeted messaging. Group leads by buyer or seller type, location, lead source, or past interaction using smart filters in Sierra.
  3. Test emails before sending. Send test messages to different devices and inbox types, checking for broken links, typos, and mobile responsiveness.
  4. Automate for consistency. Use Action Plans and Drip Campaigns to send welcome emails, market updates, and nurture sequences on a reliable schedule.
  5. Stay compliant. Follow CAN-SPAM and CCPA requirements by including your business name, contact information, and opt-out instructions in every message.

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Helping Your Leads Receive Your Emails 

If a lead tells you they aren't receiving property emails or listing alerts, walk them through these steps.

Step 1: Check the Spam or Junk Folder
Ask them to check their Spam, Junk, or Promotions folder. If they find the email there, they should mark it "Not Spam" or "Not Junk" so their provider allows future emails from your address.

Step 2: Add Your Address to Their Contacts
This is the single most effective step a lead can take. Most providers, including Gmail, Outlook, and Yahoo, are far less likely to filter emails from known contacts.

Step 3: Whitelist Your Address as a Safe Sender
Instructions vary by provider:

  • Gmail: Open an email from you, click the three-dot menu, select "Filter messages like these," then choose "Never send it to Spam."
  • Outlook / Hotmail: Right-click the email, select "Junk," then "Never Block Sender."
  • Yahoo Mail: Open the email, click the three-dot menu, select "Filter emails like this," then set it to go to the Inbox.
  • Apple Mail (iPhone/iPad): Open the email, tap the sender's name, then tap "Add to Contacts" or "Add to VIPs."

⚠️These provider menu paths are controlled by Gmail, Microsoft, Yahoo, and Apple, not Sierra. For any changes, visit the relevant sites.

Step 4: Check Email Storage
A full inbox can block new emails from arriving at all. Ask the lead to check their storage limit and clear out older emails if needed.

Step 5: Confirm Their Email Address Is Correct in Sierra
Verify the address on file matches exactly what the lead uses. You can check this on the Lead Detail Page.

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Best Practices

  • Use Sierra's SendGrid integration for better control over deliverability and sending reputation.
  • Monitor engagement metrics like open and click rates on a regular basis.
  • Keep emails mobile-friendly and visually clean.
  • Avoid sending too frequently. Over-sending leads to fatigue and higher opt-out rates.

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Troubleshooting Common Issues

  • Emails landing in spam folders
    Verify your sending domain, warm up the email address gradually, and avoid spam-trigger language in subject lines and body copy. 

  • Open rates are low

    Test different subject lines and send times, and confirm personalization fields are populating correctly.

  • Leads not receiving emails
    Check whether the email bounced on the Lead Detail Page, confirm the address is valid, and review the lead's opt-out status. 

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FAQs

  • How long should I warm up a new email address?
    Typically, 2–4 weeks of gradual volume increase is recommended.

  • Can I use my personal Gmail for sending emails from Sierra?
    It's not recommended. Use a verified custom domain for best results and brand alignment.

  • Does Sierra support email automation?
    Yes. Action Plans and Drip Campaigns can send emails automatically based on lead behavior. 

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