How Can I Improve My Email Deliverability and Avoid Spam Filters in Sierra?

Why This Matters

Effective email outreach is key to lead conversion in real estate. However, without proper setup and strategy, emails can be flagged as spam, leading to poor deliverability, lower open rates, and missed opportunities. Gradually warming up your email address and following best practices improves inbox placement, builds trust, and enhances engagement. Tools like SendGrid, integrated with Sierra, support this process and improve your long-term email success.

Step-by-Step Instructions

1. Warm Up Your Email Address

• If you're using a new email address or domain, send a small number of emails per day and gradually increase volume.
• Use SendGrid's tools to manage your warm-up process.

2. Verify and Use a Consistent “From” Address

• Use a custom, branded email (e.g., yourname@yourcompany.com).
• Make sure it's verified through your provider (like SendGrid or Google Workspace).

3. Write Strong, Relevant Subject Lines

• Avoid trigger words like “Free,” “Cash,” or “Urgent.”
• Focus on clarity and connection to your audience.

4. Personalize the Email Content

• Use dynamic fields in Sierra (e.g., ) to make messages feel personalized.
• Tailor content based on lead interests or behaviors.

5. Avoid Spammy Phrases

• Refrain from using aggressive sales terms like “Exclusive deal” or “Act now.”
• Keep messaging clear, helpful, and aligned with your brand tone.

6. Include a Visible Opt-Out Option

• Always include an unsubscribe link to comply with CAN-SPAM and GDPR.
• Make the opt-out process quick and transparent.

7. Maintain a Clean Email List

• Regularly remove bounced, invalid, or unengaged email addresses.
• Use list-cleaning tools or manual review to improve list health.

8. Segment Your List for Targeted Messaging

• Create segments by buyer/seller type, location, lead source, or past interaction.
• Use smart filters in Sierra to streamline this.

9. Test Emails Before Sending

• Send test messages to different devices and inbox types.
• Check for broken links, typos, and mobile responsiveness.

10. Automate for Consistency

• Use Sierra’s Action Plans and Drip Campaigns to send timely, automated emails.
• Set up welcome emails, market updates, and nurture sequences.

11. Stay Compliant

• Follow regulations like the CAN-SPAM Act and CCPA.
• Include your business name, contact info, and opt-out instructions in every message.

What to Tell Your Leads, Customers, and Clients: Steps to Ensure They Receive Your Emails

If a client tells you they are not receiving property emails or listing alerts, walk them through the following steps.

Step 1: Check the Spam or Junk Folder

Ask your client to open their email and check the Spam, Junk, or Promotions folder. Emails from Sierra can sometimes be filtered there, especially if the client has never received an email from your address before. If they find the email in Spam or Junk, they should open it and mark it as "Not Spam" or "Not Junk." This tells their email provider to allow future emails from your address.

Step 2: Add Your Email Address to Their Contacts

Ask the client to add your email address to their contacts list. Most email providers, including Gmail, Outlook, and Yahoo, prioritize emails from known contacts and are much less likely to filter them to spam. This is the single most effective step a client can take.

Step 3: Add Your Email Address as a Safe Sender / Whitelist It

Different email providers use different terms for this. Here is what to tell clients based on the email service they use:

• Gmail: Open an email from you, click the three-dot menu in the top right corner, and select "Filter messages like these." Then choose "Never send it to Spam."
• Outlook / Hotmail: Right-click on the email, select "Junk," then "Never Block Sender."
• Yahoo Mail: Open the email, click the three-dot menu, and 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 at the top, and tap "Add to Contacts" or "Add to VIPs."

Step 4: Check Email Storage

If a client's email inbox is full, new emails may not be delivered at all. Ask them to check if they are close to their storage limit and delete older emails or empty their trash if needed.

Step 5: Confirm Their Email Address Is Correct in Sierra

Verify that the email address on file in the CRM matches exactly what the client uses. Even a small typo will prevent delivery. You can check this on the Lead Detail Page. If the email status shows "Bounced," this is a strong signal that the address is incorrect or invalid.

For Sierra Users: Follow the Steps in This Article

In addition to coaching your clients, make sure your own sending setup is optimized. Review the guidance below on using a verified sending domain, avoiding spam trigger words, and connecting SendGrid to improve delivery rates from Sierra's side.

Best Practices

• Use Sierra’s SendGrid integration for better control over deliverability.
• Monitor engagement metrics like open and click rates.
• Keep your emails mobile-friendly and visually clean.
• Avoid sending too frequently to prevent fatigue or opt-outs.

Troubleshooting Common Issues

Problem: Emails landing in spam folders
Solution: Verify your sending domain, warm up the email address, and avoid spam trigger words.

Problem: Low open rates
Solution: Test subject lines, send times, and ensure personalization is in place.

Problem: Leads not receiving emails
Solution: Check if the email bounced, and confirm the address is valid. Review opt-out status.

FAQs

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

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

Q: Does Sierra support email automation?
A: Yes. Use Action Plans and Drip Campaigns to send emails automatically based on lead behavior.