The Real Estate Agent’s Guide to Email Deliverability in 2025

3. Keep Your Email List Clean

Sending emails to people who never engage or have outdated addresses hurts your sender reputation. 

• Remove inactive subscribers (no opens or clicks in 6+ months)
• Never buy email lists (they often contain spam traps) 
• Use double opt-in to ensure recipients actually want your emails

Engagement Tip: Monitor email open and click rates regularly. If a recipient hasn’t engaged in six months, consider removing them or running a re-engagement campaign.

4. Warm Up Your Email Sending

If you suddenly start sending thousands of emails, inbox providers like Gmail and Outlook might flag you as a spammer. Instead: 

• Start small (100 emails/day) and gradually increase over time 
• Prioritize engaged recipients first 
• Send personalized, relevant content

5. Avoid Spam Triggers in Your Emails

Email providers flag certain words and formatting that look like spam.

❌ Avoid subject lines like:

• “FREE MONEY!”
• “100% Guaranteed!”
• “BUY NOW - LIMITED TIME OFFER!”

✅ Instead, use natural and helpful subject lines:

• “5 Tips to Sell Your Home Faster”
• “What Every Homebuyer Needs to Know in 2025”

6. Make Unsubscribing Easy

If recipients can’t find your unsubscribe button, they’ll mark your email as spam instead. 

• Always include an unsubscribe link at the bottom of every email 
• Never email people who have unsubscribed (it’s illegal under CAN-SPAM laws)

Common Email Deliverability Issues & Fixes

The Art and Science of Email Deliverability

As Luke Martinez, email deliverability expert, shared in our recent live stream, email marketing is a mix of art and science.

The technical side involves setting up authentication protocols, monitoring reputation, and ensuring compliance with best practices. The creative side involves crafting compelling subject lines, engaging content, and sending relevant messages that resonate with your audience.

Key Takeaways from the Live Stream:

• Consent is temporary – Just because someone opted in once doesn’t mean they still want your emails. If they haven’t engaged in six months, it’s time to remove them or run a re-engagement campaign.
• Warm-up is crucial – Sending a sudden flood of emails will get you flagged. Gradually increase your email volume to build trust with inbox providers.
• Your reputation follows you – Every email interaction (opens, clicks, replies) impacts your sender reputation. Maintain a balance of positive signals (engagement) and minimize negative ones (spam complaints, bounces).
• Avoid batch sending to inactive contacts – Instead of blasting your entire list at once, trickle in messages to lapsed contacts over time to avoid deliverability issues.

How Curaytor Helps Improve Email Deliverability

At Curaytor, we ensure your emails land in inboxes—not the spam folder—by: 

• Providing a trusted email infrastructure – We use reputable email servers (SendGrid) to maximize inbox placement. 
• Optimizing email lists – Our platform removes inactive contacts and reduces spam complaints.
• Managing authentication – We set up SPF, DKIM, and DMARC for you, so your emails are authenticated and trusted. 
• Helping you warm up your email strategy – We gradually increase sending volume to protect your sender reputation. 
• Deliverability monitoring & blacklist prevention – We track performance and fix deliverability issues if they become a problem.

Take Action Today

✅ Check your domain’s email health (mxtoolbox.com) 

✅ Set up SPF, DKIM, and DMARC to protect your email reputation 

✅ Clean your email list and remove unengaged subscribers 

✅ Use a trusted email provider like Mailchimp or ActiveCampaign