Overview of Email Deliverability

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Overview of Deliverability

An email is successfully delivered when it reaches the inbox (including the tabbed inbox). An email is unsuccessfully delivered when it ends up in the spam folder or is blocked entirely. You can achieve successful deliverability by following several key points:

  • Send to engaged customers
  • Send great content
  • Monitor your results and adjust your sending practices

Send to Engaged Customers

When customers open, click, and forward your emails, ESPs notice and reward you. Maintain a strong sender reputation and great deliverability by sending to customers who have engaged with your business, and filtering out or removing others.

Start by sending to an engaged segment. A great example of a 30-day engaged segment is illustrated below.

This exact definition of an engaged segment varies by business, but the best practice is to think about your customer base and send to your most engaged customers.

Please note that you should only include the final condition, "OR was added to your Newsletter list in the last 15 days," if you imported your this list over 15 days ago and have been organically collecting new subscribers since then.

Read more about building an engaged master list.

Send Great Content

Great content helps ensure strong deliverability. The best email to send from your business is always the email your customers want to read. Put yourself in your customers' shoes when designing your email content.

Check out our email design guide if you need a great resource for learning email design best practices.

Sender Reputation

The various aspects of deliverability combine to form your sender reputation. Managing your sender reputation by monitoring your infrastructure and your sending is the best way to maintain great deliverability.

If you're just starting out sending, focus on sending great content to an engaged segment. This will help you build up a solid reputation in a short amount of time.

If you've already been sending and you're having deliverability issues, check out our guide on improving your sender reputation.

Monitor and Adjust Your Sending

Your business, your customers, and the world of email are ever-changing. Monitor your sending to adjust to changes and stay at the top of your game.

The difficulty with deliverability is that you don’t always know when your emails have been successfully delivered. Inbox providers use a combination of different metrics to evaluate your emails and, to protect against spammers, these metrics and methods are purposely kept hidden from senders. Because of this, it's important to adhere to sending best practices to ensure that you have great deliverability.

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