This review looks at the percentage of messages that actually made it to the main inbox. This also allows you to predict inbox placement, which gives you a better idea of email deliverability ahead of time. That means you’re able to address deliverability issues before you hit send.

Define root cause, resolution and ongoing monitoring of any blacklists, spam traps, and other deliverability issues. This score is a crucial component of your email deliverability. The higher the score, the more likely an ISP will deliver emails to the inboxes of recipients on their network. Conversely, a poor email sender reputation can be seriously damaging to your overall email marketing strategy.

Receiving mail servers look for these authentication factors before deciding whether to deliver, block, or quarantine your emails. Ensuring the right configuration is in place should be a priority.

Factors relating to the email content personalization techniques/design/coding/size, number of links or use of link shorteners and overall uniqueness of the email. Avoidance and optimization of factors above are things that may accidentally make you look like a spammer.

To have good deliverability, you should send consistently and avoid any sudden changes in sending volume or frequency. This review will provide insight into optimal sending limits per ISP for knowing how often to send emails to your list and how many emails to send.

Email segmentation is the practice of dividing your mailing list into smaller groups of audience classification. Typically, list segments are time-based, using the last time a recipient was sent to or a response received from. This approach also serves as a good measure of the health and effectiveness of your emailing list. Sending emails to old or inactive email addresses aren’t adding any revenue to your business, and they’re hurting your deliverability metrics. It’s a good idea to cut off any email addresses that have no engagement within the last 180 days – transfer these accounts to a re-engagement (or even a re-permission) program.

Ensuring critical systems such as unsubscribe, feedback loops, bounce handling, and image/link/redirect mechanisms are validated is essential to any email sending infrastructure.

Designed to help uncover dormant accounts, role or non-individual accounts, third-party oversight seeds, disposable accounts, catchall accounts, inactive subscribers, misclassified bounces, or other non-delivery responses.

ISPs are suspicious of mail from a new IP address with no recent history, treating its reputation as negative-to-neutral. If you send too much, you get blocked, or mail goes to the spam folder. IP warming is the practice of gradually increasing the volume of mail sent with a dedicated IP address according to a predetermined schedule. ISPs use your IP address to identify you as a sender, track sending behavior, and assign an IP reputation score. Better behavior results in higher delivery rates.