Email Deliverability


Purpose: Email deliverability is the process of sending emails that arrive in your recipient’s inbox as intended

TABLE OF CONTENTS


About Email Deliverability 


Your email deliverability is determined by a wide range of factors that include:


1. Recipient engagement


2. Email content - words, images, GIFs, templates, links, preheader text, subject lines, and from addresses 


3. Spam complaints


4. Invalid email addresses


Email Best Practices


From Addresses


Don't send transactional emails and marketing emails from the same sender. Instead, use a separate sender for each email type. For instance:


    Purchase receipt messages - receipt@example.com 


    Promotional messages - deals@example.com 


    Account notification messagesalerts@example.com


Email Etiquette


Here are some key guidelines to follow for respectful and effective email communication with your contacts: 


1. Ask permission before sending emails. Only send emails the contact has asked for


2. Create an email preference center


3. Send a welcome message to let the contact know why they signed up for the emails and have a contact double opt-in (click a link) to confirm they want to receive the messages


4. Set expectations for the types and how often you will be sending emails


5. Include unsubscribe and preference links


6. Make it easy to unsubscribe


"Sunsetting" or "Email Scrubbing"


Create a process to periodically remove unengaged contacts from your emails. At a minimum, it is recommended to complete this at least once every 6 months.


Criteria for removing unengaged contacts could include:


    1. Remove "Role" accounts - Support@, Info@

    2. Have not opened an email within 30 days


Example: Automation for a "Sunsetting" or "Email Scrubbing" Policy:

Have not engaged in 30 days > fewer emails, longer intervals > haven't engaged in 3 months, remove


 

 

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