Email Marketing Deliverability 2017

Understand how permission-based email collection and clear expectations at sign-up prevent deliverability problems, addressing common issues in-store or online that affect any business.

Discover four quick tips for email acquisition, including double email field confirmation, using an email validation vendor to prune hard bounces, sending a welcome message, and clarifying subscriber expectations.

Learn how subscriber engagement drives email deliverability, as ISPs monitor engagement to determine inbox placement and marketers must personalize experiences to maintain sender reputation and avoid spam traps.

Define engagement from a deliverability perspective by distinguishing positive and negative recipient actions, with clicks as the most reliable activity signal and opens as a secondary metric.

Assess inactivity risk in your distribution list, since a year without opens or clicks can trigger ISP filtering. Large lists tighten tolerances, prompting reengagement and frequency adjustments.

Leverage McGeechan metrics like click-through and open rate alongside traditional deliverability metrics to monitor engagement, identify root causes, and optimize inbox delivery with metrics like spam complaints and sender score.

Identify hard bounces and soft bounces, and distinguish 5xx permanent vs 4xx temporary failures. Learn how retrying affects sender reputation and overall deliverability.

Explain how spam complaints from abuse reports affect inbox placement and sender reputation, and note daily and rolling seven-day and thirty-day measurements with variable provider data.

Observe the evolution of email deliverability from mass marketing to individualized customer experiences. Stay updated on trends, regulations, and technologies to consistently reach the inbox.