Deliverability is half art, half science. The art part is where creativity, relevancy, and frequency come into play. The science part is how well your infrastructure is set up. This varies from proper authentication (SPF, DKIM, DMARC) to domain alignment in the header (MailFrom, d=domain, FromAddress). The science part is the easy one– most popular ESPs have the science part down. The challenging part is the art of deliverability.

Today’s definition of email marketing is different than what it was 10 years ago. The batch and blast days have shifted to triggered messaging. Still, email remains one of the best channels for personal communication and continues to be a great way for brands to increase their marketing ROI. Many successful brands exclusively send personalized messages to their subscribers, and as emails that are not personalized may end up in the ISP’s spam folder. The one-to-many campaign days are long over now.

Personalization makes people feel special. When customers know that they matter, they’re more likely to engage with an email. And, if you can make note of this type of customer behavior, you can easily modify your future campaigns for greater success.

It is very important to remove inactive users from your mailing list. Inactive has a different definition in each industry, it could be 30 days for one company while it could be 12 months for another. If someone has not opened or clicked your mailing in 12 months, it is best to remove them from your future mailings.

Major ISPs such as Gmail and Yahoo take engagement into consideration for inbox placement. At SparkPost we encourage our customers to segment their traffic based on engagement on separate IPs/ domains/ sub-domains and into 3 groups:

  • Active (opens in less than 90 days)
  • Semi-active (90-180 days engagement)
  • Non-engaged (opens in 6-12 months)

If you have chosen a solid ESP and pay close attention to how customers interact with your emails, you will rock 2019 and beyond.

Happy Delivering!

~ Kate

P.S. Interested in hearing me speak? Be sure to attend the Women in MENA In Tech Conference on June 22, 2019 in London!

new rules email deliverability best practices