Summary
The collective insights from experts, marketers, and documentation highlight that while the direct impact of scroll depth on email deliverability is uncertain, especially outside of webmail, user engagement metrics (including potential reading time) significantly influence deliverability algorithms and sender reputation. Positive interaction signals value, potentially improving inbox placement. Key elements include sender reputation, email authentication (SPF, DKIM, DMARC), content quality, and list hygiene. Consistent, valuable content is crucial for building a good sender reputation and maximizing deliverability.
Key findings
- Engagement as Key: Engagement metrics (opens, clicks, reading time) impact sender reputation and deliverability.
- Sender Reputation Matters: A positive sender reputation, built on quality content and engagement, is crucial for inbox placement.
- Authentication is Essential: SPF, DKIM, and DMARC are vital for email authentication, preventing spoofing and improving deliverability.
- Content Quality Counts: High-quality, relevant content avoids spam filters and encourages engagement.
- List Hygiene is Critical: Maintaining a clean and up-to-date email list minimizes bounces and spam complaints.
- Variable Webmail: Webmail providers may employ unique deliverability algorithms.
Key considerations
- Prioritize Value: Consistently deliver content that is valuable, relevant, and engaging to your audience.
- Monitor Engagement: Track and analyze engagement metrics to understand recipient interaction and optimize content accordingly.
- Avoid Spam Triggers: Carefully craft your content to avoid spam trigger words and other factors that could lead to filtering.
- Authenticate Emails: Implement SPF, DKIM, and DMARC to protect your sender reputation and ensure message legitimacy.
- Maintain List Health: Regularly clean your email list by removing inactive or invalid addresses to minimize bounce rates and improve sender reputation.
- Segment Your Audience: Segment your email list and tailor content to specific groups to maximize engagement.
What email marketers say
9 marketer opinions
The consensus among email marketers and resources indicates that while the direct impact of scroll depth and read length on email deliverability is not definitively proven, engagement metrics, including those potentially related to reading behavior, play a significant role. Email Service Providers (ESPs) and Internet Service Providers (ISPs) consider various engagement factors to assess email quality and sender reputation. Maintaining a clean email list, authenticating emails, avoiding spam triggers, and consistently delivering valuable content are crucial for optimizing email deliverability.
Key opinions
- Engagement Matters: Engagement metrics, such as opens, clicks, forwards, and potentially read time, influence sender reputation and deliverability.
- Sender Reputation: A positive sender reputation is vital for email deliverability. It is built by consistently sending high-quality, relevant content and maintaining positive engagement with recipients.
- Content Quality: The content of emails impacts deliverability. Avoiding spam trigger words, excessive images, and poor formatting is essential.
- Authentication: Email authentication methods like SPF, DKIM, and DMARC are crucial for verifying the authenticity of emails and improving deliverability.
- List Hygiene: Maintaining a clean and up-to-date email list by removing inactive or invalid addresses is essential for improving deliverability.
Key considerations
- Focus on Value: Consistently deliver valuable and relevant content that resonates with your subscribers to encourage engagement.
- Monitor Engagement: Track and analyze engagement metrics to understand how recipients are interacting with your emails and identify areas for improvement.
- Avoid Spam Triggers: Be mindful of the content and formatting of your emails to avoid triggering spam filters.
- Implement Authentication: Ensure that your emails are properly authenticated with SPF, DKIM, and DMARC to improve deliverability and protect your brand.
- Maintain List Hygiene: Regularly clean your email list to remove inactive or invalid addresses and improve your sender reputation.
Marketer view
Email marketer from HubSpot Blog shares that improving email deliverability involves several key strategies, including building a clean email list, authenticating your domain with SPF, DKIM, and DMARC, segmenting your audience, and monitoring engagement metrics. They emphasize the importance of consistently delivering valuable content that resonates with your subscribers.
11 Oct 2021 - HubSpot Blog
Marketer view
Email marketer from Litmus shares that maintaining a clean and up-to-date email list is essential for improving deliverability. Regularly removing inactive or invalid email addresses helps to reduce bounce rates and spam complaints, which can positively impact sender reputation and deliverability.
25 Jun 2023 - Litmus
What the experts say
3 expert opinions
Experts suggest that while scroll depth may not directly impact deliverability on all platforms, particularly outside of webmail, user engagement metrics like reading time are potentially considered by mailbox providers in their deliverability algorithms. Active engagement signals positive interaction, which may influence inbox placement. Focus on creating content that encourages interaction and is valuable to the reader.
Key opinions
- Limited Direct Impact: Scroll depth is unlikely a direct deliverability indicator on non-webmail platforms.
- Engagement as a Factor: Reading time and other engagement metrics might influence deliverability algorithms.
- Positive Interaction Matters: Active engagement suggests positive interaction and may affect inbox placement.
- Webmail May Differ: Webmail implementations are unknown and may use other indicators.
Key considerations
- Focus on Engagement: Create valuable content that encourages readers to spend time with the email.
- Optimize for Mobile: Ensure emails are easily readable and interactive on all devices, including webmail clients and mobile devices.
- Consider Webmail: Be aware that webmail providers might use different metrics to assess deliverability.
Expert view
Expert from SpamResource.com indicates that user engagement, such as reading time and scrolling, could be a factor in deliverability algorithms. While not explicitly stated as a primary metric, active engagement signals positive interaction, potentially influencing inbox placement.
29 Aug 2022 - SpamResource.com
Expert view
Expert from Word to the Wise shares that some mailbox providers might be using engagement data, like time spent reading an email, to help determine if a message should go to the inbox. Senders should focus on sending mail that users want to read and interact with.
16 Dec 2024 - Word to the Wise
What the documentation says
4 technical articles
Email deliverability, as outlined by Gmail, Microsoft, and RFC/DMARC documentation, hinges on sender reputation, email authentication (SPF, DKIM, DMARC), and content quality. A positive sender reputation, earned through consistent sending practices and positive recipient engagement, is crucial for inbox placement. Email authentication protocols like SPF and DMARC prevent spoofing and verify email authenticity, further enhancing deliverability.
Key findings
- Sender Reputation: Sender reputation is a primary factor influencing whether emails reach the inbox or are marked as spam.
- Email Authentication: SPF, DKIM, and DMARC are essential for authenticating emails and preventing spoofing, improving deliverability.
- Content Quality: The quality and relevance of email content impact deliverability, suggesting positive engagement improves sender reputation.
- Consistent Practices: Consistent and ethical sending practices are necessary for maintaining good deliverability rates.
Key considerations
- Build Reputation: Focus on building and maintaining a positive sender reputation by sending valuable and engaging content.
- Implement Authentication: Implement SPF, DKIM, and DMARC to ensure your emails are properly authenticated and prevent spoofing.
- Monitor Engagement: Track engagement metrics to understand how recipients interact with your emails and identify areas for improvement.
- Adhere to Best Practices: Follow email marketing best practices to avoid triggering spam filters and maintain good deliverability.
Technical article
Documentation from DMARC.org describes DMARC (Domain-based Message Authentication, Reporting & Conformance) as an email authentication protocol that helps domain owners protect their brands from spoofing and phishing attacks. DMARC builds on SPF and DKIM to provide a comprehensive framework for verifying the authenticity of incoming emails and enforcing policies for handling unauthenticated messages.
13 Jan 2023 - DMARC.org
Technical article
Documentation from RFC defines the Sender Policy Framework (SPF) and explains its role in email authentication. SPF records allow domain owners to specify which mail servers are authorized to send emails on their behalf, helping to prevent spoofing and improve deliverability by verifying the authenticity of incoming messages.
17 Feb 2024 - RFC
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