Summary
Email deliverability is a complex issue requiring a multifaceted approach. While several platforms like Inbox Monster, Everest by Validity, Mailjet, Sendinblue, GlockApps, and MailerLite are recommended for specific functionalities, experts emphasize that no single platform guarantees deliverability. Key factors influencing deliverability include sender reputation, content, infrastructure, and authentication. Proactive strategies like engaging subscribers, maintaining list hygiene, monitoring bounce rates, using Google Postmaster Tools, configuring feedback loops, adhering to email sending standards (RFC specifications), segmenting your audience, warming up your IP, and utilizing seed lists are crucial. Analyzing your own data and adapting your strategy based on performance are also essential for continuous improvement.
Key findings
- Multifaceted Approach: Email deliverability depends on many interwoven factors.
- Platform Variety: Several platforms are available, each offering different benefits and functionalities.
- Reputation Matters: Building and maintaining a positive sender reputation is paramount.
- Authentication is Key: SPF, DKIM, and DMARC implementation is critical for sender verification.
- Data-Driven Optimization: Analyzing data and adapting your strategy is essential for continuous improvement.
- List Hygiene: Regularly cleaning your email list is a must.
Key considerations
- Holistic Strategy: Address all aspects of your email program (content, reputation, infrastructure, authentication).
- Platform Selection: Choose platforms based on your specific needs, budget, and business size.
- Proactive Monitoring: Monitor deliverability metrics and address issues promptly.
- Continuous Adaptation: Be prepared to adapt your strategy based on performance and evolving industry standards.
- Legal Compliance: Comply with relevant email marketing regulations and standards (e.g., GDPR, CAN-SPAM).
- Engagement is Paramount: Strive to create high quality, engaging content.
What email marketers say
14 marketer opinions
Experts and marketers recommend a variety of platforms and strategies for improving email deliverability. Popular platforms include Inbox Monster, Everest by Validity, Mailjet, Sendinblue, GlockApps, and MailerLite. Strategies include using your own data, implementing email authentication methods (SPF, DKIM, DMARC), using a dedicated IP address, segmenting your audience, cleaning your email list, using an email validation service, warming up your IP address, and utilizing Google Postmaster Tools. Utilizing data from opens/clicks/bounces/conversions is also a good option. The best solution will vary based on the specific needs and resources of the sender.
Key opinions
- Platform Variety: Several platforms are recommended, each with unique features and benefits.
- Data Importance: Leveraging your own data (opens, clicks, bounces) is crucial for deliverability insights.
- Authentication: Implementing SPF, DKIM, and DMARC is essential for verifying sender identity.
- List Hygiene: Regularly cleaning your email list improves deliverability.
- IP Warming: Gradually warming up your IP address enhances sender reputation.
- SFMC + Postmaster Tools: It's possible to utilize postmaster tools with SFMC if you don't let them force you to delegate the NS records to their servers and suggests DNS automation solutions instead.
Key considerations
- Platform Choice: Consider your budget, business size, and required features when choosing a platform.
- Data Analysis: Actively monitor and analyze deliverability metrics to identify and address issues.
- Authentication Setup: Properly configure SPF, DKIM, and DMARC records to ensure email authentication.
- List Maintenance: Implement a process for regularly removing invalid and inactive email addresses.
- Sender Reputation: Prioritize building and maintaining a positive sender reputation to improve deliverability.
- Compliance: Adhere to email sending standards and best practices to avoid spam filters and stay compliant.
- Dedicated IP: Consider cost and complexity when using dedicated IPs
Marketer view
Email marketer from ZeroBounce responds by emphasizing the importance of using an email validation service to remove invalid and risky email addresses from your list, preventing bounces and improving deliverability.
25 Dec 2022 - ZeroBounce
Marketer view
Email marketer from Capterra shares that Sendinblue provides a comprehensive suite of tools, including marketing automation, SMS marketing, and CRM functionalities, making it a versatile platform for improving email deliverability.
22 Jun 2023 - Capterra
What the experts say
2 expert opinions
Experts emphasize that email deliverability is a multifaceted issue dependent on content, reputation, infrastructure, and authentication rather than a single platform solution. Ongoing effort, including using seed lists, analyzing data, and adapting strategies, is essential for continuous improvement.
Key opinions
- No Magic Bullet: There's no single platform that guarantees email deliverability.
- Holistic Approach: Deliverability depends on a combination of factors.
- Ongoing Effort: Continuous monitoring and adaptation are crucial.
Key considerations
- Diversify Strategy: Focus on improving multiple aspects of your email program.
- Data-Driven Decisions: Analyze data to inform and adjust your deliverability strategy.
- Adaptability: Be prepared to change your approach based on performance and evolving trends.
- Seed Lists: Remember to include Seed Lists in your plan.
Expert view
Expert from Spam Resource explains that deliverability depends on many things including content, reputation, infrastructure, and authentication. He notes that there is no single magical platform or technology.
2 Jul 2023 - Spam Resource
Expert view
Expert from Word to the Wise explains that improving email deliverability requires ongoing effort. She indicates that using seed lists, analyzing data, and adapting your strategy based on performance is essential.
16 Feb 2024 - Word to the Wise
What the documentation says
5 technical articles
Documentation from various sources emphasizes proactive engagement, list hygiene, and adherence to standards for optimal email deliverability. Key strategies include consistently engaging subscribers, removing inactive recipients, monitoring and addressing bounce rates, utilizing Google Postmaster Tools, configuring feedback loops, and following RFC specifications.
Key findings
- Subscriber Engagement: Consistent engagement improves sender reputation and deliverability.
- List Hygiene: Removing inactive recipients enhances deliverability.
- Bounce Rate Monitoring: Monitoring and addressing bounces maintains a healthy sender reputation.
- Feedback Loops: Configuring FBLs enables prompt response to spam complaints.
- RFC Compliance: Adhering to RFC standards ensures deliverability and avoids spam filters.
- Google Postmaster Tools: Google Postmaster tools provides great insights in to reputation.
Key considerations
- Engagement Strategy: Develop strategies to consistently engage subscribers and encourage interaction.
- Inactive Recipient Policy: Establish a process for identifying and removing inactive subscribers.
- Bounce Rate Management: Implement monitoring and resolution mechanisms for bounce rates.
- FBL Configuration: Properly configure feedback loops to receive and address spam complaints.
- RFC Adherence: Familiarize yourself with RFC specifications and ensure compliance.
- Use Postmaster Tools: Utilise and monitor Postmaster Tools.
Technical article
Documentation from AWS explains that properly configuring feedback loops (FBLs) allows you to receive notifications about spam complaints, enabling you to address and resolve issues promptly.
23 Aug 2021 - AWS
Technical article
Documentation from Microsoft shares that monitoring bounce rates and promptly addressing the causes of bounces helps maintain a healthy sender reputation and improves email deliverability.
24 May 2022 - Microsoft
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