Summary
Learning about email deliverability requires a multi-faceted approach involving technical knowledge, proactive management, and continuous monitoring. Key resources include industry blogs, documentation from ISPs (Google, Microsoft), RFC standards, deliverability platforms (Mailchimp, Sendinblue, Litmus, Validity, GMass, SparkPost, HubSpot), community forums, and expert opinions. Core concepts revolve around authentication (SPF, DKIM, DMARC), list hygiene (removing unengaged users, avoiding spam traps), sender reputation, subscriber engagement, and understanding the email ecosystem. Tools for monitoring reputation, feedback loops with ISPs, and regular deliverability audits are also crucial.
Key findings
- Authentication is Paramount: Implementing SPF, DKIM, and DMARC is essential for verifying sender identity and improving inbox placement.
- List Hygiene is Non-Negotiable: Regularly cleaning email lists to remove unengaged subscribers, invalid addresses, and spam traps is critical.
- Engagement Drives Deliverability: Consistent engagement (opens, clicks) signals positive sender reputation and improves deliverability.
- Sender Reputation Matters: Maintaining a positive sender reputation is vital for consistent inbox placement; monitor blocklists and spam complaints.
- Comprehensive Monitoring is Key: Utilize tools to monitor sender reputation, blocklist status, and spam complaints for proactive management.
Key considerations
- Dedicated IP vs. Shared IP: Consider using a dedicated IP address, especially for high-volume sending, to manage your own reputation.
- Feedback Loops (FBLs): Implement feedback loops with ISPs to identify and remove users marking messages as spam.
- Deliverability Audits: Conduct regular deliverability audits to identify and address potential issues affecting inbox placement.
- Email Ecosystem Understanding: Develop a comprehensive understanding of the technical and operational aspects of the email ecosystem.
- Timeframes for List Cleaning: Understand that ideal timeframes for list cleaning vary and depend on specific business needs and deliverability goals.
- Three week rule: Allow three weeks to improve your Google reputation.
What email marketers say
13 marketer opinions
Learning about email deliverability involves understanding a complex ecosystem and adopting a multifaceted approach. Key resources include technical documentation on authentication methods (SPF, DKIM, DMARC), industry blogs and websites, deliverability platforms, and community forums. Maintaining good deliverability requires focusing on sender reputation, list hygiene (removing unengaged subscribers and avoiding spam traps), engaging content, and monitoring key metrics like bounce rates and spam complaints. Dedicated IP addresses, feedback loops with ISPs, and deliverability audits are also important considerations.
Key opinions
- Authentication is Key: SPF, DKIM, and DMARC are essential for verifying sender identity and improving deliverability.
- List Hygiene Matters: Regularly cleaning your email lists to remove unengaged subscribers and avoiding purchased lists is crucial.
- Engagement Drives Deliverability: Consistent engagement (opens, clicks) is a key factor in maintaining a good sender reputation.
- Monitoring is Essential: Tools are needed to monitor sender reputation, blocklist status, and spam complaints.
- Content Quality Impacts Deliverability: Creating engaging and relevant content helps maintain good sender reputation.
Key considerations
- Dedicated IP vs Shared IP: Consider using a dedicated IP address, especially for high-volume senders, to build a unique reputation.
- Feedback Loops (FBLs): Set up feedback loops with ISPs to be notified of spam complaints and remove those subscribers.
- Deliverability Audits: Conduct regular deliverability audits to identify and fix issues affecting inbox placement.
- Spam Traps: Be aware of spam traps and take steps to avoid them, such as using double opt-in.
- Warming Up IPs: When starting with a new IP address, especially for cold email, gradually increase sending volume.
Marketer view
Email marketer from Email on Acid explains the need to use tools to monitor your sender reputation, blocklist status, and spam complaints. Also they suggest setting up feedback loops with ISPs to be notified of issues.
14 Aug 2022 - Email on Acid
Marketer view
Email marketer from Email Marketing Forum suggests that using a dedicated IP address can help improve deliverability, especially for high-volume senders, as it allows you to build your own reputation separate from shared IPs.
11 Oct 2024 - Email Marketing Forum
What the experts say
6 expert opinions
Learning about email deliverability involves gaining a deep understanding of the email ecosystem, including technical aspects like IP addresses, authentication protocols (SPF, DKIM, DMARC, BIMI), and reputation management. Key resources include industry blogs, RFC standards, ISP guidelines, and MAAWG best practices. Proactive management is crucial, with emphasis on list hygiene through feedback loops and understanding timeframes for list cleaning. Improving Google reputation takes at least 3 weeks.
Key opinions
- Ecosystem Knowledge: A comprehensive understanding of the email ecosystem, including technical aspects, is essential for deliverability.
- Resource Variety: A wide range of resources, from blogs to RFCs, is available for learning about deliverability.
- Feedback Loops: Utilizing feedback loops (FBLs) is crucial for identifying and removing users who mark messages as spam.
- Proactive Approach: Maintaining a proactive approach to email program health, including regular monitoring and addressing issues promptly, is vital.
Key considerations
- List Cleaning Timeframes: Timeframes for cleaning email lists are not fixed and depend on business needs and deliverability goals.
- Reputation Improvement: Allow at least 3 weeks to see improvements in Google reputation after making changes to sending practices.
- Command Line Tools: Familiarize yourself with command-line tools to deep dive into the email ecosystem and troubleshooting issues.
Expert view
Expert from Spam Resource explains that a deep understanding of the entire email ecosystem is essential for deliverability. This includes areas like IP addresses, reverse DNS, email authentication, reputation, blocklists, complaint loops, and more. A deliverability professional should be well-versed in these technical aspects.
21 Apr 2023 - Spam Resource
Expert view
Expert from Email Geeks explains that time frames for cleaning email lists are arbitrary and depend on balancing business needs with deliverability. Sometimes 18 months works, sometimes 2 weeks works.
16 Oct 2022 - Email Geeks
What the documentation says
5 technical articles
Learning about email deliverability from a technical documentation perspective emphasizes the importance of adhering to established protocols and guidelines. Google and Microsoft provide specific instructions for bulk email senders to improve deliverability to their respective email platforms, focusing on authentication, list management, and spam complaint handling. RFCs (Request for Comments) define the core technical standards of email, such as SMTP, while resources like dmarc.org and IETF detail how to implement specific email authentication mechanisms like DMARC and DKIM to protect against spoofing and ensure message integrity.
Key findings
- Authentication is Critical: Implementing SPF, DKIM, and DMARC is vital for verifying sender identity and preventing email spoofing.
- ISPs Provide Guidance: Email providers like Google and Microsoft offer specific guidelines for senders to improve deliverability to their platforms.
- Standards Define Protocols: RFCs (Request for Comments) establish the technical foundation for email protocols like SMTP.
- List Management is Essential: Proper list management, including confirmed opt-in and easy unsubscribe options, is a core requirement for deliverability.
Key considerations
- Technical Implementation: Implementing email authentication protocols (SPF, DKIM, DMARC) requires technical expertise and careful configuration.
- ISP Compliance: Adhering to the specific guidelines provided by major ISPs like Google and Microsoft is crucial for inbox placement.
- Protocol Understanding: A foundational understanding of email protocols (e.g., SMTP) is necessary for troubleshooting deliverability issues.
- Dynamic Evolution: Email standards and best practices evolve continuously, requiring ongoing attention and adaptation.
Technical article
Documentation from RFC explains the Simple Mail Transfer Protocol (SMTP). This document is the defining technical specification for email delivery across the internet. Provides a comprehensive guide to the protocol.
6 May 2024 - RFC
Technical article
Documentation from dmarc.org details how to implement DMARC (Domain-based Message Authentication, Reporting & Conformance) to protect your domain from email spoofing and phishing attacks. Provides guidance on creating and publishing DMARC records.
19 Oct 2022 - dmarc.org
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What are the best resources for learning about email deliverability?
What are the best resources for learning about email deliverability?
What are the best resources for learning about email deliverability?
