Summary
Achieving a good email delivery rate without double opt-in is a multifaceted process that hinges on maintaining a strong sender reputation, practicing diligent list hygiene, prioritizing recipient engagement, and adhering to technical standards. While a 90-99% delivery rate is generally considered a reasonable target, the key takeaway is that focusing on sending wanted mail to engaged users is paramount. Key methods for improving deliverability include implementing robust authentication (SPF, DKIM, DMARC), regularly cleaning email lists, segmenting audiences for targeted content, and monitoring critical metrics like bounce rates, spam complaints, and engagement levels. The importance of ethical email practices and permission-based sending are also emphasized.
Key findings
- Delivery vs. Deliverability: Delivery rate (accept rate) is not the same as deliverability (inbox placement); inbox placement is a more accurate measure of success.
- Desired Delivery Rate: Without double opt-in, aim for a delivery rate between 90% and 99%.
- Key Factors for Deliverability: Sender reputation, list hygiene, engagement, and authentication are all crucial determinants of deliverability.
- Email Authentication: Implementing SPF, DKIM, and DMARC is critical for verifying sender identity and improving deliverability.
- List Management: Regular list cleaning (removing invalid, inactive, or unengaged subscribers) is essential.
- Audience Segmentation: Segmenting lists and personalizing content increases engagement and reduces spam complaints.
- Ethical Email Practices: Sending emails without explicit permission is considered spam and should be avoided.
- Feedback Loops: Leveraging feedback loops from mailbox providers (Yahoo, Microsoft) helps remove complainers.
Key considerations
- B2B Considerations: B2B streams lack feedback loops, so be extra cautious and prioritize list quality.
- Google's Recommendations: Take Google's claims about spam handling with a grain of salt, as user experiences may vary.
- New IP Warm-up: Warm up new IP addresses slowly by sending small volumes of email to highly engaged subscribers.
- Complaint Rate Monitoring: Focus on monitoring complaint rates and bulk foldering more than bounce rates.
- Leverage Postmaster Tools: Monitor sender reputation and spam rates using tools like Google Postmaster Tools.
- Content and Formatting: Avoid spam trigger words and ensure your emails are properly formatted.
- Email Validation: Consider using an email validation API to improve delivery rates.
What email marketers say
12 marketer opinions
The consensus is that achieving a 'good' email delivery rate without double opt-in requires proactive management of sender reputation, list hygiene, and engagement. While specific target rates vary (90-99% is generally considered good), the overarching strategies include regular list cleaning, implementing email authentication (SPF, DKIM, DMARC), monitoring bounce rates and spam complaints, segmenting lists for targeted content, and warming up IP addresses. Overall emphasis should be placed on delivering wanted mail to engaged users.
Key opinions
- Accept vs. Deliverability: Delivery rate (accept rate) is not the same as deliverability (inbox placement). Focus on inbox placement for a true measure of success.
- Target Delivery Rate: Without double opt-in, aim for a delivery rate of 90-99%.
- Factors Affecting Deliverability: Sender reputation, authentication (SPF, DKIM, DMARC), content quality, and list hygiene all significantly impact deliverability.
- Importance of List Hygiene: Regularly clean your email lists by removing inactive, invalid, or unengaged subscribers.
- Segmentation & Personalization: Segment your email lists and personalize content to increase engagement and reduce spam complaints.
- Engagement Metrics: Monitor open rates, click-through rates, bounce rates, and spam complaints to get a holistic view of email performance.
- Authentication Matters: Implement SPF, DKIM, and DMARC to verify your identity and improve sender reputation.
Key considerations
- List Source: If using cold email lists, ensure they are highly targeted and provide easy opt-out options.
- IP Warm-up: When using a new IP address, gradually increase sending volume to build a positive reputation with ISPs.
- Sender Reputation Monitoring: Regularly monitor your sender reputation through tools like Google Postmaster Tools and Microsoft SNDS.
- Content Quality: Ensure your emails have proper formatting and avoid spam trigger words.
- Compliance with Standards: Adhere to SMTP standards to ensure correct routing and delivery.
- Double Opt-in: Double opt-in is always a best practice for ensuring a healthy list and high deliverability.
- ESP Selection: Use a reputable Email Service Provider (ESP) to assist with deliverability best practices and compliance.
Marketer view
Email marketer from Woodpecker shares that a delivery rate between 90% and 99% is considered good. Woodpecker recommends focusing on sending relevant and personalized emails to boost engagement, cleaning email lists regularly to remove invalid or inactive addresses, and monitoring sender reputation through tools like Google Postmaster Tools. They note that a low bounce rate (under 2%) is also crucial.
15 Aug 2023 - Woodpecker
Marketer view
Marketer from Email Geeks says that 98% is alright, 94% is not impressive and that if the list leans heavily to one provider that could signal problems. Also, suggests using an email validation API.
4 Dec 2024 - Email Geeks
What the experts say
10 expert opinions
These expert insights emphasize the critical role of permission, proactive reputation management, and authentication in achieving good email deliverability, particularly without double opt-in. Key actions include leveraging feedback loops (where available), prioritizing complaint monitoring over bounce rates, being cautious with B2B lists due to the absence of feedback loops, and diligently warming up new IPs. Authentication (SPF, DKIM, DMARC) is considered foundational for sender verification, while Google's claims about spam behavior should be approached with caution.
Key opinions
- Permission is Paramount: Sending emails without explicit permission is considered spam, regardless of the delivery rate.
- B2B List Caution: Be extra careful with B2B lists as they lack feedback loops, making complaint monitoring challenging.
- Importance of Feedback Loops: Leverage feedback loops from providers like Yahoo and Microsoft to remove complainers from your list.
- Monitor Complaint Rates: Complaint rates and bulk foldering are more critical to monitor than bounce rates.
- Authentication is Key: Authentication (SPF, DKIM, DMARC) is foundational for sender verification and improving deliverability.
- IP Warm-Up: When using a new IP, warm it up gradually with small volumes and clean lists.
- Temporary Errors: Investigate temporary errors to identify and address potential spam triggers.
Key considerations
- Statistical Noise: Don't overreact to small numbers of bounces, as they may be statistical noise.
- Google's Claims: Approach Google's claims about spam handling with caution, as anecdotal evidence suggests discrepancies.
- Braze Error Details: Obtain detailed temporary error information from Braze to pinpoint spam-related issues.
Expert view
Expert from Email Geeks explains that feedback loops from Yahoo and Microsoft allow you to receive a message when someone marks your email as spam, so you can remove that recipient from future emails. Mentions that at Google, you can monitor your complaint rate in the postmaster interface.
1 Oct 2023 - Email Geeks
Expert view
Expert from Email Geeks explains that at Google, emails marked as spam may go to the bulk folder, affecting your reputation over time, or they may continue to appear in the inbox, leading to repeated spam reports, also impacting your reputation. Recommends removing unengaged users over time.
10 Sep 2022 - Email Geeks
What the documentation says
4 technical articles
These documentation sources collectively emphasize the crucial roles of authentication, sender reputation, and adherence to standards in achieving good email deliverability. All sources (Google, RFC 5321, Microsoft, and SparkPost) highlight the need for SPF, DKIM, and DMARC authentication to verify sender identity and reduce the risk of emails being marked as spam. They also stress the importance of maintaining a good sender reputation, monitoring spam rates, and avoiding unsolicited bulk email. Adherence to SMTP standards is also vital.
Key findings
- Email Authentication (SPF, DKIM, DMARC): SPF, DKIM, and DMARC are essential for verifying sender identity and improving deliverability.
- Sender Reputation: Maintaining a good sender reputation is critical for high deliverability.
- Avoid Unsolicited Bulk Email: Sending unsolicited bulk email negatively impacts deliverability.
- SMTP Standards: Adhering to SMTP standards is vital for proper email formatting, error handling, and communication protocols.
Key considerations
- Monitor Spam Rate: Monitor your spam rate through Google Postmaster Tools and ensure it remains low (below 0.1%).
- Microsoft SNDS: Monitor sender reputation through the Microsoft SNDS (Smart Network Data Services) program.
- Follow Best Practices: Follow best practices for sending email as outlined by ESPs and mailbox providers.
- Setup Authentication Correctly: Set up SPF, DKIM, and DMARC records correctly and monitor results to ensure they are working.
Technical article
Documentation from SparkPost highlights the importance of email authentication (SPF, DKIM, DMARC) for improving deliverability. SparkPost explains that these authentication methods help verify the sender's identity, reducing the likelihood of emails being marked as spam. They recommend setting up these records correctly and monitoring authentication results to ensure they are working as expected.
19 Feb 2023 - SparkPost
Technical article
Documentation from Microsoft shares that to improve email deliverability in Office 365, it's important to avoid sending unsolicited bulk email and to ensure that your sending domain is properly authenticated with SPF, DKIM, and DMARC. Microsoft also recommends monitoring your sender reputation through the Microsoft SNDS (Smart Network Data Services) program and following their best practices for sending email.
18 Oct 2021 - Microsoft
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