To resolve email deliverability issues and improve sender reputation, both marketers and official documentation highlight the importance of a multi-faceted approach. Key aspects include rigorous list hygiene practices such as double opt-in, regular scrubbing of inactive subscribers, and avoiding purchased lists. Email authentication via SPF, DKIM, and DMARC is essential to verify sender identity and prevent spoofing. Sending relevant, personalized content to segmented audiences enhances engagement. Proactive deliverability management, involving auditing email practices, setting stakeholder expectations, and continuously monitoring sender reputation through tools like Google Postmaster Tools and feedback loops, is crucial. Other considerations include securing signup forms, configuring reverse DNS, complying with anti-spam regulations, and providing easy unsubscribe options.
14 marketer opinions
To resolve email deliverability issues and improve sender reputation, marketers and experts emphasize several key areas. List hygiene is critical, including using double opt-in, regularly cleaning the list by removing inactive subscribers and invalid emails, and avoiding purchased lists. Email authentication through SPF, DKIM, and DMARC is essential. Sending relevant, personalized content and segmenting the audience are also important. Monitoring sender reputation via tools like Google Postmaster Tools, checking blacklists, analyzing bounce rates and spam complaints is advised. Other considerations include ensuring signup forms are protected against abuse (e.g., using CAPTCHA or honeypots), configuring reverse DNS, sending RFC compliant email, and providing easy ways for users to unsubscribe. Reducing sending volume initially, focusing on engagement, and using feedback loops can also assist in improving deliverability.
Marketer view
Email marketer from HubSpot shares that improving email deliverability requires focusing on list segmentation, personalization, and sending relevant content to your subscribers. They also emphasize the importance of cleaning your email list regularly and monitoring your sender reputation.
2 Jan 2024 - HubSpot
Marketer view
Email marketer from Email Geeks explains that Gmail will not block based on a SORBS listing. They use their own metrics to block. Suggests starting with Google Postmaster Tools and see where you’re at. Explains if Google is blocking you, it’s because their users are telling them your mail is unwanted and it’s all about your list and how you add emails to it.
7 Apr 2023 - Email Geeks
3 expert opinions
Experts emphasize a proactive approach to email deliverability management, which includes setting clear expectations, auditing current practices, identifying gaps, and creating a plan for improvement. Continuous monitoring of sender reputation, by regularly checking blacklists, analyzing bounce rates, and tracking spam complaints, is crucial. Implementing and actively monitoring feedback loops with major ISPs is also recommended to promptly address spam complaints and maintain a healthy sender reputation.
Expert view
Expert from Spamresource explains that monitoring your sender reputation is crucial for identifying and addressing deliverability issues. This involves regularly checking blacklists, analyzing bounce rates, and tracking spam complaints to ensure your emails reach the intended recipients.
13 Jun 2023 - Spamresource
Expert view
Expert from Word to the Wise shares the need to implement and actively monitor feedback loops (FBLs) with major ISPs. Feedback loops provide valuable data on spam complaints, allowing you to quickly identify and remove problematic subscribers from your list, thus preventing further damage to your sender reputation.
18 Jul 2024 - Word to the Wise
4 technical articles
Official documentation emphasizes email authentication using SPF, DKIM, and DMARC as a primary step to ensure deliverability. Maintaining a consistent sending IP address and volume, along with monitoring sender reputation through tools like Google Postmaster Tools and SendGrid's platform, is also crucial. Proper configuration of sending infrastructure, compliance with anti-spam regulations (e.g., CAN-SPAM), segmenting email lists, and personalizing messages are recommended for improving email deliverability and mitigating email spoofing.
Technical article
Documentation from SendGrid explains that implementing SPF, DKIM, and DMARC records are crucial for verifying your email's authenticity and improving deliverability. They also recommend using a dedicated IP address and monitoring your sending reputation through their platform.
25 Dec 2024 - SendGrid Documentation
Technical article
Documentation from RFC explains that Sender Policy Framework (SPF) for Authorizing Use of Domains in Email, Version 1 is to define a mechanism that permits explicit authorization of hosts to send mail with a domain. This mechanism aims to supplement existing mechanisms to reduce the problem of email address forgery and spam, and it is independent of the transport protocol. Email address forgery (also known as "email spoofing") occurs when the sender address of an email is altered to appear as if the email was sent by someone other than the actual sender. Email spoofing has become a large problem on the Internet, as it enables "phishing" (attempting to acquire sensitive information, such as usernames, passwords, and credit card details, by masquerading as a trustworthy entity). Email spoofing is also used by spammers, since forging the sender's address increases the difficulty of tracing the spam to its source, and reduces the effectiveness of blacklists.
14 Oct 2023 - RFC
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