Summary
The responses indicate that while choosing an email marketing platform is important, deliverability is predominantly influenced by the sender's practices rather than the platform itself. Factors like sender reputation, authentication (SPF, DKIM, DMARC), list hygiene, content quality, and subscriber engagement are repeatedly highlighted as crucial for achieving optimal deliverability. A good ESP provides the tools and resources to manage these aspects effectively, including feedback loops, dedicated IPs (with specific configuration requirements like /24), and robust reporting. Mailjet and Sendinblue are mentioned as examples of platforms offering good deliverability when best practices are followed. Overall, the key is to focus on building and maintaining a strong sender reputation through responsible sending practices.
Key findings
- Sender Practices Reign Supreme: Deliverability is primarily determined by sender practices (list hygiene, authentication, content quality) rather than the ESP.
- Authentication is Non-Negotiable: Proper email authentication (SPF, DKIM, DMARC) is essential for establishing sender identity and improving deliverability.
- Good Infrastructure Tools Matter: The ESP provides tools and infrastructure (feedback loops, dedicated IPs, bounce processing) for managing and improving deliverability.
- Reputation is Key: Maintaining a positive sender reputation is critical for consistent email deliverability.
- Shared IP Risks: Shared IPs and domains can negatively impact deliverability; dedicated IPs and aligned domains offer greater control.
Key considerations
- Implement Authentication: Configure SPF, DKIM, and DMARC records correctly to authenticate your sending domain.
- Practice List Hygiene: Regularly clean your email list by removing inactive subscribers and managing unsubscribes.
- Craft High-Quality Content: Create engaging, relevant content to improve subscriber engagement and reduce spam complaints.
- Monitor Deliverability Metrics: Use tools like Google Postmaster Tools to monitor your sender reputation and identify deliverability issues.
- Choose the Right ESP: Select an ESP that provides the necessary tools, support, and infrastructure to help you achieve your deliverability goals.
What email marketers say
10 marketer opinions
While many email marketing platforms claim to offer the best deliverability, the consensus is that deliverability depends heavily on the sender's practices, not solely on the platform itself. Factors such as sender reputation, content quality, authentication (SPF, DKIM, DMARC), list management, subscriber engagement, and avoiding spam trigger words are crucial. A good platform provides the tools and support to manage these factors effectively, including dedicated IPs, feedback loops, and bounce processing mechanisms. Platforms like Mailjet and Sendinblue are noted for their deliverability when best practices are followed. Focusing on data quality, marketing strategy, and adherence to industry standards is paramount for achieving optimal email deliverability, regardless of the platform.
Key opinions
- Sender Practices Matter: Deliverability is more dependent on the sender's practices (list hygiene, content, authentication) than the platform itself.
- Authentication is Crucial: Proper email authentication (SPF, DKIM, DMARC) is essential for improving sender reputation and preventing emails from being marked as spam.
- Engagement Impacts Delivery: Subscriber engagement (opens, clicks) significantly affects deliverability; higher engagement leads to better deliverability.
- Shared Reputation Risks: Shared IPs and domains can impact deliverability, so minimizing their influence by using dedicated IPs and aligned domains is beneficial.
- Tools and Resources: The best platforms offer resources, knowledgebases, and support to help marketers improve their sending practices.
Key considerations
- Sender Reputation: Maintain a positive sender reputation through consistent sending practices and by avoiding spam traps and high bounce rates.
- List Management: Practice diligent list hygiene by removing inactive subscribers and managing unsubscribes promptly.
- Content Quality: Create engaging, relevant content and avoid using spam trigger words to improve engagement and reduce spam complaints.
- Authentication Setup: Ensure proper setup and maintenance of email authentication protocols (SPF, DKIM, DMARC) to verify your identity and improve deliverability.
- Platform Features: Evaluate platforms based on features like dedicated IPs, feedback loops, bounce processing, and deliverability support.
Marketer view
Email marketer from EmailToolTester responds that deliverability depends more on the sender's practices than the specific ESP, provided the ESP has good infrastructure. Focus on list management, content, and authentication.
2 Mar 2025 - EmailToolTester
Marketer view
Email marketer from Email on Acid explains that email authentication (SPF, DKIM, DMARC) is crucial for deliverability. Proper authentication helps improve sender reputation and prevent emails from being marked as spam.
22 Aug 2023 - Email on Acid
What the experts say
8 expert opinions
Experts agree that while email marketing platforms play a role in deliverability, the sender's practices are paramount. An ESP can't compensate for poor sender habits, and may even worsen deliverability if minimum standards aren't met. Factors like sender reputation, authentication (SPF, DKIM, DMARC), list hygiene, and engagement significantly impact deliverability. Using a dedicated IP can shield you from the negative impact of other users on a shared ESP. Feedback loops are also crucial for identifying and addressing spam complaints. Some platforms may require a specific IP range (/24) for those bringing their own IPs.
Key opinions
- Sender Practices are Key: Sender practices are more crucial than the ESP itself for achieving good email deliverability.
- ESP Sets Minimum Standard: A sending platform primarily ensures a minimum deliverability standard; your practices determine whether you meet it and exceed it.
- Dedicated IPs Offer Isolation: Using a dedicated IP isolates you from the negative impact of other senders on the same ESP.
- Authentication is Essential: Proper email authentication (SPF, DKIM, DMARC) is crucial for establishing sender identity and improving deliverability.
- Feedback Loops Improve Deliverability: Feedback loops allow senders to address spam complaints and improve their overall deliverability.
Key considerations
- List Hygiene: Maintain a clean and engaged subscriber list to minimize bounce rates and spam complaints.
- Sender Reputation: Protect and improve sender reputation by adhering to best practices and monitoring deliverability metrics.
- Authentication Implementation: Properly implement SPF, DKIM, and DMARC records to authenticate your sending domain.
- ESP Selection: Choose an ESP that aligns with your technical needs, deliverability goals, and offers resources for continuous improvement.
- IP Requirements: If bringing your own IP, verify that the ESP's requirements match the size and configuration of your IP range.
Expert view
Expert from Word to the Wise explains that the ESP is only a small part of deliverability. Sender practices regarding list hygiene, authentication and engagement are significantly more important.
3 Feb 2025 - Word to the Wise
Expert view
Expert from Email Geeks explains that a sending platform sets a minimum standard; as long as they meet it, the platform's main impact is delivering the deliverability you've earned.
30 Mar 2023 - Email Geeks
What the documentation says
5 technical articles
Email marketing platform documentation consistently emphasizes that deliverability is multifaceted, with sender reputation, authentication (SPF, DKIM, DMARC), content quality, list hygiene, and subscriber engagement being key factors. Leading platforms like Mailchimp, SendGrid, Amazon SES, and SparkPost offer tools and resources to help users manage these aspects and improve their deliverability. Google Postmaster Tools provides data on your sending reputation specifically for Gmail users, enabling you to monitor and address deliverability issues proactively. Adhering to anti-spam laws and monitoring bounce and complaint rates are also critical for maintaining a positive sender reputation and ensuring optimal deliverability.
Key findings
- Holistic Approach: Deliverability requires a comprehensive approach encompassing sender reputation, authentication, content, and subscriber engagement.
- Authentication Importance: Proper authentication (SPF, DKIM, DMARC) is critical for verifying sender identity and improving deliverability rates.
- List Management Matters: Maintaining good list hygiene and segmenting your audience can improve subscriber engagement and, subsequently, deliverability.
- Platform Tools: Email platforms offer tools to monitor and manage various aspects of deliverability, including sender reputation, bounce rates, and complaint rates.
- Reputation Monitoring: Tools like Google Postmaster Tools allow senders to monitor their reputation specifically for Gmail users.
Key considerations
- Sender Reputation Maintenance: Regularly monitor and actively manage your sender reputation to ensure positive deliverability outcomes.
- Compliance with Anti-Spam Laws: Ensure your email practices comply with anti-spam laws and regulations to avoid penalties and improve deliverability.
- Email Content: Carefully craft engaging, relevant content, avoiding spam triggers to maximize subscriber engagement and improve deliverability.
- List Segmentation: Segment your email list to send targeted and personalized messages, improving engagement and deliverability.
- Utilize Platform Tools: Leverage the tools and resources provided by your email platform to monitor and improve your deliverability.
Technical article
Documentation from Mailchimp explains that deliverability is affected by sender reputation, authentication, content, and subscriber engagement. They provide tools and resources to help users improve these areas.
15 Dec 2023 - Mailchimp
Technical article
Documentation from Amazon SES shares that best practices for email sending include authenticating your sending identity, complying with anti-spam laws, and monitoring bounce and complaint rates. They provide detailed guidelines on these practices.
14 Aug 2022 - Amazon Web Services
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