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Summary

The implementation of GDPR (General Data Protection Regulation) and sudden spikes in email volume have significantly reshaped email deliverability trends. GDPR mandated stricter consent requirements and data privacy, compelling marketers to re-evaluate their list acquisition and management practices. Simultaneously, unplanned or massive surges in email sending volume, often unrelated to GDPR, presented unique challenges, impacting sender reputation and inbox placement. These two factors, one regulatory and the other operational, created a complex environment for email senders.

What email marketers say

Email marketers widely discussed the immediate aftermath of GDPR and the associated volume spikes. Many observed a direct correlation between these events and changes in their email deliverability. The prevailing sentiment was that while challenging initially, GDPR ultimately compelled better email marketing practices, particularly around consent and list quality. Volume spikes, however, remained a persistent concern, often leading to temporary deliverability setbacks. Marketers adapted by focusing on permission-based sending and careful volume management.

Marketer view

Email marketer from Email Geeks observes that their central thesis is that deliverability experienced a dip around the time of GDPR enforcement, primarily due to a massive increase in email volume and senders mailing to outdated or old subscriber lists. However, they anticipate that deliverability should improve as senders revert to their regular or post-GDPR compliant sending volumes, indicating a temporary disruption rather than a permanent decline.

22 Jun 2018 - Email Geeks

Marketer view

Marketer from Business News Daily suggests that by investing in email marketing campaigns and diligently adhering to regulations such as GDPR, businesses should observe a positive impact on their email metrics, including an increase in click-through rates and overall engagement. This indicates that compliance, while initially challenging, can lead to a more effective and responsive email program.

15 Apr 2019 - Business News Daily

What the experts say

Deliverability experts provided nuanced perspectives on the data surrounding GDPR and volume spikes. While acknowledging the initial disruption, they often cautioned against oversimplifying the trends, pointing out that different mailbox providers reacted differently. Experts consistently emphasized the underlying principles of good sender reputation and the long-term benefits of compliance and managed sending volume, regardless of regulatory changes or market events.

Expert view

Expert from Email Geeks (steve589) raises concerns about the interpretation of 250ok's data, suggesting that the trendlines added may not fully support the initial assertions. They point out that Gmail's data indicates increased or rebounding deliverability, while Microsoft and AOL show a pattern of long-term decline that does not align with the stated trend. They conclude that Apple's data might support the case, but not necessarily the specific trendline drawn.

22 Jun 2018 - Email Geeks

Expert view

Expert from Spam Resource highlights that email deliverability is not a static concept but rather an ongoing process influenced by sender reputation, list hygiene, and content relevance. They often advise that even with perfect authentication, poor sending practices like sudden volume spikes or low engagement can lead to filtering, emphasizing that ISPs prioritize recipient experience above all else.

10 Aug 2024 - Spam Resource

What the documentation says

Official documentation and research often underscore the foundational principles of email deliverability, emphasizing that compliance with regulations and adherence to best practices for sending volume are critical. GDPR documentation highlights consent, transparency, and data minimization. Deliverability guides from major ISPs and industry bodies stress the importance of sender reputation, which is influenced by sending volume, consistency, and recipient engagement. These sources collectively confirm that both regulatory adherence and careful volume management are intertwined for optimal inbox placement.

Technical article

Documentation from GDPR.eu explains that the General Data Protection Regulation mandates organizations to safeguard personal data in all its forms, including email addresses. It clarifies that GDPR significantly alters the rules governing consent, requiring explicit and unambiguous agreement from individuals for data processing. Furthermore, it strengthens individuals' privacy rights, giving them more control over their personal information and how it is used in marketing communications, including email.

25 May 2018 - GDPR.eu

Technical article

Documentation from Mailmodo defines email deliverability as the critical metric that quantifies the number of emails successfully reaching a subscriber's inbox, rather than being diverted to junk or spam folders. This definition underscores that true deliverability extends beyond simple delivery to the server, focusing instead on actual inbox placement, which is influenced by a multitude of factors including sender reputation and email volume.

10 Jan 2025 - Mailmodo

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