Deliverability Defined

Top Four Takeaways of Season One

Oct 13, 2020

29:54

We’ve made it through the inaugural season of Deliverability Defined! Since we’ve covered so many important deliverability topics over the course of this season, we wanted to bring you our top takeaways. If you do nothing else, these strategies will help you significantly improve your deliverability.

We’ll be back in January with brand new content. Thanks for making season one what it was and we’ll see you all again soon!

Main Takeaways

Permission is key. Sending an email to someone who doesn’t want it or didn’t sign up is a big no-no. Building your audience organically is hard, but the right way to do it.
Engagement determines inbox placement. There are positive and negative interactions, and no-interaction email addresses should be scrubbed from your list.
Provide value and adjust to your audience. Send content that provides value to your subscribers, but don’t oversend, or people may unsubscribe.
Authentication matters. Understand authentication, what it means, and how it impacts your email deliverability, even if your ESP handles a lot of this.

“It’s tough because deliverability issues, a lot of times. are actually marketing issues or strategy issues that have turned into deliverability issues. Because if someone's emails or the way they're marketing themselves aren't landing well with subscribers, then the subscribers aren't going to be very engaged and they might mark the messages as spam. And then the marketing issue will turn into a deliverability issue.” ~ @alyssa_dulin

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