Email Deliverability

“

Ability of your email to be delivered to recipient’s Inbox

instead of being blocked by spam filters or bounced as a bad email

address.

ISPs & Spam FiltersWhy does an Email land in Spam/Junk folder?

1

80-90% of email is spam!That’s a lot of spam

20% of genuine emails are filtered!A study by Returnpath.

2-3% of email is Trans!And rest is promotional.

How Spam is Filtered?

◉ Blacklisting : List of bad IPs and Domains spewing spam.

◉ Spamtraps : Honeypots designed to attract spam

◉ Rule based : Rules based on content and behavioural patterns of users. AI based.

◉ Volume based : Unusual spikes in sending volume.

Genuine mail Filtered?

◉ Spamtrap hits?◉ Content : Using content that is already tagged

as spam by the ISPs.◉ More than 2% of Invalid users on your list?◉ More than 0.1% recipients complained that

your email is spam?◉ Try to send huge volumes from new

domain/Ip space?

2. How to InboxBest Practices to ensure that your mails land in

Inbox!

You have to make a Choice

◉ Choose your ESP wisely.

◉ Dedicated or Shared IP space.

◉ Single Opt-in or Double Opt-in.

◉ Frequency

Follow Best Practices

◉ Send Relevant Emails.◉ Authenticate your emails : SPF & DKIM.◉ Start with a Warmup Process.◉ Ensure that the content is unique.◉ Instant unsubscribe via email.◉ Remove inactive users periodically. ◉ Conversational Emails & not “noreply” blasts.◉ Consistency.◉ Test your email before deployment.

I am ChaitanyaYou can find me at @cchait or @pepi_post

Fin