Deliverability: Best Practice

One of the most common questions we get asked is: How can I improve my email deliverability? While a compelling subject line might help engagement, true deliverability success requires a more strategic approach.

To help you navigate this, we've outlined the key factors that can impact email deliverability, along with practical steps to overcome them.

What are the three biggest factors affecting deliverability?

1. Data Quality
2. Reputation Management
3. Sending Consistency

How can I improve my deliverability?

1. Segment your data

Effective segmentation makes sure your emails reach the right audience, which improves engagement and strengthens your sender reputation. Using Dynamic Segments, you can segment by engagement level using the 30/60/90/180 rule:

• 30 days open/click: Highly Engaged
• 60 days open/click: Passive
• 90 days: Non-engaged
• 180 days: Inactive

By focusing on engaged contacts, you improve open rates and reduce the risk of complaints or spam reports. Check out the Dynamic Segments article.

2. Define your buyer personas

Knowing who you're emailing is just as important as what you're sending. Where possible, tailor your campaigns based on recipient roles. For example, an email with the subject line "Revolutionise Your Email Marketing" is best suited to marketing professionals, so if you have job role data, use it to your advantage.

3. Ensure proper consent

Are your recipients fully opted in? If not, you risk higher complaint rates, which can have a serious impact on your sending reputation. Always prioritise permission-based marketing to maintain a clean sender reputation.

4. Maintain consistent sending volumes

Inconsistent sending patterns (for example, 70,000 emails one day and 100 the next) can raise red flags with recipient domains, increasing the likelihood of emails being marked as spam. To maintain trust and reputation:

• Avoid large spikes in send volumes.
• Where possible, spread large campaigns over multiple days.
• Gradually build up volume for new IPs to establish credibility.