Email deliverability is the process of sending emails that arrive in your recipient’s inbox as intended.
About Email Deliverability
Your email deliverability is determined by a wide range of factors that include:
Email content: words, images, GIFs, templates, links, preheader text, subject lines, and from addresses
Email Best Practices
Don’t send transactional emails and marketing emails from the same sender. Instead, use a separate sender for each email type.
- Purchase receipt messages: email@example.com
- Promotional messages: firstname.lastname@example.org
- Account notification messages: email@example.com
- Ask permission before sending emails. Only send emails the contact has asked for.
- Create an email preference center
- Send a welcome message to let the contact know why they signed up for the emails and have a contact double opt-in (click a link) to confirm they want to receive the messages
- Set expectations for the types and how often you will be sending emails
- Include unsubscribe and preference links
- Make it easy to unsubscribe
"Sunsetting" or "Email Scrubbing"
Create a process to periodically remove unengaged contacts from your emails. At a minimum, it is recommended to complete this at least once every 6 months.
Criteria for removing unengaged contacts could include:
Remove “Role” accounts - Support@, Info@
Have not opened an email within 30 days
Example Automation for a "Sunsetting" or "Email Scrubbing" Policy
Have not engaged in 30 days > fewer emails, longer intervals > haven’t engaged in 3 months, remove