Email Deliverability

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 Best Practices

From Addresses

Don’t send transactional emails and marketing emails from the same sender. Instead, use a separate sender for each email type. 

Email Etiquette

  • 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


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