Email Deliverability in a Nutshell

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Email deliverability is an important—but often overlooked—part of email marketing Here are 5 factors that contribute to it and how to get more of your emails into the inbox Thread 🧵

The 5 foundations of email deliverability are— 📄 List 💡 Content 📈 Reputation ⚙️ Infrastructure 🔒 Authentication Let's break down each one

📄 List You should start with a quality list, no spam traps, and good segmentation Clean your list regularly using a tool like @debounceio, @NeverBounce, @zerobounce1, or any similar product

💡 Content Make sure your message content— is mobile-friendly is free from "spammy" words is relevant/helpful for the reader has a decent image/text ratio (or no images) and easily shows the reader where to unsubscribe

📈 Reputation Just like a credit score, you have an email reputation to maintain as well Factors that affect it your reputation include— bounces blacklists open rates reply rates IP reputation spam complaints domain reputation and consistent sending behavior

⚙️ Infrastructure You'll want to keep an eye on a few things when choosing a quality email service provider (ESP) Do they have— support for proper DNS setup clean and responsive email code protocols for high-volume senders options to use shared vs. dedicated IPs

🔒 Authentication This can get super technical, so I recommend researching these 3 concepts to learn more about them: DKIM, SPF, and DMARC Here's a podcast episode from @ConvertKit that goes into more detail open.spotify.com/episode/2puSeo2nWNOXhduH4BZfRr?si=J6G-TTj0QTGB4Yk6zs3Q7Q

There is SO MUCH more that goes into #emaildeliverability that can't be covered in a Twitter thread But hopefully this gives you a good starting point to explore more about each topic If you think I missed anything—I'm learning too—please drop a reply below 👇

And here are some AWESOME email experts to follow who tweet about deliverability (among other things) @LaurenEmailGeek @emailDELIVbyJEN @annepmitchell @spamresource @alyssa_dulin @chadswhite @returnpath @bsisolak

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