Email deliverability

Email deliverability is a measure of how many of your intended recipients get your email marketing campaigns. In order to ensure and increase the deliverability of your email marketing campaigns, and make your campaigns acceptable to email clients, there are a number of technical things you can do: 

  • Make sure your messages are authenticated - to minimize the chance that your messages become marked as spam, set up the following authentication methods: SPF and DKIM.
  • Do not unintentionally send marketing emails to role addresses -  email addresses with prefixes such as help@, admin@, no-reply@, help-desk@, and so on are ignored during the import process. 
  • Clean up your email lists - email lists that contain a high number of invalid email addresses are automatically rejected. You can use the NeverBounce integration, or the EmailListVerify or EmailistValidation services to detect spam trap email addresses.
  • Follow an IP warm-up plan - when migrating from another system or ESP, or if you are using a dedicated IP pool, follow a warm-up plan to ensure that both your domain name and the IP build a healthy relationship with the email providers and build trust among your subscribers.

The following table provides the minimum acceptable rates of the core statistics of campaigns sent from our services:

Complaint Categories  Acceptable rates
Unsubscribe rate ≤ 1%
Hard bounce rate ≤ 3%
Spam complaints rate ≤ 0.1%
Spam complaints from provider ≤ 1 complaint
Spamtrap hits ≤ 1 hit