EMAIL

DELIVERABILITY
GUIDE
 TABLE OF
CONTENTS
3 CHAPTER 1
4 CHAPTER 2
6 CHAPTER 3
8 CHAPTER 4
4 CHAPTER 5
21 CHAPTER 6
26 CHAPTER 7
31 CHAPTER 8
34 CHAPTER 9
37 CHAPTER 10

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 CHAPTER 1
AFTER NEARLY FIVE DECADES,
electronic mail continues to thrive as a vital communication tool.
Boasting the highest return on investment (ROI) among various
marketing channels, with an impressive $42 return for every dollar
spent, email remains the preferred medium for receiving brand
messages across different age groups, from Generation Z to Baby
Boomers. However, it's essential to recognize that email is not a passive
system; rather, it's a dynamic platform that demands continuous
attention and effort.

The foundation of email success lies in ensuring optimal deliverability.

While metrics like clicks and opens are undoubtedly crucial, it's
imperative to acknowledge that no email can achieve clicks or opens if it
doesn't reach the recipient's inbox in the first place. Regardless of the
resources invested in crafting compelling emails, including time, money,
and creativity, their impact is limited if they go unnoticed.

Enhancing email deliverability is an ongoing and multifaceted

challenge, prompting us to update and release this guide annually. Our
objective is to demystify deliverability, transforming it from a nebulous
obstacle into a well-managed conduit facilitating seamless
communication between you and your audience.

Our ultimate goal is to ensure that all legitimate emails find their way
into the recipient's inbox—an aspiration that aligns with the desires of
both senders and recipients alike.

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 CHAPTER 2
MAIL MONITOR'S EMAIL DELIVERABILITY GUIDE
stands out as a valuable resource covering a spectrum of deliverability
aspects. Regardless of the nature of your email communications, the
universal objective for businesses remains consistent: achieving inbox
placement. This is precisely where the significance of deliverability
comes into play.

Our annually refreshed guide encapsulates the best practices for email
deliverability, derived from insights gathered through discussions with
our in-house email deliverability experts and collaborations with
industry stakeholders. The current edition is teeming with the latest tips
and strategies to bolster your deliverability efforts in the year 2024.

A pivotal moment in recent email landscape shifts occurred on October

3, 2023, when Gmail and Yahoo announced new regulations for
companies engaging in email communications with their users. These
modifications, transforming previously recommended practices into
imperative guidelines, demand immediate attention. Failure to adhere
to these rules could result in compromised email deliverability,
particularly commencing early 2024. Our guide not only outlines these
alterations but also provides comprehensive insights into their rationale
and offers actionable steps to prepare for the impending changes.

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In addition to highlighting these critical changes, we've incorporated
new resources and links within the guide, along with fresh insights from
our internal Email Delivery Consultants.

As businesses evolve and deepen their connections with customers,

email remains the cornerstone of effective customer communications.
Consider the indispensability of email for renowned platforms like
Spotify, Uber, eBay, Airbnb, Amazon, and other web applications. It
serves as the primary conduit for a wide array of essential and non-
essential customer communications, including:

Product announcements
Monthly newsletters
Privacy and account updates
Legal notifications
Billing notifications
Password resets
New follower notifications
Order confirmations
Shipping and delivery updates
Customer surveys and feedback requests
Special promotions and discounts
Account registration confirmations
Renewal reminders for subscriptions or memberships
Surveys and feedback requests
Product recommendations based on customer preferences

AND MANY MORE

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 CHAPTER 3
EMAIL DELIVERABILITY PERTAINS TO THE
probability that the emails you send will successfully arrive in your
subscribers' inboxes, rather than being blocked or designated as spam.
The higher your email deliverability, the greater the chance that your
emails will reach the people you intended to receive them.

In other words, Email deliverability is the process of sending emails that

arrive in your recipient’s inbox as intended. Establish correct
deliverability to ensure your messages are received in the inbox as
expected. Make errors, and your message might be routed to the spam
folder or blocked by the inbox provider.

HOW DOES EMAIL DELIVERABILITY DIFFER FROM EMAIL DELIVERY?

Distinguishing between email delivery and email deliverability is a
common challenge, even for experienced senders. Email deliverability
specifically denotes the effectiveness of your emails in reaching the
designated recipients' inboxes. On the other hand, email delivery simply
refers to the count of emails accepted by your subscribers' email service
providers (ESPs).

When an email is marked as "delivered," it means the email has been

successfully sent, but it could end up in the recipient's spam folder. In
contrast, "deliverability" provides insight into how many of your emails
successfully land in the desired location: the inbox.

It's important to note that emails that bounce or end up in the spam
folder can have a negative impact on your overall email deliverability.

To ensure stable delivery rates, businesses must continuously prioritize

the health of their email program. This involves establishing a sound
infrastructure and authentication, maintaining a positive sending
reputation, ensuring an excellent user experience, and adapting the
program to comply with new and evolving regulations.

However, achieving this successful delivery requires navigating through

specific challenges:

PASSING SPAM FILTERS: Your emails need to successfully navigate

through spam filters designed to block unwanted emails.

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 AVOIDING SPAM FLAGS: It is essential to prevent your emails from
being flagged as spam or junk by email service providers (ESPs).

REACHING THE PRIMARY INBOX: The ultimate goal is for your email
to land in the recipient's Primary inbox, avoiding being bounced,
blocked, or ending up in the spam folder or promotions tab.

Effective navigation through the challenges of email deliverability is

indicative of a well-functioning system. Conversely, if your emails
constantly struggle to land in the primary inboxes of your recipients, it
signals a deliverability issue that demands attention.

Regrettably, many businesses only address deliverability concerns after

a significant problem has already occurred, once the damage is evident.
While expert solutions can rectify deliverability issues, a proactive
approach focused on prevention is far more beneficial for both you and
your recipients.

Ensuring deliverability is not a luxury; it's a necessity. Email stands out

with an impressive average return of $42 for every dollar invested,
ranking it as the most lucrative digital marketing channel. However, its
value goes beyond monetary gains. Consider the importance of crucial
emails that your customers anticipate, including:

Password resets
Confirmations
Shipping notifications
Opt-ins
Receipts

The failure to deliver these vital emails doesn't just translate to lost sales;
it undermines trust, loyalty, and, ultimately, customer and subscriber
retention. The correlation between deliverability and return on
investment (ROI) is not distant; it's a tangible, financial link. Even modest
improvements in deliverability can significantly impact the success of
your email program. A mere 1% enhancement in inbox rates translates
to more customers engaging with your emails, leading to increased
opens, clicks, and conversions.

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 CHAPTER 4
THE DELIVERABILITY OF YOUR EMAILS HINGES
significantly on your sender reputation. A positive reputation increases
the likelihood of your emails landing in your recipient's inbox. Various
factors contribute to shaping your sender reputation:

Recipient engagement
Email content
Spam complaints
Spam traps
Invalid email addresses
List hygiene
Blacklists
Domain reputation
Sender Score
Bounce rate and unsubscribe metrics

Similar to building a great brand or personal reputation, your sender

reputation is challenging to earn, easy to lose, and requires time to
develop. It is established through recipient engagement, meticulous
email list maintenance, and adherence to other best practices in email
communication.

1. RECIPIENT ENGAGEMENT
Paying meticulous attention to recipient email engagement is
crucial. Encouraging recipients to interact with your emails not only
keeps your email list healthy but also ensures a higher likelihood that
your emails reach their intended destinations. Key indicators of
recipient engagement include opens, clicks, unsubscribes, and spam
reports.
Recipients are less likely to actively search through spam or
promotions folders for emails, highlighting the importance of having
your emails delivered directly to their main inboxes. Achieving
delivery to the Primary tab translates to higher open and response
rates.
To secure consistent delivery to the Primary tab and increase opens
and clicks, enhancing email deliverability is essential.

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 Additionally, there are other forms of positive and negative
engagement that might be more challenging to monitor.
Depending on the inbox provider, they may track actions such as
forwarding, ignoring, deleting without opening, and moving emails
to other folders.

Inbox providers leverage these signals to evaluate each email

campaign you send. The specific weight assigned to each
engagement cue and any new considerations introduced can be
uncertain. This uncertainty underscores the importance of regularly
updating and consulting resources like our annual deliverability
guide.

For instance, if your email campaigns consistently yield low open

rates, inbox providers may interpret this as a signal that your emails
are unwanted and may begin filtering them to spam. Similarly, high
unsubscribe rates could be perceived as an indication that your
emails are unwanted, influencing inbox providers to take
corresponding actions. Understanding and adapting to these
nuances are critical for maintaining a positive sender reputation and
achieving optimal email deliverability.

2. EMAIL CONTENT
Content encompasses the language, visuals, GIFs, templates, links,
preheader text, subject lines, and sender addresses incorporated into
your emails. Every element of your email content contributes to
either enhancing or diminishing your reputation. Building a positive
reputation requires sending engaging emails with a professional
appearance and authentic links.
For those who may not have design expertise, our complimentary
email marketing template gallery is a valuable resource, offering a
variety of ready-to-use templates suitable for diverse email use cases.
In addition, boosting email deliverability involves personalizing
emails, avoiding spam-trigger words, and optimizing subject lines
and preheaders. Implementing these strategies ensures the creation
of compelling content that resonates with your target audience.
Effective methods for crafting exceptional email content that
effectively communicates your message include:

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 1. Relevancy and personalization
2. Steering clear of spam-trigger words
3. Striking a balance to avoid being overly assertive and
causing annoyance
4. Minimizing the use of URLs and links for a safer approach
5. Eliminating the use of attachments
6. Strengthening preheaders and subject lines
7. Limiting the use of images for optimal performance
8. Including a visible unsubscribe link
9. Conducting deliverability tests to uphold content quality.
By adhering to these practices, you can ensure that your email
content not only meets high-quality standards but also resonates
positively with both recipients and email service providers.

3. SPAM COMPLAINTS
Tailoring your emails to individual recipients is essential, and it's
equally crucial to avoid using words that commonly trigger spam
filters in your email content. When a recipient marks your email as
spam, it sends a strong negative signal to inbox providers.
Your spam complaint rate is the percentage of recipients who label
your emails as spam. For example, if you send 5,000 messages and 5
recipients mark them as spam, your spam rate is 0.1% (5/5,000). The
industry standard for an acceptable spam complaint rate is anything
less than 0.1%, or one complaint for every 1,000 sent messages. Going
beyond this threshold is considered high, and major Email Service
Providers (ESPs), including Gmail, have established this as an
industry norm.
Sophisticated algorithms employed by ESPs can detect words and
phrases commonly associated with spam, efficiently identifying
emails that contain such terms. Therefore, if your email features
spam-triggering words like "buy now," "act now," "free," etc., there's a
high likelihood that your emails will be diverted to recipients' spam
folders.
In addition to avoiding spam-triggering words, pay attention to the
overall tone of your emails. Strive for a natural and conversational
style rather than appearing overly pushy or sales-oriented.

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 Ensuring that your email content is refined for a positive experience
is equally vital, not only to prevent recipients from marking your
emails as spam but also to enhance the overall deliverability of your
email campaigns. Advanced email programs recognize the value of
listening to spam complaints rather than resisting them.

4. SPAM TRAPS
Spam traps are email addresses that are either old, unused, or
deliberately set up by ISPs and anti-spam organizations to catch
spammers and list buyers. These can include email addresses that
never signed up to receive communications (known as recycled
spam traps) or addresses that haven’t been used recently (referred to
as pristine spam traps or honeypots, as nicknamed by AOL). Each of
these poses a threat to your sending reputation.
Having any of these types of addresses in your contact list signals
poor list maintenance. To avoid spam traps, it's crucial to remove
recipients who no longer engage with your emails or have remained
inactive for extended periods.
It is imperative to refrain from purchasing, renting, or scraping email
addresses, as these recipients did not willingly subscribe to your
content and are likely to show little to no engagement. Our blog
covers various ways to build a healthy, engaged contact list,
regardless of the size or scale of your email program.

5. INVALID EMAIL ADDRESSES

Continuing to send emails to large groups of invalid or nonexistent
email addresses raises a red flag for inbox providers and jeopardizes
your sending reputation. Minimize the number of emails sent to
invalid addresses by promptly cleaning bounced email addresses
from your active mailing list.
Abandoned email accounts can become invalid addresses, making it
essential to remove long-term, non-engaged addresses from your
list. You can assess the use and validity of an email address by
evaluating a recipient's engagement with welcome emails.
Furthermore, the overall email deliverability of your campaigns is
significantly impacted by the quality of your lead list. Avoiding the
purchase of contact lists from external vendors is a best practice for
improving email deliverability. Emails sent to purchased contact lists
are more likely to bounce due to incorrect or invalid email addresses,
adversely affecting your email's deliverability.

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6. LIST HYGIENE
Maintaining strong email deliverability hinges on regular list cleanup
and validation to ensure that the list remains current and minimizes
the risk of emails being flagged as spam. Keeping the bounce rate
below 5%, avoiding the purchase of email lists containing
unauthenticated addresses, and directing campaigns to individuals'
business addresses are key practices to guarantee the quality and
hygiene of your email list.
Consistent upkeep and verification of your email list significantly
increase the likelihood of successful email delivery, thereby
enhancing the overall effectiveness of your email marketing
campaigns.
Three distinct categories of email addresses merit removal from your
lists:
1. Unidentified addresses: These include email addresses that are
either invalid or not present in the sender's database. Examples
encompass typos, email addresses deactivated by email clients, and
abandoned addresses. Essentially, they are inaccurate or outdated,
contributing to higher bounce rates when included in your
campaigns.
2. Repurposed spam traps: These are previously active email addresses
repurposed to trap unsolicited and spam emails.
3. Pure spam traps: Also known as honeypots or real traps, these IP
addresses are exclusively employed to capture spammers in web
traps. They were never genuine addresses and remain unaffected by
account creations, subscriptions to lists, or transactions. Regularly
identifying and eliminating addresses falling into these categories is
essential for maintaining a clean and high-performing email list.

7. BLACKLISTS
Checking whether your sending IP address is blocked by major email
service providers (ESPs) like Gmail, Yahoo, Outlook, etc., is a crucial
step in improving email deliverability.
Numerous inbox providers regularly monitor blacklists to identify
senders that should be blocked or filtered. If your IP address or
sending domain appears on these blacklists due to a high number of
spam trap hits, spam or junk complaints, or a combination of these
issues, it can impact your deliverability. Avoiding blacklists involves
sending relevant content to recipients who recently engaged with
your emails.

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 Being on a blacklist doesn't necessarily mean your deliverability will
suffer uniformly, as the impact varies among different blacklists. If
you suspect being blacklisted, our recommendation is to collaborate
with Mail Monitor's Delivery Consultants to determine the next steps.
For those interested in checking their blacklist status, MXToolBox is a
recommended free lookup option.

8. DOMAIN REPUTATION
Your sending domain carries its own reputation, equally critical as
your IP address's reputation. If messages from your domain trigger a
negative response from recipients, the IP addresses won't matter—
your messages may still face filtering by inbox providers.
Exercise caution with links to third parties, as they can harm your
reputation. Even if you're doing everything else right, a single link to
an unreputable website in your email's body could hinder inbox
placement. Ensure you only link to trusted websites and sources,
ideally those under your control. Maintaining a positive domain
reputation is essential for successful email deliverability.

9. SENDER SCORE
The sender score serves as a metric offering insights into the
reputation of the IP address or sender domain utilized for sending
emails. A higher sender score signifies a stronger reputation, leading
to improved email deliverability rates.
To ensure successful email campaigns, it's crucial to monitor and
adjust your sender score as needed. This proactive approach
contributes to enhanced email deliverability.

10. BOUNCE RATE AND UNSUBSCRIBE

Effective management of bounce rates and unsubscribes is
fundamental to maintaining a positive sender reputation and
ensuring the successful delivery of emails. Key strategies to handle
unsubscribes and bounce rates include:
Email List Maintenance: Regularly conduct clearing and
verification processes for your email list to eliminate invalid
addresses.
Targeted Email Content: Tailor your emails to be relevant for your
recipients by segmenting and targeting them appropriately.
Encouraging Engagement: Incorporate opportunities for
interaction and engagement within your emails to sustain
subscribers' interest and activity.

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Implementing these techniques not only improves email
deliverability but also helps uphold an outstanding sender
reputation while minimizing bounce and unsubscribe rates.

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 CHAPTER 5
INFRASTRUCTURE TYPICALLY ENCOMPASSES THE
IP addresses and servers employed for sending emails, while
authentication involves validation techniques demonstrating that the
emails originate from your legitimate source. Your email infrastructure
operates behind the scenes to guarantee that your messages reach your
recipients' inboxes.

A well-configured infrastructure plays a pivotal role in determining the

success of your email deliverability. We'll guide you through the basics
below to get you up and running. Consider the specific needs and goals
of your program to make an informed decision on the most suitable
approach.

DEDICATED IP ADDRESS
All email transmissions rely on an IP address. Inbox providers assess
your sending reputation based on this IP address, influencing the
decision to deliver your emails to the recipient's inbox.
For users sending emails through Google IPs or Microsoft IPs, a
recommended approach is utilizing a tool that sends through
Google API or Office365 / Microsoft API. Consider options such as
Apollo.io, MixMax, or Emelia for an efficient process.
If you're a high-volume sender seeking complete control over your
sending reputation, opting for a dedicated IP address is crucial. This
is especially relevant if you segment your email streams by type.
Here's why:
Sharing an IP with other senders exposes you to the potential
negative impact of their poor sending practices on your
deliverability.
With a dedicated IP address, you have full control over your
sending reputation, ensuring a positive impact on your
deliverability.
Consistent sending patterns, particularly with over 100k emails
annually, help establish a solid reputation on a dedicated IP
address. This not only provides control but also unlocks additional
services for enhanced email deliverability.
For those with a monthly email send volume under 100,000, a shared
IP is suitable. However, if your monthly send volume exceeds 100,000
emails, a dedicated IP address is recommended. A higher sending
volume is essential for dedicated IPs to build a positive reputation.

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It’s worth noting that many of Mail Monitor's lower volume senders
choose to upgrade to Pro, enabling them to enjoy the benefits of a
dedicated IP.

IP WARMUP
When utilizing a new IP address for email sending, it's crucial to
undergo an effective warm-up process to ensure inbox providers
recognize and deliver your emails.
Initiate the warm-up by gradually increasing your email volume on
the new dedicated IP. This stepwise approach allows Internet Service
Providers (ISPs) to familiarize themselves with your sending
practices, ensuring your legitimacy as a sender.
ISPs conduct thorough checks on the sender's IP address to
calculate the IP reputation score. They also examine the sender's
domain address history to assess domain reputation. Think of ISPs as
the police – investigating the "who" (domain), "where" (IP address),
and the "criminal record" (history of sent messages).
IP warmup aims to gradually increase your sending volume to
anticipated "normal" levels. This facilitates ISPs in understanding
your typical sending patterns, enabling them to detect any unusual
or potentially harmful behavior.

EMAIL STREAM IP SEGMENTATION

Sharing a root domain for different email streams (e.g., transactional
and marketing) can intertwine reputations, leading to deliverability
issues if one stream receives more spam complaints or less
engagement. To safeguard the delivery of essential transactional
emails, segment various email streams onto distinct IP addresses.
For instance, consider using one IP address for all transactional
emails (password resets, confirmations, notifications) and another IP
address for marketing emails (newsletters, promotions, product
announcements). This segmentation ensures that spam flags on
marketing emails do not adversely affect the delivery of critical
transactional messages.
Basic separation can occur at the level of marketing and
transactional messages, considering their distinct reputations and
CAN-SPAM compliance requirements. For companies with multiple
brands, it may be prudent to segregate traffic by IP for each brand
and further categorize marketing and transactional streams under
each brand. This provides granular reporting and reputation
management.

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SPF RECORD CREATION
Sender Policy Framework (SPF) is an email authentication method
designed to identify approved mail servers authorized to send emails
on behalf of a specific domain. Internet Service Providers (ISPs) rely
on this validation protocol to detect and prevent spammers and
phishers attempting to impersonate your brand and send malicious
emails from your domain.
Here's a step-by-step guide on adding SPF to your domain:
1. Login to Domain Settings:
Access your domain settings through platforms like GoDaddy,
Zoho, or your hosting provider/registrar.
2. Create a New Text Record:
Initiate the process to create a new text record within your
domain settings.
3. Enter Name for SPF:
Specify the name as "@" or choose a prefix like "mail" to apply SPF
to your entire domain.
4. Define SPF Rule:
Enter the SPF rule in the value field, instructing your domain to
permit emails only from your authorized mail server. Note: Your
provider might have a different rule.
5. Leave TTL at Default:
Keep the TTL (time-to-live) setting at the default configuration.
6. Save the Record:
Finalize the process by saving the newly created SPF record in
your domain settings.
When publishing an SPF record, ensure it lists all the IP addresses
authorized to send emails from your domain. Although inbox
providers typically don't block emails solely based on a missing SPF
record, it serves as an additional data point contributing to your
positive sender reputation. Additionally, having a valid SPF record
helps protect your brand from potential abuse and enhances email
security.

DKIM EMAIL SIGNATURE

DKIM, or DomainKeys Identified Mail, provides a mechanism for
publishing a key that ISPs use to verify the integrity of an email
message during transit and confirm the sender's ownership of the
content. DKIM serves as a defense against malicious alterations of
messages in transit, carrying significant reputation weight with inbox
providers.

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 It is crucial to set up a custom DKIM signature promptly, especially as
Yahoo! and Gmail are soon to require all emails to be signed with a
DKIM scheme.
To implement a custom DKIM setup, the individual responsible for
your domain (or you) must add a TXT record to your domain's DNS.
Mail Monitor automatically signs all outbound emails with DKIM,
ensuring a seamless process.

DMARC RECORD PUBLISHING

Domain-based Message Authentication, Reporting & Conformance
(DMARC) is a protocol that leverages SPF and DKIM to authenticate
emails. The protocol enables you to specify how ISPs should handle
emails lacking authentication through SPF or DKIM. You can choose
to direct such emails to the junk folder or block them altogether.
Gmail and Yahoo mandate DMARC setup for all bulk senders
sending more than 5,000 messages daily. Even if your volume is
lower, setting up DMARC is advisable
While Gmail and Yahoo do not have strict DMARC requirements, you
can initiate with a "p=none" policy. Once this policy is in effect, you
can begin monitoring who is sending emails using your domain
without waiting for recipients to take action.

BRAND INDICATORS FOR MESSAGE IDENTIFICATION (BIMI)

BIMI, or Brand Indicators for Message Identification, stands as the
latest method for verifying your brand within the inbox. Similar to
SPF, DKIM, and DMARC, BIMI involves a TXT DNS Record residing on
your servers. The distinctive feature of BIMI is its ability to enhance
trust and protection by displaying your brand's logo alongside your
emails.
Enhanced security benefits both mailbox providers and senders,
making BIMI an exciting development where marketers and security
professionals are aligned, according to Seth Blank, chair of the
AuthIndicator Working Group.
Here are the top three reasons for your brand to embrace BIMI:
1. Utilizes unnoticed security updates.
2. Assists users in avoiding phishing scams.
3. Draws attention to your messages.

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 BIMI aims to provide reliable senders with control over how their
brand appears in messaging services. For participating mailbox
providers like Yahoo or Gmail, this means that BIMI adopters will
have their chosen logo displayed in the inboxes of recipients. With
your logo visible, recipients can easily recognize your emails,
fostering trust and preventing fraudulent activities. The
AuthIndicators Working Group, led by Google, Verizon Media,
Mailchimp, and Valimail, is at the forefront of the BIMI movement.
To get started, you must learn how to build and publish a BIMI DNS
Record.

A RECORDS AND RDNS

A record directs your domain to an IP address, while rDNS (reverse
DNS) associates an IP with your domain. Having these components
in place is crucial for building trust between you and inbox providers.
We will guide you through generating these records as part of the
sender authentication process in a separate post.

DOMAIN AUTHENTICATION
Your sending domain must be configured to receive emails and have
a valid mail exchanger (MX) record. Failure to meet these criteria may
result in some inbox providers blocking your emails. Mail Monitor's
sender authentication process simplifies this by generating the
necessary records, eliminating the hassle for you. Just copy and paste
these records into your DNS. Additionally, we advise ensuring that
the complete "from" address represents an inbox capable of
receiving mail, allowing recipients to respond without encountering
failure messages.
The good news is that verifying your email domain is a
straightforward process with Mail Monitor. Set up records for DKIM
(DomainKeys Identified Mail), DMARC (Domain-based Message
Authentication, Reporting & Conformance), and SPF (Sender Policy
Framework).

TLS (TRANSPORT LAYER SECURITY)

TLS, or Transport Layer Security, plays a crucial role in email
encryption during its delivery. This security protocol prevents
unauthorized access to email content as it travels between sending
and receiving servers. TLS has gained widespread adoption as a key
measure to safeguard sensitive information and communications
across email channels. At Mail Monitor, we prioritize your email
security.

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Our email transmission is fortified with Opportunistic TLS, establishing a
secure connection at the highest encryption level accepted by the
receiving server.

FEEDBACK LOOPS
Mailbox providers often offer Spam Feedback Loops (FBLs) to inform
senders when recipients mark messages as spam. At Mail Monitor,
it's essential to promptly remove the addresses of spam reporters
from your active email lists. This practice ensures the preservation of
your sending reputation and maintains the trust of your audience.
We seamlessly integrate with major spam feedback loops,
automatically suppressing email addresses flagged as spam by users.

“POSTMASTER” AND “ABUSE” MAILBOXES

To access FBLs, many inbox providers mandate the presence of
abuse@ and postmaster@ email addresses. Regularly monitor these
mailboxes for complaints, especially from providers without FBLs.
This proactive approach allows you to address reports of unsolicited
emails promptly. Recognizing postmaster@, abuse@, and a few
others as standard role accounts, Mail Monitor advocates
suppressing these addresses at any domain to align with optimal
sending practices.

TWO-FACTOR AUTHENTICATION (2FA)

Enhance the security of your email account with Two-Factor
Authentication (2FA). Guarding against malicious access is crucial, as
compromised accounts can severely impact your sending
reputation. Even in the event of a successful recovery from a hack,
the residual damage to your reputation is significant.

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 CHAPTER 6
NOW THAT WE'VE DELVED INTO THE MYRIAD
factors influencing email evaluation by inbox providers, let's shift our
focus to the essence of the messages you dispatch.

The content of your emails plays a pivotal role in determining

deliverability and shaping recipient engagement. Here, we present
some invaluable tips for crafting and disseminating email campaigns
that captivate and resonate with recipients.

SEEK PERMISSION AND HONOR IT

In the realm of email communication, recipients wield the power to
decide whether to open or receive your emails. You are essentially a
guest in their inbox, and maintaining politeness and respect is
paramount. Non-compliance may lead to exclusion.

GIVE YOUR INTRODUCTION

Never assume that your recipient knows you. When initiating email
communication, start with a concise self-introduction. Remind the
recipient of your connection and, if applicable, mention the last time
you interacted.

ESTABLISH AN EMAIL PREFERENCE CENTER

Harmonizing with the role of a welcomed guest, an email preference
center empowers users to specify their email preferences. Crafting a
healthy email program involves delivering content that aligns with
recipients' interests. Eliminate guesswork by directly asking
recipients about their preferences regarding content and frequency.

PROVIDE OPTIONS EARLY ON

Craft a well-crafted welcome message to set the tone for a
burgeoning email relationship. Remind users why they subscribed,
detailing the types of emails they can expect and how frequently.
Welcome messages should promptly offer unsubscribe and
preference center links.

PROVIDE OPTIONS EARLY ON

Craft a well-crafted welcome message to set the tone for a
burgeoning email relationship. Remind users why they subscribed,
detailing the types of emails they can expect and how frequently.

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Welcome messages should promptly offer unsubscribe and preference
center links.

DON'T OBSESS OVER GMAIL TABS

Gmail's promotions tab is not a desolate space for messages to
languish unnoticed. It remains an actively engaged area. Dispel
worries about the promotions tab; emails residing there are regularly
checked. For additional insights on Gmail tabs, explore our blog post,
"I Fought Gmail's Tabs, and the Tabs Won."

TEST BEFORE SENDING

Prior to dispatching any emails, it's imperative to test your
messaging and content to gauge performance and inbox
placement. Even minor errors like broken links can harm long-term
deliverability, underscoring the importance of pre-sending testing.
A/B testing is an invaluable practice for optimizing subject lines,
content, and design variations. By analyzing performance metrics,
you can refine your email campaigns for enhanced deliverability and
engagement, thereby amplifying the impact of your email marketing
endeavors.

BUNDLED MESSAGES IN GMAIL PROMOTIONS!

Google has been actively enhancing the promotions tab experience
for both marketers and subscribers. Recently, senders gained the
ability to incorporate "annotations" into promotional messages.
Leveraging machine learning, Gmail utilizes these annotations to
curate "bundles" of messages tailored to recipients' interests,
prominently featured at the top of the promotions tab.
As a Gmail user, you may already notice these bundles in your
promotions tab. The annotations, visible in message headers, offer
valuable information such as deal amounts and expiration times. To
harness the full potential of this feature, explore Google's guide on
annotations: Get started: How to annotate your email | Promotions
tab.

REMOVE UNENGAGED RECIPIENTS

Continuing to send emails to recipients who no longer engage with
your messages poses risks to your sender reputation for several
reasons:
1. Addresses that remain unresponsive are more prone to marking
your messages as spam.
2. Unengaged addresses may transform into spam traps.

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3. A decline in engagement from recipients can adversely impact your
open rates, projecting an undesirable image of your messages and
content.

LET’S TALK EMOJIS

Emojis' significant positive impact on key performance indicators
(KPIs) like open rate, click rate, and response rate serves as the
primary justification for their use in email marketing. Here are some
rather compelling statistics to support it:
Emails with emojis in the subject line have a 56% higher open
rate than those with plain subject lines. [Experian]
44% of users say they are more likely to buy items that use emojis
in their advertisements. [Report on Adobe Emoji Trends]
Emojis can increase unique openings by 29% when used in the
subject line. [Quickpage]
Emojis in the subject line can result in a 28% increase in the
unique click-through rate. [Quickpage]
On the other hand, Emoji usage in subject lines carries a lot of
negative connotations, as you can see. Emojis are often associated
with a lack of originality, dullness, and boredom. This directly relates
to additional drawbacks of email marketing with emojis:
It takes a lot of time. It's not that simple to just stick a smiley face
in your emails and call it a day. Emoji marketing is not something
you can "set and forget." It necessitates extensive study and
careful observation of current patterns. You won't get any
relevant points if you don't know what's in and what's out;
instead, you'll come across as a "boomer trying to fit in."
Emojis can make your emails less visible. There are two possible
explanations for this. To begin with, 2014 is no longer in effect.
Just 2% of marketers used emojis in their email marketing
campaigns a few years ago. These days, the number is more like a
strong 90%. Given how widespread the trend is, it might be
simpler to stand out from the throng if your subject line doesn't
contain a smiley face. Secondly, you run the danger of having
your emails land in the spam folder if you use too many emojis.
It can be detrimental to your brand image. Using inappropriate
emojis can cause your emails to be perceived differently than
intended.
As a sender, you know your recipients and customers best. In cases
where your audience is mainly from the Gen X and Baby Boomer
demographic, you may want to consider refraining from using

Mail Monitor's Email Deliverability Guide - Page 23

emojis. If your recipients fall within the Gen Z and Millennial age range,
try testing emojis in your communications and know that moderation is
the key.

MAKE IT EASY TO UNSUBSCRIBE

While it may seem counterintuitive, simplifying and clarifying your
unsubscribe process enhances recipients' experiences and benefits
your sender reputation. If a recipient wishes to discontinue receiving
your emails and encounters difficulty unsubscribing, they might
resort to marking your content as spam or junk. It's crucial to
remember that a subscriber opting out can always opt back in,
whereas a spam complaint can harm your entire campaign and
future email deliverability.

CONSIDER LIST-UNSUBSCRIBE
List-unsubscribe, an optional email header, offers recipients a
convenient way to remove themselves from a mailing list without
navigating through an unsubscribe link or reporting a sender as
spam or junk. By incorporating list-unsubscribe, major inbox
providers automatically add unsubscribe links to your email headers,
allowing recipients to unsubscribe without opening the message.

BE CONSCIOUS OF YOUR SENDING FREQUENCY!

If you find yourself adhering to best practices in your email program
but still find your emails relegated to the spam folder, it's advisable to
review your sending frequency. Balancing your regular newsletters,
special offers, and announcements might result in more emails sent
than you realize. If your emails are being filtered out, even a modest
reduction in your sending volume can yield positive outcomes for
inbox placement.
This table shows the average email open and click through rates by
industry, derived from data that Constant Contact published in
January 2024 for both B2B and B2C businesses. You can compare
how your email engagement rates compare to the overall average of
39.7% open rate and 1.0% click-through rate. (see next page for
industry averages table)

Mail Monitor's Email Deliverability Guide - Page 24

 Open Clickthrough Rate Bounce rate
Business Type
Rate (%) (Clicks/Delivered) (%)

All Industries – Overall Average 36.5% 1.4% 10.4%

Administrative & Business Support Services

31.1% 1.8% 11.2%
(billing, phone answering, hiring, etc.)

Child Care Services 44.8% 1.7% 10.0%

Consulting Services (management, marketing,

30.1% 1.4% 9.8%
advertising, blogging)

Dining and Food Services 37.6% 0.7% 9.0%

Education 40.2% 1.7% 9.7%

Faith-Based Organizations 45.5% 2.5% 9.6%

Holistic and Integrated Healthcare 42.7% 2.1% 10.5%

Home & Building Services (cleaning,

30.4% 1.0% 9.8%
landscaping, contractors, construction, etc.)

Household and Community Affairs (operations,

37.0% 1.0% 10.2%
foster care, adoption, senior citizen care, etc.)

Independent Artists, Writers, and Performers 39.3% 1.3% 10.1%

Legal Services 41.4% 1.4% 8.5%

Manufacturing and Distribution 33.2% 1.6% 14.3%

Nonprofit Membership Organizations 30.1% 1.3% 14.3%

Nonprofit Services 42.3% 1.9% 12.0%

Real Estate 41.8% 1.9% 11.2%

Recreation, Sports & Entertainment (Yoga

36.4% 0.7% 11.2%
studio, bowling alley, etc)

Repair and Maintenance 35.0% 0.9% 13.4%

Retail (Brick and Mortar & Online, wholesale and

41.8% 1.1% 10.1%
direct selling)

Technology Services 29.4% 0.7% 4.9%

Transportation Services (trucking, warehousing,

33.1% 0.9% 7.7%
logistics)

Travel & Tourism (passenger transport,

20.8% 2.6% 10.7%
accommodations, travel agencies, etc.)

Wealth Advisory, Building and Management

20.8% 2.6% 10.7%
Services
Wellness and Beauty 36.2% 1.0% 14.4%
Average 39.7% 1.0% 8.4%

Mail Monitor's Email Deliverability Guide - Page 25

 CHAPTER 7
RECIPIENT ENGAGEMENT STANDS AS A PIVOTAL
factor influencing your sender reputation. As the inbox landscape
evolves, adapting to prioritize user experiences is key for heightened
engagement, an enhanced reputation, and improved deliverability. In
2024, consider the following focal points to elevate your users' inbox
experiences.

MOBILE AND DESKTOP RESPONSIVE

In today's digital era, ensuring your emails are accessible across
diverse devices is more crucial than ever. Here are noteworthy
statistics regarding mobile email usage across various markets:
According to eMarketer (2023), a staggering 55% of emails are
accessed on mobile devices.
Statista (2022) reveals that almost 55% of global website traffic
(excluding tablets) originates from mobile devices.
In 2021, Statista reports that 46% of smartphone users prefer
business communications through email.
Litmus Labs' 2022 research underscores the Apple iPhone's native
email app as the market leader, closely followed by Gmail.
A Litmus report (2023) notes that 35% of email marketers adopt a
mobile-first or mobile-responsive design approach.
MailChimp's data (2021) suggests that implementing a mobile-
responsive email design has the potential to increase unique
mobile clicks by 15%.
HubSpot Blog Research (2021) uncovers that 56% of marketers
seamlessly integrate mobile-friendly emails into their overall
email marketing strategy.
To address this diverse landscape, Mail Monitor recommends
leveraging responsive templates. These templates empower you
to craft emails that dynamically adjust to the unique
requirements of different devices while ensuring visual quality
and consistency.

DARK MODE
Tailoring your HTML emails for optimal display across various inbox
providers is crucial, considering their distinct rendering approaches.
Despite these variations, there are general best practices to ensure
your emails maintain a polished appearance, regardless of the color
scheme. Primarily, enable dark mode in your email's HTML and CSS.

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 Additionally, optimize transparent logos and images to seamlessly
integrate with both light and dark color schemes, particularly when
your PNG includes black text.

AMP FOR EMAIL: NAVIGATING THE DYNAMIC LANDSCAPE

While AMP (Accelerated Mobile Pages) for Email remains in beta, it
has become a focal point in the email landscape. Although
comprehensive data on AMP's potential uses is limited, certain
insights can guide its exploration.
AMP is not a one-size-fits-all solution for email programs; its adoption
should align with the nature of your business and product,
implemented correctly. The use of AMP introduces flexibility for
creating interactive and dynamic content in emails. However, this
advantage comes with a trade-off, as there's a reduced level of
control over the email environment compared to a website. Once
dynamic content is set up in an AMP email campaign, it's sent away,
relinquishing some control over the interaction.
For businesses aiming to incorporate interactive elements like
carousels and changing/expiring content, AMP presents an
opportunity. However, for those where the benefits are less evident
to recipients, traditional linking might be a more practical choice.
One critical consideration is that, as of now, AMP is exclusive to
Gmail. While its current platform limitation impacts its widespread
adoption, future integration with major inboxes like Microsoft and
Yahoo! Mail could propel AMP into broader industry acceptance.
Mail Monitor, while monitoring the evolving landscape of AMP,
recognizes its potential and plans to support its utilization.

ACCESSIBILITY
Making your emails accessible is not just a matter of goodwill; it's a
strategic move to expand your audience reach. This inclusivity extends
to people with disabilities, the elderly, and others who may face
challenges in consuming conventional content. Given that emails boast
a remarkable 90.3% penetration in the U.S., creating accessible emails
becomes a potent tool for broadening your audience base.

Moreover, compliance with legal mandates, such as those outlined in

the Americans with Disabilities Act (ADA), is a key consideration for
many businesses. Familiarizing yourself with the principles of sending
ADA-compliant emails is crucial, and you can delve deeper into this
topic in our dedicated piece on the subject.

Mail Monitor's Email Deliverability Guide - Page 27

 Currently, only a handful of brands have embraced the practice of
sending accessible emails. Being an early adopter of this strategy not
only establishes your brand as socially responsible but also positions
you ahead of the curve. The foresight to prioritize accessibility
contributes significantly to building a positive brand reputation and
enhancing brand recall.
The impact of accessible emails extends beyond social responsibility;
it directly influences subscriber engagement. By eliminating the
friction that hampers accessibility, your emails become easier to
consume. This, in turn, leads to a more seamless customer
experience, fostering improved engagement and, ultimately, higher
conversion rates. As the digital landscape evolves, prioritizing email
accessibility emerges as a forward-thinking strategy for brands
aiming to connect with a diverse and expansive audience.

DELIVER ON PROMISES
Enhancing Engagement and Reducing Spam Complaints: A
Commitment to Inbox Promises
In the pursuit of improving engagement and minimizing spam
complaints, upholding your email promises is paramount. While
certain grey-hat marketing practices may be technically legal, they
can significantly diminish the overall inbox experience for recipients.
To ensure a positive engagement and reduce the risk of being
flagged as spam, consider these best practices:
Align Subject Lines with Email Content: While catchy and
creative subject lines might attract clicks, it's crucial to avoid
clickbait. Your subject line should accurately reflect the content
within your email. Misleading subject lines can prompt recipients
to mark your emails as spam.
Deliver What You Promised: Respect the expectations set during
the subscription process. If a subscriber signs up for a weekly
digest, avoid inundating them with unrelated product
announcements or sales pitches. Stay true to the promised
content, delivering exactly what was committed.
Respect Unsubscribe Requests: When a recipient chooses to
unsubscribe, promptly honor their request by removing them
from your mailing list. Failing to do so not only risks spam
complaints but also damages your sender reputation. Swiftly
processing unsubscribe requests demonstrates a commitment to
recipient preferences.

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 Upholding transparency and reliability in your email
communications not only fosters positive engagement but also
contributes to a healthier sender reputation.

COMMUNICATIONS FATIGUE
Email fatigue occurs when subscribers feel overwhelmed and
disengaged due to a high volume of emails, leading to increased
unsubscribe rates.
Our findings indicate that recipients tend to be forgiving of frequent
emails from favored senders, provided they value the content.
Identifying high-volume recipients who appreciate regular
communication is key, allowing Mail Monitor to tailor frequency to
individual preferences.
However, this approach may not suit all recipients, as excessive
emails can lead to disengagement, deletions, or unsubscribes. Our
study reveals a preference among most recipients for receiving
promotional emails weekly, with limited offer deals being an
exception.
Considering the holistic communication strategy, Mail Monitor
recognizes that recipients may interact with the brand across various
channels. Striking the right balance ensures effective
communication without overwhelming recipients, fostering positive
engagement.
To address this issue, follow these steps:
Collect Relevant Data: Leverage analytics from your ESP to
gather essential data on user behavior and campaign
performance.
Clean Your Email List: Implement a sunset policy to identify and
suppress inactive users, maintaining list hygiene. This ensures
emails are directed to engaged users.
Segment Your Email List: Utilize criteria such as past interactions,
demographics, geography, and lifestyle choices to create
segments. Segmentation allows personalized content for a better
user experience.
Personalization for Engagement: Incorporate personalization in
various elements, such as subject lines, images, and CTAs. A
personalized email experience enhances engagement and
fosters customer loyalty.
Automation for Timely Content: Implement automation to
trigger emails based on user actions, ensuring content is
delivered when users expect it. This prevents sending
unnecessary emails and aligns with user behavior.

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 Effective Email Cadence Strategy: Develop a strategy for email
frequency, content, and timing that aligns with user preferences.
Test different timings and frequencies, analyze results, and adopt
a cadence that generates value for recipients.
Allow User Preferences: Create a preference center, enabling
users to choose their email preferences, including frequency and
content. This empowers users to receive only relevant emails,
addressing their preferences.
By following these strategies, Mail Monitor can mitigate email
fatigue, optimize engagement, and create a positive experience for
subscribers.

Mail Monitor's Email Deliverability Guide - Page 30

 CHAPTER 8
AS PRIVACY REGULATIONS EVOLVE, PLACING
control in the hands of recipients, Mail Monitor remains committed to
compliance. From the Canadian Anti-Spam Legislation to the GDPR, we
ensure adherence to the strictest legislation applicable to our global
audience. Whether sending emails to the European Union or beyond,
our practices prioritize recipient preferences and align with the latest
privacy standards.

Beyond mere obligation, compliance with emerging privacy laws often

translates into enhanced marketing outcomes. Clearly communicating
data usage expectations and email content types during address
collection fosters recipient engagement. Actively engaged recipients,
who refrain from marking emails as spam, influence inbox providers in
delivering messages to the inbox rather than blocking them. View user
permissions and legal compliance as a chance to optimize. Align your
compliance strategy with the recipient's experience, and you can
significantly improve your email deliverability.

GENERAL DATA PROTECTION REGULATION (GDPR)

The General Data Protection Regulation (GDPR) stands out as a
pivotal topic in the realm of email over the past decade. For
businesses operating within the European Union or interacting with
its citizens, prioritizing GDPR compliance is crucial when shaping
international email strategies.
Replacing the EU Data Protection Directive (1995), the GDPR serves
as the de facto standard governing the use of customer data across
the entire European Union.
Key principles outlined by the GDPR regarding the processing of
personal data include:
Lawfulness, fairness, and transparency
Purpose limitation
Data minimisation
Accuracy
Storage limitation
Integrity and confidentiality (security)
Accountability

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 This legislation empowers EU citizens with greater control over how
organizations utilize their data. Notably, even after the UK's
departure from the EU, the GDPR remains applicable in the United
Kingdom.
Applying to all EU businesses, irrespective of size or industry, that
handle personal data, the GDPR extends its reach to any
organization conducting business in the EU involving the data of EU
citizens.
GDPR compliance took center stage in email discussions upon its
implementation. The emphasis on user privacy and adherence to
international regulations remains an ongoing and evolving part of
the broader conversation in the email landscape.

CAN-SPAM
In 2003, the U.S. Congress enacted the CAN-SPAM Act, aimed at
curbing the surge of unsolicited emails prevalent in the early 2000s.
This legislation imposes restrictions on the transmission of
commercial emails, prioritizing recipient privacy and protection. The
CAN-SPAM Act remains effective today.
Commercial email, as defined by the Federal Trade Commission
(FTC), includes any electronic message primarily intended for the
commercial advertisement or promotion of a product or service. If
your business engages in sending such commercial emails, it is
imperative to be aware of and comply with the legal requirements
outlined in the CAN-SPAM Act.
The CAN-SPAM Act mandates that businesses using email for
commercial purposes adhere to the following seven elements:
Avoid the use of misleading or false information in email headers.
Refrain from employing deceptive language in email subjects.
Clearly and conspicuously identify advertising messaging.
Provide information about your business's location.
Instruct recipients on how to opt-out of future communications.
Honor opt-out requests promptly and efficiently.
Be mindful of the actions of third parties or those acting on your
business's behalf.
Key considerations for CAN-SPAM compliance include avoiding
deception, transparently communicating the email's purpose, and
respecting recipients' preferences. Ensuring continuous compliance
with the CAN-SPAM Act is crucial for businesses engaged in sending
commercial emails.

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CALIFORNIA CONSUMER PRIVACY ACT (CCPA)
The California Consumer Privacy Act (CCPA), enacted in 2018, is set
for enforcement by the California Attorney General starting July 1,
2020. While empowering consumers with more control over their
data, the CCPA applies exclusively to businesses falling within
specific categories.
Key consumer rights granted by the CCPA include:
Knowledge of personal information collection, usage, sharing, or
sale by interacting organizations
Deletion of personal information held by businesses, including
their service providers
Opt-out rights concerning the sale of their information
Directing businesses selling personal information to cease such
practices
Specific protections are outlined for minors:
Opt-in consent for those under age 16
Parent or guardian consent for those under age 13
Non-discrimination principles ensure equal access to prices or
services while exercising CCPA privacy rights.
Businesses affected by the CCPA must meet at least one of the
following criteria:
Gross annual revenue exceeding $25 million
Involvement in buying, receiving, or selling personal information
from 50,000 or more consumers, households, or devices
Deriving 50 percent or more of annual revenue from the sale of
personal consumer information
New CCPA regulations mandate businesses to inform affected
parties about data collection before or at the time of collection.
Complying with CAN-SPAM opt-out expectations remains essential,
along with incorporating a "Do Not Sell My Info" option to align with
CCPA requirements. Timely responses to opt-out requests or privacy
setting changes, often fulfilled through a confirmation email, are also
part of the obligations. For detailed insights into specific regulations,
refer to the California Attorney General's Fact Sheet on CCPA.
Note that compliance with CAN-SPAM and the GDPR does not
guarantee CCPA compliance. Each law has unique nuances,
necessitating a thorough understanding of their individual impacts
on your strategy.

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 CHAPTER 9
DEFINE SMS?
SMS, short for "short messaging service" or text message, serves as a
straightforward yet powerful communication tool for businesses and
organizations, facilitating the transmission of promotional or
informational messages via text.

REASONS BEHIND SMS?

SMS messages, boasting unparalleled open rates, offer businesses a
swift and reliable means to engage with their customers. According
to Twilio Learn, an impressive 9 out of 10 text messages are opened
within the first three minutes of receipt.
Similar to emails, SMS messages are delivered instantly, allowing for
two-way conversations with easy tracking. By incorporating SMS
alongside email, businesses can create an integrated and seamless
communication experience for customers, offering them the
flexibility to connect and communicate through their preferred
channels.

SMS DELIVERABILITY
With over 5.2 billion people having access to SMS, even those without
smartphones or broadband internet, SMS is a globally widespread
application. However, businesses encounter challenges in
implementing and scaling their SMS delivery programs. SMS
deliverability gauges the percentage of outgoing SMS messages
reaching their intended destination, crucial for businesses aiming at
relevant, personalized, and timely messaging.
Whether sent from a mobile device or an SMS API, there's always a
percentage of SMS messages that may go undelivered.
Programmatic SMS sent through an SMS Gateway holds an
advantage, allowing application logic to verify delivery compared to
manually composed texts. SMS delivery challenges may arise at
various points, including invalid phone numbers, end-device errors
(e.g., a switched-off handset), or network connectivity issues. Some
deliverability issues are intentional, with carrier partners blocking
messages reported by users to combat spam, fraud, or abuse.

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 Adherence to state, local regulations, and wireless carriers'
messaging policies is crucial to ensure SMS deliverability for both
transactional and marketing messages. Wireless carriers deploy
filtering systems, ranging from simple prohibited term lists to
advanced machine learning systems, to protect subscribers from
unwanted content, adapting based on the messages processed.
To enhance SMS deliverability and minimize filtering or deliverability
challenges, businesses should adhere to these best practices for SMS
messaging:
Obtain permission: Send text messages only to customers who
have granted explicit permission. Prompt users to opt-in through
online forms or by texting a specific keyword to a designated
mobile number or shortcode.
Verify your list: Confirm the accuracy of phone numbers on your
list, ensuring they can receive text messages. Eliminate invalid
numbers, such as landlines, as they are a common cause of
delivery issues. Updated or fake numbers may result in messages
not reaching their intended destination.
Avoid spam-like behavior: Include clear opt-out instructions,
maintain precise language, and use proper capitalization and
punctuation in your messages. Deliver relevant, time-sensitive
promotions or information to engage customers effectively.
Choose the right phone number: Utilize either toll-free numbers
or short codes, both supporting higher sending volumes and
reducing filtering. Shortcodes, specifically designed for mass
mobile communications, are individually approved by carriers,
minimizing the risk of blocking. Consider a unique, brand-friendly
shortcode for mass SMS messaging. Note that toll-free numbers
and short codes may not be available in every country.
Carefully select an SMS provider: Opt for an SMS provider offering
comprehensive error code reporting and status callbacks to
diagnose and address deliverability issues effectively.
SMS serves as a universal communication channel, complementing
rather than replacing existing email programs. Similar to email, SMS
messaging should prioritize recipient satisfaction by delivering
valuable, relevant, and personalized information through preferred
channels.

SMS OR EMAIL?
Choosing between email and SMS depends on the nature and
purpose of your communication.

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Both channels, email and SMS, serve distinct purposes and can be
used to create a cohesive customer communication strategy.
Delve into this fast guide for effective and strategic implementation:

SMS (Text Messaging):

Best for short, time-sensitive communications.
Ideal for appointment reminders, last-minute sale alerts, or
urgent updates.
Offers quick and direct engagement, as text messages are
often opened within minutes.

Email:
Suitable for sending more extensive content and information.
Use email for newsletters, product updates, and detailed
promotions.
The inbox is a daily destination for most users, providing a
platform for more comprehensive and visually rich
communication.
In summary, leverage SMS for quick and immediate interactions,
especially for time-critical messages. Email, on the other hand, is
well-suited for delivering detailed content and maintaining regular
engagement. By using both channels strategically, you can create a
well-rounded communication approach that caters to different
preferences and scenarios.

Mail Monitor's Email Deliverability Guide - Page 36

 CHAPTER 10
IN SUMMARY, EMAIL DELIVERY IS A DYNAMIC
and ever-evolving aspect of your marketing program. With shifting
preferences among inbox providers, the implementation of new rules
and regulations, and the emergence of innovative features, maintaining
top-notch deliverability requires continuous adaptation. There's no one-
size-fits-all approach to ensure inbox delivery, but a fundamental
principle underscores the effectiveness of your email plan: delivering the
correct message to the appropriate recipient, at the ideal time, with the
suitable frequency, via the proper channel.

ACHIEVING OPTIMAL EMAIL DELIVERY:

The Right Message:
Understanding your recipients' expectations is paramount. Craft
messages that align with their preferences and desires.
Personalization is key, as recipients are more likely to engage with
content that resonates with their interests.
Leverage segmentation to tailor messages based on recipient
behavior, demographics, or past interactions. This ensures
relevance and increases the likelihood of positive engagement.
The Right Person:
Build and maintain a permission-based email list. Send emails
exclusively to individuals who have explicitly given consent to
receive them. This not only complies with legal requirements but
also ensures that your messages are reaching an audience
genuinely interested in your content.
Implement double opt-in processes to enhance the quality of
your subscriber list. This additional step verifies the authenticity of
subscribers, reducing the likelihood of spam complaints.
The Right Time:
Timing is crucial in email delivery. Send messages when your
recipients are most likely to engage. Analyze data and insights to
determine optimal sending times based on your audience's
behavior, time zones, and historical interactions.
Consider utilizing automation tools to schedule emails for
optimal delivery times. This ensures that your messages arrive in
recipients' inboxes when they are actively checking their emails.

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The Right Frequency:
Strike a balance in your email frequency. Bombarding recipients
with too many emails can lead to fatigue, unsubscribes, or even
spam complaints. On the flip side, sporadic communication could
result in diminished engagement. Implement preference centers,
allowing subscribers to choose their preferred frequency of
communication. This empowers recipients, fostering a positive
relationship with your brand.
The Right Channel:
Choosing the suitable platform for your message is criticall.
Different messages may be better suited for email, SMS, or other
communication channels. Understand your audience and the
nature of your content to determine the most effective channel.
Stay attuned to evolving communication trends. For instance, if
your audience is increasingly engaging on social media platforms,
consider integrating social messaging into your strategy.
Strategies for Implementation:
Continuous Monitoring and Analysis:
Regularly monitor the performance of your email
campaigns. Utilize analytics tools to assess open rates,
click-through rates, and other relevant metrics. Recognize
patterns and trends to enhance your strategy.
Implement A/B testing to experiment with different
elements such as subject lines, content, and visuals.
Iterative testing allows you to optimize your messages
based on real-time feedback.
Adaptation to Regulatory Changes:
Stay informed about changes in regulations governing
email communications. Compliance with laws such as
CAN-SPAM, GDPR, and CCPA is not only a legal obligation
but also contributes to building trust with your audience.
Establish clear policies within your organization to ensure
ongoing compliance. Regularly update your team on any
modifications to email regulations and adjust your strategy
accordingly.
Technology Integration:
Leverage advanced email delivery technologies.
Implement authentication protocols like DKIM, DMARC,
and SPF to enhance the security and legitimacy of your
emails.

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 Explore emerging technologies such as Artificial
Intelligence (AI) to analyze recipient behavior and
personalize content dynamically. AI-driven insights can
inform your strategy for improved engagement.
Educating Your Audience:
Educate your subscribers about the value of your emails
and the benefits of staying engaged. Clearly communicate
the content they can expect and how it aligns with their
interests.
Encourage subscribers to whitelist your email address to
prevent messages from landing in spam folders. Provide
guidelines on adjusting email settings to receive
communications seamlessly.

Ultimately, mastering email delivery requires a holistic approach that

encompasses both strategic planning and tactical execution. By
adhering to the fundamental principle of sending the right message, to
the right person, at the right time, with the right frequency, on the right
channel, you lay the groundwork for sustained success. Implementing
personalized, permission-based strategies, adapting to regulatory
changes, leveraging technology, and educating your audience are key
steps in achieving optimal inbox placement. As the landscape of email
delivery continues to evolve, a proactive and informed approach will
position your marketing program for long-term effectiveness and
positive recipient engagement.

Mail Monitor's Email Deliverability Guide - Page 39

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