Burnt Hand Deliverability Practices

Posted by Chad S. White on August 21, 2017

Brands tend not to spend much time thinking about their deliverability until it’s on fire and many or all of their emails are being blocked. Faced with huge losses of revenue and engagement, brands then rush to try to do the right things to get back in the good graces of inbox providers and blacklist operators.

Don’t wait until you have deliverability problems to do the right things. Instead, learn from your peers who neglected their email list and infrastructure and watched it go up in flames.

In the course of doing our 2017 State of Email Deliverability research, we noticed an interesting pattern: Many of the technologies and behaviors that are known to improve deliverability are actually used at higher rates by brands that have been blacklisted in the past 12 months than by brands that haven’t been.

For the list of practices and full details…