Brands tend not to spend a lot of time thinking about their deliverability until it's hell and a lot of their emails get blocked. Faced with huge revenue and engagement losses, brands then rush to come up with an email remediation plan and try to do the right things to get back into the good graces of inbox providers and carriers. blocking lists. Learn from your peers who neglected their mailing lists and infrastructure and watched them go up in flames. Do the right things before you have deliverability issues. Don't wait for a deliverability crash In all of our research, we noticed an interesting pattern: many technologies and behaviors known to improve deliverability are actually used at higher rates by brands that have been blocked than by brands that have not.
These behaviors include: Use an email address verification service Use SPF authentication Using DKIM Authentication Use DMARC authentication Use of encryption Using Spam Filter Tests Sending re-engagement campaigns Sending winback campaigns Delete chronically inactive subscribers Use deliverability monitoring Use of third-party E-Commerce Photo Editing Service deliverability monitoring tools or services This makes sense, as these are all potential parts of a good deliverability remediation plan that you would use to recover from a blocklist. But it's more than a checklist for a remediation plan. This is a checklist for delivering success and protecting future email marketing revenue.
That's because marketers who describe their email programs as successful are more likely than less successful programs to use each of these tools and tactics. So don't wait to get your hand burned by a deliverability meltdown. Prepare your email program for success by learning from those who have had this unpleasant and costly experience, and those who have built successful email programs based on solid deliverability practices. Litmus State of Email Analytics Report (2nd Edition) Learn how brands manage deliverability (and other analytics) Want to create a top-notch email marketing program? You need to understand what works and what doesn't. And arm yourself with the right data. Find out how you stack up against your peers in our State of Email Analytics report. Get the report