Thread by @nscalice

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/2puSeo…

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

If you found this thread helpful, please ✨retweet✨ the first tweet

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