Deliverability Best Practices

For additional important information on deliverability, be sure to see 9 things that can hurt your email deliverability.

1. A recommendation for all businesses who are new to Email Marketing (and especially for new public domain users) is to segment and target your most engaged audience first, to build up your reputation, then slowly work your way up to sending mailings to your entire audience. We've found that this helps with deliverability across the board.
2. Add reCAPTCHA to all signup sources. This can help prevent spambot attacks.
3. Set up DKIM. DKIM is an authentication method that helps ensure the sender's email address is legitimate and not being spoofed by a third party. The DKIM method works through a digital signature that’s attached to the header of each email sent from your account. The system receiving the email can check that signature against the sender’s public key which is part of the DNS system. Essentially, it lets an organization (in this case, Email Marketing) take responsibility for a message that is in transit. The main benefit of using DKIM is its ability to prevent scammers, specifically phishers, from spoofing your organization and also can lead to potential improvements to your overall deliverability, which means fewer emails sent to spam folders.
4. Maintain your lists at least once per month. Re-engage subscribers who have not engaged recently, and remove those who haven't engaged in the past 12 months.
5. If you transferred to Email Marketing from another platform, make sure you suppress those bounces in Email Marketing as well.
6. Do not import old, inactive addresses or lists at any time.