The Main Culprits of Poor Deliverability

Posted by Joanna Roberts 

Many marketers don’t realize getting emails delivered involves more than just hitting send. But the fact is that one out of every five commercial emails never reaches the inbox. The deliverability landscape is changing, and it’s only getting harder to reach your subscribers’ inboxes. Inbox placement and deliverability impacts the success or failure of your email marketing program, and ultimately your email return on investment.

How do you know if you have a deliverability problem? The most prominent signs of a deliverability issue are a drop in engagement rates—like opens and clicks—or an increase in email bounces, as these can indicate a block at the ISP.

If you’re seeing either of these or simply suspect your email program could perform better than it is today, then keep reading! In this six-part blog post, we’ll take you through the five most common causes of deliverability issues and provide you with the resources you need to optimize your inbox placement.

Need help with any of the terminology used in this blog series? Check out our ebook, “The Ultimate Email Deliverability Glossary.”

In part one, we talk about the first possible cause of poor deliverability, a negative sender reputation.

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About Joanna Roberts

Joanna Roberts is the Senior Product Marketing Manager responsible for Email Optimization product positioning and ensuring our solutions meet the needs of our customers and partners. She has over ten years of experience in email marketing and enjoys working with marketers to optimize their email program strategy. First as an Account Manager, then as a Director on our Channel team, and now in her Product Marketing role, Joanna helps marketers and partners use our Email Optimization solutions to ensure the right message is being sent to the right inbox at the right time.

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