Purpose: Email deliverability is the process of sending emails that arrive in your recipient’s inbox as intended

TABLE OF CONTENTS

• About Email Deliverability 
• Email Best Practices
  • From Addresses
  • Email Etiquette
  • "Sunsetting" or "Email Scrubbing"

About Email Deliverability 

Your email deliverability is determined by a wide range of factors that include:

1. Recipient engagement

2. Email content - words, images, GIFs, templates, links, preheader text, subject lines, and from addresses 

3. Spam complaints

4. Invalid email addresses

Email Best Practices

From Addresses

Don't send transactional emails and marketing emails from the same sender. Instead, use a separate sender for each email type. For instance:

    Purchase receipt messages - [email protected] 

    Promotional messages - [email protected] 

    Account notification messages - [email protected]

Email Etiquette

Here are some key guidelines to follow for respectful and effective email communication with your contacts: 

1. Ask permission before sending emails. Only send emails the contact has asked for

2. Create an email preference center

3. Send a welcome message to let the contact know why they signed up for the emails and have a contact double opt-in (click a link) to confirm they want to receive the messages

4. Set expectations for the types and how often you will be sending emails

5. Include unsubscribe and preference links

6. Make it easy to unsubscribe

"Sunsetting" or "Email Scrubbing"

Create a process to periodically remove unengaged contacts from your emails. At a minimum, it is recommended to complete this at least once every 6 months.

Criteria for removing unengaged contacts could include:

    1. Remove "Role" accounts - Support@, Info@

    2. Have not opened an email within 30 days

Example: Automation for a "Sunsetting" or "Email Scrubbing" Policy:

Have not engaged in 30 days > fewer emails, longer intervals > haven't engaged in 3 months, remove