In this blog post category, we cover factors affecting email deliverability.
Soft bounce vs hard bounce is one of the most overlooked topics in email marketing. Yet, it plays a huge role in email deliverability. Many marketers focus on opens and clicks. They rarely check bounce reports. As a result, inbox placement drops slowly without any clear warning. Email bounces may look harmless at first. However, … Read more
When an email campaign underperforms, the list is usually the first place to look. Not the subject line, not the send time. A list carrying invalid addresses, abandoned inboxes, and unverifiable domains generates hard bounces, suppresses your engagement metrics, and sends the kind of signals to inbox providers that are difficult to recover from. The … Read more
Your list might show 18,000 subscribers. Your ESP is billing you for all 18,000. But if 5,000 of those contacts have not clicked anything you have sent in the past six months, they are not subscribers in any meaningful sense. They are weight. They lower your average engagement, inflate your costs, and signal to inbox … Read more
Every email marketer eventually hits the same wall. Open rates drift down. Bounce rates creep up. A campaign that used to perform well starts landing in spam folders. The instinct is to look at subject lines, send times, or content. The real problem is usually sitting in the list itself. Email list hygiene is the … Read more
Most deliverability problems have an obvious trigger. A bounce rate spike after a bad import. A sudden drop in inbox placement after a campaign to an old segment. An authentication failure showing up in the bounce report. You investigate, find the cause, fix it, and move on. But some deliverability problems do not have an … Read more
Email verification and email validation are two of the most interchangeably used terms in email marketing, and the confusion is entirely understandable. Search either term and you will find tools that call themselves email verification services, tools that call themselves email validation platforms, and comparison posts that contradict each other on which does what. The … Read more