Email deliverability best practices guide

The Challenge

This guide may help you to learn how to improve your email deliverability and what steps you can implement in your strategy to make it to the inbox.

Delivery is Never Guaranteed

This guide

Email is the backbone of the social web. Can you imagine Facebook without email or any other web application functioning without email? It is the primary — and often the only — channel for communicating with members and customers. Everything from order confirmations to friend requests and privacy updates are sent via email.

21% of opt-in emails never make it to the inbox

Email deliverability is a secret crisis facing any business that relies on email communications. Unfortunately, most companies don’t think about deliverability until they have a major issue—like when thousands, or in some cases millions, of emails fail to arrive.

Businesses falsely assume that an email is delivered if they don’t receive a bounce notification. But the reality is very different—according to ReturnPath’s 2015 Email Deliverability Benchmark Report, 21% of opt-in emails never make it to the inbox.

It will open the
inbox—or close it.

The first step in helping ensure email deliverability is reputation. In the world of email, sending reputation refers to a set of specific metrics directly related to your email sending practices. Senders with good reputations get delivered. Senders with poor reputations get blocked at the gateway or their messages land in the “junk” folder instead of the inbox.