This document discusses email deliverability and best practices for ensuring emails are delivered to recipients' inboxes rather than being blocked or filtered as spam. It notes that 80-90% of email is spam so filters are highly tuned. It describes common filtering methods like blacklisting, spamtraps, and rule-based AI filters. Factors that can cause genuine emails to be filtered include spamtrap hits, invalid recipients, complaints of spam, and sudden increases in volume. The document recommends choosing a reputable email service provider, using authentication techniques like SPF and DKIM, warming up sends gradually, personalizing content, allowing unsubscribes, and consistency to help inbox delivery.

1. Email Deliverability

2. “
Ability of your email to be
delivered to recipient’s Inbox
instead of being blocked by spam
filters or bounced as a bad email
address.

3. ISPs & Spam Filters
Why does an Email land in Spam/Junk folder?
1

4. 80-90% of email is spam!
That’s a lot of spam
20% of genuine emails are filtered!
A study by Returnpath.
2-3% of email is Trans!
And rest is promotional.

5. How Spam is Filtered?
◉ Blacklisting : List of bad IPs and Domains
spewing spam.
◉ Spamtraps : Honeypots designed to attract
spam
◉ Rule based : Rules based on content and
behavioural patterns of users. AI based.
◉ Volume based : Unusual spikes in sending
volume.

6. Genuine mail Filtered?
◉ Spamtrap hits?
◉ Content : Using content that is already tagged
as spam by the ISPs.
◉ More than 2% of Invalid users on your list?
◉ More than 0.1% recipients complained that
your email is spam?
◉ Try to send huge volumes from new
domain/Ip space?

7. 2. How to Inbox
Best Practices to ensure that your mails land in
Inbox!

8. You have to make a Choice
◉ Choose your ESP wisely.
◉ Dedicated or Shared IP space.
◉ Single Opt-in or Double Opt-in.
◉ Frequency

9. Follow Best Practices
◉ Send Relevant Emails.
◉ Authenticate your emails : SPF & DKIM.
◉ Start with a Warmup Process.
◉ Ensure that the content is unique.
◉ Instant unsubscribe via email.
◉ Remove inactive users periodically.
◉ Conversational Emails & not “noreply” blasts.
◉ Consistency.
◉ Test your email before deployment.

10. I am Chaitanya
You can find me at @cchait or @pepi_post
Fin