SlideShare a Scribd company logo
1 of 1
Download to read offline
Email is still the go-to marketing
channel for many organizations—and
with good reason.
Studies show that a vast
majority of consumers
prefer email for brand
communications, and
current projections indicate
that by 2021, there will be more
than 4.1 billion email users worldwide.
Clearly, organizations must prioritize
email to maintain its effectiveness.
Email
Engagement
Email
Engagement
Are you
maximizing the
ROI from your
email marketing
initiatives?
T H E S T A T E O F
In December 2018, Return Path and
Demand Metric partnered to study
the state of email marketing to
equip marketers with data
and best practices to
improve it.
Are you looking
to further
improve your
email marketing?
This study identified many best practices
you can apply to improve your results,
which you can find detailed within the
report, but here are 5 to get you started:
Benchmark Study Report
THE STATE OF
EMAIL
ENGAGEMENT
www.demandmetric.com www.returnpath.com
Download the full report,
and bring yourself up to date,
with the current state of email
marketing today!
Metrics
A valid engagement metrics
dashboard is the first thing to
put in place when working to
improve email engagement.
Segmentation
Marketers that are not already
segmenting their email lists
should aspire to do so, because it
is a major driver of deliverability.
Personalization
AI capabilities providing
automated personalization exist
within many of the solutions
Marketers either already use, or
solutions they can adopt
immediately.
Sending
frequency
It is possible to determine the
ideal sending frequency with a
high degree of precision and
prevent list fatigue, by
focusing on the right data.
Triggered
messaging
The use of triggered
messages, sent at key points
and times in the customer’s
journey, improve engagement.
Overall email effectiveness
is improving.
As a marketing channel, almost 80% of the
study’s participants reported that email is
holding steady or improving in
terms of effectiveness.
Email remains important.
Almost two-thirds of study participants rate
email as one of the most important, or the
most important channels in use.
Engagement determines
visibility.
Over half of this study’s participants don’t
understand that mailbox providers use
engagement to filter deliverability and
visibility of their emails.
Segmentation affects
deliverability.
List segmentation, the ability to segment
lists and send different messages
to different types of
subscribers, is a
major driver of
deliverability.

More Related Content

What's hot

Online Community Performance Benchmark Report
Online Community Performance Benchmark ReportOnline Community Performance Benchmark Report
Online Community Performance Benchmark Report
Demand Metric
 
Improving Student/Alumni Lifecycle Engagement with Marketo
Improving Student/Alumni Lifecycle Engagement with MarketoImproving Student/Alumni Lifecycle Engagement with Marketo
Improving Student/Alumni Lifecycle Engagement with Marketo
Marketo
 
State of Digital Marketing in Associations Benchmark Report - 2016
State of Digital Marketing in Associations Benchmark Report - 2016State of Digital Marketing in Associations Benchmark Report - 2016
State of Digital Marketing in Associations Benchmark Report - 2016
Demand Metric
 

What's hot (20)

Grow Revenue with the Right Marketing Strategy
Grow Revenue with the Right Marketing StrategyGrow Revenue with the Right Marketing Strategy
Grow Revenue with the Right Marketing Strategy
 
Marketing and Sales Aligned with a Common Goal
Marketing and Sales Aligned with a Common GoalMarketing and Sales Aligned with a Common Goal
Marketing and Sales Aligned with a Common Goal
 
Integrating Marketing Automation into Your Technology Stack
Integrating Marketing Automation into Your Technology StackIntegrating Marketing Automation into Your Technology Stack
Integrating Marketing Automation into Your Technology Stack
 
Drone Services Market is projected to reach $40.7 billion by 2026 with a CAGR...
Drone Services Market is projected to reach $40.7 billion by 2026 with a CAGR...Drone Services Market is projected to reach $40.7 billion by 2026 with a CAGR...
Drone Services Market is projected to reach $40.7 billion by 2026 with a CAGR...
 
The State and Impact of Content Consistency
The State and Impact of Content ConsistencyThe State and Impact of Content Consistency
The State and Impact of Content Consistency
 
Online Community Performance Benchmark Report
Online Community Performance Benchmark ReportOnline Community Performance Benchmark Report
Online Community Performance Benchmark Report
 
Improving Student/Alumni Lifecycle Engagement with Marketo
Improving Student/Alumni Lifecycle Engagement with MarketoImproving Student/Alumni Lifecycle Engagement with Marketo
Improving Student/Alumni Lifecycle Engagement with Marketo
 
Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...
Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...
Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...
 
2015 state of marketing
2015 state of marketing2015 state of marketing
2015 state of marketing
 
Digital Marketing Maturity Model
Digital Marketing Maturity ModelDigital Marketing Maturity Model
Digital Marketing Maturity Model
 
IT Best Practices: Finding the Right Marketing Solution
IT Best Practices: Finding the Right Marketing SolutionIT Best Practices: Finding the Right Marketing Solution
IT Best Practices: Finding the Right Marketing Solution
 
2020 B2C Content Marketing Benchmarks, Budgets & Trends
2020 B2C Content Marketing Benchmarks, Budgets & Trends2020 B2C Content Marketing Benchmarks, Budgets & Trends
2020 B2C Content Marketing Benchmarks, Budgets & Trends
 
Marketing Automation Solution Study
Marketing Automation Solution StudyMarketing Automation Solution Study
Marketing Automation Solution Study
 
State of Digital Marketing in Associations Benchmark Report - 2016
State of Digital Marketing in Associations Benchmark Report - 2016State of Digital Marketing in Associations Benchmark Report - 2016
State of Digital Marketing in Associations Benchmark Report - 2016
 
Personalizing your site for new accounts
Personalizing your site for new accountsPersonalizing your site for new accounts
Personalizing your site for new accounts
 
Marketing Analytics Report
Marketing Analytics ReportMarketing Analytics Report
Marketing Analytics Report
 
7 step e marketing plan
7 step e marketing plan7 step e marketing plan
7 step e marketing plan
 
B2B Marketing in a social media world
B2B Marketing in a social media worldB2B Marketing in a social media world
B2B Marketing in a social media world
 
Email Marketing Maturity Model
Email Marketing Maturity ModelEmail Marketing Maturity Model
Email Marketing Maturity Model
 
Close More Deals, More Quickly With 1:1 Marketing Automation in Gmail
Close More Deals, More Quickly With 1:1 Marketing Automation in GmailClose More Deals, More Quickly With 1:1 Marketing Automation in Gmail
Close More Deals, More Quickly With 1:1 Marketing Automation in Gmail
 

Similar to Infographic Return Path Email Engagement

Email Marketing Service Solusitek
Email Marketing Service SolusitekEmail Marketing Service Solusitek
Email Marketing Service Solusitek
Solusitek
 
Subscription Marketing with Email
Subscription Marketing with EmailSubscription Marketing with Email
Subscription Marketing with Email
Nicole Cathcart
 
Aprimo 10 steps_to_effective_email_marketing_wp_05-14-10
Aprimo 10 steps_to_effective_email_marketing_wp_05-14-10Aprimo 10 steps_to_effective_email_marketing_wp_05-14-10
Aprimo 10 steps_to_effective_email_marketing_wp_05-14-10
Leblond
 

Similar to Infographic Return Path Email Engagement (20)

State of email marketing infographic 2019
State of email marketing infographic 2019State of email marketing infographic 2019
State of email marketing infographic 2019
 
Strategic Email Marketing Programs
Strategic Email Marketing ProgramsStrategic Email Marketing Programs
Strategic Email Marketing Programs
 
North American e-mail Marketing Trends @ 2014
North American e-mail Marketing Trends @ 2014North American e-mail Marketing Trends @ 2014
North American e-mail Marketing Trends @ 2014
 
Email Marketing Service Solusitek
Email Marketing Service SolusitekEmail Marketing Service Solusitek
Email Marketing Service Solusitek
 
Email Marketing Service.pdf
Email Marketing Service.pdfEmail Marketing Service.pdf
Email Marketing Service.pdf
 
Subscription Marketing with Email
Subscription Marketing with EmailSubscription Marketing with Email
Subscription Marketing with Email
 
E MAIL MARKETING 2.pdf
E MAIL MARKETING 2.pdfE MAIL MARKETING 2.pdf
E MAIL MARKETING 2.pdf
 
How to Measure Your Email Marketing Success in 2024?
How to Measure Your Email Marketing Success in 2024?How to Measure Your Email Marketing Success in 2024?
How to Measure Your Email Marketing Success in 2024?
 
Aprimo 10 steps_to_effective_email_marketing_wp_05-14-10
Aprimo 10 steps_to_effective_email_marketing_wp_05-14-10Aprimo 10 steps_to_effective_email_marketing_wp_05-14-10
Aprimo 10 steps_to_effective_email_marketing_wp_05-14-10
 
Building A B2B Email List That Generates Revenue
Building A B2B Email List That Generates RevenueBuilding A B2B Email List That Generates Revenue
Building A B2B Email List That Generates Revenue
 
Top-15-Best-Practices-for-Email-Marketers-with-AI.pdf
Top-15-Best-Practices-for-Email-Marketers-with-AI.pdfTop-15-Best-Practices-for-Email-Marketers-with-AI.pdf
Top-15-Best-Practices-for-Email-Marketers-with-AI.pdf
 
An Introduction to Email Marketing
An Introduction to Email MarketingAn Introduction to Email Marketing
An Introduction to Email Marketing
 
Prove Your ROI
Prove Your ROIProve Your ROI
Prove Your ROI
 
Behavioural email webinar 28 sept 11
Behavioural email webinar 28 sept 11Behavioural email webinar 28 sept 11
Behavioural email webinar 28 sept 11
 
What is email marketing.pdf
What is email marketing.pdfWhat is email marketing.pdf
What is email marketing.pdf
 
Email Marketing Benchmarks
Email Marketing BenchmarksEmail Marketing Benchmarks
Email Marketing Benchmarks
 
Email Marketing Unleashed: Strategies for Success”
Email Marketing Unleashed: Strategies for Success” Email Marketing Unleashed: Strategies for Success”
Email Marketing Unleashed: Strategies for Success”
 
Email Marketing: Tips for Growing Your Subscriber Base
Email Marketing: Tips for Growing Your Subscriber BaseEmail Marketing: Tips for Growing Your Subscriber Base
Email Marketing: Tips for Growing Your Subscriber Base
 
Activation Campaigns: Using Email Behavioral Data to Engage and Reactivate Yo...
Activation Campaigns: Using Email Behavioral Data to Engage and Reactivate Yo...Activation Campaigns: Using Email Behavioral Data to Engage and Reactivate Yo...
Activation Campaigns: Using Email Behavioral Data to Engage and Reactivate Yo...
 
B2B Email Marketing Effectiveness Benchmarking Report
B2B Email Marketing Effectiveness Benchmarking ReportB2B Email Marketing Effectiveness Benchmarking Report
B2B Email Marketing Effectiveness Benchmarking Report
 

More from Demand Metric

Entering the European Market Successfully How-To Guide
Entering the European Market Successfully How-To GuideEntering the European Market Successfully How-To Guide
Entering the European Market Successfully How-To Guide
Demand Metric
 
Driving SEO with Press Releases How-To Guide
Driving SEO with Press Releases How-To GuideDriving SEO with Press Releases How-To Guide
Driving SEO with Press Releases How-To Guide
Demand Metric
 
Calculating Customer Lifetime Value How-To Guide
Calculating Customer Lifetime Value How-To GuideCalculating Customer Lifetime Value How-To Guide
Calculating Customer Lifetime Value How-To Guide
Demand Metric
 
Marketing Resource Management How-To Guide
Marketing Resource Management How-To GuideMarketing Resource Management How-To Guide
Marketing Resource Management How-To Guide
Demand Metric
 
B2B Marketing Automation How-To Guide
B2B Marketing Automation How-To GuideB2B Marketing Automation How-To Guide
B2B Marketing Automation How-To Guide
Demand Metric
 
Optimizing Asset Management for Sales Success How-To Guide
Optimizing Asset Management for Sales Success How-To GuideOptimizing Asset Management for Sales Success How-To Guide
Optimizing Asset Management for Sales Success How-To Guide
Demand Metric
 
B2B Display Advertising How-To Guide
B2B Display Advertising How-To GuideB2B Display Advertising How-To Guide
B2B Display Advertising How-To Guide
Demand Metric
 
Transforming from Call Center to Contact Center How-To Guide
Transforming from Call Center to Contact Center How-To GuideTransforming from Call Center to Contact Center How-To Guide
Transforming from Call Center to Contact Center How-To Guide
Demand Metric
 

More from Demand Metric (20)

The Impact of COVID-19 in B2B Marketing
The Impact of COVID-19 in B2B MarketingThe Impact of COVID-19 in B2B Marketing
The Impact of COVID-19 in B2B Marketing
 
Sales Enablement Maturity Model
Sales Enablement Maturity ModelSales Enablement Maturity Model
Sales Enablement Maturity Model
 
Public Relations Maturity Model
Public Relations Maturity ModelPublic Relations Maturity Model
Public Relations Maturity Model
 
Customer Engagement Maturity Model
Customer Engagement Maturity ModelCustomer Engagement Maturity Model
Customer Engagement Maturity Model
 
Formalizing the Sales Support Function How-To Guide
Formalizing the Sales Support Function How-To GuideFormalizing the Sales Support Function How-To Guide
Formalizing the Sales Support Function How-To Guide
 
How to Launch a Mobile App Guide How-To Guide
How to Launch a Mobile App Guide How-To GuideHow to Launch a Mobile App Guide How-To Guide
How to Launch a Mobile App Guide How-To Guide
 
Getting Started with Agile Marketing How-To Guide
Getting Started with Agile Marketing How-To GuideGetting Started with Agile Marketing How-To Guide
Getting Started with Agile Marketing How-To Guide
 
Entering the European Market Successfully How-To Guide
Entering the European Market Successfully How-To GuideEntering the European Market Successfully How-To Guide
Entering the European Market Successfully How-To Guide
 
Driving SEO with Press Releases How-To Guide
Driving SEO with Press Releases How-To GuideDriving SEO with Press Releases How-To Guide
Driving SEO with Press Releases How-To Guide
 
Calculating Customer Lifetime Value How-To Guide
Calculating Customer Lifetime Value How-To GuideCalculating Customer Lifetime Value How-To Guide
Calculating Customer Lifetime Value How-To Guide
 
Lead Scoring: Five Steps to Getting Started How-To Guide
Lead Scoring: Five Steps to Getting Started How-To GuideLead Scoring: Five Steps to Getting Started How-To Guide
Lead Scoring: Five Steps to Getting Started How-To Guide
 
Social CRM Best Practices How-To Guide
Social CRM Best Practices How-To GuideSocial CRM Best Practices How-To Guide
Social CRM Best Practices How-To Guide
 
Marketing Resource Management How-To Guide
Marketing Resource Management How-To GuideMarketing Resource Management How-To Guide
Marketing Resource Management How-To Guide
 
Driving Value with Marketing Automation How-To Guide
Driving Value with Marketing Automation How-To GuideDriving Value with Marketing Automation How-To Guide
Driving Value with Marketing Automation How-To Guide
 
B2B Marketing Automation How-To Guide
B2B Marketing Automation How-To GuideB2B Marketing Automation How-To Guide
B2B Marketing Automation How-To Guide
 
Optimizing Asset Management for Sales Success How-To Guide
Optimizing Asset Management for Sales Success How-To GuideOptimizing Asset Management for Sales Success How-To Guide
Optimizing Asset Management for Sales Success How-To Guide
 
B2B Display Advertising How-To Guide
B2B Display Advertising How-To GuideB2B Display Advertising How-To Guide
B2B Display Advertising How-To Guide
 
Transforming from Call Center to Contact Center How-To Guide
Transforming from Call Center to Contact Center How-To GuideTransforming from Call Center to Contact Center How-To Guide
Transforming from Call Center to Contact Center How-To Guide
 
Agile Marketing How-To Guide and Toolkit
Agile Marketing How-To Guide and ToolkitAgile Marketing How-To Guide and Toolkit
Agile Marketing How-To Guide and Toolkit
 
PR Crisis Communications Kit - How-To Guide
PR Crisis Communications Kit - How-To GuidePR Crisis Communications Kit - How-To Guide
PR Crisis Communications Kit - How-To Guide
 

Recently uploaded

Mastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to SuccessMastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to Success
Abdulsamad Lukman
 
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSEINCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
RicaAbellanosa
 
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
Victoria Olsina
 

Recently uploaded (20)

Gain potential customers through Lead Generation
Gain potential customers through Lead GenerationGain potential customers through Lead Generation
Gain potential customers through Lead Generation
 
Intelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership AreaIntelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership Area
 
Engaging Sensory Activities for 5-10 Year Olds
Engaging Sensory Activities for 5-10 Year OldsEngaging Sensory Activities for 5-10 Year Olds
Engaging Sensory Activities for 5-10 Year Olds
 
Taprank - Boost your Google reviews with personalized NFC cards
Taprank - Boost your Google reviews with personalized NFC cardsTaprank - Boost your Google reviews with personalized NFC cards
Taprank - Boost your Google reviews with personalized NFC cards
 
SEO: A Beginner's Guide to Ranking Higher
SEO: A Beginner's Guide to Ranking HigherSEO: A Beginner's Guide to Ranking Higher
SEO: A Beginner's Guide to Ranking Higher
 
TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf
TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdfTAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf
TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf
 
youtube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionyoutube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introduction
 
The seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniThe seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert Cialdini
 
Social Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendaySocial Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh Benday
 
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdfMeta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
Meta­ unveils­ enhanced­ gen-AI­ tools­ catering­ to­marketers.pdf
 
[Expert Panel] New Google Shopping Ads Strategies Uncovered
[Expert Panel] New Google Shopping Ads Strategies Uncovered[Expert Panel] New Google Shopping Ads Strategies Uncovered
[Expert Panel] New Google Shopping Ads Strategies Uncovered
 
Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...
Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...
Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...
 
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdf
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdfGenerating Leads with Analyst Content Webinar Slides_SJN Final.pdf
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdf
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginners
 
Optimizing Your Marketing with AI-Powered Prompts
Optimizing Your Marketing with AI-Powered PromptsOptimizing Your Marketing with AI-Powered Prompts
Optimizing Your Marketing with AI-Powered Prompts
 
Mastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to SuccessMastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to Success
 
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsFantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
 
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSEINCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
 
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
 

Infographic Return Path Email Engagement

  • 1. Email is still the go-to marketing channel for many organizations—and with good reason. Studies show that a vast majority of consumers prefer email for brand communications, and current projections indicate that by 2021, there will be more than 4.1 billion email users worldwide. Clearly, organizations must prioritize email to maintain its effectiveness. Email Engagement Email Engagement Are you maximizing the ROI from your email marketing initiatives? T H E S T A T E O F In December 2018, Return Path and Demand Metric partnered to study the state of email marketing to equip marketers with data and best practices to improve it. Are you looking to further improve your email marketing? This study identified many best practices you can apply to improve your results, which you can find detailed within the report, but here are 5 to get you started: Benchmark Study Report THE STATE OF EMAIL ENGAGEMENT www.demandmetric.com www.returnpath.com Download the full report, and bring yourself up to date, with the current state of email marketing today! Metrics A valid engagement metrics dashboard is the first thing to put in place when working to improve email engagement. Segmentation Marketers that are not already segmenting their email lists should aspire to do so, because it is a major driver of deliverability. Personalization AI capabilities providing automated personalization exist within many of the solutions Marketers either already use, or solutions they can adopt immediately. Sending frequency It is possible to determine the ideal sending frequency with a high degree of precision and prevent list fatigue, by focusing on the right data. Triggered messaging The use of triggered messages, sent at key points and times in the customer’s journey, improve engagement. Overall email effectiveness is improving. As a marketing channel, almost 80% of the study’s participants reported that email is holding steady or improving in terms of effectiveness. Email remains important. Almost two-thirds of study participants rate email as one of the most important, or the most important channels in use. Engagement determines visibility. Over half of this study’s participants don’t understand that mailbox providers use engagement to filter deliverability and visibility of their emails. Segmentation affects deliverability. List segmentation, the ability to segment lists and send different messages to different types of subscribers, is a major driver of deliverability.