Email marketing is still one of the best ways to reach your audience. Join ISP Relations Manager, Jill Dimel, as she discusses best practices for optimal delivery.

1. E M A I L
D E L I V E R A B I L I T Y .
P R E S E N T E D B Y J I L L D I M E L
J I L L @ G R E E N R O P E . C O M

2. A G E N D A
• What is Email Deliverability?
• It begins before you press send
• Email Reputation
• Complaints
• Email Infrastructure
• Quality of Subscriber List
• Engagement
• Sending History + Message Quality

3. Email deliverability is the ability to deliver
to a subscriber’s inbox.
Delivered Rate vs Inbox Placement Rate
Delivered Rate =
(Total Sent – Bounces) / Total Sent
Inbox Placement Rate =
((Total Sent – Bounces) – Spam) / Total Sent
Inbox Placement Rate is a much more accurate measure
of email deliverability.
W H A T I S E M A I L
D E L I V E R A B I L I T Y ?

4. It begins before you press send.
It is important to establish and maintain a good Email Reputation in order to
achieve good email delivery rates. Establishing your reputation begins before
you are ready to press the send button.

5. Complaints
Quality of Subscriber List
Email Infrastructure
Engagement
Sending History
Message Quality
6 K E Y F A C T O R S
A F F E C T I N G E M A I L
R E P U T A T I O N

6. C O M P L A I N T S
• #1 reason for emails to be delivered to the spam folder
• Subscribers click the “spam” or “junk” button in their inbox
• Complaint rate calculated by dividing number of complaints by the
number of emails delivered to the inbox
• Goal is to keep complaint rate below 0.1%. Lower is better.

7. The quality of subscriber list affects your email reputation.
Invalid email addresses
- aka, hard bounces or “bounced” contacts.
- Impact on delivery increases as percentage of hard bounces
increases.
- <10% (lower is better).
Spamtrap addresses
- Pristine spamtrap – decoy email account set up to monitor
and identify spam. Indicates a non-opted-in or a purchased
subscriber list.
- Recycled spamtrap – email account formerly used and
abandoned by its owner. Email account will hard bounce for a
period of time and becomes reactivated by the mailbox
provider to monitor. Indicates poor list hygiene (poor bounce
management or old data).
- < 0.01% is desirable, but 0% is preferred.
Q U A L I T Y O F
S U B S C R I B E R L I S T

8. E M A I L I N F R A S T R U C T U R E
• Is your domain set up properly?
• Email authentication – SPF +
DKIM tie your sending reputation
with your domain to get a more
accurate domain reputation
• For assistance setting up SPF
or DKIM, please contact
support@greenrope.com

9. E N G A G E M E N T
M A T T E R S
Inbox Engagement vs Email Engagement
Email Engagement: Email Marketers
- opens
- clicks
- shares
- purchases
Inbox Engagement: Mailbox Providers
- regularly logs-in
- reads and sends
- files emails
- marks as spam or not spam
Mailbox Providers also look at:
- Messages read
- Messages replied to
- Messages forwarded
- Messages marked as spam
- Messages marked as “not spam” **
- Messages deleted before reading

10. S E N D I N G H I S T O R Y + M E S S A G E Q U A L I T Y
Sending History – similar to a Credit Score
Better history = better reputation & better inboxing rates. Poor
history = higher likelihood for spam folder delivery, slower
delivery or bounces.
Message Quality – quality of content and coding
Filters will look at errors in html code, blacklists, sizes of
images, etc. Key words are not as big a factor as formatting
errors.

11. P L E A S E E M A I L Q U E S T I O N S T O
J I L L @ G R E E N R O P E . C O M

12. T H A N K Y O U
F O R L I S T E N I N G A N D E N G A G I N G
P R E S E N T E R E M A I L : J I L L @ G R E E E N R O P E . C O M
O U R S U P P O R T T E A M : S U P P O R T @ G R E E N R O P E . C O M