The document discusses responsibilities for email deliverability and provides tips to improve inbox placement. It outlines that both the sender and email service provider play roles in reputation and delivery. The sender is responsible for data collection, list hygiene, content, and engagement, while the ESP handles infrastructure, authentication, and troubleshooting. It recommends ways for senders to overcome challenges like collecting high quality opt-in data, maintaining a clean list, minimizing complaints, and keeping constituents engaged. The key takeaways are to use good deliverability practices, maintain a healthy list, lower complaint rates, and engage constituents.

1. Their Inbox, Your Responsibility
Ensuring Optimal Email Deliverability
Wes Owen,
VP of Technology Operations

2. Agenda & Goals
Agenda & Goals for this Presentation
1. Define responsibilities for your Email Service Provider
(ESP) and you (the sender)
2. Discuss current challenges of reaching the inbox and
how to overcome them
3. Provide key takeaways to improve
your long term strategy
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3. Responsibilities
You, the Sender
 Data collection
 List hygiene
 Recipient engagement
 Subject line
 Content
 Call to action (CTA)
 Design
Successful Email Delivery is a Team Effort
Email Service Provider (ESP)
 Infrastructure
 Bounce handling
 Message throttling
 Authentication
 Troubleshooting delivery issues
 Proactive blacklist checking
 Reputation monitoring
 Complaint handling
Both parties play a vital role in reputation and delivery. Understanding each
party’s responsibilities will greatly improve your opportunity for success.

4. Overcoming Challenges
Landing in the Inbox, not the Spam/Junk Folder
Delivery does not equal inboxing
It is possible to have very good delivery, but poor inbox placement. It is easier
to get good delivery than it is to get good inboxing. Inboxing is the goal.
 Make sure your email communications are relevant to your recipients
 Create concise and compelling subject lines
 Structure your content for maximum
readability across all platforms
 Keep recipients engaged – from an
ISP perspective

5. Overcoming Challenges
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Improving Data Collection
The quality of your recipients matters more than the quantity
“Opt-in email addresses are the result of earning the interest and trust of your contacts,
because they think you have something valuable and helpful to say.”
- Corey Eridon, HubSpot
 Implement a double opt-in
sign-up process
 Make it a policy never to buy
shared or third-party lists

6. Overcoming Challenges
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Maintaining a Clean List
Proactively steering clear of spam traps
 Always honor unsubscribe requests
 Maintain hard bounces and opt-outs across
all mailing lists
 Remove duplicate addresses
 Periodic list review
 Keep recipients engaged – from an
ISP’s perspective
Removing unsubscribed addresses is not only a best practice,
it’s also a legal requirement of CAN-SPAM.

7. Overcoming Challenges
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Minimizing Complaints
Spam complaints affect your sending reputation
 Define what a Spam complaint really is
 Establish a sending frequency that works for the recipient
 Implement an easy-to-recognize “From” address
 Make your unsubscribe link clearly visible
 Send relevant content
 Manage your unsubscribes in
a timely fashion

8. Overcoming Challenges
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Keeping Constituents Engaged
Give them the info they want, when they want it
 Set up a welcome email series for new subscribers
 Send smaller, more targeted messages to specific
segments of your list
 Analyze your campaign data to assess engagement;
adjust content accordingly
 Develop a re-engagement strategy for
inactive subscribers
 Entice your constituents to take
action – from an ISP’s perspective

9. Key Takeaways
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Key Takeaways
 Use good deliverability practices, including relevant content, proper structure, and
compelling subject lines
 Collect and use high quality data through double opt-in sign up and not buying
third-party lists
 Maintain a healthy list by honoring all unsubscribes and by removing duplicates,
hard bounces, and opt-outs
 Lower your complaint rates with appropriate sending frequency and a clear
“From” address and unsubscribe link
 Engage all your constituents by implementing
welcome series, targeted mailings, re-engagement
strategies and regular campaign analysis

10. Q & A
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Q & A
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