Email segmentation is the practice of dividing your mailing list into smaller groups, called segments. When sending emails, instead of sending to your entire mailing list, you send to specific segments.  There are many ways to build these segmentations, but we’ll share a way to segment your audience that will help you achieve maximum deliverability and inbox placement....

Consider this. What happens if your email doesn’t arrive in the inbox? – Your customers won’t receive their account alerts. – They’ll miss out on special offers from their favorite brands. – They’ll never know that special someone wants to meet them. – They won’t receive a confirmation of their order. – They won’t see...

ISPs can cause deliverability issues if you have bad open rates. So what are good open rates, and what should you aim for? We can think of open rates as if they’re hotels: they can range from 5 stars (excellent) to 1 star (not ideal). If you want to avoid deliverability issues, you need to...

How to improve deliverability? Think like an ISP If you want to improve your email deliverability, you need to think like the people that make email possible: the Internet Service Providers (ISPs). To do that, you need to understand the scope of what ISPs deal with every day. Question: how many emails are sent globally...

Before we start, it’s important to note that it’s normal to fluctuate between an “average” and “good” reputation. If you have a big campaign coming up, and you need to send a lot of emails to a segment that’s not as engaged, this will lower your reputation for a bit. That’s a normal part of the...

Domain reputation is what gets you into the inbox. Unlike IP reputation, domain reputation is all about the brand that’s sending the email.  Domain reputation can follow your brand even if your IP address changes, or you change your email service provider. This can be a good thing if you’ve spent a long time building a good reputation....