Make your emails reach their destination

We call deliverability the ability an email has to reach subscribers' inboxes. A campaign is successful in terms of deliverability when the vast majority of emails were delivered, meaning they were not rejected or sent to the spam folder by email providers. A good rate of delivered emails increases your reputation, and that's your goal!

Many factors affect the deliverability of your sends. Some can be:

• Incorrect segmentation
• Outdated contact list
• Content not useful for the audience
• Poor link quality
• Poor content quality (both in the subject and body)
• Subscriber complaints (when they mark an email as spam)
• Bad reputation

We tell you more details in this article: Recommendations for better deliverability.

There isn't a single technique that guarantees you won't fall into the spam or junk mail folder, but there are good practices you can follow:

• Make sure subscribers consented to receive your emails.
• Constantly update your contact lists.
• Use your own domain to send your emails.
• Avoid buying databases or third-party contact lists.
• Pay attention to wording and avoid overusing exclamation marks.
• Care for the HTML code: Use correct tags and include Alt and Title.
• Avoid using overly commercial words or phrases like "free", "gift", "buy now", especially in the subject line.

A bounce is a notification the sender receives when an email could not be delivered to the recipient. This rejection occurs when the mail provider (like Outlook or Gmail) detects a problem preventing delivery.

There are two types of bounces based on the causes of the problem:

• Hard bounces: These are permanent bounces. They occur when the recipient's email does not exist, is inactive, or is misspelled.
• Soft bounces: These are temporary bounces. They occur when the recipient's inbox is full or there is a momentary problem with the server.

Hard bounces directly affect your reputation and deliverability. While soft bounces have a lesser impact, it's important to periodically review your contact lists to keep them updated.