Email concepts
Email marketing relies on three concepts:
- Security
- Reputation
- Deliverability
To get your email messages into inboxes, learn about these concepts and implement the related best practices. Each concept build upon the last: good security improves reputation which then improves deliverability.
Email recipient servers want to accept email messages only from trusted senders. To gain trust, email senders should secure the systems that send their email. As email standards don't include security, domain authentication standards play that role for email messaging.
Securing your email servers and messages starts the building of trust, of your reputation, with inbox providers. Combine this with best practices of proactive and reactive list hygiene, gradual ramping up of email volume, and managing blocklists. These signal that inbox providers shouldn't consider your email messages as spam.
Good security and good reputation improve deliverability. They don't guarantee it. To improve your deliverability percentages, monitor your subscriber lists for blocks and unsubscribes and perform all possible remedies.