To maximise ROI from email campaigns, marketers need to monitor delivery, and take action to maintain good inbox delivery rates.
Here are 15 valuable tips for monitoring and improving email deliverability, taken from our Email Marketing Best Practice Guide.
The diagram below, from dotMailer, shows the path of a marketing email, as it goes to the intended recipient's inbox, is filtered into the junk filter, or bounced back by the ISP:
Pre-broadcast review for spam characteristics
Check for use of spam keywords and other spam characteristics in emails
For each campaign there should be a process to check the spam score for emails to see that your email doesn't exceed the threshold.
Here's an example of a spam report:
