Deliverability

Enrolling in feedback loops (FBLs) is an important deliverability best practice, allowing you the opportunity to remove or suppress subscribers from your list who no longer wish to receive your email. This helps you manage spam complaint rates, wh...

Mailbox providers are cautious about the email activity from new IP addresses. Spammers frequently set up new IPs and immediately start sending large volumes of email. It’s important to warm up your IPs so you can build a good sending reputation a...

IssueA large number of complaints from a particular mailbox provider begin to appear when normally only a few are received each day.DataReview complaint data from available sources, including: Everest Certification Mailbox provider complaint feed...

It doesn't matter if you are a B2C or B2B sender, when you neglect good list hygiene practices, it negatively affects your email metrics and ultimately harms email revenue. Symptoms of poor list hygiene include: Duplicate records and email addres...

IP warming, or IP warm-up, is the way you establish a reputation for a new IP, or an IP that has not been used for some time. The warm-up process involves sending email from the new IP starting with small volumes, and gradually increasing the volu...

Domain warming is the way you establish a sending reputation for a new domain, or a domain that has not been used to send email recently. The warm-up process involves sending email from the new domain starting with small volumes, and gradually inc...

Filtered rate means the message was accepted at the gateway but then bulked or was dropped due to reputation drivers such as end user complaints, spam trap hits and unknown user rates. Applying best practice recommendations listed for those driver...

Rejected rate means the message was not accepted (blocked) due to reputation drivers such as end user complaints, spam trap hits and unknown user rates. Applying best practice recommendations listed for those drivers will help decrease the rejecte...

What can I do to fix my points lost due to a volume spike?   The two most important factors that are considered in the volume metric are consistency and frequency. In order to not lose any points for volume, send mail on a more regular basis with...

What can I do to fix rDNS? If you're failing this test, your system administrator will need to update the reverse DNS entry (PTR record) so that it returns a valid host name. What can I do if I’m failing Host Type? If you have a dynamic IP, ask y...

What can I do to reduce complaints now? Sign up or verify you are signed up for all mailbox provider feedback loops. Once this is completed and operating, verify that you are receiving and suppressing all FBL complaint subscribers from your datab...

What can I do to reduce unknown user rate now? Review your infrastructure to make sure you are suppressing unknown users correctly and promptly. Establish hard and soft bounce rules appropriate to your sending practices. Remove unknown users on t...

What can I do about a blocklist listing now? IPs are most commonly listed on blocklists because email from the IP address is going to spam traps operated by the blocklist and/or end user complaints tracked by the blocklist. To prevent a listing o...

What can I do to reduce spam traps now? Establish an on-going process for actively removing subscribers that are both aged and inactive Following a spam trap hit, isolate any new data that was sent within the last 24 hours. This will define which...

Cloudmark is a messaging security and anti-spam company owned by Proofpoint. Through their Global Threat Network and anti-spam technology, they analyze billions of emails daily to determine their threat level for their customers. Cloudmark is used...

Content containing a Cloudmark spammy fingerprint is usually sent to the spam folder or blocked by participating mailbox providers. If you suspect your content has a Cloudmark spammy fingerprint, open Everest and look at your campaigns' deliverabi...

If you don't know if your content has a Cloudmark spammy fingerprint, follow the steps listed here. It's important to know that the Cloudmark Global Threat Network is constantly receiving and updating data used to determine spammy fingerprints. It...

Switching ESPs is a huge undertaking with impacts across your email program.Validity is here to help you manage the complexity in changing ESPs through everything from step-by-step guides to IP warmup tips to protecting your sending reputation thr...

Deliverability performance is not determined by the message type: an HTML coded email versus a text-based email.  Deliverability performance is determined by numerous variables surrounding your sending reputation and your ability and willingness t...

How to send email to dormant subscribers is a common question we get from marketers. A general guideline used for defining a dormant subscriber in the email industry is 90 days of inactivity (no opens, reads, clicks, or conversions). This of cours...

Mailbox providers don’t have filtering rules set up to place your email into the spam folder if ‘noreply’ is used. However, using ‘noreply’ in your sending or reply-to address could harm deliverability through higher complaints, unsubscribe reques...

What is Signal Spam? Signal Spam is a non for profit association and a public-private partnership acting as a Spam National Reporting Center and a data feed provider. ISP, Law Enforcement and Public Agencies, ESP, E-Mail Security Vendors, Marketer...

Sending to email addresses acquired through an email appending list service is not recommended because of the lack of consent, the high risk for receiving a large number of complaints and sending to unknown users or spam traps. Sending email to ap...

One of the challenges mailbox providers face when filtering incoming email is identifying unwanted promotional email (a user signed up for the email in the past and no longer wants to receive) versus spam (unsolicited email). Although many senders...

Using video in your email can be an effective way to engage your prospects and customers. Prior to placing videos in your email program, use the discussion points below to determine if it is a good fit for your business as well as to help create a...

Using video in your email can be an effective way to engage your prospects and customers. While following these guidelines doesn't guarantee inbox placement or engagement, they can help increase your chances of success.  When implementing a video ...

Mailbox providers use hundreds of data points regarding your email program to make decisions about whether to place your email in the inbox or spam folder. The techniques used in their spam filters to determine inbox or spam folder placement may c...

IP segmentation is a popular best practice recommended by many mailbox providers to help improve deliverability. Effectively implementing IP segmentation for your email program involves careful planning and a commitment to email marketing fundamen...

Segmenting your IP addresses is the process of separating and sending email traffic from different IP addresses based on different factors related to your email program. The objective of IP segmentation is to organize your email in such a way as t...

A/B split testing is a method of comparing two versions of a single email campaign to determine which version provides the best results. It is a great way to figure out what’s working (and what’s not) in your email marketing campaigns. It’s also u...