Engagement Trends That Drive Email Deliverability
The key to a strong email deliverability strategy lies in consistency, continuous improvement, and most importantly—engagement. Engagement trends have a huge impact on deliverability, so fostering an environment ripe for engagement is your best bet to ensure your emails always land in recipient inboxes.
Engagement and deliverability go hand-in-hand. Without engagement, it’ll be difficult to get better inbox delivery. And, if you can’t get your email into user’s inbox, engagement is difficult. So how can you ensure you’ve got the right plans in place to make an impact?
Focus on active recipients. It’s recommended you keep separate lists of recipients that are engaged versus unengaged. Use open and click data captured in the last 30, 60, or 90 days to identify your engaged audiences—the engagement time frame can depend on your business model, type of emails sent, and frequency.