Lyris Connections Blog

Email Deliverability Fundamentals and Refinements

Oct 11, 2013 by


Even the most experienced email marketers know that managing deliverability can be a challenge. In fact, 18 – 22% of emails sent globally never make it to the inbox. Following a few tried-and-true guidelines could be all you need to meet ISP expectations, maximize delivery potential, and minimize the chances your hard work going unread.

Effective Email Marketing Starts with Optimal Deliverability

Deliverability is a critical factor in the success of email campaigns, so it’s important to manage proactively. How? Fast-track the fundamentals, and then fine-tune them.

1. Build a foundation for optimal deliverability
Achieving a positive sender reputation is the foundation for optimal email deliverability. Reputation is effectively a summary of your recent mailing history and sending metrics:

  • Does your email generate low complaints?
  • Does it get strong positive responses like opens/clicks?
  • Do you send to a lot of invalid or inactive addresses?
  • If messages deliver to Junk, do your subscribers look for them there and mark them as “not spam?”

2. Maximize deliverability fundamentals
Another way to earn a positive sender reputation is by authenticating your email messages to show that they are actually being sent from your domain and IP address. To streamline the authentication process, invest in building and maintaining good relations with ISPs, or work with an email service provider (ESP) that has already established positive relationships with ISPs.

3. Fine-tune sending practices for even better deliverability performance
Sending to the same subscribers in the same way again and again can quickly lead to marketing email list fatigue. Use Web and behavioral analytics to get better and fresher data about your subscribers with every campaign you send, which can help you segment and target them more precisely in subsequent mailings with timely, personalized, and relevant messages.

Download our guide, Email Deliverability Fundamentals and Refinements, to learn more about getting your emails into the inbox.

Download the Full Guide

About Lyris Inc:

Lyris (@Lyris) is the leading global provider of digital marketing solutions that help companies engage with customers in more meaningful ways. Lyris products and services empower marketers to design, automate, and optimize data- driven interactive marketing campaigns that facilitate superior engagement, increase conversions, and deliver measurable business value. Lyris’ high-performance, secure, and flexible digital marketing platforms improve marketing efficiency by providing automated digital message delivery, robust segmentation, and real-time digital channel analytics. The Lyris solutions portfolio is comprised of both in-the-cloud and on-premises offerings – Lyris HQ and Lyris LM – combined with customer-focused services and support. More than 5,000 companies worldwide partner with Lyris to manage and execute sophisticated digital marketing campaigns across email, social, Web, and mobile channels. Learn more at

Lyris Marketing Team

About the Author: Lyris Marketing Team

With over 20 years experience, Lyris is a global leader of innovative email and digital marketing solutions that help companies reach customers at scale and create personalized value at every touch point. Lyris’ products and services empower marketers to design, automate, and optimize experiences that facilitate superior engagement, increase conversions, and deliver measurable business value.

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