Do you ever wonder why some of your emails seem to get lost in cyberspace while others effortlessly make their way to the inbox? Is there a secret formula for email deliverability? Well, wonder no more. In this article, we will unravel the mysteries of email deliverability and provide you with valuable tips and strategies to ensure that your emails reach their intended recipients’ inboxes.
As email marketers, we understand the frustration of crafting the perfect email campaign, only to have it go unnoticed by our target audience. But fear not! With the right knowledge and techniques, you can significantly improve your email deliverability and increase your chances of achieving your marketing goals.
In the following sections, we will delve into the intricacies of email deliverability, exploring topics such as domain and IP reputation, user engagement optimization, best practices for email list management, legal compliance, email frequency and segmentation, sunsetting and clean-up practices, authentication protocols, personalization, spam filters, and common pitfalls to avoid in email sending. By the end of this article, you will be equipped with the tools and insights needed to conquer the challenges of email deliverability.
Key Takeaways:
- Understanding email deliverability is crucial for email marketers seeking to maximize the impact of their campaigns.
- A strong domain and IP reputation are essential for achieving high email deliverability rates.
- Optimizing user engagement through personalized and relevant content can significantly improve inbox placement.
- Practicing good email list management, including regular cleansing and maintenance, is vital for maintaining deliverability.
- Adhering to legal requirements, such as CAN-SPAM and GDPR, is essential for building trust with recipients and avoiding penalties.
Understanding Email Deliverability
In the world of email marketing, ensuring that your messages reach the intended recipients can be a challenge. That’s where email deliverability comes into play. In this section, we will provide an overview of email deliverability and explore its key elements, including the distinction between deliverability and delivery, the role of Internet Service Providers (ISPs) and spam filters, as well as the challenges faced by email marketers.
Defining Deliverability vs. Delivery
Before diving into email deliverability, it’s important to understand the difference between deliverability and delivery. While they may sound similar, they have distinct meanings in the context of email marketing. Delivery refers to the successful transmission of an email from the sender to the recipient’s mailbox. On the other hand, deliverability encompasses all the factors that influence whether an email effectively reaches the recipient’s inbox and avoids being marked as spam or rejected by the ISP.
The Role of ISP and Spam Filters
Internet Service Providers (ISPs) play a crucial role in determining the fate of your emails. They act as gatekeepers, filtering incoming messages based on various criteria to protect their users from unwanted or malicious content. Spam filters, also known as email filters or email firewalls, work in conjunction with ISPs to identify and block potential spam messages.
Statistics on Email Usage and Challenges
| Statistical Insight | |
|---|---|
| Email Users | Over 4 billion worldwide (2021) |
| Emails Sent Daily | Over 300 billion (2021) |
| Spam Emails | Average spam rate of 45.3% (2021) |
| Emails in Spam Folder | 20% of legitimate emails end up in spam folders |
| Email Deliverability Challenges | High bounce rates, low open rates, poor sender reputation, content triggering spam filters |
These statistics highlight the incredible volume of emails being sent daily and the challenges faced by email marketers. With billions of emails sent worldwide and a substantial spam rate, achieving high email deliverability rates is no easy feat. Factors such as high bounce rates, low open rates, inadequate sender reputation, and content that triggers spam filters can hinder the successful delivery of emails.
The Impact of Domain and IP Reputation
In the world of email marketing, domain and IP reputation play a crucial role in determining the success of your email deliverability. As email marketers, it is essential to understand how domain and IP reputations directly impact the engagement of your email campaigns. By focusing on improving these reputations, you can enhance your email marketing efforts and ensure that your emails land in the inbox of your target audience.
Domain reputation refers to the reputation associated with your domain name and the quality of emails sent from that domain. It is assessed by Internet Service Providers (ISPs) and spam filters to determine the credibility of your email sending practices. A good domain reputation signifies that you are a trustworthy sender, increasing the chances of your emails reaching the inbox.
Similarly, IP reputation refers to the reputation associated with the IP address used to send emails. ISPs and spam filters use IP reputation as an indicator of email sending practices and sender trustworthiness. A positive IP reputation can significantly impact your email deliverability and ensure that your messages are successfully delivered to the intended recipients.
So, how can you improve your domain and IP reputations? Here are some strategies:
- Monitor your domain and IP reputations regularly: Keep a close eye on your domain and IP reputations using reputable reputation monitoring tools. This will allow you to identify any issues or negative trends promptly.
- Authenticate your emails: Implement authentication protocols such as SPF, DKIM, and DMARC to verify the authenticity of your email messages. This will help establish trust with ISPs and improve your domain and IP reputations.
- Engage with your audience: Encourage recipients to engage with your emails by providing valuable content, personalized offers, and interactive elements. High levels of engagement indicate to ISPs that your emails are desired and relevant, positively influencing your domain and IP reputations.
- Follow best practices: Adhere to email marketing best practices, including proper list hygiene, maintaining a healthy sender score, and avoiding spam triggers. By demonstrating good email sending practices, you can enhance your domain and IP reputations.
By implementing these strategies and proactively managing your domain and IP reputations, you can significantly improve your email deliverability. Remember, maintaining a positive domain and IP reputation is crucial for the success of your email marketing campaigns.
Optimizing User Engagement
In order to improve email deliverability, it is crucial to focus on optimizing user engagement. By understanding and leveraging key email metrics, as well as fostering positive engagements, you can enhance the effectiveness of your email campaigns.
Metrics That Matter: Opens, Clicks, and Interactions
The metrics of opens, clicks, and interactions are vital indicators of user engagement with your emails. Monitoring and analyzing these metrics can provide valuable insights into the success and effectiveness of your campaigns.
Opens: The number of times your email is opened by recipients. A high open rate indicates that your subject lines and pre-header text are compelling and relevant.
Clicks: The number of times recipients click on links within your email. This metric shows that your content and calls-to-action are engaging and driving user interest.
Interactions: The number of times recipients take action within your email, such as filling out a form or submitting feedback. These interactions demonstrate a high level of engagement and interest in your content.
Negative Engagements and Their Consequences
While optimizing user engagement is crucial, it’s important to understand the implications of negative engagements. Negative engagements can include marking emails as spam, unsubscribing, or deleting without interaction. These actions can have a negative impact on your email deliverability and sender reputation.
When recipients consistently engage negatively with your emails, email service providers may interpret this as a lack of interest or poor email quality. This can result in emails being sent to the spam folder or blocked entirely, significantly reducing the chances of reaching the inbox.
Strategies to Foster Positive Engagement
To foster positive engagements and improve email deliverability, it’s essential to implement strategies that encourage recipients to interact positively with your emails. Here are some effective strategies:
- Create personalized and relevant content that resonates with your audience.
- Segment your email list to deliver targeted messages based on recipients’ interests and preferences.
- Optimize your email design and layout to make it visually appealing and easy to navigate.
- Include clear and compelling calls-to-action to drive clicks and interactions.
- Engage with recipients through interactive elements, such as surveys or polls.
- Regularly test and optimize your email campaigns to improve engagement rates.
By implementing these strategies, you can enhance user engagement, increase positive interactions, and ultimately improve your email deliverability.
Best Practices for Email List Management
In order to improve email deliverability, it is crucial to implement best practices for email list management. By ensuring list hygiene and maintaining clean email lists, you can significantly increase the chances of your emails reaching the inbox and maximizing engagement.
Here are some important tips to follow:
- Regularly clean your email lists: Remove inactive and invalid email addresses from your lists to maintain list quality. This helps to prevent sending emails to addresses that no longer exist or are no longer interested in your content.
- Optimize your opt-in process: Set clear expectations with subscribers during the sign-up process. Clearly state what type of content they will receive and how frequently. This ensures that you are collecting the email addresses of engaged and interested recipients.
- Segment your email lists: Group your subscribers based on their interests, preferences, or behavior. This enables you to send targeted and relevant emails, increasing engagement and reducing the likelihood of your emails being marked as spam.
- Implement a double opt-in process: Require subscribers to confirm their email address after signing up. This helps to ensure that email addresses are valid and owned by the intended recipients.
- Monitor and manage bounces: Regularly check for bounced emails and remove them from your lists. Hard bounces are emails that are permanently undeliverable, while soft bounces are temporary delivery failures. By managing bounces, you can maintain list quality and improve deliverability.
- Provide an easy unsubscribe option: Include an unsubscribe link in every email you send. This allows recipients to opt out if they no longer wish to receive your emails. Honoring unsubscribe requests promptly helps to maintain a positive sender reputation.
- Monitor and analyze email engagement: Pay attention to metrics such as open rates, click-through rates, and overall engagement. This data can provide insights into the effectiveness of your email campaigns and help you make informed decisions about your email list management strategies.
Implementing these best practices for email list management will help you maintain a healthy email list and improve email deliverability. By regularly cleaning and segmenting your lists, optimizing the opt-in process, and monitoring engagement, you can ensure that your emails reach the right audience and achieve the desired results.
Ensuring Legal Compliance in Email Campaigns
Understanding CAN-SPAM and GDPR Requirements
In order to maintain legal compliance in your email campaigns, it is crucial to understand the requirements set forth by key regulations such as CAN-SPAM and GDPR. These regulations provide guidelines and standards that businesses must adhere to when conducting email marketing activities.
Under the CAN-SPAM Act, which applies to commercial email messages sent to recipients in the United States, several rules must be followed. These include providing accurate header information, using clear and non-deceptive subject lines, identifying the message as an advertisement, including a physical address, and offering recipients a way to opt-out of future emails.
Similarly, the General Data Protection Regulation (GDPR) in the European Union imposes strict rules and guidelines on the processing of personal data, including email addresses. It requires explicit consent from individuals to receive marketing emails, provides rights for individuals to access and control their personal data, and mandates clear and transparent communication regarding data privacy practices.
Adapting to Country-Specific Email Regulations
In addition to CAN-SPAM and GDPR, it is important to be aware of and adapt to country-specific email regulations in order to ensure legal compliance and maintain the trust of your recipients.
Various countries have their own specific rules and regulations surrounding email marketing, such as Canada’s Anti-Spam Legislation (CASL) and Australia’s Spam Act. These regulations may differ in terms of consent requirements, opt-out mechanisms, and disclosure obligations.
By staying informed about and adhering to each country’s email regulations, you can ensure that your email campaigns are compliant and avoid potential legal issues or penalties.
| Regulation | Region | Main Requirements |
|---|---|---|
| CAN-SPAM Act | United States | – Accurate header information – Clear and non-deceptive subject lines – Identification of messages as advertisements – Inclusion of physical address – Opt-out mechanism |
| General Data Protection Regulation (GDPR) | European Union | – Explicit consent for marketing emails – Individual rights for accessing and controlling personal data – Transparent communication on data privacy practices |
| Canada’s Anti-Spam Legislation (CASL) | Canada | – Consent requirements – Opt-out mechanisms – Disclosure obligations |
| Australia’s Spam Act | Australia | – Consent requirements – Unsubscribe options – Identification of messages as promotional |
Email Frequency and Segmentation
In order to improve email deliverability, it is essential to find the right balance between email frequency and segmentation. By understanding the optimal sending schedule and utilizing segmented email lists, you can tailor your emails to user behavior, resulting in better engagement and increased chances of landing in the inbox.
Discovering the Optimal Sending Schedule
When determining the optimal sending schedule for your emails, it’s important to consider both the preferences of your audience and industry best practices. Pay attention to user behavior and analyze data to identify the times and days when your subscribers are most active and likely to engage with your emails. This will help you optimize the timing of your email campaigns and increase the likelihood of reaching the inbox.
Benefits of Segmented Email Lists
Segmentation is the practice of dividing your email list into smaller, more targeted groups based on specific criteria such as demographics, interests, or past interactions. By segmenting your email lists, you can deliver more relevant content to your subscribers, increasing open rates, click-through rates, and overall engagement. Segmentation allows you to tailor your messages to the unique needs and preferences of different audience segments, resulting in more personalized and effective communication.
Tailoring Emails to User Behavior
Understanding and analyzing user behavior is crucial for successful email marketing. By tracking how subscribers interact with your emails, such as opens, clicks, and conversions, you can gain valuable insights into their preferences and interests. Tailoring your emails based on this information allows you to provide personalized and targeted content that resonates with your audience, leading to higher engagement and improved inbox placement.
To illustrate the relationship between email frequency, segmentation, and tailored emails, consider the following scenario:
Imagine you’re an online retailer selling a variety of products. Through segmentation, you have identified a group of customers who have recently purchased women’s shoes. To tailor your emails to their behavior, you can send them a series of follow-up emails related to women’s shoe care, styling tips, or upcoming shoe sales. By targeting this specific segment and delivering content that aligns with their interests, you are more likely to capture their attention and encourage further engagement.
By adopting the right email frequency, utilizing segmentation strategies, and tailoring your emails to user behavior, you can significantly enhance your email deliverability and maximize the impact of your email marketing efforts.
Adopting Sunsetting and Clean-Up Practices
In order to maintain optimal email deliverability, it is crucial to adopt sunsetting and clean-up practices. Sunsetting involves regularly removing inactive and stale users from your email lists. By eliminating these non-engaging recipients, you can ensure that your emails are reaching the intended audience that is more likely to engage with your content.
Automated removal of bad actors is another important aspect of clean-up practices. This helps maintain a healthy sender reputation, which is essential for achieving high email deliverability rates. By removing email addresses that consistently exhibit negative engagement behavior or engage in spammy activities, you can protect your sender reputation and improve the chances of your emails landing in the inbox.
Implementing sunsetting and clean-up practices not only helps improve email deliverability but also ensures that you are reaching a more engaged and responsive audience. So, make it a priority to regularly review and clean your email lists to optimize your email marketing efforts and achieve better results.
Navigating Authentication Protocols
In order to ensure optimal email deliverability and maintain a strong sender reputation, it is crucial to navigate the world of authentication protocols. These protocols, such as SPF, DKIM, and DMARC, play a vital role in verifying the identity of the sender and securing email communication. By implementing and understanding these authentication protocols, you can significantly improve your email deliverability rates and enhance your overall email marketing strategy.
Sender Policy Framework (SPF):
SPF is an email authentication protocol that specifies which IP addresses or domains are authorized to send emails on behalf of a particular domain. By creating SPF records, you can prevent unauthorized sources from sending emails using your domain, thereby reducing the likelihood of your emails being flagged as spam.
DomainKeys Identified Mail (DKIM):
DKIM is another essential authentication protocol that provides a cryptographic signature to verify the authenticity of an email. DKIM ensures that the email message has not been tampered with during transmission, thus building trust with the receiving email servers and improving deliverability rates.
Domain-based Message Authentication, Reporting, and Conformance (DMARC):
DMARC is a protocol that combines the capabilities of SPF and DKIM to provide a comprehensive approach to email authentication. It allows senders to specify how recipient mail servers should handle emails that fail authentication checks. By implementing DMARC, you can gain visibility into your email delivery and take necessary actions to protect your domain’s reputation.
Understanding and properly implementing these authentication protocols is vital for maintaining a positive sender reputation, reducing the risk of your emails being marked as spam, and ensuring successful inbox placement. By taking the necessary steps to navigate authentication protocols, you can enhance your email deliverability rates and increase the effectiveness of your email marketing efforts.
Personalization: The Key to Relevancy
In order to improve email deliverability, personalization plays a vital role. By tailoring your email marketing efforts to each individual recipient, you can increase relevancy and engagement. One effective way to personalize your emails is by crafting customized subject lines and content.
Crafting Customized Subject Lines and Content
When it comes to email marketing, the subject line is the first point of contact with your audience. A personalized subject line can grab attention, increase open rates, and ultimately improve email deliverability. Consider incorporating the recipient’s name, location, or previous purchase history to make the subject line more relevant and enticing.
In addition to subject lines, personalized content within the email itself can greatly impact engagement. By segmenting your email list based on demographics, purchase behavior, or preferences, you can create targeted content that speaks directly to each recipient’s needs and interests. This level of personalization enhances relevancy, increases the chances of a positive response, and ultimately improves email deliverability.
The Importance of User-Centric Messaging
User-centric messaging is another crucial aspect of personalization. It involves understanding your audience’s pain points, aspirations, and preferences, and crafting messages that resonate with them on a deeper level. By addressing their specific needs and desires, you can create a stronger connection and increase engagement.
When developing user-centric messaging, consider using language that speaks directly to the recipient. Use “you” and “your” to make them feel seen and understood. Additionally, focus on providing value and solving their problems rather than solely promoting your products or services. This user-centric approach fosters a sense of trust and builds long-term relationships with your audience.
By implementing personalization strategies such as customized subject lines, personalized content, and user-centric messaging, you can significantly improve email deliverability. Tailoring your emails to each individual recipient enhances relevancy and increases engagement, making it more likely for your emails to reach the inbox and achieve your desired goals.
Decoding the Logic Behind Spam Filters
In this section, we will delve into the workings of spam filters and their impact on email deliverability. Understanding how these filters function is vital for ensuring that your emails successfully make it past potential barriers and reach the recipients’ inbox.
Spam filters are designed to identify and block unsolicited and potentially harmful emails, safeguarding users from unwanted messages. While their purpose is to enhance email security and user experience, spam filters can sometimes classify legitimate emails as spam based on various factors.
One of the most important aspects to consider when avoiding the spam filter is the content of your email. Certain words, phrases, or formatting styles can trigger spam filters, resulting in your email being flagged as spam. To maintain optimal email deliverability, it’s essential to avoid these common spam triggers.
When crafting your email content, be mindful of the following:
- Avoid using excessive capitalization or excessive use of exclamation marks!!!
- Avoid using words commonly associated with spam, such as “free,” “guaranteed,” or “opportunity.”
- Provide valuable and relevant content that aligns with the recipient’s expectations.
- Ensure that your email template and design comply with industry standards and best practices.
- Personalize your emails to create a more authentic and engaging experience.
By adhering to these email content best practices, you can minimize the risk of triggering spam filters and improve your email deliverability.
Aside from email content, other factors play a role in spam filter behavior. Filter algorithms analyze various elements, such as sender reputation, domain reputation, and sending practices. To enhance your email deliverability, it is crucial to maintain a positive sender reputation by following email sending best practices.
Additionally, regularly monitoring your email sending practices, such as email volume, sending frequency, and recipient engagement, can improve your overall email deliverability. By staying vigilant and making informed adjustments, you can optimize your email campaigns and increase their chances of reaching the inbox.
In the next section, we will explore common pitfalls in email sending and provide tips to avoid them, ensuring your email campaigns remain effective and successfully reach your intended audience.
Avoiding Common Pitfalls in Email Sending
In order to improve email deliverability and ensure your emails reach the intended recipients, it’s important to avoid common pitfalls in the process of email sending. By being aware of these pitfalls and implementing the right strategies, you can optimize your email campaigns for success.
Identifying and Fixing Broken Links
One common issue that can negatively impact your email deliverability is broken links. When you include links in your emails that lead to pages or resources that no longer exist or have been moved, it can frustrate recipients and harm your sender reputation. To avoid this, regularly check and verify all the links in your emails to ensure they are working correctly.
If you discover any broken links, make it a priority to fix them as soon as possible. Replace them with the correct URLs or update the content to point to relevant and accessible resources. By doing so, you provide a seamless and positive user experience, enhancing the chances of your emails reaching the inbox.
Tips for Maintaining a Healthy Sender Score
Your sender score is a crucial factor in determining email deliverability. It is a measure of your email sending reputation and can impact whether your emails end up in the inbox, spam folder, or are blocked entirely. To maintain a healthy sender score, consider the following tips:
- Monitor email engagement metrics: Pay attention to the open rates, click-through rates, and other engagement metrics of your email campaigns. Low engagement can be an indicator of inactive or disinterested recipients, which can harm your sender score. Regularly clean up your email list by removing non-engaging subscribers.
- Implement proper email list hygiene: Keep your email list updated and free from invalid or inactive email addresses. Regularly remove bounced emails and unsubscribe requests to ensure you are sending emails to engaged and interested recipients only.
- Manage email frequency: Sending too many emails in a short period of time can trigger spam filters and result in lower sender scores. Be mindful of your email frequency and avoid overwhelming your subscribers with excessive email campaigns.
- Authenticate your emails: Implement email authentication protocols such as SPF, DKIM, and DMARC to verify your identity as a legitimate sender. This helps build trust with ISPs and improves your sender score.
- Establish a consistent sending pattern: Being consistent in your email sending patterns, such as maintaining a regular schedule and using a consistent “from” name and domain, can contribute to a positive sender reputation.
By following these tips, you can maintain a healthy sender score and enhance your email deliverability.
Ensuring successful email sending requires meticulous attention to detail and continuous monitoring. By avoiding common pitfalls, such as broken links, and maintaining a healthy sender score, you can improve your email deliverability, increase engagement with your recipients, and achieve your email marketing goals.
Conclusion
In this article, we have discussed key strategies to improve email deliverability and increase inbox placement. By implementing these strategies, you can enhance the chances of your emails reaching the intended recipients and achieving your desired goals.
To recap, some of the essential strategies discussed include:
Optimizing user engagement: Focusing on metrics that matter, such as opens, clicks, and interactions, and fostering positive engagements.
Ensuring domain and IP reputation: Maintaining a good reputation for your domain and IP addresses to enhance email deliverability.
Implementing list management best practices: Keeping your email lists clean and ensuring proper list hygiene for improved inbox placement.
Adhering to legal compliance: Understanding and following the requirements of legislation such as CAN-SPAM and GDPR to build trust with your recipients.
Personalizing your emails: Crafting customized subject lines and content and adopting a user-centric approach for increased relevancy and engagement.
Remember, continuous improvement and testing are crucial in the ever-evolving landscape of email marketing. Regularly evaluate and fine-tune your strategies to adapt to changes and ensure long-term success in email deliverability.
By following these guidelines, you can maximize the effectiveness of your email campaigns, strengthen customer relationships, and drive desired actions from your recipients.
FAQ
What is the difference between email deliverability and email delivery?
Email deliverability refers to the ability of an email to reach the recipient’s inbox, while email delivery simply indicates the successful transmission of an email to the recipient’s mail server.
How do ISP and spam filters affect email placement in the inbox?
Internet Service Providers (ISPs) and spam filters analyze various factors to determine whether an email should be placed in the inbox or in the spam folder. These factors include sender reputation, email content, and user engagement.
What are the challenges faced by email marketers in ensuring email deliverability?
Email marketers face challenges such as high competition in the inbox, stringent spam filters, and user disengagement, which can hinder the successful delivery of their emails to recipients.
How do domain and IP reputations affect email deliverability?
Domain and IP reputations directly impact email deliverability. Good domain and IP reputations build trust with ISPs and increase the chances of emails reaching the inbox, while poor reputations may result in emails being marked as spam or blocked.
Which metrics matter for optimizing user engagement in email marketing?
Metrics such as email opens, clicks, and interactions are crucial for optimizing user engagement. These metrics reflect the level of interest and interaction from recipients and can impact email deliverability.
What are the consequences of negative engagements in email marketing?
Negative engagements, such as recipients marking emails as spam or deleting them without interaction, can harm sender reputation and decrease the chances of emails reaching the inbox.
How can email marketers foster positive engagement from recipients?
Email marketers can foster positive engagement by providing relevant and valuable content, segmenting their email lists, using personalized messaging, and ensuring a clear and easy-to-navigate email design.
What are the best practices for email list management?
Best practices for email list management include regularly cleaning and removing inactive or bounced email addresses, implementing proper opt-in processes, and segmenting email lists to deliver targeted content.
What are the legal requirements for email campaigns?
Email campaigns must comply with regulations such as CAN-SPAM in the United States and GDPR in the European Union. These regulations govern aspects such as consent, unsubscribe options, and the use of personal data in email marketing.
How does email frequency and segmentation impact email deliverability?
Finding the optimal sending frequency and using segmented email lists can improve email deliverability. Over-sending can lead to higher unsubscribe rates and spam complaints, while segmentation allows for targeted content and increased user engagement.
What are sunsetting and clean-up practices in email marketing?
Sunsetting refers to the process of removing inactive or disengaged users from email lists. Clean-up practices involve regularly monitoring and removing email addresses that result in high bounce rates or spam complaints.
What authentication protocols should be navigated for better email deliverability?
Authentication protocols such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) help verify sender identity and maintain sender reputation.
How does personalization contribute to improved email deliverability?
Personalization, including customized subject lines and user-centric messaging, can capture the recipient’s attention and foster engagement. This positive engagement can increase the chances of emails being delivered to the inbox.
What factors should email marketers consider to avoid triggering spam filters?
Email marketers should avoid common triggers such as using spammy language, excessive use of exclamation marks or capital letters in subject lines, and including suspicious links or attachments in their emails.
What are some common pitfalls to avoid in email sending?
Common pitfalls to avoid include broken links in email campaigns, which can lead to negative user experiences, and maintaining a healthy sender score, as a poor sender score can negatively impact email deliverability.