Deliverability
Reach the inbox: bounces, complaints and suppressions.
- Bounces, and why they matter so muchA bounce is a mailbox provider refusing your message. There are two kinds and they are treated differently.2 min read
- Landing in the inbox instead of spam"Delivered" and "in the inbox" are different things. A message can be accepted and still be filed in spam, and nothing in your own reporting will tell you — the only reliable check is looking at a real inbox on the provi2 min read
- Re-engaging dormant contactsContacts who have not engaged in a long time are the quiet deliverability risk. The send preflight flags them — "Some of these contacts haven't heard from you in a while" — because they are the group likeliest to complai2 min read
- Spam complaintsA complaint is a recipient pressing "report spam". It is the single most damaging signal in email, and the tolerances are far tighter than most people expect.2 min read
- The suppression listThe suppression list is the set of addresses that will never be sent to, no matter which audience they appear in. Open Suppressions to see it.1 min read
- Why fewer people received the campaign than my list holdsThis is normal, and there are four separate filters between "people in the audience" and "people who get the email".1 min read
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