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BEST PRACTICES: Marketing Cloud - Email Deliverability Best Practices

Knowledge Article Number 000231368
Salesforce Success Services

Email Deliverability Best Practices

You’ve crafted copy meticulously, made sure your email renders in mobile appropriately and have hit the send button only to see your email be blocked from your recipients’ ISPs. While ISPs are tight-lipped on how they determine whether or not to treat an incoming email as spam or as legitimate mail, the following tips should help ensure that your messages are more likely to be delivered.
  1. Permission is king. Your list should only include those individuals who have opted in. The two primary reasons for this is that many ISPs factor engagement (opens and clicks) with email as part of determining how to treat a particular sender. Another factor is spam complaints. People who haven’t subscribed to your messages are more likely to be unengaged or report your messages as spam. And, depending on your jurisdiction, it may be required by law.
  2. Consider authentication. The Salesforce Marketing Cloud offers a Sender Authentication Package that ties your reputation to a private IP and sub-domain. This keeps your sending isolated from other customers’, and allows you to better manage your sending reputation.
  3. Consider double opt-in. Double opt-in is where a user must take an action with an email – typically clicking a link – in order to be included on your mailing list. The reason you might consider this more stringent permission approach is that it will drastically reduce the number of spam traps and/or invalid or mis-typed email addresses on your list, which could harm your reputation.
  4. Remove unengaged subscribers from your list. As previously mentioned, a large chunk of unengaged subscribers might hurt your reputation with some ISPs. Consider re-engagement campaigns for lapsed subscribers, and if you’re actively experiencing deliverability issues, consider sending only to those that have engaged within the past six months or less.
  5. Have a subscription/unsubscribe page. Most jurisdictions require a working unsubscribe link, and the Salesforce Marketing Cloud provides one out-of-the-box. However it’s also advisable to provide subscribers with options for “opting down” or into other publications, so as to keep complaint rates down.
  6. Warm new IP addresses. Sending millions of messages immediately off a brand-new IP can raise red flags with many ISPs. Take steps to slowly warm your IP and build a positive reputation with ISPs before sending large quantities of messages.
For additional resources, check out the Marketing Cloud resource hub.

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