Our Blog

I get a lot of questions from large senders that all follow the lines of "what can I do to make sure my emails make it to the inbox?" Enough so that I sometimes feel like a broken record. Which is why it is always nice to find someone else answering the question the same way. I recently read an interview with Mario Marlisa, Channel Relations EMEA at Return Path, on the topic of Email Deliverability, and found his answer to the question perfectly aligned with the advice we've been providing for to our own customers.

“Big companies with large lists should focus on devising strong segmentation strategies.  List hygiene is incredibly important: make sure to not only regularly remove bounced email addresses, but also look at who is engaged. If you have subscribers that never open, click or buy your offerings, it may not be worth keeping them on your list? You want a healthy, active file. Check in with your subscribers. Ask them what they like and don’t like and remember to focus on three key factors - permission, engagement and frequency”.

I'd say these rules apply to lists of any size. Granted, when your audience is 2 million, segmentation may play a larger role than it does if it's only 500. But even with a small list, you're bound to have recipients with different wants and needs in terms of the information you're providing and how often you're communicating.

The tools that Delivra provides allow marketers to easily accomplish all of the things that Mario refers to. We've written before about the importance of engagement, and our system makes it quick and easy to target your communications to your subscribers based on their level of engagement. And if they're not engaged, you might send out a quick survey to find out if they have a need that you're missing.

Kris Dougherty | Deliverability & Operations