Email Deliverability 101

Deliverability is the art and science of getting an email to the recipient’s inbox.

I’m Steve Wheeler, and I’m here to help you with your deliverability. To achieve good deliverability, let’s take a look at a few of the different aspects of your email delivery program.

Maintain a healthy IP. When sending, you could send from dedicated or shared IPs. There are pros and cons to both.

When sending through a shared pool, you get to leverage the sending reputation of the other senders in the pool. The downside of that is if somebody in the pool makes a mistake, it affects everyone in the pool. A shared pool is ideal for a sender who sends small volumes or sends inconsistently.

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