Learn how When recipients actively engage with emails by opening, reading and interacting with the content, it sends positive signals to MBPs and is interpreted as evidence for the sender’s credibility and relevance, distinguishing them from spammers or irrelevant senders. A high level of engagement signifies that recipients find value in your emails, which builds trust, leading to a stronger sender reputation and a higher likelihood for your emails to land in the inbox. By contrast, a lack of engagement, like emails remaining unopened, being deleted without opening, or being marked as spam, is a negative signal to an MBP and can tarnish your reputation and result in more emails being filtered to the junk folder. Taking a proactive approach to removing dormant or disinterested subscribers helps you to maintain a high-quality list, leading to improved engagement, better deliverability, and ultimately, higher returns Phone Number List on your email marketing efforts. 4. Deliverability metrics Lastly, monitoring deliverability metrics is comparable to using a GPS or navigation system during your drive. Just as you rely on real-time information to make informed decisions about your route, you can analyze deliverability metrics to gauge the health and performance of your email campaigns. Here are 5 key deliverability metrics to monitor: Trends in open rates Link click rates Unsubscribe rate Spam complaint rates Bounce rates You can also use the free Insights feature in your account to review your results over a period of time, which you are able to define using the date selection tool. With Insights you can establish performance thresholds for your mailings in terms of open rates, clicks rates, sign-ups, and opt-outs as either aggregate or trending metrics. A data-driven mindset will help you understand if you’re on the right track and whether you need to make adjustments to ensure maximum reach and engagement with your target audience.


Use these essential tips to brainstorm, but don’t take this list as a series of steps for every subject line. Instead, shake up your go-to subject lines, and test some variations on this list to see what your audience responds to best. To learn more about email testing, check out our blog on A/B testing. Or get the guide, The Ultimate Email Marketing Personalization Checklist. Accessibility has been a hot topic in recent years and is a growing practice, especially in tech and digital marketing spaces. From websites and digital products to email and beyond, industry experts have been touting its benefits and necessity. But what exactly is it, and why does it matter to us as email marketers? Email accessibility is the practice of producing emails that are usable by as many people as possible, especially those with visual or hearing impairments, cognitive or learning disabilities, or mobility issues. From copy to design to code, accessible emails should be easy to understand and engage with. If you’ve not yet been thinking about accessibility, you might have some preconceived notions about what it’s all about, if it’s really that big of a deal, and if it’s more hassle than it’s worth. Today, we’re busting some common misconceptions to help empower you to make accessibility a central part of your email strategy and design process. Myth: Accessibility will make our emails boring We get it — rules can feel restrictive, and it can seem challenging to follow rules and still be creative. The reality is that accessibility standards provide guardrails for helping make emails consumable by more people, and that might mean producing design systems and email layouts that feel more expected. This is not a bad thing. When it comes to digital experiences like email, following a logical, consistent format can make your campaigns more intuitive to consume, minimizing the risk of user friction that could affect engagement.