Email Deliverability is engineering + engagement

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Today's Email: Email Deliverability is engineering + engagement

📩 Most people think email deliverability is just a technical checklist.

Set up SPF, DKIM, DMARC. Warm your IP. Authenticate your domain.
Do all the “right” settings, and you’ll land in the inbox.

Except… that’s only half the story.

Because even if your tech is perfect, you won’t stay in the inbox if people ignore you.

Deliverability has two sides:

⚙️ The Tech Side

This is the foundation. Without this, you’re not even in the game.

• Authentication: SPF, DKIM, DMARC, so mailbox providers know you’re legitimate.

• Infrastructure: Dedicated or shared IPs, proper domain reputation, warmed gradually.

• Consistency: Sending from the same domains and patterns to build trust.

• Monitoring: Keeping an eye on bounce rates, spam traps, and blocklists.

🎨 The Art Side → the reason you stay in the inbox.

This is the reason you stay in the inbox. Without this, mailbox providers eventually stop trusting you because your audience isn’t showing interest.

• Relevance: Segmenting audiences so people get emails they actually care about.

• Engagement signals: Opens, clicks, replies, even positive actions like “move to inbox” tell providers you’re wanted.

• Content quality: Clear subject lines, strong CTAs, mobile-friendly design.

• Cadence: Sending too often → fatigue. Sending too rarely → forgotten. The balance matters.

The inbox rewards both. That’s the real secret.

Best,
Alec

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