Email isn’t a set-it-and-forget-it solution. It takes ongoing maintenance and optimizations to be successful. Deliverability factors are constantly evolving—meaning you’ll need to adapt to continue landing your emails in the inbox.

That’s why we update and release a new version of this guide every year—to give you the latest and greatest email deliverability advice, best practices, changes, and top-of-mind considerations.

Introducing the 2021 Email Deliverability Guide!

In just months, the COVID-19 pandemic has accelerated digital advancements for businesses big and small by years. While COVID-19 numbers are declining and vaccines are becoming more widely distributed, we’re starting to see the real face of the new normal moving forward. And that new normal includes more touchless checkouts, digital receipts, online communications, and the like.

Now, more than ever, customers look for personalized emails and transactional messages in their inbox—and they need your messages to arrive. 

The ball is in your court.

To help you adapt and get your deliverability in tip-top condition, our Email Experts have made significant updates to the organization of this year’s edition. In the past, we’ve really pushed getting your infrastructure and authentication dialed in—and we still are. However, we believe the user experience will have a more significant impact on your deliverability.

Here’s what’s changed in the 2021 edition:

  • Reorganized content to prioritize the user experience
  • COVID-19-specific resources
  • Information you need to understand your sending metrics
  • Important blocklist trends updates
  • Updates concerning email and SMS regulations
  • Information on A/B testing
  • Our favorite email deliverability tools
  • And more

The focus on the user experience in 2021

Recipient engagement is one of the most critical signals impacting your sender reputation.

Yes, infrastructure and authentication are important—however, top-notch wanted emails get engaged with, and engaging emails get delivered.

“To a great extent, email deliverability is self-fulfilling. If you send content that your audience wants to receive and that they find interesting, the algorithms will learn that your email should be delivered to the inbox,” says Dale Langley, a Twilio SendGrid Deliverability Consulting Lead.

“If you send email that wasn’t asked for and doesn’t deliver value, your recipients will act in a passive or negative way, and the algorithms that control filtering will learn to deliver your email to the junk folder. Of course, other influencing factors contribute to email success, but ultimately, if you send email that people love, it will be successful,” Langley continued.

Email that customers love gets to the inbox—simple as that.

This year’s edition of the guide provides even more practical advice for you to deliver better email experiences to your recipients’ inboxes.

Make deliverability a priority in 2021

Email delivery is an ever-changing part of your program—let us help keep it in tip-top shape. 

We’ll make sure you have all the resources, advice, and know-how you need to keep delivering top-notch experiences to your customers.

Download the 2021 Email Deliverability Guide now to learn exactly what it takes to get to the inbox moving forward.

Jesse Sumrak is a Content Marketing Manager at Twilio SendGrid focused on writing killer content and producing captivating webinars. A writing zealot by day and an ultramarathon runner by night (and early-early morning), you can usually find Jesse preparing for the apocalypse on a precipitous peak somewhere in the Rocky Mountains.