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Rookie Moves: 4 Common Deliverability Mistakes


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Girl Slapping ForeheadHere at SendGrid we spend a lot of time talking about how to do deliverability right so today we’re going to talk about common deliverability mistakes and misconceptions. The kind of things you may not know you’re doing wrong and that could lead to a deliverability crisis. Here are four mistakes to avoid that we see smart people make all the time.

  1. No news is good news. AKA if I don’t get a bounce notification my message was delivered. When ISPs route your mail to the junk folder or block it altogether you’re not going to receive any notice. Unless you’re monitoring your IPs you may not even know you have a problem until the trend line on your performance starts declining or your customers complain.
  2. Corporate email, commercial email…email is email. It’s true that the basic technology is the same but the rules of the game are completely different. If you’re sending high-volumes of commercial email it’s an instant red flag for ISPs. This means your mail streams will be scrutinized and it’s up to make sure your infrastructure and practices set you apart from the spammers.
  3.  A new IP means a fresh start. So, you’ve had a string of deliverability issues and your reputation is in the tank. Time to move to a new IP and a fresh reputation, right? Wrong. No reputation is treated about the same as a bad reputation. There are many reasons why you may need to add a new IP but if your goal is to escape your past, it just won’t work. Learn more about how to transition to a new IP.
  4. Threatening litigation will get you off a blacklist. Your IPs have been blacklisted despite your stellar reputation and excellent practices. Communicating with the blacklist owner is time-consuming and frustrating – and it’s costing you money. Unfortunately threatening legal action won’t get you off the blacklist. In fact, it will probably make things worse. Learn more about what do if you’re blacklisted here.

Get the facts on deliverability and how to make it to the inbox every time with the SendGrid Ultimate Guide to Deliverability.


Carly Brantz is a veteran in the email deliverability space working to make email simple and easy for developers by regularly writing whitepapers, research briefs and blog posts about email, technology and industry trends.

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