Three Misconceptions About Deliverability That Simply Aren’t True Carly Brantz May 23, 2012 Best Practices, Product // SUMMARIES ?> There are still a few misconceptions about email deliverability that will effectively hurt your email reputation, rather than get you on the fast track to delivery. Here are three such misconceptions that simply aren’t true. 1. What works with one ISP will work with them all. Email deliverability can sometimes be a fickle business. ISPs are charged with protecting consumer inboxes from the constant onslaught of spam and other malicious email. However, for legitimate mailers, it can be a challenge keeping up with the email landscape. Each ISP has their own criteria for accepting and delivering email. This is because ISPs respond to key threats within their individual systems at any given time, which means what might work for you today, might not work for you tomorrow. While following email best practices will generally serve you well, it’s imperative that you closely monitor your email reputation with each email deployment. This way you can adjust to changes before they negatively affect your email program. 2. Changing IP addresses will immediately improve my reputation. Email reputation is based on your IP address. Contrary to popular belief no reputation is just as bad as having a poor reputation. Using a new IP address should be a strategic move to separate mailstreams or move from a shared IP to a dedicated one. You can improve your reputation by simply exhibiting good behavior and beefing up on your best practices. If you do move to a dedicated IP, you will need to warm it up first in order to build up your reputation. This means slowly ramping up your email volume and using good sending habits to demonstrate to the ISPs that you are a legitimate sender. 3. I should make it difficult for people to unsubscribe. CAN-SPAM requires that you make it easy for subscribers to remove themselves from your list in one click. That means you can’t require subscribers to login to an account to unsubscribe. Therefore, save yourself some trouble and do as the law says – give recipients every opportunity to easily opt-out of your list. The alternative is that they will hit the “Report as spam” button which will be lodged as a complaint with the ISPs. Complaints have a negative effect on your reputation and will subsequently cause your email to go undelivered if your complaint rate is too high. To learn more about how to ensure optimum deliverability, download the SendGrid Deliverability Guide. It contains everything you need to know about delivering email through your application.