Optimizing Email Deliverability

Ed Forteau is an email marketing expert with more than 10 years of experience in email automation and deliverability. In this guide, he explains how email automation works from a technical perspective, what filtering and security measures are at play, and how to ensure that emails are consistently placed in recipient’s inboxes, including subscription emails, cold outreach emails, and transactional emails.

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Questions covered in this guide:

Why does deliverability matter?

What should your goals be around email deliverability?

Why is deliverability such a challenge?

What are the categories of tech tools in the email space? What does each do?

What are the different types of emails businesses send, and what are the relevant differences when it comes to deliverability?

In basic terms, how does automated email work? What “steps” does the email go through in its journey to the recipient?

What do mailbox providers check when deciding if an email is legitimate?

If you have emails ending up in spam folders, what might be going wrong, and what can you do?

How can you build and protect your domain’s reputation?

What are the most important pieces to get right?

What are the common pitfalls?

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