Marketers usually focus on the content of their email campaigns, subscribers’ lists, and engagement rates. However, there is another crucial aspect of the email marketing success — deliverability rate. Who does care about your impeccable email copy when it’s never delivered?
Email deliverability depends on the properly configured email infrastructure, and there is a list of tech things you need to be aware of as a marketer. If your company uses its own email infrastructure, you need to know the basics and be able to solve the issues with your tech team. If you trust email sending to the email provider, you should understand their capabilities and available options.
In this post, we will explain the fundamentals of the email infrastructure, describe what can potentially go wrong, and how to fix that.