Recipient engagement
Messages that recipients repeatedly ignore, delete or report as spam teach mailbox providers that the mail is unwanted, even when authentication passes. Read more
Content & Formatting
Construct standards-compliant messages that render and travel reliably.
Email content quality
Content should communicate its purpose without misleading urgency, image-only design or inaccessible presentation. Trust and usefulness matter more than avoiding a list of supposed spam words. Read more
Personalisation and segmentation
Useful personalisation reflects a genuine relationship or preference. Incorrect names, inferred sensitive details and excessive data use reduce trust instead. Read more
Sender contact information
Recipients should be able to identify the organisation, understand why it contacted them and find a dependable route for questions or rights requests. Read more
Email unsubscribe
When leaving is difficult, recipients use the spam button. A simple opt-out protects recipient choice and sender reputation. Read more
Email formatting and MIME
A message can look correct in a template preview and still be malformed as Internet email. Headers, line endings, MIME structure and transfer encoding all affect acceptance and filtering. Read more