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email deliverability myths

Debunking Email Deliverability Myths

Understanding the truth behind these myths is crucial for optimizing email deliverability and engagement.
Article Outline

At Act-On, we love to separate the truth from the myths in marketing and email. As deliverability experts, we often educate customers on misconceptions that can misguide even seasoned marketers. Understanding the truth behind these myths is crucial for optimizing email deliverability and engagement.

Here, we’ll debunk three common myths: that the Promotions tab is bad, unsubscribes are detrimental, and the largest list always wins.

Myth: The Promotions Tab is Bad

Many marketers dread their emails landing in the Promotions tab, believing it dooms their campaigns to obscurity. However, this perception is outdated and inaccurate.

Reality Check: The Promotions Tab Isn’t a Death Sentence

  • User Intent: The Promotions tab is designed for marketing emails, making it a place where users expect to find promotional content. When users check this tab, they are often in the mindset to discover new offers and products.
  • Increased Engagement: Emails in the Promotions tab can benefit from higher engagement rates. Recipients who actively visit this tab are likely more interested in promotional content, leading to higher open and click-through rates.
  • Deliverability Impact: The biggest impact occurs when recipients see emails in their Primary inbox that they expect to be classified as “promotional” or “marketing.” This can lead them to ignore the emails altogether, contributing to a negative impact on your domain’s reputation. In some cases, it may even prompt them to mark your emails as spam, further damaging your deliverability.

The bottom line:

Focus on creating valuable, relevant content that resonates with your audience. Encourage engagement through compelling subject lines and personalization. Respecting the Promotions tab can enhance trust and long-term relationships with your subscribers.

Myth: Unsubscribes are Bad

Seeing unsubscribe numbers climb can be disheartening, leading many to believe that unsubscribes are inherently negative and should be minimized at all costs.

Reality Check: Unsubscribes Can Be Beneficial

  • List Hygiene: Unsubscribes help maintain a healthy email list by removing disengaged subscribers. A smaller, more engaged list is far better than a larger, disinterested one.
  • Engagement Metrics: Having subscribers who want to receive your emails improves your engagement metrics, such as open and click-through rates. High engagement signals to ISPs that your emails are valued, which boosts deliverability.
  • Reputation Management: Allowing easy unsubscribes reduces the likelihood of your emails being marked as spam. Spam complaints can severely damage your sender reputation and deliverability.

The bottom line:

Unsubscribes are a feedback opportunity. Unsubscribe feedback can provide valuable insights into why subscribers are leaving. Use this information to improve your content and strategy, ensuring that you retain and attract the right audience.

Myth: The Largest List Wins

A common belief is that a larger email list equates to greater success and revenue. While having a substantial list can be beneficial, the focus on quantity over quality can be misguided.

Reality Check: Quality Trumps Quantity

  • Engagement Over Size: A large list filled with unengaged or irrelevant contacts can hurt your deliverability. ISPs monitor engagement metrics, and low engagement from a big list can lead to emails being marked as spam.
  • Targeted Campaigns: Smaller, well-segmented lists allow for more personalized and targeted campaigns. Tailoring your content to specific segments of your audience can significantly improve engagement and conversion rates.
  • Sender Reputation: Maintaining a positive sender reputation is crucial. A smaller list with higher engagement rates can protect and enhance your reputation with ISPs, ensuring better deliverability.

Sustainable Growth: Focus on organic list growth through ethical practices. Building your list with genuinely interested subscribers leads to more sustainable and long-term success.

Our deliverability team helps customers get into the inbox and engage their audiences every single day. Read more about their services or sign up for a demo.

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