"Deliverability goes beyond pressing send. It's the difference between your email being delivered and it actually landing in the inbox. Each send passes through two main stages: Stage 1: Delivery. Your email is transmitted to an MBP (like Gmail or Outlook) and either accepted or rejected. Hard bounces occur when an address is invalid. Soft bounces occur when an inbox is temporarily unavailable (for example, due to full storage). Stage 2: Inbox placement. Once accepted, the provider decides where your message goes: inbox, promotions tab or spam. This judgment is based on factors like authentication, sender reputation and recipient engagement."
"During peak holiday months, email traffic can double or triple - especially around major shopping days. MBPs must protect users from unwanted or malicious emails, which means even legitimate senders face heightened scrutiny. Understanding this process helps marketers plan more strategically and avoid looking "spammy" to the algorithms that decide inbox fate."
Holiday season drastically increases email volume, raising scrutiny from mailbox providers like Gmail, Yahoo, and Outlook. Deliverability includes two stages: delivery (acceptance or rejection, with hard and soft bounces) and inbox placement (inbox, promotions, or spam). Providers evaluate authentication, sender reputation, and recipient engagement to determine placement. Traffic spikes around major shopping days intensify protections and can flag legitimate senders. Maintaining a strong sender reputation and following best practices improves inbox placement. Strategic steps and attention to deliverability metrics help ensure campaigns reach recipients during peak holiday periods.
Read at MarTech
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