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The goal of email deliverability is to ensure messages reach recipients\u2019 inboxes, avoiding spam folders or outright blocking.<\/p>\n
Strong deliverability means sending primarily to subscribers who demonstrate interest. Yet measuring that interest isn\u2019t perfect: false positives<\/em> count subscribers whose reported opens don\u2019t reflect real engagement, while false negatives<\/em> exclude still-interested subscribers whose clicks are outdated.<\/p>\n Good list hygiene removes the obviously unengaged. But a marketer can do more.<\/p>\n As described here, ecommerce email delivery is for bulk sends, such as marketing messages or content-driven newsletters. It is not for transactional messages, although list hygiene for bulk sends can apply to the same sending domain.<\/p>\n Email-list hygiene starts with sending consistent campaigns to engaged subscribers. Sending bulk emails only to interested recipients almost always produces higher open rates and generally puts the message in the inbox rather than a promotions tab or spam folder.<\/p>\n An \u201cengaged\u201d segment typically includes subscribers who recently clicked, opened, or joined the list. For example, a merchant sending a weekly email newsletter might set up a base sending segment of subscribers who:<\/p>\n Subscribers who fall outside the base sending segment and can enter a reactivation<\/a> or sunset<\/a> process.<\/p>\n Here are common base sending segments.<\/p>\nBase Segment<\/h3>\n
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