Good deliverability relies on seven simple practices, to apply to every campaign. Each one links to an article that explains it in detail.
Send to consenting, up-to-date contacts. Your recipients must have agreed to receive your communications. Regularly remove invalid addresses, bounces and contacts that have been inactive for a long time (see How do I clean a contact list in Sarbacane Contacts?).
Send with your own domain. A domain in your name strengthens your sender identity with mailbox providers (see Which method should I choose to send with my own domain in Sarbacane Campaigns?).
Warm up any new domain. Increase your volumes gradually during the first weeks (see How do I warm up a new sending domain in Sarbacane Campaigns?).
Take care of your header. The alias and subject are the first things recipients see. They must be clear and make people want to open the email, without being misleading (see How do I fill in my campaign header so that it gets opened in Sarbacane Campaigns?).
Write balanced content. Avoid excessive images, typical spam words and attachments (see How do I write my campaign content to avoid spam in Sarbacane Campaigns?).
Test before sending. Check the display, links and images on desktop, on mobile and in several mailbox providers.
Track your statistics and adjust. After each campaign, look at open, click, unsubscribe and complaint rates, and personalize your sends according to your contacts' interests.
