Enhancing Email Deliverability in Adobe Journey Optimizer

Email deliverability is crucial for ensuring your messages reach recipients’ inboxes promptly and effectively. It encompasses several key factors that determine the success of your email campaigns. Here’s how you can optimize deliverability in Adobe Journey Optimizer:

Understanding Email Deliverability

Deliverability refers to the ability of your emails to successfully reach recipients without being filtered as spam or bouncing back. It depends on factors like data quality, message content, sending infrastructure, and sender reputation.

Using TLS 1.2 for Secure Data Exchange

Adobe Journey Optimizer employs Transport Layer Security (TLS) 1.2 to secure data exchanges between users’ systems and the platform. This ensures data integrity and reduces the risk of deliverability issues caused by security protocols mismatch.

Optimizing Email Deliverability

To maximize your email deliverability with Adobe Journey Optimizer, consider the following best practices:

1. Reduce Complaint Rates: ISPs provide mechanisms to report emails as spam. Minimize complaints by promptly honoring opt-out requests and ensuring clear unsubscribe processes. Avoid requiring unnecessary information on opt-out pages to simplify the process for users.
2. Utilize Suppression Lists: Journey Optimizer manages a suppression list that includes addresses generating spam complaints or consistently bouncing emails. Exclude these addresses from future deliveries to protect your sender reputation and improve deliverability.
3. Monitor Performance: Use Journey Optimizer’s monitoring tools to track email delivery metrics in real-time. The Executions tab provides insights into delivery success rates, open rates, and click-through rates, enabling you to optimize campaign performance effectively.
4. Craft Effective Message Content: Design email content that complies with best practices to avoid triggering spam filters. Ensure sender names and addresses are clearly identifiable, and include functional unsubscribe links that adhere to industry standards.
5. Establish Sender Reputation: If migrating to a new email service provider or domain, gradually build a positive sender reputation. Consistently send relevant and valuable content to engage recipients and maintain high deliverability rates.
6. Implement DMARC: Deploy Domain-based Message Authentication, Reporting, and Conformance (DMARC) records for all delegated subdomains. DMARC helps protect your domain from unauthorized use and enhances email security and deliverability.
7. Understand Feedback Loops: Utilize feedback loops provided by ISPs to monitor spam complaints. Adobe integrates with various ISPs’ feedback loops to automatically manage spam complaints and update suppression lists accordingly.

Important Considerations

Not all ISPs offer traditional Feedback Loops, such as Gmail. Adobe customers are enrolled in traditional FBLs with major ISPs to ensure efficient management of spam complaints and maintain deliverability standards.

By following these best practices and leveraging Adobe Journey Optimizer’s capabilities, you can optimize email deliverability, enhance sender reputation, and ensure your messages reach intended recipients effectively.