Subscriber status and email deliverability

Marketing Cloud Engagement New Release info --- 🚀 Transactional Send Reconciliation: Guaranteed Delivery Status Reporting Salesforce introduced a new data extension template: 👉 Sendable Reconcilable Data Extension This finally enables something many of us have wanted for years: ✅ Per-subscriber delivery status ✅ Guaranteed send results ✅ Accurate reconciliation with external systems You can now track whether each transactional Email / SMS was: • Sent • Not Sent • Failed (with error reason) All stored in the new data view: 📊 _ReconcilableDispositionView !!!!!!!!!!!! 💡 Why this matters Until now, transactional sends were hard to fully verify. You might know a job executed… …but not whether each message actually reached the send stage. With Transactional Reconciliation, you get: ✔ Delivery monitoring ✔ Troubleshooting ✔ Resend control ✔ External system log matching ✔ Audit / compliance reporting This is especially powerful for: • Order confirmations • Shipping notifications • OTP / 2FA • Reservation confirmations • API-triggered sends ⏱ Time Window Control (1–72 hours) You can define a reconciliation window: • Short window → real-time monitoring • Long window → reporting / aggregation / compliance Examples: ⚡ 1–3 hours → immediate fallback notification 📈 24–72 hours → weekly/monthly reporting 📬 Supported Send Methods Works with: • Email Studio sends • Automation Studio email activities • Journey Builder • REST API Transactional sends ⚙ Key Setup Tips When configuring: ✅ Set Send Classification = Transactional ✅ Enable Transactional Reconciliation in Delivery Options ✅ Default window = 12 hours ✅ Enable HTS for Journey Builder (not Hyperforce) Important note: ⚠ Transactional journeys cannot use Sendable Reconcilable DEs directly Use "Triggered Send Data Extension" template instead. 📊 Example Query You can analyze results via Automation Studio: ============================ SELECT   JobId,   Channel,   Disposition,   MessageKey,   SubscriberKey,   SubscriberId,   ErrorCodeId,   ErrorName,   StartTime FROM _ReconcilableDispositionView ============================ 📌 What you can verify Per subscriber: ✅ Actually sent ✅ Failed ✅ Error reason Disposition values: • 0 = Queued • 1 = Sent • 2 = NotSent Perfect for: 👉 Marketing Cloud logs ＝ Your system logs ⚠ Retention Data kept for 7 days only If you need history: ➡ Export to Data Extension ➡ Automate storage via Automation Studio 🧠 My Take Compared to _Sent, this is: 💥 More reliable 💥 More explicit 💥 Designed for transactional guarantees For: • API sends • External integrations • Delivery audits • Error analysis This is honestly a game-changer feature for transactional messaging. Blog: https://lnkd.in/guzAp_wC More Salesforce Marketing Cloud tips coming soon 😎 Nobuyuki Watanabe #Salesforce #MarketingCloudEngagement #MomentMarketer #MarketingChampion #MarketingChampions

We've audited over $50M in DTC revenue this year. ↳ Almost every brand had emails going straight to spam. (+ none of them knew it was happening) These weren't small brands. They were 7 and 8-figure companies silently losing $10K-30K monthly. Why? Because 30-40% of their emails never reached the inbox. The worst part?  Their ESP dashboards showed "delivered" stats of 98%+. Here's what we consistently uncover: 1. Misconfigured sending infrastructure → Unverified SPF/DKIM records → Unverified branded sending domain (still?!) 2. Toxic engagement ratios → Consistently sending to unengaged contacts → Even your best customers stop seeing your emails. 3. Hidden spam traps → Lack of exclusion segmentation hurting placement → Not filtering out signups from certain APIs     (TikTok shop emails I’m looking at you) → Each send to fake contacts severely damages reputation 4. Send frequency blindness → Sending daily "because competitors do"    (without the engagement metrics to support it) → Find your audience's sweet spot 5. Zero list hygiene protocol → Keeping subs who joined 365+ days ago + never purchased → Keeping unengaged bloat in hope that one day they purchase    (they won’t…) This isn't theoretical. We're seeing spam placement rates as high as 60%. Fix your deliverability: More emails in inbox ↓ More eyes on your offers ↓ More clicks on your CTAs ↓ More earning potential 

Your email list is dying a slow death... and it's not because of your subject lines. I've seen it countless times: marketers obsessing over open rates while their deliverability crumbles beneath them. The truth? Most email strategies are built on a foundation of sand. You're focused on WHAT you're sending, when you should be focused on WHO you're sending to. But here's the thing: Subscriber engagement isn't just another metric to track. It's the lifeblood of your email deliverability. And guess what? The ISPs are watching. Every. Single. Send. So how do you fix this? I've identified 5 game-changing strategies that transform struggling email programs into revenue machines: 1️⃣ Quality > Quantity Stop chasing list size. A list of 1,000 engaged subscribers will ALWAYS outperform 10,000 disinterested ones. Poor-quality subscribers are deliverability poison. 2️⃣ Segment Like Your Business Depends On It Because it does. Your subscribers aren't numbers—they're people with different needs. Group them logically and speak directly to their specific interests. 3️⃣ Personalization Is Non-Negotiable The "email blast" is dead. 💀  If you're sending the same message to everyone, you're doing it wrong. Use your data to create relevance that drives action. 4️⃣ Timing Is Everything A perfectly crafted email sent at the wrong moment is wasted effort. That abandoned cart email? Send it now. That discount after purchase? Hold off. 5️⃣ Test, Learn, Optimize, Repeat Email isn't "set it and forget it." The marketers seeing 3X ROI are the ones constantly testing and refining their approach. The beautiful part? These tactics create a virtuous cycle: → Better inbox placement → Higher engagement → Stronger sender reputation → Improved deliverability And the cycle continues... Want to know if your email program is on the right track? Look at your engagement metrics first, not your list size. Because at the end of the day, ISPs don't care how many people you send to. They care if those people actually want your emails.

A client once told me they’d been emailing their list for years and had never cleaned it. Not once. No review of inactive subscribers. No removal of hard bounces. No check on how old some of those addresses were. From their side, everything felt fine. They wrote emails each week. Emails were sending. Nothing looked broken. But inbox providers were seeing something very different. Old addresses that hadn’t opened an email in months. Engagement steadily declining. Clear signals that these emails weren’t wanted anymore. This is the part of email marketing no one really talks about. People are told to start an email list. They’re rarely told what it takes to maintain one. Because it’s not exciting work. It’s not copy. It’s not subject lines. It’s hygiene. Email lists are living systems. And when they aren’t cared for, trust erodes quietly with subscribers and with inbox providers. That’s why deliverability problems often show up later, even when the emails themselves are fine. Strong email programs aren’t just about what you send. They’re about what you pay attention to. Setup. Regular review. Cleaning before things get expensive. The invisible work is usually what keeps everything else working.

Email deliverability is tanking, and you're in panic mode. So you start a "domain rehabilitation" strategy... But here's the mistake many make: They remove subscribers after the FIRST positive interaction. This is like firing your best employees right after they start performing. Here's why this sabotages your deliverability efforts: Email deliverability operates on two core principles: 1️⃣ Technical Authentication (SPF, DKIM, DMARC): These are the table stakes. These are the minimum requirements to play the game. 2️⃣ Reputation Signals: This is where email becomes more like a social network than a communication tool. Google, Yahoo, and Apple aren't just delivering your emails. They're SCORING them based on subscriber behavior. Many rehabilitation strategies look like this: ❌ Send warming emails ❌ When a subscriber engages, move them to your "real" list ❌ Start from scratch with the next batch But here's what the deliverability algorithms ACTUALLY want: ✅ MULTIPLE positive signals from the SAME subscribers ✅ Replies, clicks, and time (not just opens) ✅ Consistent engagement patterns When a subscriber engages with your rehab email, that's not your cue to move them. It's your opportunity to try and collect 5-6 MORE positive signals from them. Recent example: We sent a simple question email to our most engaged subscribers, asking for a reply. For those who replied, we sent a follow-up question. Some subscribers gave us TWO high-value replies instead of one... Increasing our positive signals to mailbox providers. The fastest way to rebuild domain reputation isn't through MORE subscribers. It's through DEEPER engagement with your responsive ones. How are you maintaining your email deliverability?

If you aren't doing these things, you're eviscerating your email delivery rates... 1. Authenticate Your Emails: Implement SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) to authenticate your emails. Get to know Google Postmaster Tools. 2. Clean Your Email List Regularly: Remove inactive subscribers and invalid email addresses. A clean list reduces bounce rates and improves your sender reputation. 3. Segment Your Audience: Send targeted emails to specific segments of your audience. Personalization increases engagement, which signals to ISPs that your emails are valuable. 4. Craft Engaging Subject Lines: Create compelling and relevant subject lines to improve open rates. Avoid using spam trigger words like “free,” “buy now,” or “guarantee.” 5. Use a Reputable Email Service Provider (ESP): Choose an ESP with a good reputation for delivering emails and strong anti-spam measures. They can help ensure your emails are properly configured and compliant with regulations. 6. Optimize Email Content: Keep your emails concise, relevant, and visually appealing. Use a mix of text and images, and ensure your emails are mobile-friendly. Personalized video goes a long way. 7. Include a Clear Unsubscribe Option: Make it easy for recipients to unsubscribe if they no longer wish to receive your emails. This helps maintain a positive sender reputation and reduces spam complaints. 8. Monitor Your Email Metrics: Track key metrics like open rates, click-through rates, and bounce rates. Use this data to refine your strategy and improve future email campaigns. 9. Warm Up Your IP Address: If you’re starting with a new IP address, gradually increase your email sending volume. This helps build a positive sender reputation with ISPs. 10. Avoid Using URL Shorteners: URL shorteners can be associated with spam. Use full URLs or branded links to maintain trust and avoid triggering spam filters. 11. Ask for Whitelisting: Encourage your subscribers to add your email address to their contact list or whitelist. This ensures your emails land in their inboxes. 12. Check Your Email’s Spam Score: Use tools to analyze your email content for spammy elements before sending. This helps you identify and rectify potential issues that could land your email in the spam folder. By following these simple tricks, you can significantly improve your email delivery rates, ensuring your messages reach your audience effectively and boost your overall email marketing success. Feel free to share any additional tips or experiences in the comments!

Klaviyo Deliverability Cheat Sheet For 7-8 Figure DTC Brands: Most eComm brands don’t have an email content problem, they have an inbox placement problem. Fixing it unlocks higher open rates, better click-throughs, and more predictable revenue. This cheat sheet breaks down the exact deliverability framework we implement for clients doing $1M-$20M/year in revenue. 1. Email Authentication Setup ✅ The foundation of deliverability. You need to: 👉 Set up a dedicated sending domain 👉 Add SPF + DKIM to DNS 👉 Add a DMARC record 👉 Never send from free email addresses (eg. Gmail, Yahoo) 👉 Test your setup using tools like MXToolbox or GlockApps 2. 4-Week Klaviyo Warm-Up Plan 🔥 When launching or resetting a Klaviyo account, avoid blasting your whole list. Start only with your most engaged subscribers and scale gradually: 👉 Week 1: Activate high-engagement flows 👉 Week 2: Send campaigns to highly-engaged segments (1-2 per week) 👉 Week 3: Gradually increase volume & frequency if metrics look healthy 👉 Week 4: Scale campaign segments and build out remainder core flows 3. Segmentation for Inbox Placement 🧠 Stop sending to your whole list. Use these filters instead: 👉 Opened in last 30-90 days 👉 Clicked in last 60 days 👉 Recent purchasers And sunset cold leads automatically. 4. Deliverability Definitions That Actually Matter 📊 Know your numbers: 👉 Open Rate 👉 Click Rate 👉 Bounce Rate 👉 Unsubscribe Rate 👉 Spam Complaint Rate 5. Metrics to Monitor 📈 Benchmarks we use to assess account health: 👉 Open rate: >33% 👉 Bounce rate: <1% 👉 Spam complaint rate: <0.01% 👉 Unsubscribe rate: <0.3% 👉 Click rate: >1% Most brands only think about deliverability when it’s already costing them tens of thousands. The ones scaling past $10M? They build it in before it's a problem. Follow me for more retention systems, Klaviyo strategy, and real-world breakdowns that actually drive revenue. P.S: Get our free Popup & Flows Playbook - https://lnkd.in/gxBJA8MC

Are you sending job alerts to subscribers? It will be a pity if they stop receiving them... Email job alerts are the bread and butter of job boards and aggregators, and every company in online recruiting and talent acquisition uses email. Starting in February 2024, Google will have stricter requirements for delivering emails from senders to Gmail. The requirements are even more stringent for those sending 5000 or more email messages daily to Gmail accounts. These changes will impact almost any job board or aggregator with 10000 subscribers. Why 10000? If you send job alerts, 50% of your subscribers likely use on Gmail. How do I know this? I have built five high-scale job alert infrastructures, sending over 20 million daily emails, and the experience taught me that Gmail is one of the most important channels to optimize for deliverability. There are two critical new guidelines: 1️⃣ Keep spam rates reported in Postmaster Tools below 0.10% 2️⃣ Offer a one-click unsubscribe option The second one is critical and has enormous implications for job boards and aggregators. Most platforms today (a quick test with ten known names in the US – 9 out of 10 did not have that) do not support one-click unsubscribe. You have until June to build it. What's complicated about this, you are saying? Just put a link in the email. But here is where you have to read between the lines. It is not enough to have a URL in the email that unsubscribes the user.  One-click unsubscribe should be implemented according to RFC 8058 by adding List-Unsubscribe headers to outgoing promotional messages. This part will be painful for job boards running on platforms that manage email alerts for you. It is up to you to ensure they comply with the new requirements. Reach out already today. T I have written a detailed blog post outlining all of the changes and made a deep dive into what it means precisely for job boards, aggregators, and job board platform providers. Full article: https://lnkd.in/dkJ3JhNU #google #email #gmail #ses #deliverability

After auditing 100+ ecommerce email programs, I've found something concerning: Most brands focus on the wrong deliverability factors. Yes, everyone knows about: Using double opt-in Cleaning your list Avoiding spam words But here are the advanced tactics actually moving the needle for our clients: 1. Engagement-Based Sending Identifying highly engaged subscribers Sending to them first Gradually expanding to less engaged segments Only sending to the full list for critical campaigns 2. IP and Domain Warming New ESP? Don't blast your entire list day one. We follow this warming schedule: Week 1: 10% of engaged subscribers Week 2: 25% of engaged subscribers Week 3: 50% of list Week 4: Full list 3. Authentication Isn't Optional We recently took over a client's program where they had: No SPF records No DKIM No DMARC policy After implementing all three: Deliverability did a 180. 4. The Gmail Reply Hack Want to boost Gmail deliverability? Ask for replies. When subscribers reply, it signals to Gmail you're a trusted sender.

Your email list isn’t a trophy. It’s a tool. Bigger isn’t always better. If no one’s opening your emails, what’s the point? A bloated list drags your entire campaign down. More spam complaints. Lower open rates. Emails getting buried before they’re even seen. Yet brands hold on. They fear cutting subscribers will hurt them. But the real damage comes from keeping dead weight. One client purged their list. Removed inactive subscribers. Cleaned out the ghosts. Their open rates jumped 15%. Deliverability improved. More real customers saw their emails. This isn’t about shrinking your audience. It’s about making sure the right people stay. Here’s what works. → Remove inactive subscribers regularly. → Segment by engagement levels. → Run re-engagement campaigns before saying goodbye. A smaller, healthier list drives more conversions. And that’s what actually matters. Stop hoarding. Start optimizing. ♻️ Repost if engagement > vanity metrics. ✚ Follow Oliver Allen for expert advice on authentic and transparent marketing strategies. I’m on a mission to set a new standard of honesty in marketing and help brands achieve clarity and results.