Inbox Pros Blog   »   Recent Presentation: “2017 Deliverability & Beyond – What Eloquans Need to Know” (Part 1)

February 24, 2017

Recent Presentation: “2017 Deliverability & Beyond – What Eloquans Need to Know” (Part 1)

Author | Brittany McCusker

Recent Presentation: “2017 Deliverability & Beyond - What Eloquans Need to Know” (Part 1)


On January 31st, CEO, Chris Arrendale gave a presentation called ‘2017 Deliverability & Beyond -What Eloquans Need to Know’ at Twin Cities Oracle Marketing Cloud User Group. This presentation involved deliverability and how it’s related to complaints, spam traps, list management, recipient engagement, WhoIs registrants, DMARC authentication, Gmail Postmaster Tools and Microsoft Smart Network Data Services (SNDS). If you are an Eloqua user or anyone trying to improve email deliverability, this was for you.



When analyzing data, what metrics do marketers track? It was found that 76% of marketers track open rates and less than half of marketers track email deliverability.



What is deliverability? Breaking this down, I’m sure you have heard the term ‘delivered’. Delivered means to bring or hand over a message to the proper recipient. This is different than deliverability. Deliverability is a way to measure the success at which an email marketer gets a message into the subscriber’s inbox. This part of marketing is vital to know because getting your email into your subscriber’s inbox is the only way to get opens, clicks, and conversions. Another important part of this is that deliverability is constantly changing. Keeping updated on deliverability best practices will help you increase the amount of messages delivering to your subscribers.


Spam Traps, Complaints, and Filters

So what happens between clicking send and being delivered? An email has to pass through several filters before reaching the subscriber’s inbox. These are called ISP filters, corporate filters, and desktop filters. Depending on how mail moves through the filters determines where the mail ends up. It can either be delivered, sent to spam (also called quarantine) or it can bounce without being delivered at all.


Being a subscriber, I’m sure you have experienced emails that haven’t pleased you or met your expectations. This, among other reasons, are why subscribers are unresponsive. Complaints happen all the time, but if you identify why they are happening you can start to resolve them.  



It’s important to remember that content plays a large part in deliverability. If you are generating content that’s not personalized for the subscriber, you are more likely to receive complaints and decrease your sending reputation. Hitting spam traps will also hurt your reputation.


Spam traps are real email addresses that don’t bounce. Often ISPs will take over abandoned email addresses and turn those into spam traps. Make sure to always verify emails are not on these blacklists and get guidance on avoiding spam traps like; Typo, Recycled, and Pristine

Deliverability is vital if you want to increase your engagement and conversion rates. In Part 2 we will go over information from Chris Arrendale’s presentation on clean lists, engagement rates, WhoIs, DMARC, Gmail and Microsoft Inboxes.

Click here for access to Chris Arrendale’s full SlideShare presentation

Click here to request more information