> ## Documentation Index
> Fetch the complete documentation index at: https://moengage.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Best Practices for Email Deliverability

> Proven best practices to improve email deliverability, from authentication setup and audience data collection to engagement-based frequency.

Follow the best practices below to achieve and maintain good email deliverability.

## Set up Your Email for Optimal Deliverability

* Ensure your email setup is correct and compliant.
  * Check for [compliance](https://www.moengage.com/blog/email-compliance/).
  * [Test email set up](/user-guide/campaigns-and-channels/email/getting-started-with-email/email-setup-and-content-validation).
* Collect audience data accurately.
  * Use double opt-in, if possible.
  * If not, use a single opt-in with a captcha at the signup point to avoid bot signups.
  * Do not send marketing/promotions to users if they have not explicitly signed up.
    * Review [user collection](/user-guide/campaigns-and-channels/email/deliverability/best-practices/best-practices-to-be-followed-while-collecting-user-emails) best practices.
* Align email frequency with user engagement levels.
  * Send less frequently to less engaged users.
  * Consider retargeting campaigns for unengaged users.
  * Use [Frequency capping](https://moengage-user-guide.mintlify.app/user-guide/settings/channels/delivery-controls/frequency-capping) to limit the emails sent per user per day/week.
    * Sending too frequently results in user fatigue, which increases spam complaints and unsubscribes.
* Set clear expectations for your email communications.
  * Communicate your email frequency and content clearly when collecting user information, and then stick to those expectations.
  * Ensure subject lines and pre-header text accurately reflect the email content.

## Maintain Steady Sending Patterns

* Maintain **steady sending patterns** to ensure IP and domain remain warmed up.
  * Send at least 1 campaign a week to active users.
  * Send at least 1 campaign every 2-3 weeks to the ramped-up volume / all opted-in users \[barring the suppressed inactive users].
* Make sure you are **warmed up** to send the intended volume.
  * Review [warm-up](/user-guide/campaigns-and-channels/email/deliverability/best-practices/best-practices-to-be-followed-for-warm-up) best practices.
* Throttle emails using the correct [RPM](/user-guide/settings/channels/delivery-controls/throttling).\
  Sending too quickly without warming up your volume can lead to delivery issues. For more information, refer to [RPM recommendations](/user-guide/campaigns-and-channels/email/deliverability/best-practices/best-practices-regarding-request-per-minute-rpm).
* Do not suddenly increase volume.
  * **Peak season** campaigns tend to include fewer active/inactive users. Prepare for peak season mailings at least 6 weeks in advance.
  * Important announcements can be sudden. Make sure these are text-only and **throttled/split** over the day/s well.
* Ramp up sending volume after periods of inactivity.
  * * Inactive IPs and domains can become 'cold' and lose reputation.
    * Start slowly by sending to highly engaged users.
    * Slowly expand to other users with lower email engagement.
    * Do not send higher volumes at once.
    * Send to email openers only, with higher throttling (low RPM).

## Implement Dynamic Strategy

* Maintain a 70:30 ratio of active versus inactive users.\
  Focus the majority of your target audience on active users. This helps keep the overall negative engagement low.
* Send event-based personalized campaigns, like event-triggered and flow campaigns. Refer to [Use cases](https://docs.google.com/spreadsheets/d/1qyQsFEe6Uug4nCGWw6QLmAkkA7Y_fN0t6ehHg2dN1j4/edit?usp=sharing) for e-commerce brands.
* Ensure content relevance for users. Irrelevant content makes users lose interest in the sender.
* If engagement levels drop, reduce send frequency and send targeted content. Survey users to understand their disinterest.
* Suppress inactive users if there has been no engagement in 6+ months (or less/more depending on the industry.)
  * Internet Service Providers (ISPs), such as Comcast and Yahoo, may disable unused mailboxes.
  * If mailbox providers themselves have policies to suspend users, it’s imperative that the sender also have strategies to suppress them.

## Monitor and Revise Your Email Strategy

Address common deliverability issues:

* * Deferrals: Internet Service Providers (ISPs) may rate limit your sends.
    * Use lower RPM
    * Examine your sending patterns.
    * Pause for a day, let the IPs rest, and raise a ticket with postmaster support.
  * High user-reported spam complaints/unsubscribes:
    * Reduce sending frequency
    * Verify content relevance for each segment.
  * Low opens or clicks
    * Send only to email openers
    * Review the target audience
    * Review Frequency Capping (FC) settings
    * Ensure content v/s segment relevancy.
    * Pause and monitor.
* In case of domain reputation issues, refer to [Issues with Domain Reputation and Preventive Measures](/user-guide/campaigns-and-channels/email/deliverability/domain-reputation/issues-with-domain-reputation-and-preventive-measures).