Behind the scenes of inbox delivery

Something invisible is killing your email deliverability. And 75% of brands have no idea it's happening. Here's the problem: Most brands confuse delivery rate with deliverability. DELIVERY RATE = Did the email get delivered? Shows up as "delivered" in Klaviyo Means it didn't bounce back Looks like everything is working fine DELIVERABILITY = Did it reach the inbox? Where the email actually landed Inbox vs spam vs promotions tab What your customers actually see The invisible killer is: Your delivery rate can be 98%. But your inbox placement could be 40%. That means 60% of your "delivered" emails are going to: → Spam folders → Promotions tab → Other filtered locations Your customers never see them. I audit accounts where brands think they have "great deliverability" because Klaviyo shows high delivery rates. But when we check postmaster tools? 50%+ of emails are in spam. No wonder their "optimized" flows aren't converting. No wonder their open rates are dropping. No wonder their revenue is bleeding out. The fix: Monitor inbox placement monthly Scan your domain monthly Check for blacklist listings Fix SPF/DKIM/DMARC authentication Stop celebrating delivery rates. Start tracking inbox placement. Your emails might be perfectly designed. Your flows might be optimized. Your copy might be brilliant. But if they're hitting spam folders? None of it matters.

Most ESPs won't tell you the truth about inbox placement. "Email delivered" doesn't mean it reached the inbox. But here's what most platforms won't explain: True inbox placement rates?  Technically, it is impossible to know for live sending. The only way to get real data is through seed lists - sending to inboxes you own and manually checking where emails land. Here's what they hide: → Mailchimp & Klaviyo: Beautiful campaigns, zero guidance on inbox testing → SendGrid & Postmark: Quick to flag violations, silent on placement insights → HubSpot: Passes their checklist = "you're good." No tools to actually verify. So you're left guessing why open rates dropped. Meanwhile, Gmail and Outlook make silent decisions that kill your campaigns. Why don't ESPs provide better tools? Because real transparency means explaining that inbox placement is complex, variable, and requires ongoing testing. Easier to just say "delivered" and move on. The truth? Inbox placement changes by recipient, domain, time of day, and dozens of other factors. Perfect reputation? Doesn't matter. Gmail might still dump you in Promotions. Email looks simple. Under the hood? It's a minefield. Most platforms leave you flying blind when you could have better insights. What's one thing your ESP never explained but should have?

Your emails might not be reaching the inbox - here’s how to fix it Most brands don’t realize they have a deliverability problem until it’s too late. You’re still sending emails. You’re still seeing opens. But behind the scenes? More emails are landing in spam or promotions. Here’s how to protect your inbox placement: 📡 Sending Reputation – ISPs (Gmail, Yahoo) score you based on engagement. ✔️ Warm up new domains, avoid sudden volume spikes. 🛠 Authentication (SPF, DKIM, DMARC) – Without these, providers don’t trust you. ✔️ Set up proper records & align them correctly. 📩 Inbox Placement ≠ Open Rate – A 25% open rate doesn’t mean you’re in primary. ✔️ Test with tools like MailGenius or GlockApps. 🚀 Volume & Frequency – Sending too many emails too fast kills reputation. ✔️ Scale volume gradually & stay consistent. 💀 Dead Weight on Your List – Low engagement signals providers to filter you. ✔️ Suppress inactive subscribers after 90-120 days. Email isn’t just about what you send - it’s about whether it even gets seen. When’s the last time you checked your inbox placement? If you’re not monitoring it, you’re flying blind... #emailmarketing #ecom #ecommerce

🚀 Demystifying MX Records: The Backbone of Email Delivery 📧 Have you ever wondered how emails find their way to the right inbox? The answer lies in MX (Mail Exchange) Records—a critical yet often overlooked component of email infrastructure. In my latest article, I break down: ✅ What MX Records are and why they matter ✅ How they work behind the scenes to route emails ✅ Best practices for configuring and managing them ✅ Common issues and how to troubleshoot them Whether you're an IT professional, a business owner, or just someone curious about how email works, this guide will help you understand the magic behind email delivery. Let’s demystify the tech that keeps our inboxes running smoothly! 💡 #TechTips #EmailMarketing #DNS #MXRecords #SysAdmin #TechExplained #LearnTech #ITInfrastructure #EmailDelivery