Editing Email Deliverability Reports (section)

== What Are My Next Steps? ==

While you don’t need to add the List-Unsubscribe header to your emails (we do that for you), we encourage all of our customers to implement deliverability best practices. Doing so will boost your sender health and help you establish and maintain a favorable reputation with Mailbox Providers. Below is a list of items for good deliverability:

* Build and maintain healthy lists
** Building and maintaining a healthy list of contacts is essential for email marketing. The quality of your list and sending practices directly affect your sender health and domain reputation.
** Enable CAPTCHA and double opt-in (if possible) for your subscription forms.
** Only send emails to contacts who provided explicit consent to be contacted by you.
** Regularly clean your contact list(s) to remove inactive subscribers.
** Track contact engagement with Engagement Tagging automations.
** Send content that contacts expect to receive and send at regular intervals.

When collecting consent to email individuals, it’s best practice to let them know what they’re signing up to receive and how often they can expect to hear from you. Straying from these expectations can compromise trust and land you in the spam folder.

* Segment your contacts
** A segment is a subgroup of contacts to which you can send highly targeted email campaigns. Creating segments lets you send the right message to the right contacts based on information available in your account. You can create segments based on tags, standard and custom field information, website visits, actions a contact took, contact or deal score, and more.
** Sending targeted email campaigns to a segment is a quick and easy win – when contacts receive relevant messages, they're more likely to pay attention to your campaigns. This will create a positive feedback loop where your campaigns are opened more and receive more clicks, improving your sender reputation and deliverability.

* Personalize your emails
** Personalization tags, conditional content, and predictive sending are other deliverability best practices that you can employ. With ActiveCampaign, we make it easy to create content tailored to individual contacts and send it at a time when they're most likely to open. When a contact sees that you took the time to thoughtfully address them and their needs with an email specific to them, they're more likely to engage with you.
** Personalization: We automatically generate personalization tags for every custom field you create. In addition, your account comes with a list of standard personalization tags. Each of these tags can be inserted into your communications.
** Conditional Content: Conditional Content lets you send different content to your list using a single campaign. For instance, you could:
*** Display a different product image depending on what a contact is interested in.
*** Insert a different offer depending on what stage of the customer lifecycle your contact is in.
*** Send a different informative article based on what problem a contact is trying to solve with your product.
** Predictive Sending: Predictive sending lets you send automation emails to contacts based on their habitual open times. This helps increase engagement with your communications and creates a highly personalized experience for each contact.

* Use clean email designs
** You’ll want to use an easy email design for your subscribers to look at and quickly get the information they need. ActiveCampaign offers several pre-designed templates that you can use for your campaign and automation emails. If you don’t have time to customize a template to fit your needs, you can also take advantage of our free email design services.

* Make it easy for contacts to unsubscribe from your emails
** Hiding your unsubscribe link or making the process difficult will result in poor deliverability. If contacts cannot find a way to unsubscribe, they’ll mark your email as spam and get you blocklisted.