Deliverability

What is deliverability?

Deliverability is your Campaign’s ability to successfully reach a user’s inbox and not end up in spam or promotions folders. Echobox works closely with Amazon Web Services and always follows the best practices for ensuring a good reputation with all inbox service providers (Gmail, Microsoft, Apple, and more).

How does Echobox make sure my email gets delivered?

Authentication: All Campaigns have authentication protocols configured. At a minimum, this must be DKIM , and a valid DMARC record.
Best practices: All of our emails follow best practices in size, structure, and style. We will highlight when subject lines include content which could be flagged as Spam.
Double Opt-In: Echobox will send a verification email to each new subscriber to check that they want to remain subscribed. This is an optional setting for each Campaign which you can enable from the Sign-up forms section of your Campaign Settings.
Subscriber confirmation emails: Echobox uses signup email confirmations to remove any emails that do not get delivered, even before sending an Edition.
Subscriber management: Echobox continually monitors your subscriber list to remove any emails that do not get delivered because of bounces or complaints (see below).
Delivery rates: Delivery and open rates are continually monitored for changes.
Send Time Optimisation: Echobox sends your emails at the best time to ensure optimal delivery at each email provider.

How does Echobox use IP addresses?

IP addresses are the addresses of the servers that send out emails on behalf of customers. Email providers (such as Google or Microsoft) build up a reputation for each IP address, based on its rate of spam and email volume. They can be wary of new IP addresses from which they have not previously received email traffic, as they don’t have information on them.

Echobox prepares (known as warming up) the IP addresses that are used before any customer sends an email through them. Echobox sends emails through these IP addresses to the major email providers so that they will recognise and trust the IP address. Customers’ emails will only be sent through IP addresses that the email servers already trust.

What is the difference between a hard bounce and soft bounce?

A hard bounce is when an email fails to deliver for a permanent reason, such as the recipient’s email address is invalid, or their inbox has been deleted. Echobox removes any hard bounces from your subscriber list automatically.

A soft bounce is when an email fails to deliver for a temporary reason, such as the recipient’s inbox is full, or emails are being blocked by a spam filter. These emails have the possibility of receiving your emails in the future, and so Echobox does not remove them automatically.

What is Echobox’s soft bounce policy?

Emails that consistently soft bounce are unlikely to ever receive one of your emails, and can negatively affect your deliverability. To address this, Echobox automatically removes any email address that soft bounces ten times in a row.