If your content is engaging and valuable your contacts will open and your emails will be delivered to the inbox.
The older your data, the harder it is to deliver. On the same note, make sure you're constantly finding ways to add new subscribers to your list to combat the natural process of list churn. As a general rule, you should only be sending to contacts who have opened in the past 12-24 months (or less) if you want to have top-notch deliverability. Our engagement management tool also makes it super easy to remove the people from your list who haven't opened in a long time. We have several automation recipes to help with that. It's very important to routinely cleanse inactive subscribers from your list or move them into segments that get mailed less often. If you are sending to many inactive contacts who don't open your emails, ISPs will consider your mail “unwanted” and deliver it to the spam folder. If your email communications are wanted, major ISPs will deliver them. Things you can do to improve your email delivery By following some pretty simple concepts you can dramatically reduce the chance of email being filtered. The good news is that it is not something you should dread or worry about. So you will undoubtedly have some mail filtered at some point when sending email campaigns.
Every receiving ISP is using different spam filtering techniques and some ISPs utilize some unpredictable and creative ways of combating spam. With any email service & any set of contacts you will always have some mail end up in the spam folder.
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