Manage deliverability

Deliverability is a measure of the success of your deliveries reaching your recipients inboxes.

Email deliverability refers to the set of characteristics that determine a message’s ability to reach its destination, via a personal e-mail address, within a short time, and with the expected quality in terms of content and format. These characteristics fall into four main categories: data quality, message and content, sending infrastructure, and reputation. Together, they form the foundation of a successful email deliverability program.

The deliverability rate is the number of messages that hit the recipients’ inboxes compared to the number of messages that were delivered. It depends on numerous factors, particularly:

  • Limited spam complaints
  • Low hard bounce rates
  • Quality of the addresses targeted
  • Message content
  • Sender reputation

To optimize the deliverability of your Journey Optimizer experiences, we recommend using the best practices listed in this section. Deliverability problems are generally linked to protection against spam implemented by Internet service providers (ISPs) and mail server administrators.

For a deeper dive on what deliverability is and to learn more on key deliverability terms, concepts, and approaches, refer to the Adobe Deliverability Best Practice Guide.

Reduce complaint rate

ISPs usually have a prominent means of reporting a received message as spam. This makes it possible to identify unreliable sources. By rapidly honoring opt-out requests and therefore showing that you are a reliable sender, you can reduce complaint rates. Learn more about opt-out management.

As a general rule, do not try to get in the way of recipients who want to opt-out by requiring them to fill out fields such as their email address or name, for example. The unsubscription landing page should have one validation button only.

Pay extra care when requesting additional confirmation: a user may have two email addresses redirected to the same box (for example: and If the profile is able to remember the first address only and wishes to unsubscribe via a message sent to the other one, the form will refuse this because the encrypted identifier and the email address entered will not match.

Leverage suppression lists

Journey Optimizer manages a suppression list that gathers spam complaints, hard bounces, and soft bounces that occur consistently.

To protect your deliverability, the recipients whose addresses are on the suppression list are excluded by default from all future deliveries, because sending to these contacts could hurt your sending reputation.

Learn more about the suppression list.

Use monitoring tools

Use the features offered by Journey Optimizer to monitor your deliverability.

The Executions tab of the message list allows you to check how your deliveries are performing through a set of real-time indicators. Amongst other things, this tab displays:

  • The number of messages that are successfully executed, sent and delivered.
  • The number of messages that have been opened and the number of messages/links that have been clicked.

Adapt message content

To a lesser degree, the content of certain messages may be detected as spam.

To improve your deliverability rate and make sure that your emails reach your recipients, follow the principles below when designing your message content:

  • Sender name and address: The address has to explicitly identify the sender. The domain has to be owned by and registered to the sender. The domain registry must not be privatized.

  • Unsubscribe link and landing page: The unsubscribe link is essential. It must be visible and valid, and the form must be functional.

Learn more about designing email content.

Establish your reputation as a sender

If you recently moved to another email service provider, IP address, or email domain or subdomain, you need to establish your reputation as a sender. Otherwise, your deliveries might be blocked or moved to the spam folder of the recipients’ mailbox.

To warm up your IP, you can gradually ramp up the number of your deliveries. See this use case.

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