{"id":4554,"date":"2017-07-10T00:00:00","date_gmt":"2017-07-10T00:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/preventing-deliverability-issues-3-things-to-check-before-you-send-your-next-campaign\/"},"modified":"2025-08-13T16:19:29","modified_gmt":"2025-08-13T20:19:29","slug":"preventing-deliverability-issues-3-things-to-check-before-you-send-your-next-campaign","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/preventing-deliverability-issues-3-things-to-check-before-you-send-your-next-campaign","title":{"rendered":"Increasing Email Deliverability: Prevent Deliverability Issues Before Your Next Campaign"},"content":{"rendered":"

When it comes to email deliverability<\/a>, many marketers take a reactive approach. Too often, deliverability only becomes subject of attention when things go wrong, like a drop in deliverability rates, email delivery<\/a> rate, or decreased open rates. Rather than troubleshooting causes for email deliverability problems<\/a> when it\u2019s already too late, taking a proactive approach and following email deliverability best practices<\/a> (as in implementing either a single vs double opt-in<\/a> strategy or run an email deliverability audit<\/a>) can help you avoid many common issues in the first place. <\/span><\/p>\n

The deliverability factors you can\u2019t check before you send\u2014and the ones you can<\/h2>\n

Whether or not your email makes it to the inbox depends on a set of different factors. Many inbox providers rely on user feedback to determine whether or not an email should be treated as spam. In other words, if many of your subscribers mark your email as spam, this makes it more likely that the inbox providers like Gmail, Yahoo! Mail, or Outlook.com place your email into the spam folder, too.<\/span><\/p>\n

\"Adapting<\/a><\/figure>\n

While subscriber behavior is hard to gauge before the send, it\u2019s not the only factor that impacts your email\u2019s deliverability or email delivery rate<\/a>. In fact, there are quite a few other factors that inbox providers consider when deciding whether or not your email deserves to be delivered to the inbox\u2014and many of them, you can check and optimize before <\/i>you send. Here\u2019s how:<\/p>\n

Is your authentication set up for success?<\/h2>\n

Just as air travelers show their passports and plane tickets, emails must pass through authentication to prove that an email is from who it says it\u2019s from. If your infrastructure and authentication aren\u2019t set up correctly, inbox providers might have trouble confirming that you\u2019re a legitimate sender\u2014which might prevent your email from making it to the inbox or the Gmail promotions tab<\/a>. <\/span><\/p>\n

Here are the three most important authentication protocols that many inbox providers consider when deciding whether or not a message is legitimate:<\/span><\/p>\n