Email deliverability is key because it determines whether your emails reach the inbox or get lost in the dreaded spam folder. I’ve had times when a perfectly good campaign saw low engagement because of poor deliverability. Factors like domain authentication and IP reputation play a role, but your content matters too. Avoid spammy words and design emails to be visually clean.

Also, maintaining a clean email list helps. I once didn’t scrub my list for months, and my open rates tanked. Remove inactive users regularly and send re-engagement campaigns to win them back.

In trying to wrap my head around this, I stumbled upon an interesting site, https://www.digitalme.cc/best-email-campaign-ser... - that might help you.