Engagement of contacts and deliverability


Engaging your recipients in email marketing campaigns is a critical factor in accepting content by providers. Hotmail and Gmail were the first to adopt this criterion.

In the past, the primary factor analyzed by email providers to identify whether or not they would be accepted were content (negative words, suspicious links) or the reputation of the sender or domain. Today, the engagement of its recipients with the campaigns made have been decisive in the acceptance of their deploys.

Therefore, for better deliverability, it is essential that the campaigns are carried out in a segmented manner, both by interests and also their behavior in previous campaigns.

The provider punishes who does wrong

Example: If we send to 100 subscribers from a particular provider every day, for a month and these contacts do not open most of these emails, the provider who analyzes the engagement to accept your next submissions will penalize you, be it rejecting your campaign or placing it in the recipient’s spam box.

Here are some of the factors that have been analyzed to classify your contacts’ engagement with your campaigns:


Email opening – Good
Since some email providers already download images by default, opening e-mail has become a less critical metric. However, it remains a considerable factor.

Add sending sender to your contacts – Good
Having the sender address to the recipient’s contact list indicates that the recipient already knows who is sending.

Move email to a folder – Good
If the recipient has seen the sender’s address and the subject of the campaign, it means that at some point he wants to see it and that content is of interest to him.

Reply to an email received by the sender – Very good
Receiving an email and replying to it is a strong indication that the content received is really relevant.
Tip: Create a call to action to return to an email address (mailto:). For this reason, using senders like noreply is considered something negative in email marketing campaigns.

Move junk email (Spam) to Inbox – Very Good
This means that the recipient has an interest in the content of these emails.


Delete email without opening it – Bad
This indicates that the recipient verified the sender’s address and subject, and determined that the content did not interest him.
If the contact receives your campaign and deletes it without opening, it is a negative factor. Therefore, the reputation of your sender will fall, not only to that sender but every provider.

Move to junk (Spam) – Too bad
This is a strong indication that the recipient does not want to receive their emails campaigns and considers it spam, either for the non-relevant content or unsolicited sending/receiving.