Email is old and tired — but you still need it!
Email has earned a reputation for being on its way out. And honestly… it’s not a completely unreasonable feeling.
But that’s exactly the point: even if email sometimes feels a bit shaky compared to newer channels, it still carries a huge part of the responsibility in practice.
Because it’s often email that actually moves people forward:
to the app, to SMS, to My Pages — to the more future-proof channels where the relationship can deepen over time.
Email is not dead.
But it needs care, attention, and a little love to perform well.
There are two perspectives that determine whether you land in the inbox or in spam — one technical and one behavioral.
The first is the foundation: technical setup, data quality, how your templates are built, subject lines, bounce management, and the way you actually send.
If this structure isn’t solid, the signals sent to inbox providers become weak or messy, and your emails risk being filtered or pushed into the promotions tab long before anyone even gets the chance to open them.
The second is about what happens after the emails arrive.
Email clients monitor recipient behavior. Opens, clicks, and engagement are seen as positive quality signals — proof that the content is relevant.
Low engagement, inactive contacts, and zero interaction are interpreted as unwanted communication, which leads to stricter filtering, spam classification, and in the worst case, blocklisting.
So what do you need to stay on top of?
1. Sender authentication
SPF, DKIM, and DMARC are the basics.
They tell inbox providers that you really are you — not someone pretending to be you.
If your technical identity doesn’t work, nothing else will either.
2. Data quality
Old addresses, bounces, duplicates, and inactive recipients signal “bulk” and low quality.
If you keep sending to people who never respond, inbox providers eventually step in to protect their users.
Clean data = stronger reputation.
3. Relevance and engagement
Inbox providers reward emails that drive engagement.
If people open, click, and interact, your chances of landing in the inbox increase.
If your emails are irrelevant, poorly targeted, or simply unhelpful, engagement drops — and with it, your deliverability.
4. Sending patterns
How often you send matters.
Irregular frequency, sudden volume spikes, or too many emails in a short period look like spam — and are treated accordingly.
Stable, predictable sending patterns build trust.
Do you know if your email channel is in good shape?
Are your emails being delivered?
Do you land in the inbox?
Do people open?
Do they click?
How do you compare to others in your industry?
We work with organizations where email is business-critical — everything from unions and membership organizations to global B2B companies.
Even if you feel like you have things under control, there’s always value in bringing in an outside expert to optimize your communication.
The improvements show up quickly — in both engagement and concrete results.
Want an email deliverability check?
