Blueshift Academy: Email Deliverability Fundamentals Course

Last updated: January 11, 2023

Blueshift Academy Deliverability Fundamentals 2020

As an email marketer, you expect your beautifully crafted and designed emails to reach the inbox of customers. And there’s nothing more frustrating when they go unnoticed, straight to spam, or worse — never even make it to customers. Reaching the inbox is no easy task and is challenging for even the most well-known brands. To demystify the ins and outs of email deliverability, we’ve put together a course that serves as an in-depth overview of successful email delivery, including current authentication protocols that contribute to higher acceptance rates, and stellar deliverability for new and existing mail streams alike.

This course is a part of Blueshift Academy — the one-stop shop to learn the basics of the Blueshift platform and topics most important to modern marketers: AI-marketing, digital marketing best practices, email deliverability, and much more. We’ve broken down the biggest topics in marketing today into easy-to-follow and informative courses. In this course, we cover the basics of email deliverability, an overview of the receiving community, email deliverability key components, and much more. No strings attached, anyone willing to learn can take our free course that will guide you through the nuts and bolts of email deliverability — and turn you into an email marketing and deliverability pro!

More About the Email Deliverability Course

We’ve broken down the essential information that every marketer should be aware of when ramping up, beginning, or enhancing their email programs. These best practices will not only increase inbox placement, but you’ll become a savvier email marketer, better aligned with the Receiving community, as you build and execute future email program strategies.

In this 7 part course you will learn:

A graphic of an email inbox displayed on a smartphone

1. An Introduction to Email Deliverability

These modules will cover the basics of email deliverability, exactly what it is, and why it’s important to marketers looking to get the most out of their emails. We’ll discuss what are different variables that play a role in email deliverability success, how these elements influence reputation, and the core authentication protocols:

SPF (Sender Policy Framework) allows marketers to define which IP addresses are allowed to send mail for a particular domain
DKIM (Domain Keys Identified Mail) provides encryption keys and digital signatures that verify if an email was not faked or altered
DMARC (Domain-based Message Authentication Reporting and Conformance) brings together SPF and DKIM to allow domain owners to dictate how they would like emails from a particular domain to be managed
BIMI (Brand Indicators for Message Identification) enables brands to add their logo alongside their “from” address in recipient’s inboxes

You will learn how you can reach more customers and boost engagement with the help of a solid email deliverability strategy.

Logos for Gmail, Microsoft Outlook, and Verizon Media

2. The Receiving Community At a Glance

In this module, we will discuss the top 3 Mailbox Providers making up the vast percentage of senders’ lists today. You will gain a better understanding of how these Providers measure reputation, what makes up their own individual/proprietary filtering systems, and what factors to consider when mailing to each.

Blueshift dashboard screenshot

3. Introducing New Mail Streams, Monitoring IP, Domain, and Sender Identity Reputation, and Email Deliverability Best Practices

In the final modules, we’ll address the process of building and maintaining a healthy email program that’s focused on customer engagement as a core metric — from migrating ESPs, introducing new mail streams or campaign types, reaching specific cohorts, along with addressing seasonal lifts in volume/outreach.

IP Warm-Up graphs

ou will learn our recommended approach to warming new IP addresses and building a solid reputation along with email marketing best practices like:

Email bounce management
List management and when to stop and start messaging based engagement
Key campaigns you should leverage to improve your overall deliverability

Learning these crucial tips will ensure you’re greatly contributing to the mail you’re sending not only being accepted, but also delivered/directed to the inbox as intended., and how (and with what tools) you can monitor your email programs.

Positive engagement factors chart

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