Email marketing is one of the most effective tools businesses can use to connect with their audience and drive sales. Success comes down to sending the right message to the right people at the right time.

In this article, we’ll explore key best practices to help you get the most out of your email marketing efforts.

Email deliverability refers to the ability of your emails to successfully reach your recipients’ inboxes—rather than landing in their spam or junk folders. It’s influenced by factors like sender reputation, domain health, email content, and user engagement. Good deliverability ensures your messages are seen, not filtered out.

A bounce occurs when an email cannot be delivered to a recipient’s address. As part of recent updates, bounces older than 2 years are no longer considered for suppression and the data for those older bounces has been removed. This means recipients with bounces beyond 2 years will not be suppressed, but they also can no longer be filtered based on those historical bounces.

For more details on deliverability insights and how to view bounces on a message level, check out this article.

Domain reputation is like a report card for your email-sending domain. Email providers (like Gmail or Outlook) constantly score your domain based on how people interact with the emails you send.

If your emails are opened, read, and clicked on and your domain is properly authenticated, that tells providers you're sending content people want—and you earn a “gold star” in their eyes. But if your emails are ignored, deleted without opening, marked as spam, or result in a lot of unsubscribes, those same providers see that as a red flag and may lower your score.

A good domain reputation means your emails are more likely to land in inboxes instead of getting filtered into spam. Building and maintaining a healthy domain takes time, consistency, and patience. It’s an ongoing process that email service providers are always evaluating, so staying proactive is essential.

The days of “set it and forget it” are long gone. To run successful email campaigns, ongoing performance monitoring is key.

In your Audience Republic account, you’ll find message insights for every email sent—including open rates, click-through rates, and unsubscribe rates. These metrics offer a solid starting point to understand how your emails are performing.

For a deeper look into your domain’s overall health, third-party tools like Google Postmaster Tools can provide additional insights. A strong domain reputation plays a major role in email deliverability—ensuring your messages land in inboxes, not spam folders.

There are several signs that your email marketing strategy might need a refresh. For example:

If you’re seeing any of these indicators in your Audience Republic account, this article is full of practical tips to help you improve performance and get back on track. Still feeling stuck? Reach out to your Customer Success Manager—our team is always happy to hop on a call and review your account with you.

To maintain security, reliability, and consistency, certain types of URLs, email addresses, and telephone links are blocked in messages. Below are the key categories and examples of invalid formats that are not allowed.

These URLs are blocked due to structural or formatting issues:

URLs with invalid or incomplete hostnames are blocked:

Invalid email formats are also blocked:

Invalid telephone links include:

Still need help?

Contact us at support@audiencerepublic.com