Authentication gets you delivered. Engagement gets you into the inbox. Most brands fix the first and wonder why open rates keep sliding.
01
Get the plumbing right once
SPF, DKIM and an enforced DMARC policy, one-click unsubscribe, and a spam-complaint rate held well under the mailbox providers' threshold.
02
Engagement architecture
Segment by recency of engagement and send most volume to people who actually open. Suppressing 180-day inactives usually lifts inbox placement across the whole list within weeks.
03
Warm-up and list hygiene
New domains and IPs need gradual volume ramps. Validate addresses at capture, remove hard bounces immediately, and never buy a list.