Jorge Miramontes

Have you ever wondered where your email goes once it gets delivered to a mailbox? Do you know if it lands in the inbox or the spam folder, or perhaps misses the mailbox altogether? Are you curious to find out which Gmail tab your email was placed in? These questions hit at the heart of an important concept – delivery vs deliverability.

In case you missed it, we publicly launched Inbox Placement! If you remember our post from a few months ago announcing the launch of the beta, we discussed how it works and how it helps predict deliverability problems and how it can better your email program. After personally speaking with hundreds of customers in our beta test group, I wanted to share how they are using inbox placement to improve their overall email sending strategy.

Validating your email list is a known best practice — it weeds out risky email addresses that affect your sending reputation. Yet, not everyone does it. Why? Here at Mailgun, we’ve discovered that there are three key questions people ask when it comes to validating their email list. Let’s explore these questions and see how validation positively impacts your email program. It’s estimated that20% of your email list “goes bad” every year.