While open rates and click-throughs are typically considered engagement metrics for email marketing campaigns, Internet Service Providers (ISPs) look at them as a test of deliverability. If recipients are not engaging with your emails, it could mean that they are no longer interested and haven’t taken the time to opt out of your list. ISPs are evaluating engagement in a way that essentially asks the question, are these emails valuable – and should we allow them in to inboxes?

You want to make sure that positive metrics, such as unique open rates, are looked at alongside the negative metrics, such as invalids (or hard bounces), and that spam complaints are all well within what is considered “reasonable;” otherwise your deliverability will suffer.

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