What are the risks of automation for deliverability?

While automation generally improves engagement, it can create deliverability problems when set up incorrectly or left unmonitored.

Risk: Stale data triggers:

Automations can run for months or years. If they're triggered by old, unverified addresses (imported lists, old signups), you send to dead addresses.

Mitigation: Validate trigger data freshness. Don't trigger automations for contacts who haven't engaged recently.

Risk: Sending to unengaged recipients:

Some automations (like re-engagement or winback) deliberately target inactive subscribers. Done wrong, this sends volume to people who won't engage.

Mitigation: Limit unengaged-targeting automations. Sunset after failed re-engagement rather than continuing to send.

Risk: Volume spikes:

Events can trigger automation surges. A viral promotion, a data import, or system issues can create unexpected volume spikes that look suspicious to mailbox providers.

Mitigation: Rate-limit automations. Monitor for unexpected volume changes. Have alerts for anomalies.

Risk: Broken workflows:

Automations can break silently. Bad merge tags, expired links, incorrect conditions. Unlike campaigns you review before sending, automations just keep going.

Mitigation: Regular automation audits. Test yourself through workflows. Monitor automation performance metrics.

Risk: Compliance violations:

Automations can send to unsubscribed contacts if suppression logic isn't properly integrated with all workflows.

Mitigation: Ensure all automations check suppression status before sending. Test unsubscribe handling in each workflow.

Automations are powerful but autonomous. They need oversight. A broken automation sends bad emails continuously until someone notices.