What factors have the biggest impact on inbox placement today?
Modern inbox placement is driven by several key factors:
Sender reputation at both IP and domain level. Your historical sending behavior creates a trust score.
Engagement history is increasingly dominant, especially at Gmail. How recipients interact with your mail shapes future placement.
Authentication with properly configured SPF, DKIM, and DMARC establishes legitimacy.
Complaint rates measured through feedback loops signal recipient dissatisfaction.
Content quality still matters but is less deterministic than reputation and engagement.
The balance has shifted. What you send matters less than who you are and how recipients respond.
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