What is risk segmentation for deliverability?

Deliverability-focused segmentation designs segments specifically to protect and improve inbox placement rather than optimize for marketing goals alone.

The core insight: who you send to affects whether your emails reach anyone.

Engaged segments first. Start campaigns with your most engaged subscribers. Their positive signals warm up the campaign before it reaches people who might not engage as strongly.

Inactive suppression. Exclude long-term non-engagers from regular sends. They're not responding, and their silence trains mailbox providers to filter you.

Provider-specific segments. Gmail, Outlook, and Yahoo all have different reputation systems. If you're struggling with one provider, segment your list by provider and adjust strategy accordingly.

Validation-based segments. Separate contacts by email quality scores from validation services. Send to high-confidence addresses freely. Approach risky addresses cautiously or not at all.

Acquisition source segments. New sources should be quarantined until they prove their quality. Don't let a bad acquisition channel tank your entire program's reputation.

Deliverability segmentation isn't instead of marketing segmentation. It's an additional layer. Combine "interested in product X" with "engaged in last 90 days" for both relevance and deliverability protection.