Email deliverability best practices

Deliverability is about landing in the inbox, not the spam folder - and it depends as much on how you send as on what you send. Follow these practices to build and protect your sender reputation.

Flows are your most reliable emails

Your automated flows (Welcome, Abandoned Checkout, Browse Abandonment, Thank You, Winback) go to people who are highly engaged and expecting to hear from you - they just signed up, abandoned a cart, or bought. That makes flows your best-performing, most deliverable emails. Keeping them active is the foundation of a healthy sending reputation.

Right-size your audience - find the sweet spot

Before each campaign, Wiz recommends a segment based on your recent open and click rates (see Choosing your audience). Use it as your guide:

• Aim to keep your open rate around 40% or higher.
• If it drops below that, target a more engaged segment - a shorter engagement window.
• Wiz's pre-built engaged segments are: opened or clicked in the last 30 / 60 / 90 / 120 / 180 days.
• Start smaller and widen gradually, as long as open rates stay above ~35-40%.

The goal is a sweet spot: not so small you under-use your list, not so broad that engagement (and deliverability) drops.

Don't over-mail your list

• Don't blast your entire list every week. Reserve full-list sends for big holidays and major sales.
• It's better to reach fewer people who actually open than a huge list that won't - low engagement signals to inbox providers that your mail isn't wanted, which hurts future placement.

Give a new domain time

If you've just connected a custom domain, or your reputation is low, don't rush into big campaigns - see Warming up a new domain. Reputation builds over time when you follow the practices above.

Common questions

What open rate should I aim for?

Around 40%+. If a campaign's audience is pulling you below that, tighten to a more engaged segment for the next one.

Should I email everyone to maximize reach?

No. Broad, low-engagement sends hurt deliverability. Send to people likely to open, and expand only while your open rates stay healthy.

Updated on: 27/07/2026