Email engagement isn’t just about getting users to open your emails—it’s about ensuring your messages land in their inbox in the first place. Engagement-based filtering is a tactic used by email providers like Gmail and Outlook to gauge the quality of your email content. When engagement metrics like open and click-through rates are low, emails are more likely to be filtered out of the inbox.

If you’re using Marketo or another marketing automation platform, engagement-based filtering can make or break your deliverability rates. In this guide, we’ll dive into what causes engagement-based filtering issues and actionable strategies to keep your emails in the inbox.

Understanding Engagement-Based Filtering
ISPs use engagement-based filtering to identify and prioritize emails that are more likely to be relevant to the recipient. Factors that contribute to filtering include:

• Low Open Rates: If recipients frequently ignore or delete your emails, your sender reputation can suffer.
• Lack of Click-Throughs: Low interaction within the email (such as clicking links) signals a lack of interest.
• Unsubscribes or Complaints: If a high number of recipients unsubscribe or mark your emails as spam, it negatively impacts deliverability.

Segment Audiences Based on Engagement

Not all subscribers are equally interested in your content. By segmenting your list, you can send re-engagement campaigns to less active users while focusing higher-value content on your most engaged subscribers.

• Engaged vs. Unengaged Segments: Split your list into active and inactive users.
• Tailored Content: Use different messaging to re-engage inactive subscribers.

Send Re-Engagement Campaigns

Re-engagement campaigns give dormant subscribers a reason to take notice and interact with your content again.

• Target Inactive Users: Set criteria, such as lack of engagement within the last 90-180 days.
• Offer Value: Provide special content, discounts, or exclusive offers to capture their interest.

Regularly Clean Your Email List

Keeping disengaged subscribers on your list hurts your deliverability in the long run. Remove contacts who haven’t interacted in a set period.

• Monthly or Quarterly Cleanses: Regularly remove or re-engage inactive users.
• Automated Sunset Policies: Use Marketo’s tools to automate list hygiene practices.

Best Practices for Maximizing Email Engagement

To keep your email engagement high, it’s essential to continually refine your approach. Here are some industry best practices:

• Personalization: Use the recipient’s name, past behavior, or preferences to make emails more relevant.
• Testing Subject Lines: Experiment with different styles and tones to see what resonates.
• Optimizing Send Times: Send emails at times when your audience is most likely to open them.

The Leadous Approach

At Leadous, we specialize in creating engagement-based email strategies that align with best practices. By leveraging segmentation, re-engagement, and list hygiene tactics, we help businesses maintain healthy email engagement rates and improve deliverability. Our team of experts works closely with clients to customize strategies that resonate with their unique audiences, ensuring emails land in the inbox and drive meaningful interactions.

Final Thoughts

Increasing email engagement isn’t just about delivering content—it’s about delivering the right content to the right people. If you’re facing engagement-based filtering challenges, adopting strategies that prioritize personalization, segmentation, and list hygiene can make all the difference. Leadous is here to help you navigate these challenges and boost your email deliverability rates.