What should an email marketing manager prioritize to improve deliverability of email campaigns in Adobe Journey Optimizer?

To improve the deliverability of email campaigns in Adobe Journey Optimizer, prioritizing a stable and positive sender reputation is essential. The sender reputation is a critical factor that determines whether emails will successfully reach recipients' inboxes or be filtered out as spam. A high sender reputation indicates that emails are consistently being opened, engaged with, and not marked as spam by recipients, which signals to email service providers that the sender is credible.

Maintaining a positive sender reputation involves several practices, such as regularly cleaning email lists to remove inactive or invalid addresses, adhering to best practices for permission-based marketing, and ensuring that content is relevant and engaging for the audience. Additionally, monitoring engagement metrics like open rates and click-through rates helps in understanding how recipients interact with the emails, allowing for timely adjustments to enhance reputation further.

While using links in emails, creating attractive subject lines, and increasing email frequency are important aspects of email marketing, they do not directly address the foundational element of sender reputation. For instance, more links do not improve deliverability if the reputation is poor; similarly, catchy subject lines or increased frequency may not matter if emails end up in the spam folder due to a low reputation. Thus, focusing on maintaining and enhancing sender reputation is the most effective strategy for