{"id":14890,"date":"2025-09-30T00:00:00","date_gmt":"2025-09-30T00:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/equipes-suporte-entregabilidade\/"},"modified":"2026-09-22T13:19:19","modified_gmt":"2026-09-22T13:19:19","slug":"equipes-suporte-entregabilidade","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/equipes-suporte-entregabilidade\/","title":{"rendered":"Entregabilidade de e-mail marketing: Afinal, de quem \u00e9 esse trabalho?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Your business depends on being able to connect with people via email. That\u2019s true for both transactional messages and promotional campaigns. But who is ultimately responsible for making sure those messages reach the inbox so that you <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/entregabilidade-afeta-roi\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>maximize email ROI<\/u><\/a>?<\/p>\n\n<p class=\"wp-block-paragraph\"><b>The truth is email marketing deliverability depends on the skills and knowledge of both technical teams and marketers<\/b>. Each group has specific jobs to do in support of reliable inbox placement.<\/p>\n\n<p class=\"wp-block-paragraph\">Recent findings from Sinch Mailgun\u2019s report <a href=\"https:\/\/www.mailgun.com\/pt\/state-of-email-deliverability\/chapter\/introducao\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><i><u>State of email deliverability 2025<\/u><\/i><\/a><i> <\/i>highlight where organizations need to focus to improve email deliverability. Let\u2019s break down the duties of deliverability to help your organization optimize your email program.<\/p>\n\r\n    <nav data-content-type=\"longform\" class=\"toc-block longform-spacings px-5 py-6 px-md-6 px-lg-7 py-md-7 bg-light fs-sm rounded-lg\" aria-labelledby=\"toc-title-4339\"><p class=\"h5 m-0\" id=\"toc-title-4339\">\u00cdndice<\/p><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">01<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#who-is-handling-email-deliverability\">Who is handling email deliverability?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">02<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#technical-email-deliverability-factors\">Technical email deliverability factors<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_1-email-infrastructure\">1. Email infrastructure<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_2-email-authentication\">2. Email authentication<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_3-monitoring-blocklists-and-bounces\">3. Monitoring blocklists and bounces<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">03<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#email-marketing-deliverability-factors\">Email marketing deliverability factors<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_1-list-building-and-hygiene\">1. List building and hygiene<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_2-email-engagement\">2. Email engagement<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_3-monitoring-email-marketing-metrics\">3. Monitoring email marketing metrics<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">04<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#working-together-on-email-marketing-deliverability\">Working together on email marketing deliverability<\/a><a class=\"scrollme link-body-color\" href=\"#how-do-we-share-knowledge-and-insights\">How do we share knowledge and insights?<\/a><a class=\"scrollme link-body-color\" href=\"#how-do-we-find-the-right-email-deliverability-tools\">How do we find the right email deliverability tools?<\/a><a class=\"scrollme link-body-color\" href=\"#how-do-we-get-outside-deliverability-expertise\">How do we get outside deliverability expertise?<\/a><\/div><\/div><\/nav>\n<h2 class=\"wp-block-heading\">Who is handling email deliverability?<\/h2>\n\n<p class=\"wp-block-paragraph\">We surveyed more than 1,100 email senders to find out how they approach deliverability. When we asked <i>who <\/i>in the organization handles deliverability, this is what we found:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>31.7% said technical teams like IT are responsible for deliverability.<\/li>\n\n\n\n<li>16.8% said marketing is responsible for email deliverability.<\/li>\n\n\n\n<li>21% said a combination of IT and marketing focus on deliverability.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Another 12% employ in-house deliverability experts while just under 3% work with a deliverability consultant. Many of the 15.7% of respondents who selected \u201cOther\u201d were small business owners who said the responsibility fell on their shoulders.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Who&#8217;s most likely to be responsible for email deliverability in your organization?            <\/p>\r\n        \r\n                    <div class=\"chart-radial\">            <div class=\"d-flex gap-4 chart-radial-body\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"donut\" data-chart-percentage=\"true\" data-chart-values=\"[&quot;31.7&quot;,&quot;16.8&quot;,&quot;21&quot;,&quot;2.8&quot;,&quot;15.7&quot;,&quot;12&quot;]\" data-chart-colors=\"[&quot;#eb9605&quot;,&quot;#06998b&quot;,&quot;#3089f0&quot;,&quot;#857aeb&quot;,&quot;#b7c1c7&quot;,&quot;#eb5454&quot;]\" data-chart-titles=\"[&quot;The IT department&quot;,&quot;Email marketers&quot;,&quot;Combination of IT and marketing&quot;,&quot;Deliverability consultant&quot;,&quot;Other&quot;,&quot;In-house deliverability expert(s)&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 chart-radial-legend\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #eb9605\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>31.7%<\/span> The IT department            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #06998b\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>16.8%<\/span> Email marketers            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #3089f0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>21%<\/span> Combination of IT and marketing            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #857aeb\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>2.8%<\/span> Deliverability consultant            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #b7c1c7\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>15.7%<\/span> Other            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #eb5454\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>12%<\/span> In-house deliverability expert(s)            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            <\/div>\r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">Here\u2019s the reality of the situation. <b>The 21% who have both technical and marketing teams working on deliverability are on the right track. <\/b>The combined efforts of these teams have a direct impact on whether you land in the inbox, get filtered into junk, or have your messages blocked.<\/p>\n\n<p class=\"wp-block-paragraph\">Technical teams may include software engineers developing applications that send email or IT professionals, such as network\/systems administrators. They\u2019ll typically provide a solid foundation for sending email while overseeing aspects of cybersecurity and compliance. At the same time, the daily activities of email marketers also have an effect on deliverability. That includes everything from list building and hygiene to increasing subscriber engagement.<\/p>\n\n<p class=\"wp-block-paragraph\">As the Venn diagram below illustrates, there are also aspects of email marketing deliverability that intersect. For example, both technical teams and marketers have a role to play in supporting sender reputation.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4528\" width=\"1266\" height=\"1066\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-SEDR-venn-deliverability-jobs.png\" alt=\"Deliverability Responsibility Venn Diagram\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-SEDR-venn-deliverability-jobs.png 1266w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-SEDR-venn-deliverability-jobs-300x253.png 300w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-SEDR-venn-deliverability-jobs-768x647.png 768w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-SEDR-venn-deliverability-jobs-1024x862.png 1024w\" sizes=\"(max-width: 1266px) 100vw, 1266px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Next, we\u2019ll take a look at how some of these key responsibilities impact email marketing deliverability.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Find out more about <a href='https:\/\/www.mailgun.com\/pt\/state-of-email-deliverability\/chapter\/email-sender-reputation\/'>supporting your email sender reputation<\/a> in Chapter 5 of State of email deliverability 2025.<\/div>\r\n    <\/div>\r\n\n<h2 class=\"wp-block-heading\">Technical email deliverability factors<\/h2>\n\n<p class=\"wp-block-paragraph\">Without the people in your organization who handle the technicalities of email deliverability, your messages wouldn\u2019t even make it out the door. Whether it\u2019s an order confirmation or a major email marketing campaign, before anything is sent you need to ensure these technical factors are addressed:<\/p>\n\n<h3 class=\"wp-block-heading\">1. Email infrastructure<\/h3>\n\n<p class=\"wp-block-paragraph\">Email infrastructure includes the servers that send and receive messages, IP addresses used to send mail, your organization\u2019s domain, as well as subdomains used for email sending.<\/p>\n\n<p class=\"wp-block-paragraph\">When it comes to outgoing emails, senders have choices to make around IP addresses. That includes whether the IP is cloud-based or on premises, and whether it is a shared or dedicated IP address.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> With a shared IP address, the activities of other senders could impact your sender reputation and deliverability. On a dedicated IP, the sender is solely responsible for reputation and any deliverability issues that arise. Learn more about <a href=\"\/blog\/deliverability\/dedicated-shared-ips-which-one-should-you-use\/\">shared vs, dedicated IPs<\/a>.<\/div>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\">Unsurprisingly, Sinch Mailgun\u2019s research found that <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/it-and-engineering\/nuvem-vs-on-premise\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>cloud-based email infrastructure<\/u><\/a> is most common. While there are still large organizations with on-premises email servers, most have migrated to the cloud to improve efficiency and security. For smaller senders, cloud-based email infrastructure is also cost-effective.<\/p>\n\n<p class=\"wp-block-paragraph\">Our survey shows that 30% of senders know their infrastructure is cloud-based with a shared IP while more than 22% are cloud-based with a dedicated IP.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Which of the following best describes your email sending infrastructure?            <\/p>\r\n        \r\n                    <div class=\"chart-radial\">            <div class=\"d-flex gap-4 chart-radial-body\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"donut\" data-chart-percentage=\"true\" data-chart-values=\"[&quot;22.3&quot;,&quot;4.8&quot;,&quot;8.9&quot;,&quot;30.8&quot;,&quot;3.5&quot;,&quot;29.7&quot;]\" data-chart-colors=\"[&quot;#3089f0&quot;,&quot;#ffa8a8&quot;,&quot;#ffd8d6&quot;,&quot;#dce2e5&quot;,&quot;#9ea9b0&quot;,&quot;#1454a8&quot;]\" data-chart-titles=\"[&quot;Cloud-based with a dedicated IP&quot;,&quot;On premise mail transfer agent (MTA)&quot;,&quot;Hybrid solution&quot;,&quot;Unsure&quot;,&quot;Other&quot;,&quot;Cloud-based with a shared IP&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 chart-radial-legend\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #3089f0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>22.3%<\/span> Cloud-based with a dedicated IP            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #ffa8a8\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>4.8%<\/span> On premise mail transfer agent (MTA)            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #ffd8d6\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>8.9%<\/span> Hybrid solution            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #dce2e5\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>30.8%<\/span> Unsure            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #9ea9b0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>3.5%<\/span> Other            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #1454a8\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>29.7%<\/span> Cloud-based with a shared IP            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            <\/div>\r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">Technical teams should decide whether a dedicated or shared IP address makes more sense for the organization\u2019s email program. <b>Sinch Mailgun typically recommends a dedicated IP for high volume senders delivering more than 100k messages per month.<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">The problem with being on a dedicated IP as a smaller sender is that your volume may not be large enough to build a significant sender reputation.<\/p>\n\n<p class=\"wp-block-paragraph\">Shared IPs are an effective and reliable way to send email. However, make sure you choose a partner that keeps bad actors off the platform. That\u2019s why <a href=\"https:\/\/www.mailgun.com\/legal\/aup\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>Sinch Mailgun has an Acceptable Use Policy (AUP)<\/u><\/a> with strict requirements. It holds all the users sending email through our shared IPs to specific standards.<\/p>\n\n<p class=\"wp-block-paragraph\">Another decision technical teams make is whether to divide types of email traffic between different subdomains. The most common way is to separate transactional and marketing emails. <b>Our survey found that around half of high-volume senders separate transactional and marketing email traffic.<\/b><\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Do you use subdomains to separate transactional and promotional email traffic?            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"column-grouped\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"100\" data-chart-values=\"[[&quot;50.4&quot;,&quot;9.6&quot;,&quot;40&quot;],[&quot;47.5&quot;,&quot;11.3&quot;,&quot;41.1&quot;],[&quot;47.6&quot;,&quot;11.6&quot;,&quot;40.8&quot;],[&quot;30.2&quot;,&quot;13.7&quot;,&quot;56.1&quot;]]\" data-chart-colors=\"[&quot;#3089f0&quot;,&quot;#8ac4ff&quot;,&quot;#eb5454&quot;]\" data-chart-titles=\"[&quot;1 million+&quot;,&quot;100k to 1 million&quot;,&quot;50k to 100k&quot;,&quot;Under 50k&quot;]\" data-chart-series=\"[&quot;Yes&quot;,&quot;Unsure&quot;,&quot;No&quot;]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 flex-wrap justify-content-center\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #3089f0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                Yes            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #8ac4ff\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                Unsure            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #eb5454\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                No            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">Even among respondents with send volumes below 50k per month, 30% are separating transactional and marketing email traffic. The reason this supports deliverability is that marketing emails are more likely to receive spam complaints or poor engagement. But transactional messages often contain important information for individual customers and contacts. You don\u2019t want these ending up in spam. <b>Separating email traffic streams supports deliverability by separating reputation onto different subdomains.<\/b><\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Using <a href=\"\/blog\/email\/the-basics-of-email-subdomains\/\">subdomains for email sending<\/a> isn&#8217;t limited to marketing and transactional messages; organizations often use them for sales, customer service, event registration, and more.<\/div>\r\n    <\/div>\r\n\n<h3 class=\"wp-block-heading\">2. Email authentication<\/h3>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/autenticacao-e-mail-identidade-envio\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>Email authentication<\/u><\/a> is directly connected to an organization\u2019s email infrastructure. It involves DNS records that protect your domain and protect email recipients from malicious messages. That includes bad actors trying to impersonate your brand with an email phishing tactic known as <a href=\"https:\/\/www.mailgun.com\/pt\/resources\/learn\/glossary\/email-spoofing\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>spoofing<\/u><\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">Thanks in part to new sender requirements from Google and Yahoo in 2024, many technical teams improved their email authentication practices, which makes the inbox a safer place. Among senders who made changes to comply with the <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/atualizacoes-caixa-entrada-gmail-yahoo-2024\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>new bulk sender requirements<\/u><\/a>, <b>nearly 80% updated email authentication protocols<\/b>.<\/p>\n\n<p class=\"wp-block-paragraph\">Most senders already use <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/basico-registros-spf\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>SPF<\/u><\/a> (Sender Policy Framework) and <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/entender-dkim-como-funciona\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>DKIM<\/u><\/a> (DomainKeys Identified Mail) for authentication. The big change, and the one Google and Yahoo wanted to encourage, centered around adoption of <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/implementar-dmarc\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>DMARC<\/u><\/a> (Domain-based Message Identification, Reporting and Conformance).<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Our survey found an 11% increase in DMARC adoption compared to our previous survey in 2023<\/b>. While more than half of all senders now use DMARC, that number jumps to around 70% for senders with monthly volumes above 100k.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Senders using DMARC for email authentication: 2023 vs 2024            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"column-grouped\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"100\" data-chart-values=\"[[&quot;42.6&quot;,&quot;53.8&quot;],[&quot;18.9&quot;,&quot;17.9&quot;],[&quot;38.6&quot;,&quot;28.3&quot;]]\" data-chart-colors=\"[&quot;#8ac4ff&quot;,&quot;#3089f0&quot;]\" data-chart-titles=\"[&quot;Yes&quot;,&quot;No&quot;,&quot;Unsure&quot;]\" data-chart-series=\"[&quot;2023&quot;,&quot;2024&quot;]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 flex-wrap justify-content-center\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #8ac4ff\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                2023            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #3089f0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                2024            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">Setting up and testing email authentication definitely requires the expertise of technical teams. These protocols and specifications involve DNS txt records that must be configured correctly to pass authentication and reach the inbox.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Find out more about <a href=\"\/state-of-email-deliverability\/chapter\/email-authentication-requirements\/\">email authentication practices<\/a> in Chapter 2 of State of email deliverability 2025.<\/div>\r\n    <\/div>\r\n\n<h3 class=\"wp-block-heading\">3. Monitoring blocklists and bounces<\/h3>\n\n<p class=\"wp-block-paragraph\">While technical teams may not be keeping a very close eye on email open rates and conversions from promotional campaigns, there are some stats they should monitor. That\u2019s especially true when they\u2019re needed to jump in and help support email marketing deliverability.<\/p>\n\n<p class=\"wp-block-paragraph\">When a mailbox provider puts a sender\u2019s domain or IP on a blocklist, it can have serious consequences for the business. Technical teams are often needed to understand why the blocklisting occurred and how to mitigate the situation, which often includes communicating with the blocklist provider.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">However, our research found <b>only around one-third (32.7%) of email senders are actively monitoring blocklists<\/b>. Those senders will be better equipped to quickly respond to being blocklisted. That could include fixing the problem before launching an important promotion or making technical changes to ensure transactional emails keep flowing.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Do you actively monitor major email blocklists for your organization&#8217;s IP\/domain?            <\/p>\r\n        \r\n                    <div class=\"chart-radial\">            <div class=\"d-flex gap-4 chart-radial-body\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"donut\" data-chart-percentage=\"true\" data-chart-values=\"[&quot;52.8&quot;,&quot;14.5&quot;,&quot;32.7&quot;]\" data-chart-colors=\"[&quot;#eb5454&quot;,&quot;#9ea9b0&quot;,&quot;#3089f0&quot;]\" data-chart-titles=\"[&quot;No&quot;,&quot;Unsure&quot;,&quot;Yes&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 chart-radial-legend\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #eb5454\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>52.8%<\/span> No            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #9ea9b0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>14.5%<\/span> Unsure            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #3089f0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>32.7%<\/span> Yes            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            <\/div>\r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">Senders who fail to monitor blocklists for their sending domains and IPs may learn about the issue after significant damage is already done.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> A <a href=\"\/solutions\/email-blocklist-monitoring-service\/\">blocklist monitoring service<\/a> can prevent serious issues, like order confirmations and password resets being blocked or critical campaigns, such as Black Friday promotions, failing to reach customers.<\/div>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\">Those with technical job roles should also <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/email-bounces-what-to-do-about-them\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>keep an eye on email bounces<\/u><\/a>. While there are two main types, hard and soft email bounces, there are multiple <i>reasons <\/i>that an email bounces. That\u2019s why Mailgun Optimize offers Bounce Classification which categorizes hard bounces into four categories:<\/p>\n\n<ol class=\"wp-block-list\">\n<li><b>Blocklistings<\/b>: Emails are bounced or rejected because an IP or domain was placed on a blocklist.<\/li>\n\n\n\n<li><b>Reputation blocks<\/b>: Emails are blocked because your sending reputation is too low, and you\u2019re seen as spammy or malicious.<\/li>\n\n\n\n<li><b>Content blocks<\/b>: Emails bounce because of URLs, attachments, or other content deemed suspicious or malicious.<\/li>\n\n\n\n<li><b>Authentication blocks<\/b>: Emails bounce due to failing DMARC, SPF, or DKIM authentication.<\/li>\n<\/ol>\n\n<p class=\"wp-block-paragraph\">When technical teams understand why emails are bouncing, they can quickly make the necessary adjustments, which may include giving the marketing team advice on how to reduce those bounces or repair reputation.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Monitoring your overall reputation from blocklists to authentication blocks is a lot easier when you can see how you stack up with a simple score card. <a href=\"\/blog\/product\/email-health-score\/\">Learn more about monitoring your email health score.<\/a><\/div>\r\n    <\/div>\r\n\n<h2 class=\"wp-block-heading\">Email marketing deliverability factors<\/h2>\n\n<p class=\"wp-block-paragraph\">While technical teams have an undeniably important role in setting an organization up for deliverability success, email marketers are involved with day-to-day activities that also have a direct impact.<\/p>\n\n<p class=\"wp-block-paragraph\">A few spam complaints or a couple campaigns with low engagement may not prompt mailbox providers to filter your messages into spam. However, if the marketing team continuously engages in practices that damage email sender reputation, you \u2019re asking for trouble.<\/p>\n\n<p class=\"wp-block-paragraph\">Here are three ways marketing efforts impact deliverability:<\/p>\n\n<h3 class=\"wp-block-heading\">1. List building and hygiene<\/h3>\n\n<p class=\"wp-block-paragraph\">Email marketing deliverability starts when people choose to opt in. Or at least that\u2019s how it should start. Unfortunately, our survey found <b>nearly 1 out of 10 senders (9.4%) have either purchased an email list or scraped the web for addresses to build their lists in the last two years.<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">We shouldn\u2019t have to explain why this is a bad idea, but we will&#8230;<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> <p>When you send to people who haven\u2019t opted in, you\u2019re sending unsolicited emails. That makes you a spammer. The spam folder is where those emails belong. Obtaining permission is key to email marketing deliverability.<\/p><\/div>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\">Not only are these senders spamming the people who never signed up for their emails, they are also violating <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/email\/explicit_consent\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>consumer privacy laws like the GDPR<\/u><\/a> in the European Union (EU) and <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/email\/california-privacy-laws\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>CCPA<\/u><\/a> in the state of California. Plus, purchasing lists and scraping the internet for emails is a good way to get <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/armadilhas-de-spam\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>spam traps<\/u><\/a> on your list, which will quickly get you blocklisted.<\/p>\n\n<p class=\"wp-block-paragraph\">Sinch Mailgun deliverability experts recommend that you \u201cdouble down\u201d on permission instead. That means using a double opt-in, which involves sending a follow-up email to new contacts confirming their intent to subscribe.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Nearly 40% of senders in our survey say they\u2019re using a double opt-in.<\/b> But that leaves 60% who do not or are unsure. It may feel like a double opt-in process introduces a roadblock to email list building, but it actually ensures that new subscribers are likely to engage with what you\u2019re sending.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Do you use a double opt-in process to confirm consent when adding new contacts to your list?            <\/p>\r\n        \r\n                    <div class=\"chart-radial\">            <div class=\"d-flex gap-4 chart-radial-body\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"donut\" data-chart-percentage=\"true\" data-chart-values=\"[&quot;47.6&quot;,&quot;12.7&quot;,&quot;39.7&quot;]\" data-chart-colors=\"[&quot;#eb5454&quot;,&quot;#9ea9b0&quot;,&quot;#3089f0&quot;]\" data-chart-titles=\"[&quot;No&quot;,&quot;Unsure&quot;,&quot;Yes&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 chart-radial-legend\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #eb5454\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>47.6%<\/span> No            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #9ea9b0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>12.7%<\/span> Unsure            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #3089f0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>39.7%<\/span> Yes            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            <\/div>\r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">There\u2019s another 60\/40 split among senders when we look at results for the frequency of list hygiene. This is the process of removing invalid, outdated, and unengaged contacts from your list. Failure to keep your list clean leads to lower engagement rates and could cause mailbox providers to view you as an irresponsible sender.<\/p>\n\n<p class=\"wp-block-paragraph\">Our survey found just over 60% of senders conduct list hygiene on a regular basis. In fact, more than 28% do it every month. Unfortunately, <b>a combined 39.2% of senders admit they rarely or never clean their lists.<\/b><\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                How often do you typically conduct email list hygiene?            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"column\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"100\" data-chart-color=\"#3089f0\" data-chart-values=\"[&quot;26.8&quot;,&quot;15.9&quot;,&quot;18.1&quot;,&quot;27.4&quot;,&quot;11.8&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;Monthly or more&quot;,&quot;Quarterly&quot;,&quot;Once or twice per year&quot;,&quot;Rarely&quot;,&quot;Never&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">Jobs like growing an email list and managing contacts are often the marketing team\u2019s responsibility. It can be tempting to take list building shortcuts, but that path leads to deliverability problems. It\u2019s also easy to forget about list hygiene, but eventually your sender reputation will start to stink. Follow the right practices to support good email marketing deliverability. Put simply, that just means your marketing team only sends emails to people who want to receive them.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Learn more about <a href=\"\/state-of-email-deliverability\/chapter\/list-building-hygiene\/\">list building and hygiene<\/a> in the full report and get expert advice on how to do it the right way.<\/div>\r\n    <\/div>\r\n\n<h3 class=\"wp-block-heading\">2. Email engagement<\/h3>\n\n<p class=\"wp-block-paragraph\">When asked to select the top three ways to improve their sender reputation with major mailbox providers, less than 15% of respondents selected email engagement. According to deliverability experts here at Sinch Mailgun, that percentage should be much higher.<\/p>\n\n<p class=\"wp-block-paragraph\">In the video below, Deliverability Operations Team Lead Nick Schafer explains why \u201cengagement is your lifeline\u201d to improved sender reputation:<\/p>\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=7sQiYfxxEsQ\" class=\"lazy-video-link\" data-lazy-video=\"7sQiYfxxEsQ\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"pt\" data-thumb=\"https:\/\/i.ytimg.com\/vi\/7sQiYfxxEsQ\/maxresdefault.jpg\" data-title=\"Need to improve sender reputation? Focus on email engagement\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/i.ytimg.com\/vi\/7sQiYfxxEsQ\/maxresdefault.jpg\" alt=\"Need to improve sender reputation? Focus on email engagement\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=7sQiYfxxEsQ#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/i.ytimg.com\/vi\/7sQiYfxxEsQ\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/7sQiYfxxEsQ\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=7sQiYfxxEsQ\",\n    \"name\": \"Need to improve sender reputation? Focus on email engagement\",\n    \"description\": \"Looking to improve sender reputation? What kinds of signals are your email program sending to major mailbox providers? Are they positive or negative? Services like Gmail, Yahoo Mail, Outlook, and others are paying attention to how your contacts respond to your campaigns and messages. If it seems like your subscribers don\\u2019t care about what you\\u2019re sending, your ability to reach the inbox could suffer. \\n\\nIn this video, Nick Schafer of Sinch Mailgun explains how much email engagement impacts deliverability and sender reputation. If you want to get delivered to more inboxes, you\\u2019d better make sure that recipients find your emails engaging enough to open and click. \\n\\nThe same goes for senders who are trying to improve damaged sender reputation. The best way to prove your emails deserve to be in the inbox is to show positive engagement signals. Mailbox providers are not only trying to protect their users from bad actors, but they also want to provide an ideal inbox experience. Good engagement rates tell them emails from your business deserve inbox placement. \\n\\nLearn about other factors that can help improve sender reputation in a free report from Sinch Mailgun: \\nhttps:\/\/www.mailgun.com\/resources\/research\/email-sender-reputation\/ \\n\\nGet advice on how to improve sender reputation in this article: \\nhttps:\/\/www.mailgun.com\/blog\/deliverability\/improve-sender-reputation\/\",\n    \"uploadDate\": \"2024-12-10T21:59:40+00:00\",\n    \"duration\": \"PT1M29S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\n<p class=\"wp-block-paragraph\">The reason why engagement is good for email marketing deliverability is super simple: When mailbox providers like Gmail and Yahoo see that their users are engaging with what you send, they know those users want those emails. <b>You\u2019re much more likely to land in the inbox and avoid spam if you get good engagement rates.<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">Email marketers can do this by striving to send campaigns that are anticipated, personal, and relevant to their subscribers. Those are marketing pioneer Seth Godin\u2019s three pillars of <a href=\"https:\/\/www.mailjet.com\/blog\/marketing\/permission-based-marketing\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>permission-based email marketing<\/u><\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">So, what should marketing teams do about contacts who stop engaging with their emails? Even though it hurts, sometimes you\u2019ve got to cut ties with unengaged subscribers. An effective way to decide when to do that is to use a sunset policy.<\/p>\n\n<p class=\"wp-block-paragraph\">Sunset policies involve setting thresholds for removing or quarantining subscribers who haven\u2019t opened or clicked a marketing email over a set period of time. So, if Jack Smith hasn\u2019t engaged with your emails in three months, you can proactively unsubscribe him or move his email to a list to which you send less often.<\/p>\n\n<p class=\"wp-block-paragraph\">A sunset policy is a very effective way to manage your contact database and optimize your list for good email engagement rates. However, our survey found that <b>only around 24% of senders in our survey have implemented a sunset policy.<\/b><\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Do you use a sunset policy to periodically remove or segment unengaged email subscribers?            <\/p>\r\n        \r\n                    <div class=\"chart-radial\">            <div class=\"d-flex gap-4 chart-radial-body\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"donut\" data-chart-percentage=\"true\" data-chart-values=\"[&quot;58.7&quot;,&quot;17.4&quot;,&quot;23.9&quot;]\" data-chart-colors=\"[&quot;#eb5454&quot;,&quot;#9ea9b0&quot;,&quot;#3089f0&quot;]\" data-chart-titles=\"[&quot;No&quot;,&quot;Unsure&quot;,&quot;Yes&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 chart-radial-legend\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #eb5454\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>58.7%<\/span> No            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #9ea9b0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>17.4%<\/span> Unsure            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #3089f0\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>23.9%<\/span> Yes            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            <\/div>\r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">To support deliverability, marketing teams need to understand the difference between quantity and quality. The size of your list matters less than how engaged email recipients are. Removing unengaged subscribers doesn\u2019t mean your list is getting smaller, it means you&#8217;re getting rid of the dead weight that\u2019s dragging your email program down.<\/p>\n\n<p class=\"wp-block-paragraph\">Of course, marketers also need to experiment with ways to improve the relevancy of their email campaigns to increase engagement. That includes segmenting subscribers so you can deliver more meaningful messages to different groups as well as A\/B testing to find out what resonates with customers and contacts.<\/p>\n\n<h3 class=\"wp-block-heading\">3. Monitoring email marketing metrics<\/h3>\n\n<p class=\"wp-block-paragraph\">Technical teams won\u2019t be spending much time checking out email analytics. They\u2019re not as interested in how the latest promotion performed. But marketers <i>are <\/i>keeping an eye on those metrics, and those statistics can provide clues about email deliverability.<\/p>\n\n<p class=\"wp-block-paragraph\">When we asked survey respondents to select the metrics, they actively monitor to measure deliverability, <b>Opens and Clicks topped the list at more than 57%.<\/b><\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                What do you actively use to measure email deliverability? <br> (Respondents selected all that applied)            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"bar\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"100\" data-chart-color=\"#3089f0\" data-chart-values=\"[&quot;57.4&quot;,&quot;53.1&quot;,&quot;46.5&quot;,&quot;39.5&quot;,&quot;32&quot;,&quot;26.6&quot;,&quot;25.4&quot;,&quot;14.2&quot;,&quot;13.3&quot;,&quot;9.4&quot;,&quot;5.8&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;Opens and clicks&quot;,&quot;Delivery rate&quot;,&quot;Bounce rates&quot;,&quot;Unsubscribe rate&quot;,&quot;Spam complaints&quot;,&quot;Block\\\/reject rate&quot;,&quot;Read rates&quot;,&quot;Not actively monitoring deliverability&quot;,&quot;Inbox placement reports&quot;,&quot;Spam trap hits&quot;,&quot;Requests&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">If people are opening and clicking on an email, it must be reaching the inbox, right? True. However, <b>unexpected changes in the open rate and\/or click rate can be a warning sign that something is wrong.<\/b> It could mean your emails are being blocked by a certain provider. Plus, maintaining or improving your email open and click rates is also important because they are the most common signals of email engagement.<\/p>\n\n<p class=\"wp-block-paragraph\">Another important metric for marketing teams to monitor is the <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/taxa-de-reclamacao-de-spam\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>spam complaint rate<\/u><\/a>. Unlike opens and clicks, user-generated spam complaints are a <i>negative <\/i>signal to mailbox providers. They show your emails are unwanted.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>Gmail and Yahoo have stated that senders should do their best to keep their spam complaint rate below 0.1%<\/b>. That\u2019s one complaint for every 1,000 emails. You should also be sure to avoid ever hitting a spam complaint rate spike above 0.3%. If that happens, mailbox providers are likely to view you as a spammer and your emails will end up in the junk folder.<\/p>\n\n<p class=\"wp-block-paragraph\">If you\u2019re in between 01% and 0.3% thresholds, you\u2019re in what you could call a \u201cdanger zone.\u201d It may be time to clean up your list or change your email sending practices to reduce those complaints.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4522\" width=\"1201\" height=\"864\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/SEDR_Custom_Graphic_2___Spam_Complaint_meter_infographic.png\" alt=\"Meter illustrating spam complaint rate thresholds\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/SEDR_Custom_Graphic_2___Spam_Complaint_meter_infographic.png 1201w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/SEDR_Custom_Graphic_2___Spam_Complaint_meter_infographic-300x216.png 300w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/SEDR_Custom_Graphic_2___Spam_Complaint_meter_infographic-768x552.png 768w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/SEDR_Custom_Graphic_2___Spam_Complaint_meter_infographic-1024x737.png 1024w\" sizes=\"(max-width: 1201px) 100vw, 1201px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><b>Just 32% of senders we surveyed chose the spam complaint rate as a top metric for measuring email marketing deliverability.<\/b> However, among senders who made changes to comply with new sender requirements in 2024, 37% said they began actively monitoring spam complaints. That\u2019s the second most common change after updating email authentication.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Want to know more about those new requirements from Google and Yahoo? Check out Chapter 1 of our report to get the details on what became known as \u201c<a href=\"\/state-of-email-deliverability\/chapter\/yahoogle-bulk-senders\/\">Yahoogle<\/a>.\u201d<\/div>\r\n    <\/div>\r\n\n<h2 class=\"wp-block-heading\">Working together on email marketing deliverability<\/h2>\n\n<p class=\"wp-block-paragraph\">So, we\u2019ve defined some of the different technical and marketing-related responsibilities around deliverability. But it\u2019s teamwork that makes the dream work. So, how can marketers and technical teams collaborate to <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/melhorar-taxa-entrega-e-mail\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>improve email deliverability<\/u><\/a>?<\/p>\n\n<p class=\"wp-block-paragraph\">Here are a few questions you might have about cooperating on email deliverability with ideas for making connections between teams&#8230;<\/p>\n\n<h3 class=\"wp-block-heading\">How do we share knowledge and insights?<\/h3>\n\n<p class=\"wp-block-paragraph\">Break down silos and open lines of communication between teams so that marketers and technical experts can support each other. For example, if marketing is expecting an increase in send volumes for a major promotion, it may be smart to let system administrators know so they can <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/product\/aquecimento-de-ip\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>conduct an IP warmup<\/u><\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">Technical team members may be more likely to use services like <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/product\/integracao-com-google-postmaster-tools\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>Google Postmaster Tools<\/u><\/a> to monitor sender reputation with Gmail. If they notice problems, they can communicate with the marketing team.<\/p>\n\n<h3 class=\"wp-block-heading\">How do we find the right email deliverability tools?<\/h3>\n\n<p class=\"wp-block-paragraph\">Technical teams often oversee the selection of tools used to measure and improve email deliverability. That could include a <a href=\"\/products\/optimize\/email-verification\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>solution for email validation<\/u><\/a>, ways to monitor sender reputation, or <a href=\"https:\/\/www.mailgun.com\/pt\/features\/entrega-na-caixa-de-entrada-de-e-mail\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>inbox placement testing<\/u><\/a> to estimate deliverability before emails launch.<\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.mailgun.com\/pt\/produtos\/otimizar\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>Mailgun Optimize<\/u><\/a> is a complete suite of deliverability tools that provide value to both marketers and deliverability specialists. The suite even often email previews which marketers can use to see how HTML email campaign designs render in different inboxes.<\/p>\n\n<h3 class=\"wp-block-heading\">How do we get outside deliverability expertise?<\/h3>\n\n<p class=\"wp-block-paragraph\">If certain deliverability challenges are beyond the capabilities of either team, it may be time to call in the cavalry. Just 2.8% of senders in our survey rely on a deliverability consultant to take on full responsibility, and that\u2019s probably smart. Email marketing deliverability should involve more than one person.<\/p>\n\n<p class=\"wp-block-paragraph\">But when you need to navigate the complexities of reaching the inbox, it definitely helps to have a guide. That\u2019s why Sinch Mailgun offers <a href=\"https:\/\/www.mailgun.com\/pt\/solutions\/servicos-de-entregabilidade-lp\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>Deliverability Services<\/u><\/a>. Your existing teams will be paired up with a dedicated Technical Account Manager (TAM) who\u2019ll be able to answer questions, show you how to use our tools, and get everyone in your organization to follow an ideal deliverability strategy.<\/p>\n\n<p class=\"wp-block-paragraph\">Want to hear from a couple of those Sinch Mailgun TAMs to find out just how obsessed they are with email deliverability? Tune in to our podcast <a href=\"https:\/\/www.mailgun.com\/pt\/resources\/podcasts\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><i><u>Email\u2019s not Dead<\/u><\/i><\/a><i> <\/i>to hear from Jonathan Torres and Eric Trinidad along with a roster of special guests from the world of email.<\/p>\n\r\n    <aside data-content-type=\"longform\"  class=\"banner-block longform-spacings rounded-lg shadow-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 bg-light\" data-theme=\"dark\"  aria-labelledby=\"banner-block-block-7ce237d944098650df93f3071bee2d1a\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                Are you staying out of the spam folder?            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block-7ce237d944098650df93f3071bee2d1a\">\r\n                The state of email deliverability 2025            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">Dive deeper into email deliverability with more from our exclusive report. Find out what hundreds of senders around the world are doing to reach the inbox and hear from experts who\u2019ve spent their careers navigating this complex topic. Explore the insights now. No form filling required.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/www.mailgun.com\/pt\/state-of-email-deliverability\/chapter\/introducao\/\"  class=\"btn btn-secondary\" >Get the full report<\/a><\/div>\r\n    <\/aside>\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>De quem \u00e9 a responsabilidade de garantir que suas mensagens evitem a pasta de spam e alcancem a entrega na caixa de entrada? Descubra como profissionais de marketing de e-mail e especialistas em tecnologia podem trabalhar em equipe para garantir uma entregabilidade ideal, ao mesmo tempo que impulsionam o ROI do e-mail.\u00a0<\/p>\n","protected":false},"author":40,"featured_media":4376,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[21],"class_list":["post-14890","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-deliverability"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Entregabilidade de e-mail marketing: De quem \u00e9 a responsabilidade? - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"Como as responsabilidades relacionadas \u00e0 entregabilidade de e-mail devem ser divididas entre as equipes t\u00e9cnica e de marketing? Obtenha insights de um relat\u00f3rio da ind\u00fastria.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/equipes-suporte-entregabilidade\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Entregabilidade de e-mail marketing: De quem \u00e9 a responsabilidade? - Transactional Email API Service For Developers | Mailgun\" \/>\n<meta property=\"og:description\" content=\"Como as responsabilidades relacionadas \u00e0 entregabilidade de e-mail devem ser divididas entre as equipes t\u00e9cnica e de marketing? Obtenha insights de um relat\u00f3rio da ind\u00fastria.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/equipes-suporte-entregabilidade\/\" \/>\n<meta property=\"og:site_name\" content=\"Transactional Email API Service For Developers | Mailgun\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-22T13:19:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-Blog-Deliverability.png\" \/>\n\t<meta property=\"og:image:width\" content=\"720\" \/>\n\t<meta property=\"og:image:height\" content=\"448\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"14 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/blog\\\/deliverability\\\/equipes-suporte-entregabilidade\\\/\",\"url\":\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/blog\\\/deliverability\\\/equipes-suporte-entregabilidade\\\/\",\"name\":\"Entregabilidade de e-mail marketing: De quem \u00e9 a responsabilidade? - Transactional Email API Service For Developers | Mailgun\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/blog\\\/deliverability\\\/equipes-suporte-entregabilidade\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/blog\\\/deliverability\\\/equipes-suporte-entregabilidade\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.mailgun.com\\\/wp-content\\\/uploads\\\/2025\\\/07\\\/MG-Blog-Deliverability.png\",\"datePublished\":\"2025-09-30T00:00:00+00:00\",\"dateModified\":\"2026-09-22T13:19:19+00:00\",\"description\":\"Como as responsabilidades relacionadas \u00e0 entregabilidade de e-mail devem ser divididas entre as equipes t\u00e9cnica e de marketing? Obtenha insights de um relat\u00f3rio da ind\u00fastria.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/blog\\\/deliverability\\\/equipes-suporte-entregabilidade\\\/#breadcrumb\"},\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/blog\\\/deliverability\\\/equipes-suporte-entregabilidade\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/blog\\\/deliverability\\\/equipes-suporte-entregabilidade\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.mailgun.com\\\/wp-content\\\/uploads\\\/2025\\\/07\\\/MG-Blog-Deliverability.png\",\"contentUrl\":\"https:\\\/\\\/www.mailgun.com\\\/wp-content\\\/uploads\\\/2025\\\/07\\\/MG-Blog-Deliverability.png\",\"width\":720,\"height\":448},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/blog\\\/deliverability\\\/equipes-suporte-entregabilidade\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/inicio\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Blog\",\"item\":\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Entregabilidade de e-mail marketing: Afinal, de quem \u00e9 esse trabalho?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/#website\",\"url\":\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/\",\"name\":\"Transactional Email API Service For Developers | Mailgun\",\"description\":\"Poderosas APIs de e-mail transacional que permitem a voc\u00ea enviar, receber e rastrear e-mails, criadas com os desenvolvedores em mente. Saiba mais hoje mesmo!\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"pt-BR\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/#organization\",\"name\":\"Transactional Email API Service For Developers | Mailgun\",\"url\":\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.mailgun.com\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/cropped-android-chrome-512x512-1.png\",\"contentUrl\":\"https:\\\/\\\/www.mailgun.com\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/cropped-android-chrome-512x512-1.png\",\"width\":512,\"height\":512,\"caption\":\"Transactional Email API Service For Developers | Mailgun\"},\"image\":{\"@id\":\"https:\\\/\\\/www.mailgun.com\\\/pt\\\/#\\\/schema\\\/logo\\\/image\\\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Entregabilidade de e-mail marketing: De quem \u00e9 a responsabilidade? - Transactional Email API Service For Developers | Mailgun","description":"Como as responsabilidades relacionadas \u00e0 entregabilidade de e-mail devem ser divididas entre as equipes t\u00e9cnica e de marketing? Obtenha insights de um relat\u00f3rio da ind\u00fastria.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/equipes-suporte-entregabilidade\/","og_locale":"pt_BR","og_type":"article","og_title":"Entregabilidade de e-mail marketing: De quem \u00e9 a responsabilidade? - Transactional Email API Service For Developers | Mailgun","og_description":"Como as responsabilidades relacionadas \u00e0 entregabilidade de e-mail devem ser divididas entre as equipes t\u00e9cnica e de marketing? Obtenha insights de um relat\u00f3rio da ind\u00fastria.","og_url":"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/equipes-suporte-entregabilidade\/","og_site_name":"Transactional Email API Service For Developers | Mailgun","article_modified_time":"2026-09-22T13:19:19+00:00","og_image":[{"width":720,"height":448,"url":"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-Blog-Deliverability.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"14 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/equipes-suporte-entregabilidade\/","url":"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/equipes-suporte-entregabilidade\/","name":"Entregabilidade de e-mail marketing: De quem \u00e9 a responsabilidade? - Transactional Email API Service For Developers | Mailgun","isPartOf":{"@id":"https:\/\/www.mailgun.com\/pt\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/equipes-suporte-entregabilidade\/#primaryimage"},"image":{"@id":"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/equipes-suporte-entregabilidade\/#primaryimage"},"thumbnailUrl":"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-Blog-Deliverability.png","datePublished":"2025-09-30T00:00:00+00:00","dateModified":"2026-09-22T13:19:19+00:00","description":"Como as responsabilidades relacionadas \u00e0 entregabilidade de e-mail devem ser divididas entre as equipes t\u00e9cnica e de marketing? Obtenha insights de um relat\u00f3rio da ind\u00fastria.","breadcrumb":{"@id":"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/equipes-suporte-entregabilidade\/#breadcrumb"},"inLanguage":"pt-BR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/equipes-suporte-entregabilidade\/"]}]},{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/equipes-suporte-entregabilidade\/#primaryimage","url":"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-Blog-Deliverability.png","contentUrl":"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/MG-Blog-Deliverability.png","width":720,"height":448},{"@type":"BreadcrumbList","@id":"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/equipes-suporte-entregabilidade\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.mailgun.com\/pt\/inicio\/"},{"@type":"ListItem","position":2,"name":"Blog","item":"https:\/\/www.mailgun.com\/pt\/blog\/"},{"@type":"ListItem","position":3,"name":"Entregabilidade de e-mail marketing: Afinal, de quem \u00e9 esse trabalho?"}]},{"@type":"WebSite","@id":"https:\/\/www.mailgun.com\/pt\/#website","url":"https:\/\/www.mailgun.com\/pt\/","name":"Transactional Email API Service For Developers | Mailgun","description":"Poderosas APIs de e-mail transacional que permitem a voc\u00ea enviar, receber e rastrear e-mails, criadas com os desenvolvedores em mente. Saiba mais hoje mesmo!","publisher":{"@id":"https:\/\/www.mailgun.com\/pt\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.mailgun.com\/pt\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"pt-BR"},{"@type":"Organization","@id":"https:\/\/www.mailgun.com\/pt\/#organization","name":"Transactional Email API Service For Developers | Mailgun","url":"https:\/\/www.mailgun.com\/pt\/","logo":{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/www.mailgun.com\/pt\/#\/schema\/logo\/image\/","url":"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/06\/cropped-android-chrome-512x512-1.png","contentUrl":"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/06\/cropped-android-chrome-512x512-1.png","width":512,"height":512,"caption":"Transactional Email API Service For Developers | Mailgun"},"image":{"@id":"https:\/\/www.mailgun.com\/pt\/#\/schema\/logo\/image\/"}}]}},"_links":{"self":[{"href":"https:\/\/www.mailgun.com\/pt\/wp-json\/wp\/v2\/blog\/14890","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mailgun.com\/pt\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.mailgun.com\/pt\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/www.mailgun.com\/pt\/wp-json\/wp\/v2\/users\/40"}],"version-history":[{"count":17,"href":"https:\/\/www.mailgun.com\/pt\/wp-json\/wp\/v2\/blog\/14890\/revisions"}],"predecessor-version":[{"id":25543,"href":"https:\/\/www.mailgun.com\/pt\/wp-json\/wp\/v2\/blog\/14890\/revisions\/25543"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mailgun.com\/pt\/wp-json\/wp\/v2\/media\/4376"}],"wp:attachment":[{"href":"https:\/\/www.mailgun.com\/pt\/wp-json\/wp\/v2\/media?parent=14890"}],"wp:term":[{"taxonomy":"blog_category","embeddable":true,"href":"https:\/\/www.mailgun.com\/pt\/wp-json\/wp\/v2\/blog_category?post=14890"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}