{"id":23070,"date":"2023-12-19T00:00:00","date_gmt":"2023-12-19T00:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/debunking-email-deliverability-myths-2\/"},"modified":"2026-09-16T10:56:45","modified_gmt":"2026-09-16T10:56:45","slug":"debunking-email-deliverability-myths","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/debunking-email-deliverability-myths\/","title":{"rendered":"Desmistificando mitos sobre entregabilidade de e-mail"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">There\u2019s a ton of deliverability misinformation out there floating around in space. So much, that it\u2019s often hard to know what\u2019s a deliverability truth and what\u2019s just a myth. \u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">So, to uncover the truth around some common deliverability misconceptions, we brought together a <b>panel of industry experts<\/b> to participate in our <a href=\"https:\/\/hello.mailjet.com\/email-camp\/\" target=\"_tabs\" rel=\"noopener noreferrer\">2023 Email Camp<\/a> conference and asked them to bust some of the biggest deliverability myths around.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Read on our recap of Email Camp: Mission Control\u2019s \u201c<a href=\"https:\/\/www.youtube.com\/watch?v=OvWjH5gjZMQ&amp;list=PL0BaQoZdfN0JVsr7-Ry0WxgNCJ4o9KOS2&amp;index=4\" target=\"_tabs\" rel=\"noopener noreferrer\">The truth is out there: Debunking email deliverability myths<\/a>\u201d and discover the truth about IP and domain reputation, to open rates, and the depths of Gmail\u2019s Promotions Tab.\u00a0<\/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-1212\"><p class=\"h5 m-0\" id=\"toc-title-1212\">\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=\"#email-camp-2023s-deliverability-panel-the-truth-is-out-there\">Email Camp 2023\u2019s deliverability panel: The truth is out there\u00a0<\/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=\"#why-is-email-deliverability-so-misunderstood\">Why is email deliverability so misunderstood?<\/a><a class=\"scrollme link-body-color\" href=\"#a-new-ip-can-be-blocked-during-a-migration\">A new IP can be blocked during a migration<\/a><a class=\"scrollme link-body-color\" href=\"#if-an-isp-blocks-your-ip-address-just-spin-up-a-new-one\">If an ISP blocks your IP address just spin up a new one<\/a><a class=\"scrollme link-body-color\" href=\"#opens-are-a-reliable-metric\">Opens are a reliable metric<\/a><a class=\"scrollme link-body-color\" href=\"#a-dedicated-ip-is-always-the-best-option-to-mitigate-risk\">A dedicated IP is always the best option to mitigate risk<\/a><a class=\"scrollme link-body-color\" href=\"#if-your-emails-are-going-to-the-promotions-tab-google-will-fix-it-for-you\">If your emails are going to the Promotions tab, Google will fix it for you<\/a><a class=\"scrollme link-body-color\" href=\"#in-the-future-domain-reputation-will-be-far-more-important\">In the future, domain reputation will be far more important<\/a><a class=\"scrollme link-body-color\" href=\"#less-is-more-during-the-holiday-sending-season\">Less is more during the holiday sending season<\/a><a class=\"scrollme link-body-color\" href=\"#you-shouldnt-have-too-many-subdomains\">You shouldn\u2019t have too many subdomains<\/a><a class=\"scrollme link-body-color\" href=\"#dmarc-setup-is-optional\">DMARC setup is optional<\/a><a class=\"scrollme link-body-color\" href=\"#changing-esps-will-solve-all-your-deliverability-problems\">Changing ESPs will solve all your deliverability problems<\/a><a class=\"scrollme link-body-color\" href=\"#using-no-reply-in-the-sender-address-is-ok\">Using \u201cno reply\u201d in the sender address is OK<\/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=\"#wrapping-up\">Wrapping up<\/a><\/div><\/div><\/nav>\n<h2 class=\"wp-block-heading\">Email Camp 2023\u2019s deliverability panel: The truth is out there\u00a0<\/h2>\n\n<p class=\"wp-block-paragraph\">Email deliverability is hard. It\u2019s probably one of the hardest parts about email in general. That\u2019s why we invited some of the biggest deliverability names in the industry \u2013 both at a brand and internet service provider (ISP) level \u2013 to discuss some of the <b>most common email deliverability misconceptions<\/b>.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Want to meet our All-Star panel? Here are the experts: \u00a0<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Alex Brotman, Sr Engineer, Anti-Abuse at Comcast\u00a0<\/li>\n\n\n\n<li>Brad Gurley, Director of Deliverability at MessageGears\u00a0<\/li>\n\n\n\n<li>Pankaj Kumar, Sr. Deliverability Analyst at Blueshift\u00a0<\/li>\n\n\n\n<li>Tom Corbett, Email Deliverability Consultant at Iterable\u00a0<\/li>\n\n\n\n<li>Kate Nowrouzi, VP of Deliverability at CPaaS at Sinch\u00a0<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Check out what they had to say about avoiding spam filters and getting emails into the inbox by watching the full session below and check out our main insights below:\u00a0<\/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=OvWjH5gjZMQ\" class=\"lazy-video-link\" data-lazy-video=\"OvWjH5gjZMQ\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"pt\" data-thumb=\"https:\/\/img.youtube.com\/vi\/OvWjH5gjZMQ\/maxresdefault.jpg\" title=\"Sinch Video\">\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:\/\/img.youtube.com\/vi\/OvWjH5gjZMQ\/maxresdefault.jpg\" alt=\"The truth is out there: Debunking email deliverability myths\">\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=OvWjH5gjZMQ#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/img.youtube.com\/vi\/OvWjH5gjZMQ\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/OvWjH5gjZMQ\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=OvWjH5gjZMQ\",\n    \"name\": \"The truth is out there: Debunking email deliverability myths\",\n    \"uploadDate\": \"2023-10-09T13:16:45+00:00\",\n    \"duration\": \"PT50M27S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\n<h2 class=\"wp-block-heading\">Why is email deliverability so misunderstood?<\/h2>\n\n<p class=\"wp-block-paragraph\">Let\u2019s start with a tough question, why is there so much misinformation and misunderstanding around deliverability?<\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.mailgun.com\/blog\/email\/understanding-email-deliverability\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Email deliverability<\/a> is not only made of many pieces but is influenced by each individual sender\u2019s needs, goals, and habits. <b>What works for one might not work for all <\/b>and because of that, there is a lot of misinformation floating around in the deliverability space.<\/p>\n\n<p class=\"wp-block-paragraph\">Unfortunately, some of the myths out there \u2013 if you believe them \u2013 can have an asteroid sized impact on your reputation and deliverability, while others can really give you a boost. Since you can\u2019t trust a myth at face value, we\u2019ve dissected some of the most challenging ones.<\/p>\n\n<p class=\"wp-block-paragraph\">Let\u2019s dive in.<\/p>\n\n<h3 class=\"wp-block-heading\">A new IP can be blocked during a migration<\/h3>\n\n<p class=\"wp-block-paragraph\">Migrations between IPs can be tricky.<\/p>\n\n<p class=\"wp-block-paragraph\">Whenever you embark on a migration, there\u2019s always going to be an adjustment period \u2013 kind of like getting a new roommate \u2013 where the mailbox providers may give you a bit of the cold shoulder as they get used to your new IP setup, learn its habits, and figure out what makes it tick.<\/p>\n\n<p class=\"wp-block-paragraph\">The question is, do migrations automatically mean your new IPs will be blocked?<\/p>\n\n<h4 class=\"wp-block-heading\">The panel\u2019s ruling: True<\/h4>\n\n<p class=\"wp-block-paragraph\">This isn\u2019t <i>necessarily <\/i>true or false all of the time but <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/constrangedor-lidar-com-inclusao-repentina-lista-bloqueio\/\" target=\"_tabs\" rel=\"noopener noreferrer\">a blocked IP<\/a> <i>can<\/i> be triggered by a migration.<\/p>\n\n<p class=\"wp-block-paragraph\">However, you can mitigate blocks and manage your transition by keeping your overall reputation in mind and properly managing your domains and <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/email\/o-basico-sobre-subdominios-de-e-mail\/\" target=\"_tabs\" rel=\"noopener noreferrer\">subdomains<\/a>. If your domain is healthy and your former IPs had a good rep, the transition will be much smoother.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-de471b8a194c84d5c55df4102142dfc9\">\r\n            If you have an established reputation for your domain or subdomain and are migrating to a new IP space, your migration can be successfully expedited with a lower risk of blocked IPs if you have a great reputation before you migrate.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/kate-nowrouzi_headshot.png\" alt=\"Foto de Kate Nowrouzi\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-de471b8a194c84d5c55df4102142dfc9\">\r\n                        Kate Nowrouzi                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">VP of Deliverability for Sinch<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<h3 class=\"wp-block-heading\">If an ISP blocks your IP address just spin up a new one<\/h3>\n\n<p class=\"wp-block-paragraph\">When ISPs close a door, just open another one, right?<\/p>\n\n<p class=\"wp-block-paragraph\">It\u2019s easy to see why getting a new IP up and running might be a quick fix when you find that you\u2019ve been blocked. But is this really the best way forward or are there unforeseen consequences to creating new IPs as needed?<\/p>\n\n<h4 class=\"wp-block-heading\">The panel\u2019s ruling: Myth<\/h4>\n\n<p class=\"wp-block-paragraph\"><b>Spinning up new IPs is something a spammer would do<\/b> to keep their scheme alive when ISPs shut them down.<\/p>\n\n<p class=\"wp-block-paragraph\">Mistakes can happen where you might become blocked but it\u2019s best to work with ISPs to resolve the issue rather than move to a different IP without addressing your sending practices.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-d359d38887de5ad9561813694b2f17e5\">\r\n            Not only is this a myth, spinning up new IPs is potentially extremely damaging. It is an action that makes you look like a malicious sender. Take time to analyze how you arrived at this point and make a plan to come out of your blocked state.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-d359d38887de5ad9561813694b2f17e5\">\r\n                        Alex Brotman                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Sr Engineer, Anti-Abuse at Comcast<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<h3 class=\"wp-block-heading\">Opens are a reliable metric<\/h3>\n\n<p class=\"wp-block-paragraph\">Senders are famously in search of a reliable metric that can be quickly referenced to paint an accurate picture of the success of a campaign. Some even believe that the <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/email\/taxas-de-abertura-de-e-mail-decodificadas\/\" target=\"_tabs\" rel=\"noopener noreferrer\">open rate<\/a> is a sort of email metric holy grail.<\/p>\n\n<p class=\"wp-block-paragraph\">When it comes to getting the best insights into how your emails perform, is this metric the be-all and end-all?<\/p>\n\n<h4 class=\"wp-block-heading\">The panel\u2019s ruling: Truth-<em>ish<\/em><\/h4>\n\n<p class=\"wp-block-paragraph\">We <i>don\u2019t <\/i>want to outright say that open rates as a metric are dead, but that doesn\u2019t mean they\u2019re not reliable \u2013 just that you have to understand what an open rate is actually reporting on. <\/p>\n\n<p class=\"wp-block-paragraph\">According to our panel, <b>open rates have always been a rather unreliable metric<\/b> to track user engagement, since they\u2019re often inflated by automated clicks. When you look at your open rate, it\u2019s important to also look for overall trends and compare other metrics, like click-through rates, to get the full picture.<\/p>\n\n<p class=\"wp-block-paragraph\">If you can\u2019t find a way to eliminate non-human interactions like <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/product\/deteccao-de-bots\/\" target=\"_tabs\" rel=\"noopener noreferrer\">automated clicks<\/a> by virus software or browser extensions, then you\u2019re going to have a hard time believing that your metrics reflect accurate open rates.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-d85f370a049ff03bb643f40cc8f9c3b5\">\r\n            Open rates are typically tracked through a pixel, and there are a lot of ways that an image can be loaded, such as through prefetching. This makes open metrics slightly less reliable on the user level in terms of knowing if users have opened a message, but open metrics are really valuable for quickly spotting trends like large increases or decreases in open rate.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/brad-gurley_headshot.png\" alt=\"Foto de Brad Gurley\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-d85f370a049ff03bb643f40cc8f9c3b5\">\r\n                        Brad Gurley                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Director of Deliverability at MessageGears<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<h3 class=\"wp-block-heading\">A dedicated IP is always the best option to mitigate risk<\/h3>\n\n<p class=\"wp-block-paragraph\">If your send volume is extremely low, it can take a long time to build up a strong reputation. One way to expedite this timeline is to send on a <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/ips-dedicados-compartilhados-qual-usar\/\" target=\"_tabs\" rel=\"noopener noreferrer\">shared IP<\/a>. However, when you send on a shared IP you become subject to the reputation of the senders sharing that IP.<\/p>\n\n<p class=\"wp-block-paragraph\">So, is a dedicated IP really the best way to address this?<\/p>\n\n<h4 class=\"wp-block-heading\">The panel\u2019s ruling: Mostly myth<\/h4>\n\n<p class=\"wp-block-paragraph\">This one is complicated, and the answer depends on what kind of sender you are.<\/p>\n\n<p class=\"wp-block-paragraph\">There are a lot of situations where sharing an IP can be a great solution for a brand, and it can be hard to draw the line in the sand between \u201c<i>my send volume is low and I need a boost\u201d (<\/i>maybe a send volume of around 2000 emails per month)<i> <\/i>and \u201c<i>I send enough that a dedicated IP will protect my reputation<\/i>.\u201d<\/p>\n\n<p class=\"wp-block-paragraph\">One helpful tip from our panel is to <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/email\/o-basico-sobre-subdominios-de-e-mail\/\" target=\"_tabs\" rel=\"noopener noreferrer\">utilize subdomains<\/a> to segment sending and safeguard your reputation. For example, the sending of <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/email\/o-que-e-e-mail-transacional-basico\/\" target=\"_tabs\" rel=\"noopener noreferrer\">transactional and promotional messaging<\/a> would benefit from separate subdomains.<\/p>\n\n<p class=\"wp-block-paragraph\">In terms of shared IPs, though, keep in mind that <b>providers are looking at a combination of IP and domain reputation<\/b>. So, even if you\u2019re sending on a shared IP, your domain gives you some separation in terms of reputation from other senders.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-777c9cc03661507a2c1a191481e3247e\">\r\n            I always like to make the joke, if you ask ten deliverability experts how much volume you should send on dedicated IPs, you&#8217;re going to get eleven different answers. Everyone has their own methodology for what the cutoff is, what&#8217;s low enough volume where you can&#8217;t establish reputation vs when do you reach the high end where you need to start adding IPs.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/brad-gurley_headshot.png\" alt=\"Foto de Brad Gurley\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-777c9cc03661507a2c1a191481e3247e\">\r\n                        Brad Gurley                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Director of Deliverability at MessageGears<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<h3 class=\"wp-block-heading\">If your emails are going to the Promotions tab, Google will fix it for you<\/h3>\n\n<p class=\"wp-block-paragraph\">Perhaps the most mysterious entity in the vast universe of deliverability is Google itself.<\/p>\n\n<p class=\"wp-block-paragraph\">This celestial giant operates within a shielded black box, and discovering its operational secrets has been a quest of email explorers practically since email began. Senders even whisper of a secret phone that you can use to call Google for a fix when things happen, like when your messages land in the Promotions tab but you want them in the primary inbox. <\/p>\n\n<p class=\"wp-block-paragraph\">So, is there anything to it?<\/p>\n\n<h4 class=\"wp-block-heading\">The panel\u2019s ruling: Myth<\/h4>\n\n<p class=\"wp-block-paragraph\">The spam folder is not <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/gmails-promotions-tab-how-to-get-emails-classified-as-primary\/\" target=\"_tabs\" rel=\"noopener noreferrer\">the Promotions Tab<\/a>. The Promotions Tab <i>is<\/i> the inbox \u2013 we&#8217;ve covered this in detail in some of our deliverability content, but it\u2019s often a misconception around senders. If your marketing messages are not going to the primary inbox, it\u2019s because they don\u2019t need to. Maybe you can contact Google, maybe you can\u2019t \u2013 but if you find the secret phone, let us know.<\/p>\n\n<p class=\"wp-block-paragraph\">The real issue is that Google is riddled with algorithms and machine learning specifically designed to support the best experience for the user. If the user moves a message between tabs, Google will likely respect it going forward \u2013 but they probably won\u2019t grant your request as a sender to adjust your inbox placement.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-f49d80803a9e6ca031322001c9c1d4d2\">\r\n            If a user is checking their Promotions tab, that means they have a very good buying intention. If your promotional email lands in the promotional tab, that&#8217;s the right place. Google has made the promotional tab for the user.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-f49d80803a9e6ca031322001c9c1d4d2\">\r\n                        Pankaj Kumar                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Sr. Deliverability Analyst at Blueshift<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<h3 class=\"wp-block-heading\">In the future, domain reputation will be far more important<\/h3>\n\n<p class=\"wp-block-paragraph\">Most senders are moving towards prioritizing their <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/domain-ip-reputation-gmail-care-more-about\/\" target=\"_tabs\" rel=\"noopener noreferrer\">domain reputation over their IP reputation<\/a> with the belief that eventually domain reputation will be far more important. So, what did our panel have to say about this?<\/p>\n\n<h4 class=\"wp-block-heading\">The panel\u2019s ruling: Truth<\/h4>\n\n<p class=\"wp-block-paragraph\">IP reputation is <i>sooo<\/i> ten years ago.<\/p>\n\n<p class=\"wp-block-paragraph\">While it\u2019s still a factor, <b>domain reputation is getting a lot more attention these days, as it is more tightly linked to your sender identity<\/b> and is a more future-proof measurement of your reputation against updated IP versions.<\/p>\n\n<p class=\"wp-block-paragraph\">And with domains taking the lead in the reputation race, subdomains become more and more important for reputation protection. If your promotional messages take a reputation hit, your transactional messaging or other streams are protected if they are on separate subdomains underneath your main parent domain.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-effb1d48d985b488147e62cd5e085ec0\">\r\n            As we exhaust the IPv4 addresses available, people are moving into an IPv6 world. The IPs on each version may have different reputations but your domain will have the same reputation on both sets of IP systems.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-effb1d48d985b488147e62cd5e085ec0\">\r\n                        Alex Brotman                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Sr Engineer, Anti-Abuse at Comcast<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<h3 class=\"wp-block-heading\">Less is more during the holiday sending season<\/h3>\n\n<p class=\"wp-block-paragraph\">Should you triple your send volume during the holiday season? After all, it\u2019s also the peak buying season so why not increase your chances with as much messaging as possible? <\/p>\n\n<p class=\"wp-block-paragraph\">We asked our panelists whether less was indeed more during the holiday season. Their answer may surprise you.<\/p>\n\n<h4 class=\"wp-block-heading\">The panel\u2019s ruling: Truth<\/h4>\n\n<p class=\"wp-block-paragraph\">Don\u2019t send just for the sake of sending.<\/p>\n\n<p class=\"wp-block-paragraph\">The holiday sending season keeps expanding so the advice that applies here is valid throughout the year. As an example, <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/email\/bfcm-stats-2023\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Sinch Email sent 45.7 billion emails in November 2023 alone<\/a>, with a 16% surge in send volume for BFCM over the previous year.<\/p>\n\n<p class=\"wp-block-paragraph\">Inbox fatigue is a problem particularly during peak sending seasons like Black Friday and Cyber Monday, but the inbox is crowded for more than those few days. Making your messaging more purposeful and more focused makes your sending more meaningful and more impactful.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-40663f045fe3d84ddf6bc28f30f86f8f\">\r\n            Year-round, my recommendation to marketers is to send less but personalize messages more. Email inboxes are massively crowded especially during the holidays. There is a person sitting behind each of the email addresses on your list, so take that into account.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/kate-nowrouzi_headshot.png\" alt=\"Foto de Kate Nowrouzi\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-40663f045fe3d84ddf6bc28f30f86f8f\">\r\n                        Kate Nowrouzi                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">VP of Deliverability at CPaaS at Sinch<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<h3 class=\"wp-block-heading\">You shouldn\u2019t have too many subdomains<\/h3>\n\n<p class=\"wp-block-paragraph\">If subdomains are the magic ingredient to protecting your domain reputation, what is the limit to the number of subdomains you should create?<\/p>\n\n<h4 class=\"wp-block-heading\">The panel\u2019s ruling: Myth<\/h4>\n\n<p class=\"wp-block-paragraph\"><b>There is no limit to subdomains<\/b> in terms of best practices, but your subdomains should be purposeful and should make sense based on your sending. Basically, <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/transactional-emails-marketing-emails-rep-battle\/\" target=\"_tabs\" rel=\"noopener noreferrer\">subdomains are for separating different types of traffic<\/a>. <\/p>\n\n<p class=\"wp-block-paragraph\">You\u2019ll get the reputation ascribed to the highest-level domain that you\u2019re sending from, probably your main parent domain. If you send three emails a year on a subdomain that won\u2019t really make an impact, but if you\u2019re sending all your emails on a single subdomain then that defeats the purpose of having one at all.\u00a0<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-f2b25c3f38993fc3ba94dcb4b74ef1b8\">\r\n            There is nothing negative about having too many subdomains. There is no magic number. If the volume on a subdomain is low enough it can confuse an IP filter. If you have recognizable traffic that has a specific purpose, then a subdomain makes sense.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/kate-nowrouzi_headshot.png\" alt=\"Foto de Kate Nowrouzi\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-f2b25c3f38993fc3ba94dcb4b74ef1b8\">\r\n                        Kate Nowrouzi                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">VP of Deliverability at CPaaS at Sinch<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<h3 class=\"wp-block-heading\">DMARC setup is optional<\/h3>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/implementar-dmarc\/\" target=\"_tabs\" rel=\"noopener noreferrer\">DMARC<\/a> can be difficult to set up and challenging for less technical senders to understand. There are some senders out there without the resources to make the change and implement DMARC and others who would have to cut through a lot of corporate red tape to get approval. <\/p>\n\n<p class=\"wp-block-paragraph\">So, is DMARC necessary? After all, there are other \u2013 more straightforward \u2013 authentications out there.<\/p>\n\n<h4 class=\"wp-block-heading\">The panel\u2019s ruling: The times, they are a-changin&#8217;.<\/h4>\n\n<p class=\"wp-block-paragraph\">DMARC is a way of proving a sender is who they say they are, it helps to prevent spoofing and protects the inbox for recipients. While it is not a requirement for every mailbox provider out there, times are starting to change, and we predict it will be in the future.<\/p>\n\n<p class=\"wp-block-paragraph\">In fact, senders who haven\u2019t yet adopted it may not have a choice in the future if they want to be seen as a legitimate sender. Steps are being taken by mailbox providers <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/atualizacoes-caixa-entrada-gmail-yahoo-2024\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Gmail and Yahoo in early 2024<\/a> that require bulk senders to adopt DMARC.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-c35b1154eb64753c64cd7f55bd3544cd\">\r\n            It is optional technically, but it should be set up. I have seen situations where the subdomains have been spoofed because DMARC has not been set up. DMARC protects your identity.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-c35b1154eb64753c64cd7f55bd3544cd\">\r\n                        Pankaj Kumar                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Sr. Deliverability Analyst at Blueshift<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<h3 class=\"wp-block-heading\">Changing ESPs will solve all your deliverability problems<\/h3>\n\n<p class=\"wp-block-paragraph\"><i>\u201cIt\u2019s not me, it\u2019s my ESP.\u201d <\/i><\/p>\n\n<p class=\"wp-block-paragraph\">If this is your attitude, you\u2019re not alone. There are senders out there who think that moving providers will solve their larger deliverability issues. It is true that <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/email\/o-que-realmente-importa-ao-escolher-um-esp\/\" target=\"_tabs\" rel=\"noopener noreferrer\">not all ESPs are created equal<\/a>, but is moving really the answer?<\/p>\n\n<h4 class=\"wp-block-heading\">The panel\u2019s ruling: Myth<\/h4>\n\n<p class=\"wp-block-paragraph\">This one is short and sweet. <b>Your bad practices will follow you no matter where you go.<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">When choosing an ESP in the first place, don\u2019t just partner with a provider for where you are in your email journey at that moment. Look at features that support things like scalability, reporting, and reputation and remember that ESPs prefer to partner with legitimate senders, and they will cut out any bad seeds that drag down other senders if they have to.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-5047ac375c94284cc5acbb5ac69ed879\">\r\n            If you&#8217;re forcing bad practices upon your ESP and your ESP disagrees with those practices, it doesn&#8217;t matter if you change ESPs since you&#8217;re taking those bad practices with you.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-5047ac375c94284cc5acbb5ac69ed879\">\r\n                        Alex Brotman                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Sr Engineer, Anti-Abuse at Comcast<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<h3 class=\"wp-block-heading\">Using \u201cno reply\u201d in the sender address is OK<\/h3>\n\n<p class=\"wp-block-paragraph\">If you\u2019re using email to communicate with your customers in a variety of ways, it can seem practical for a sender to use a <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/e-mails-noreply-barreira-comunicacao-e-mail\/\" target=\"_tabs\" rel=\"noopener noreferrer\">\u201cno reply\u201d address<\/a> for certain communications depending on send volume.<\/p>\n\n<p class=\"wp-block-paragraph\">After all, if you issue a mass update users can reply to, you\u2019ll potentially have to field a large number of responses \u2013 and that is a tedious and time-consuming task.<\/p>\n\n<p class=\"wp-block-paragraph\">Are there situations where a \u201cno reply\u201d address is recommended?<\/p>\n\n<h4 class=\"wp-block-heading\">The panel\u2019s ruling: Mostly myth<\/h4>\n\n<p class=\"wp-block-paragraph\">If you&#8217;re sending a <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/deliverability\/e-mails-transacionais-vs-e-mails-de-marketing\/\" target=\"_tabs\" rel=\"noopener noreferrer\">promotional or marketing email<\/a>, a &#8220;no reply&#8221; address is definitely a no-no. If you&#8217;re sending a triggered message about something like a shipping notification or a flight update, a reply address may not be something that could solve a problem for a user.<\/p>\n\n<p class=\"wp-block-paragraph\">There\u2019s some slight nuance to this myth depending on what type of message is being sent and what the purpose of that message is but you also have to consider that every message sent is an opportunity to build rapport with your recipients.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-c235bb601701a2688180aab60a466dff\">\r\n            We&#8217;re meant to be building relationships with our customers. &#8216;No reply&#8217; indicates that you don&#8217;t value their response.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-c235bb601701a2688180aab60a466dff\">\r\n                        Tom Corbett                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Email Deliverability Consultant at Iterable<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<h2 class=\"wp-block-heading\">Wrapping up<\/h2>\n\n<p class=\"wp-block-paragraph\">That\u2019s a wrap! But if you think we\u2019ve covered every deliverability myth out there then you are myth-taken (sorry, couldn\u2019t help it). We\u2019ve pulled out some of the biggest myths for this post but there\u2019s more to explore and more deliverability best practices to uncover.<\/p>\n\n<p class=\"wp-block-paragraph\">Check out the full panel discussion for more myths along with our other great Email Camp sessions in our <a href=\"https:\/\/www.youtube.com\/playlist?list=PL0BaQoZdfN0JVsr7-Ry0WxgNCJ4o9KOS2\" target=\"_tabs\" rel=\"noopener noreferrer\">Email Camp: Mission Control Youtube playlist.<\/a> Or continue learning about email deliverability by checking out our best deliverability content.<\/p>\n\n<p class=\"wp-block-paragraph\"><i>Need help getting your email into the inbox? Get insights and recommendations with <\/i><a href=\"https:\/\/www.mailgun.com\/pt\/produtos\/otimizar\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><i>Mailgun Optimize<\/i><\/a><i> or reach out to our team to discuss your email needs. <\/i>\u00a0<\/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_86483c91aacd0edd7ef185cbc2141ccb\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                Learn about our Deliverability Services            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block_86483c91aacd0edd7ef185cbc2141ccb\">\r\n                Deliverability Services            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">Looking to send a high volume of emails? Our email experts can supercharge your email performance. See how we&#x27;ve helped companies like Lyft, Shopify, Github increase their email delivery rates to an average of 97%.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/www.mailgun.com\/pt\/solutions\/servicos-de-entregabilidade-lp\/\"  class=\"btn btn-secondary\" >Learn more<\/a><\/div>\r\n    <\/aside>\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>Convidamos cinco l\u00edderes do setor para participar do Email Camp 2023 e debater mitos e boatos do misterioso mundo da entregabilidade de e-mail. Neste post, os especialistas v\u00e3o investigar e dar o seu veredito, classificando essas lendas como verdade ou mito de uma vez por todas.<\/p>\n","protected":false},"author":21,"featured_media":4376,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[21],"class_list":["post-23070","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>Descobrindo a verdade sobre os mitos da entregabilidade - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"Cada remetente tem uma hist\u00f3ria diferente para contar sobre entregabilidade. 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