What nearly a decade at Litmus taught me about email deliverability
What actually impacts deliverability? What do you do if you burn a domain? What’s a healthy unsubscribe rate? The most up-to-date advice on all things email deliverability.
Jaina Mistry
November 5, 2025
1 minutes
After nearly 2 decades in the world of email, there’s one question I still get asked more than any other: “What actually impacts deliverability?” It’s the email world’s equivalent of “what’s the meaning of life?”. Everyone’s got an opinion, but very few can explain it without looking like Charlie from It's Always Sunny.
This blog post covers everything I’ve learned after spending nearly a decade at Litmus and managing an email program for one of the toughest possible audiences: Lifecycle marketers.
