How fast can Engage deliver our emails? This is a very common question. However, the question should rather be “How good is Engage at managing the correct sending rate to each ISP*?” This article will explain it all. 

An ISP* like Gmail or Yahoo receive a huge number of emails each day, each hour, even each second and during big marketing seasons like Black Week and Christmas the volumes are increased even more, much more.

The ISPs' mission is always to pick the good from bad and make sure that their customers (your recipients) only get “wanted” emails in their inboxes. Therefore, an email will first go through a qualification stage where your sender reputation and the recipient's engagement in your prior emails are two important factors. After this, your messages will be allowed to the mailboxes. The emails will be let in rapidly, set on hold for a certain time or be let in through a narrower path (less emails per time unit) depending on the recipient activity and the quality of your list.

To summarize how you can influence the email sending process:

Good recipient activity and good list quality = better mailbox placement and faster delivery

Low recipient activity and poor list quality = worse mailbox placement and slower delivery

Engage will try to deliver an email for 72 hours from the time when the email has been sent. If no status is received from the ISP during this period, the status will be set to “Unknown” in Engage.


*ISP = Internet Service Provider or Inbox Service Provider. In this case, we use ISP as a collective term for the companies providing the email services i.e. Gmail Outlook Live and Yahoo.


Delivery status

We're sure that you've already heard about email statuses like Delivered, Opened, Soft bounce and Hard bounce. These are the responses the ISPs send back to Engage—you can read more about them here.

Sometimes, you will see something called Status Unknown in Engage. This simply means that no delivery status has been sent to Engage yet. If the status is permanent the common reason for this status is that the receiving domain isn't set up properly for status responses. This is more likely true for smaller ISPs and business domains.

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