Deliverability is the heartbeat of any email platform. At Loops, ensuring that your emails land in the right inbox—every time—is both a technical challenge and a core promise to our customers. Here’s a look under the hood at how we’ve scaled deliverability, the systems we’ve built, and the lessons we’ve learned along the way.

Understanding the Deliverability Challenge

Email deliverability is more than just sending messages; it’s about ensuring those messages are accepted and seen by recipients. Factors that influence deliverability include:

• Sending IP reputation

• Domain authentication (SPF, DKIM)

• Content quality and spam triggers

• Sending patterns and frequency

• Engagement metrics (opens, clicks)

• Blocklists and client-specific rules

Striving for a deliverability rate of 95% or higher is our benchmark, as even minor drops can have outsized impacts on customer engagement and business outcomes.

Key Systems and Guardrails We’ve Built

1. Intelligent Queueing

Our automatic queueing system spaces out sends to avoid sudden spikes that might trigger spam filters or rate limits. By optimizing delivery times, we reduce the risk of blacklisting and maximize inbox placement.

2. Proactive Monitoring and Feedback

Every email sent through Loops is monitored in real time. If our systems detect potential deliverability issues—such as unusual bounce rates or content patterns—they trigger guardrails that can pause, throttle, or adjust sending dynamically. Users may see notifications indicating that their campaigns are being monitored for deliverability, reflecting these proactive measures.

3. Content and Pattern Analysis

We analyze email content for spam triggers, suspicious links, and formatting issues before sending. Our backend leverages extended MJML for maximum compatibility across clients, reducing rendering errors that could impact deliverability.

4. Domain and IP Reputation Management

Loops guides users through domain authentication setup (SPF, DKIM) and continuously monitors sender reputation. We provide tools to check and update domain records, and recommend waiting for DNS propagation after changes.

5. Best Practices Enforcement

• We strongly discourage sending cold emails from primary domains, as this can severely damage sender reputation.

• Our platform is designed for opt-in, user-initiated communication, not unsolicited outreach.

• We provide clear documentation and in-app guidance to help users maintain high deliverability standards.

Technical Improvements and Outcomes

• Backend Rewrite: We reworked how emails are composed and processed on the backend, increasing reliability and reducing edge-case failures that could impact deliverability.

• Enhanced Analytics: Real-time metrics on delivery, opens, and bounces help us (and our users) quickly identify and address issues.

• API and Integration Support: Our REST API and integrations with tools like Segment and Census ensure that transactional and marketing emails are sent with the right context and authentication, further boosting deliverability.

Lessons Learned

• Deliverability is a moving target—what works today may not work tomorrow as spam filters evolve.

• Transparency and proactive communication with users are essential. Early detection and notification of potential issues prevent long-term reputation damage.

• Investing in robust monitoring and flexible infrastructure pays dividends in customer trust and platform reliability.

Looking Ahead

We continue to refine our systems, working closely with customers and monitoring industry trends to stay ahead of deliverability challenges. Our goal is simple: every email you send with Loops should arrive safely, reliably, and ready to engage your users.