Community Workshop #10: From Spam Folder to Sales — Practical Deliverability Fixes

About this session

Most email programmes don’t lose the inbox because of one big mistake — they lose it quietly, through weak authentication, tired lists, and metrics no one is watching. This practical, no-fluff session breaks down what actually drives inbox placement, the fundamentals every sender must have in place, and how to turn deliverability from a technical headache into a measurable revenue advantage.

Duration: ~45 minutes

Suitable for: Marketers, CRM and email managers, and founders who send email — from newsletters to lifecycle and promotional campaigns — and want more of it to actually reach the inbox.

Language: English

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What we’ll cover:

• Why emails land in spam — the real signals behind placement (sender reputation, subscriber engagement, spam-trap hits, content and sending infrastructure), and why “it looks fine in my inbox” tells you almost nothing
• Authentication every sender must have — SPF, DKIM, and DMARC explained in plain language, plus what Gmail’s and Yahoo’s bulk-sender requirements now demand of you
• List hygiene fundamentals — sunsetting inactive contacts, handling bounces and spam complaints, and why a smaller, engaged list beats a big, cold one
• Building and protecting sender reputation — domain vs. IP reputation, warm-up, and the consistency that keeps you trusted over time
• Reading the signals — the deliverability metrics that actually matter (inbox placement, complaint rate, bounce rate) and the tools to monitor them before problems escalate
• From headache to revenue — how better inbox placement compounds into more opens, clicks, and revenue, and how to make the business case for treating deliverability as a growth lever

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What participants will take away: a clear, practical checklist for getting more email into the inbox — the authentication and list-hygiene must-haves, the metrics to watch, and a way to frame deliverability as revenue protection rather than an IT chore.

About the speaker

Desislava Zhivkova is Head of Deliverability & Compliance Operations at Omnisend, where she leads the teams that keep email reaching the inbox at scale for thousands of e-commerce senders.

She is also the co-founder of Adaptemail and brings over 10 years of experience in email deliverability and compliance — spanning both the platform side and hands-on sender strategy.

A recognised voice in the field, she has spoken at the Deliverability Summit and regularly shares practical guidance on authentication, sender reputation, and inbox placement.