Our Deliverability Strategy for 2025

2-3 times in 2024 we saw major changes from ESP platforms (Google and Microsoft) in deliverability crackdowns on outbound messages.

As an agency running campaigns for countless clients, this has been a pain in the ass.

It has felt as if every other week there has been changes in one sending better than the other, one of them getting completely nuked (I’m talking to you Outlook), and too many changes to try and combat and keep up with.

If you are a B2B org running outbound in-house you must be well-versed to keep up with this or you will be setting cash on fire every month.

Going into the new year, our team at Breakout is going to take the approach of buying inboxes as a “deliverability ETF” - meaning we are going to be buying them all.

I can say with confidence that I am likely not smarter than those at Google or Microsoft.

There are always going to be people who know more than me when it comes to spam filter changes, the most up to date deliverability practices, and other technical information.

Because of this, we are going to equip ourselves with both Google, Microsoft, and likely private infra for our inboxes as well.

The same as an investor buys QQQ to represent an investment in all of tech, we’re buying our own deliverability ETF to limit downside due to the changes of the ESPs.

This will allow us to focus on what we’re best at, and not let ever-changing inbox mandates dictate us and our client success.

“Buying the market” is the best way to approach deliverability in 2025 in my opinion, if you are not an extremely talented tech-first type of person.

Hope this helps.

Ryan