> ## Knowledge Base Index > Fetch the complete knowledge base index at: https://help.emailwiz.ai/sitemap.xml > Use this file to discover available pages before exploring further. > Pure-Markdown content can be obtained by appending a '.md' suffix to the content URLs listed in the sitemap (without the trailing slash). # Email deliverability best practices Deliverability is about landing in the inbox, not the spam folder - and it depends as much on *how* you send as on *what* you send. Follow these practices to build and protect your sender reputation. --- ## Flows are your most reliable emails Your automated flows (Welcome, Abandoned Checkout, Browse Abandonment, Post Purchase, Winback) go to people who are highly engaged and *expecting* to hear from you - they just signed up, abandoned a cart, or bought. That makes flows your **best-performing, most deliverable** emails. Keeping them active is the foundation of a healthy sending reputation. ## Right-size your audience - find the sweet spot Before each campaign, Wiz **recommends a segment** based on your recent open and click rates (see [Choosing your audience](#)). Use it as your guide: - Aim to keep your **open rate around 40% or higher.** - If it drops below that, **target a more engaged segment** - a shorter engagement window. - Wiz's pre-built engaged segments are: opened or clicked in the last **30 / 60 / 90 / 120 / 180 days**. - **Start smaller and widen gradually**, as long as open rates stay above ~35-40%. The goal is a sweet spot: not so small you under-use your list, not so broad that engagement (and deliverability) drops. ## Don't over-mail your list - **Don't blast your entire list every week.** Reserve full-list sends for **big holidays and major sales**. - It's better to reach **fewer people who actually open** than a huge list that won't - low engagement signals to inbox providers that your mail isn't wanted, which hurts future placement. ## Give a new domain time If you've just connected a custom domain, or your reputation is low, don't rush into big campaigns - see [Warming up a new domain](#). Reputation builds over time when you follow the practices above. --- ## Common questions **What open rate should I aim for?** Around 40%+. If a campaign's audience is pulling you below that, tighten to a more engaged segment for the next one. **Should I email everyone to maximize reach?** No. Broad, low-engagement sends hurt deliverability. Send to people likely to open, and expand only while your open rates stay healthy.