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The importance of relevance and engagement has been confirmed by email providers in various at several public conferences for several over the years now.
From a brand point of view's perspective, this aspect is important because:
Engagement with an email address tells us how the general public views our company.
Engagement with providers provides gives information on how our recipients see view our messagesBrand engagement gives us .
Engagement with the brand provides insights into how our customers see us.
If you 're are sending to a high rate of unengaged contacts (engagement rate) that's hurting with low engagement, which worsens your reputation, you 'll will find suggestions on the page Statistics > Email > List > Message Sent page.
OrAlternatively, if you use the SMTP+ sending system, go to the page Statistics > Email > SMTP+ Messages > Message sent page.
Sender Authentication
To trust the identity claimed by a sender, a mechanism that validates the use of the identity is needed, and this is called authentication. Properly authenticating your domain with SPF, DKIM, and DMARC makes it much harder for a malicious actor to use it for nefarious activities (phishing and spam).
When a sender is authenticated, both the sending and receiving systems can reliably and accurately validate who is responsible for the message.
This validation allows for precise identification of the sender and associates a unique and stable reputation, avoiding, for example, weakening it (as could happen with domains shared among multiple senders).
Another advantage of correctly authenticated senders is that the message is not subject to the rigorous analysis applied to mail from an unknown source.
If you are sending with senders who are not correctly authenticated, which can negatively influence your delivery rate, you will find suggestions on the page Settings > Account settings > Senders authentication > Verified senders.