Testing your email campaigns in Latin America requires a tailored approach. Why? Inbox placement rates in the region average 80-89%, but challenges like language nuances, regional ISPs, and varying regulations can impact deliverability. Without proper testing, your emails risk ending up in spam folders, leading to lost revenue and engagement.
Here’s what you need to know:
- Build Seed Lists: Test with a mix of global providers (e.g., Gmail) and regional ISPs (e.g., Brazil's Terra). Segment by country and language for accurate insights.
- Verify Authentication: Ensure SPF, DKIM, and DMARC are correctly configured. Misalignment can hurt sender reputation.
- Localize Content: Write emails in Brazilian Portuguese or Latin American Spanish, and tailor subject lines, templates, and offers to each market.
- Monitor Engagement: Track open rates, spam complaints, and bounce rates by country. Clean your list regularly to remove inactive or invalid addresses.
- Set Up Regular Monitoring: Use inbox testing tools to stay ahead of ISP filtering changes and track performance weekly or monthly.
1. Build Seed Lists for Regional ISPs
A seed list is essentially a collection of test email addresses designed to represent a variety of mailbox providers, countries, and device types. By sending your email campaigns to these addresses, you can check if your messages land in the inbox, get flagged as spam, or disappear altogether. This kind of testing is especially useful in Latin America, where inbox placement can vary widely depending on the provider and country.
The goal is to create a seed list that mirrors your actual audience. If your subscribers span multiple Latin American countries, your seed list should reflect that same mix of regions and providers.
Include Major ISPs in Your Seed List
Make sure your seed list includes both global providers (like Gmail, Outlook/Hotmail, Yahoo, and Apple) and key regional providers, such as Brazil's Terra and UOL or Colombia's Tigo. These regional ISPs often rely on different filtering criteria, blacklists, and reputation systems.
For each major ISP, aim to include 5–10 unique test addresses. This approach helps you identify consistent trends rather than one-off anomalies. Focus on the providers your audience uses most and where you've experienced deliverability challenges in the past.
Segment by Language and Country
Latin America is linguistically diverse, with Portuguese spoken in Brazil and Spanish in most other countries. These language differences, along with distinct regulations, impact email filtering and deliverability. For example, Brazil's LGPD introduces specific filtering behaviors that don't apply to Spanish-speaking regions.
To address these variations, create separate seed list segments for Brazil and Spanish-speaking countries. Each segment should include a mix of global providers and relevant local ISPs. This allows you to pinpoint issues unique to one language or market. For instance, if your data shows Argentina has an inbox placement rate of 89% while another country lags in the low 80s, segmented testing can help identify the root cause - whether it's related to regional blacklists or content differences.
You can further refine your Spanish-speaking segment by breaking it down by country, such as Mexico, Argentina, and Colombia. Start with your most critical markets - those that drive the most revenue or volume - and expand to others where engagement or complaint rates are problematic.
Keep Seed Lists Current
Seed lists require regular updates to stay effective. Review them every quarter to ensure they reflect current ISP coverage and remove any inactive or bouncing addresses.
Eliminate test addresses that consistently generate hard or repeated soft bounces, as they can distort your deliverability data. Also, keep an eye out for addresses that suddenly show unusual engagement, like opening every email within seconds. These behaviors can artificially boost your sender reputation and hide real issues.
To ensure accurate results, seed addresses should remain passive - no opens, clicks, or replies. This prevents mailbox providers from treating them differently than typical subscribers. Automated tools can help monitor seed accounts and report whether your emails land in the inbox, spam folder, or are blocked.
Market conditions can shift, too. If a provider's market share changes or if your reports show inconsistent engagement from seed accounts, it's time to refresh your list. Sudden spikes in engagement from previously inactive addresses might indicate that they’ve been compromised or are no longer representative of real subscribers.
If your team lacks the resources or expertise to manage this process, consider partnering with deliverability platforms or agencies that maintain large, regularly updated seed networks across Latin America. Tools like the Email Service Business Directory can help you find providers and agencies familiar with local ISPs and regulations.
Once your seed list is ready, you can move on to verifying your authentication and sending patterns.
2. Verify Authentication and Sending Patterns
Ensuring your emails are authenticated and your sending patterns are well-structured is key to maintaining a solid sender reputation. Without proper authentication, even the best-crafted emails can end up flagged as spam - especially as Internet Service Providers (ISPs) in Latin America continue to tighten their filtering systems.
Your sending patterns - how you schedule emails, ramp up sending volume, and distribute sends across IPs and domains - are just as important. ISPs use these patterns to distinguish legitimate senders from spammers. Abrupt spikes in volume or irregular sending schedules can raise red flags, particularly with regional providers that rely on sensitive anti-spam measures.
Check Authentication Protocols
Three key protocols form the backbone of email authentication: SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance). Each serves a specific purpose, and they need to work together seamlessly.
- SPF ensures that your sending IP address is authorized to send emails on behalf of your domain. ISPs verify this by checking your domain's DNS records. If the IP isn't listed in your SPF record, the email could be flagged as spam or outright rejected. For campaigns targeting Latin America, make sure your SPF record includes all authorized sources, such as your email service provider, third-party tools, and internal servers. Also, ensure your SPF record stays within the 10-query DNS limit.
- DKIM adds a digital signature to your emails, confirming that the message hasn't been tampered with during transit. Your email provider applies a private key to outgoing messages, while ISPs use a public key in your DNS records to verify the signature. Use your domain for the DKIM signature instead of relying solely on your provider's domain - this aligns the signature with DMARC and strengthens your email's legitimacy with Latin American ISPs.
- DMARC ties SPF and DKIM together and provides reports on authentication failures. It also instructs ISPs on how to handle emails that fail these checks. Start with a monitoring policy (p=none) to gather data on your Latin American campaigns. Once you're confident that SPF and DKIM are properly aligned, gradually move to stricter policies like quarantine or reject. Many ISPs in the region reward domains with enforced policies by improving inbox placement rates.
To confirm your setup, use free DNS checking tools or your email service provider's built-in verification features. Send test emails to seed addresses across different Latin American ISPs and review the email headers to ensure SPF, DKIM, and DMARC show a "pass" status. Pay close attention to alignment - your visible "From" domain should match or align with the domains used in SPF and DKIM. Misalignment can weaken DMARC's effectiveness and lead to inconsistent filtering.
For an easier setup, consider deliverability platforms that assist with SPF and DKIM configurations. These tools often include inbox placement testing, which sends trial campaigns to major ISPs and generates detailed spam reports. This allows you to fix any authentication issues before launching full-scale campaigns. The Email Service Business Directory (https://emailservicebusiness.com) is a resource for finding platforms that specialize in authentication verification for Latin American campaigns.
Once your authentication protocols are in order, fine-tune your sending configuration to improve inbox placement.
Test Different Sending Configurations
Your sending configuration - domains, IP addresses, volumes, and timing - plays a huge role in how ISPs evaluate your emails. Testing different setups helps identify the combination that achieves the best inbox placement rates across Latin American providers.
- Sending Domains: Using dedicated domains for different email types (e.g., promotional, transactional, newsletters) isolates reputation issues. For example, if your promotional emails face deliverability challenges, they won't impact your transactional messages. Monitor which domains perform best with major ISPs in the region, and consider assigning separate domains for high-volume campaigns versus smaller, high-engagement ones.
- IP Address Reputation: In Latin America, some ISPs rely on local blacklists in addition to global ones. Start with a clean, dedicated IP address and gradually increase sending volume over 2–4 weeks to build a positive reputation. Compare how new and established IPs perform. Using local IPs can sometimes improve placement rates, as certain ISPs prioritize local infrastructure.
- Sending Volume and Frequency: Different countries in Latin America have varying thresholds for acceptable email volumes. For instance, Brazil’s ISPs may handle higher volumes differently than providers in Argentina. Test identical campaigns at varying volumes and times, tracking inbox placement rates by country. Consistent, moderate sending volumes with segmented lists based on engagement typically perform better than sporadic, high-volume blasts. Avoid sudden spikes, as they can trigger spam filters, especially when using new domains or IPs.
- Time Zone Considerations: Latin America spans several time zones, from UTC-3 in Argentina to UTC-8 in parts of Mexico. Test sending times based on local time zones to maximize engagement. ISPs often use engagement metrics like opens and clicks to determine inbox placement, so sending emails when recipients are most active improves your chances of bypassing spam filters. For example, if your data shows that sending to Brazil on Tuesday mornings results in a 92% inbox placement rate compared to 78% on Friday evenings, adjust your schedule accordingly.
When testing configurations, track key metrics such as inbox placement, spam placement, and blocking rates. Break these down by country, ISP, sending domain, and IP address to identify what works best. Pay particular attention to authentication pass rates and how they correlate with inbox placement. On average, Latin America sees inbox placement rates in the mid-to-upper 80s, so aim to exceed these benchmarks through careful optimization.
Run controlled tests by sending identical campaigns from different IPs or subdomains to seed lists across Latin America. Monitor how inbox and spam placement vary across ISPs. Use inbox monitoring tools weekly or bi-weekly to detect changes in ISP behavior and adjust your configurations as needed. Some platforms can track inboxing, spam, and blocking rates across over 100 ISPs globally, including those in Latin America, providing valuable insights.
Document your test results systematically. Record details like the date, sending domain, IP address, authentication status, sending volume, send time, and inbox placement rates by ISP and country. Over time, this data will help you identify trends and refine your approach. Use these insights to create a playbook outlining the best sending configurations for each Latin American country. Share this resource with your team and update it regularly to stay ahead of evolving ISP filtering rules.
Once you’ve optimized your authentication and sending configurations, focus on testing localized content for even better results.
3. Test Localized Content
Localized content involves tailoring your message to connect with regional audiences while adhering to local laws and norms. In Latin America, this means crafting emails directly in Brazilian Portuguese and Latin American Spanish. Internet Service Providers (ISPs) increasingly use engagement metrics - like opens, clicks, and spam complaints - to decide whether your emails land in the inbox or the spam folder.
Recent data reveals that inbox placement in Latin America has improved by about 4.5 percentage points over the past two years. This progress is linked to senders who effectively localize their content and comply with regulations such as Brazil's LGPD. By thoroughly testing your localized content, you can build a stronger sender reputation, reducing the chances of your emails ending up in spam folders. These practices set the stage for detailed testing of each content element.
Test Subject Lines in Local Languages
Subject lines are your first chance to engage recipients, so they must feel natural in the reader's language. Avoid directly translating from English. Instead, craft subject lines in Brazilian Portuguese and Latin American Spanish, incorporating region-specific expressions, appropriate levels of formality, and tailored value propositions.
Brazilian Portuguese and Latin American Spanish differ not only in vocabulary but also in tone and expectations. For instance, Brazilian audiences often respond well to informal, friendly language using "você", while some Spanish-speaking markets may prefer a more formal tone with "usted." Run A/B tests for each language and country segment, tracking key metrics like open rates, spam complaints, and inbox placement.
Practical steps include creating at least two localized versions per market, adapting subject lines, preheaders, and sender names, and splitting traffic evenly over one or two send cycles. Measure performance by country - looking at open rates, spam complaints, and other engagement metrics - and document successful patterns for future campaigns.
Experiment with variations in formality, emoji usage, and time-sensitive cues linked to local holidays or pay cycles. For example, a subject line referencing "esta semana" (this week) might perform differently in Mexico versus Argentina due to differences in shopping habits or payday schedules. The more closely your subject lines align with local contexts, the stronger your engagement signals will be, helping improve inbox placement.
Design Templates for Regional Regulations
Compliance with regional laws is critical for deliverability. Email templates should align with regulations like Brazil's LGPD and other data protection laws. Templates must clearly state the email’s purpose, include an easy-to-find unsubscribe link, and reference privacy notices.
For Brazil, make sure templates feature consent reminders and links to privacy policies in Portuguese. Include localized legal text in the footer, along with clear company identification and appropriately worded unsubscribe and preference links. This not only ensures compliance but also builds trust, which can boost engagement.
In Spanish-speaking countries, adjust vocabulary to suit regional preferences and avoid slang unless targeting a specific market. For example, an unsubscribe link labeled "Darse de baja" might work well in Mexico, while "Cancelar suscripción" could resonate better in Argentina. Preheaders should remind recipients why they signed up, and calls-to-action should be localized to match local preferences, reducing the risk of appearing misleading.
When designing templates, test layouts that meet legal requirements while enhancing visual appeal. For instance, compare a template with an unsubscribe link in the header to one with the link in the footer to see which generates fewer complaints. Monitor metrics like opens, clicks, unsubscribes, and spam reports across different countries to determine the most effective designs.
Test Content Variations
After testing subject lines and templates, evaluate how content variations impact inbox placement. Compare campaigns featuring discount-driven offers with those offering value-added content, like guides or tips. For example, a "$25 off" promotion might perform differently than a campaign offering "Guia gratuito: 5 dicas para economizar" (Free guide: 5 tips to save money) in Brazil.
Experiment with both formal and informal tones to discover what resonates. In some markets, a conversational tone builds trust, while others may expect a more professional approach. Include local references, such as currency values, city names, or mentions of regional events like Carnaval in Brazil or Independence Day in Mexico.
Testing different image-to-text ratios is also important, as many Latin American ISPs flag image-heavy emails as spam. Experiment with layouts ranging from image-heavy to text-dominant and monitor performance metrics like inbox placement and engagement. Use alt text in the local language, compress images for faster loading, and ensure designs don’t rely solely on one large image to convey key messages.
Make sure your core value propositions appear as live text, so they remain accessible even if images aren’t displayed. Track metrics like inbox versus spam placement, open and click rates, spam complaints, and unsubscribe rates, segmenting results by country and language. Run controlled tests over multiple send cycles and compare results to a baseline to confirm that your localization efforts are improving deliverability.
Document your test results carefully. Note details like the date, content variant (subject line, preheader, body copy, template, and image ratio), targeted markets, and engagement metrics. Develop a repeatable testing process, including a monthly testing calendar, pre-approved legal text, and a repository of successful strategies, to ensure future campaigns build on proven localization techniques.
For additional help, consider using specialized deliverability tools that provide inbox placement reports by country and ISP, flag content or template patterns that trigger filters, and offer guidance on LGPD-compliant footer and consent language.
Consistent testing of localized elements helps your campaigns overcome regional deliverability challenges. Once your localized content performs well, focus on monitoring engagement and list quality to maintain strong inbox placement over time.
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4. Monitor Engagement and List Quality
Keeping an eye on recipient engagement and regularly cleaning your subscriber list are key to maintaining a strong sender reputation. Engagement metrics play a big role in determining whether Latin American ISPs deliver your emails to inboxes or flag them as spam. A poor-quality list - filled with invalid, inactive, or spam-trap addresses - can hurt your deliverability rates.
Latin America’s average inbox placement rate is 83%, but this varies by country. For instance, Argentina leads with 89%, while Brazil lags at around 81%. Over the past two years, deliverability in the region has improved by about 4.5 percentage points, thanks to stricter data laws like Brazil’s LGPD and better list management practices.
Monitoring engagement complements earlier steps like authentication and configuration. ISPs in Latin America increasingly rely on engagement-based algorithms to filter emails. Low open rates, few clicks, or high spam complaints can label you as a "bad sender", leading to spam filters, throttling, or outright blocking. By tracking the right metrics and cleaning your lists regularly, you can safeguard your reputation and improve deliverability.
Track Metrics by Country
Once your email setup is optimized, it’s important to measure performance on a country-by-country basis. Latin America’s diverse markets - like Argentina, Brazil, Mexico, Colombia, and Chile - differ in inbox placement rates, ISP behaviors, and subscriber expectations. Start by analyzing metrics such as:
- Inbox placement rate
- Open rate
- Click-through rate (CTR)
- Click-to-open rate (CTOR)
- Unsubscribe rate
- Spam complaint rate
- Bounce rate (both hard and soft bounces)
Use dashboards to break down performance by country and major ISPs. For example, compare results at Gmail, Outlook, and regional providers like Terra or Claro in Brazil instead of relying on regional averages. Patterns in these metrics can reveal potential issues. If Brazil’s inbox placement falls below the regional benchmark in the mid-80s, investigate whether specific ISPs are the problem or if it’s a broader issue. Similarly, if one market underperforms while others thrive, focus your efforts there instead of making sweeping changes.
Pay attention to elevated spam or low engagement in specific markets. For instance, if Argentina shows strong email engagement but Brazil struggles, you may need to tweak your approach for Brazil. Low open rates might point to localization or list-quality problems, while low inbox placement despite high engagement could signal infrastructure or filtering challenges with certain ISPs.
Specialized tools can provide deeper insights. Platforms like Inboxable (from Data Axle) track inboxing, spam placement, and blocking rates across more than 100 ISPs in Latin America. Similarly, Inbox Monster and GreenArrow Inbox Monitoring offer deliverability testing and reputation monitoring. Adding filters for language (e.g., Spanish vs. Brazilian Portuguese) or campaign type (promotional, transactional, lifecycle) can help pinpoint specific engagement issues. Alerts for spam complaints, bounces, or drops in inbox placement can also help you act quickly.
Establish a regular review cycle - monthly or quarterly - to evaluate metrics like inbox placement, engagement trends, and list quality for each country. Document how each market compares to regional benchmarks and set measurable goals, like reducing bounces in Brazil or improving inbox placement in Mexico.
Validate and Clean Email Addresses
Regularly validating email addresses is essential for strong deliverability in Latin America. Many older or poorly maintained lists contain invalid, dormant, or role-based addresses, as well as spam traps. High bounce rates or repeated attempts to email invalid addresses can damage your reputation with ISPs.
In regions with stricter data laws, like Brazil, sending emails to unengaged or unconsented contacts can quickly erode your sender reputation. Poor list hygiene also inflates email volume to low-value recipients, dragging down your engagement rates - a key factor ISPs use to determine inbox placement.
To keep your list clean, perform syntax, domain, and mailbox validations to catch typos, verify active addresses, and flag risky contacts. Tools like ZeroBounce are popular in South America for identifying invalid or low-quality addresses, helping improve deliverability.
Here’s how to stay on top of list hygiene:
- Validate new signups in real time or shortly after acquisition.
- Periodically re-validate older segments, especially before large campaigns or reactivation efforts.
- Pay extra attention to high-risk segments, like lists from third-party sources or events. Validate these aggressively and only use them if they meet strict thresholds for deliverability and engagement.
Schedule regular cleaning sessions - monthly or quarterly - for large databases. Use real-time API checks to validate new signups and remove suppressed addresses. Watch for recurring soft bounces, which may signal ongoing list-quality or ISP issues. Avoid using purchased or third-party lists, as they often contain invalid contacts and spam traps - especially in regions with tightening data laws.
Set inactivity thresholds (e.g., 90 days for frequent senders or 6–12 months for less frequent campaigns). Start with re-engagement campaigns tailored to local languages and preferences, making it easy for subscribers to update their settings. If no response follows, gradually suppress inactive contacts and, eventually, remove them from your list. This approach minimizes the risk of spam traps and helps maintain a strong sender reputation.
Keep a close eye on spam complaint rates. Even small increases can hurt your deliverability. Use engagement data to test send times, content formats, and sending frequency by country. Adjust your strategy in markets where complaints or unsubscribes spike.
5. Set Up Regular Monitoring
Testing inbox placement once isn’t enough when dealing with email deliverability in Latin America. ISP filtering rules evolve, engagement patterns shift, and your sender reputation can change over time. What works today might land your emails in spam tomorrow. That’s why consistent monitoring is crucial. It allows you to spot problems early - before they start affecting your revenue or damage your reputation with major providers in countries like Brazil, Mexico, Argentina, Colombia, and Chile.
Inbox placement in Latin America has seen steady improvement, sitting in the mid-to-upper 80% range for 2024–2025, compared to 83% in 2020. But these averages don’t tell the whole story. For example, in Q1 2020, Argentina achieved 89% inbox placement, while Brazil lagged at 81%, and Mexico saw a five-point drop year-over-year. These variations highlight why regular monitoring is essential. A sudden filter change at a major ISP in Brazil or a reputation issue in Mexico can hurt your deliverability long before it shows up in your campaign metrics.
Monitoring also keeps you ahead of regulatory changes. For instance, Brazil’s LGPD (General Data Protection Law) has boosted deliverability by about 4.5 percentage points over two years. As more countries in the region adopt similar laws, ISPs may tighten their filters further. Staying on top of these shifts lets you adjust things like authentication, content, or list hygiene before your inbox placement takes a hit. In this dynamic environment, reliable tools are key to tracking and adapting effectively.
Select Inbox Placement Tools
Having the right monitoring tool can make a huge difference. Look for platforms that support not just global providers like Gmail, Yahoo, and Outlook, but also regional ISPs common in Latin America. These tools should provide detailed data, including inbox rates, spam rates, and blocked message rates for each ISP - rather than just offering regional averages. This level of detail helps you pinpoint specific issues.
Tools with strong seed testing capabilities are particularly helpful. Seed testing allows you to predict inbox placement by simulating email delivery without creating artificial engagement.
It’s also smart to choose a platform that integrates with your email service provider and offers automated alerts. For example, you can set up notifications for sudden drops in inbox rates, spikes in spam placement, or increases in blocked messages. These alerts help you act quickly when filters change or your domain reputation dips.
Finally, consider whether the platform offers expertise in Latin American markets. Some tools come with consulting teams or support staff who understand local regulations, ISP behaviors, and best practices. This kind of expertise can be a lifesaver when troubleshooting tricky issues or interpreting unexpected data.
Create a Testing Schedule
Inbox placement can change from week to week, reflecting shifts in filtering rules or sender reputation. For most email campaigns, testing once a week or every other week strikes the right balance. This frequency helps you track trends without overwhelming you with data.
Organize your testing around cohorts - groupings of campaigns or email streams. For example, you might have one cohort for promotional emails and another for transactional messages. Run seed tests and inbox reports for each cohort weekly.
In addition to weekly testing, plan monthly or quarterly deep-dive reviews. Use these sessions to analyze inbox trends, engagement data, and complaint rates by country. For instance, if Brazil is underperforming while Argentina shows strong results, a review might uncover localization issues, list-quality problems, or ISP-specific filtering that needs a tailored solution.
Document your testing schedule in a runbook. This should outline the tools you’re using, the ISPs and countries you’re monitoring, the metrics you’re tracking, and who’s responsible for follow-up actions. Set clear thresholds for action, such as investigating any inbox rate drop of more than five percentage points at a major ISP. Store this runbook in a shared location and update it quarterly to keep pace with changing benchmarks and business goals.
Use Directories to Find Specialists
Finding the right tools and partners for email deliverability in Latin America can be challenging. You need platforms that support regional ISPs, as well as agencies or specialists familiar with markets like Brazil, Mexico, and Argentina. Curated directories can simplify this process by highlighting vendors and service providers with proven experience in the region.
For example, the Email Service Business Directory helps businesses compare email marketing platforms, deliverability tools, and service providers. It includes resources for advanced inbox monitoring, regional ISP coverage, and optimization tailored to Latin American audiences. By filtering for vendors with expertise in these markets, you can quickly find options that offer features like seed testing, per-provider metrics, and localized support.
External specialists, such as agencies or consultants, can also be a valuable resource. They can help design your monitoring framework, including seed list setup, tool selection, and test frequency. These experts can also conduct periodic audits of your authentication, list hygiene, and content to ensure compliance with regional best practices. If inbox reports show issues like blocklisting or throttling, specialists can analyze the data and recommend solutions.
Directories like the Email Service Business Directory make it easier to compare vendor expertise, pricing, and support in Latin American markets.
Conclusion
Review of Key Steps
Testing inbox placement in Latin America calls for a detailed, country-specific strategy. The five steps outlined in this checklist provide a structured approach to consistently landing emails in LATAM inboxes.
Building regional seed lists helps you understand how major ISPs in the region handle your emails. This testing reveals whether messages reach the inbox, get flagged as spam, or disappear entirely.
Verifying authentication and sending patterns ensures your emails meet technical standards. ISPs rely on protocols like SPF, DKIM, and DMARC to determine trustworthiness. Consistent sending patterns and stable volumes further strengthen your reputation with mailbox providers.
Localizing content for each country demonstrates that you value your audience’s language and preferences. For example, use Portuguese for Brazil or Spanish for Mexico, display prices in local currencies (while tracking in USD internally), and include consent language that aligns with local expectations. These adjustments boost engagement, which directly impacts inbox placement.
Monitoring engagement and list quality on a country-by-country basis allows you to address issues like outdated data or declining interest. Tracking metrics such as opens, clicks, complaints, and bounces separately for each market helps you identify and resolve problems before they harm your sender reputation.
Setting up regular monitoring transforms these steps into a long-term strategy. Conduct weekly or bi-weekly seed tests, review performance metrics monthly by country, and set clear thresholds for taking action. This proactive approach helps you adapt to ISP filtering changes and maintain strong campaign results.
When combined, these steps create a continuous improvement cycle: technical trust enables delivery, localized content drives engagement, healthy lists protect your reputation, and consistent testing ensures everything stays on track. LATAM inbox placement rates have climbed into the mid-to-upper 80% range - with Argentina at 89% and Brazil at 87% - proving that following best practices delivers real results.
Next Steps
To enhance your LATAM inbox placement, take the following actions:
- Start with a baseline test. Update your seed list for key LATAM countries and send a test campaign to assess inbox placement at major ISPs.
- Audit your technical setup. Review email headers to confirm SPF, DKIM, and DMARC are correctly configured for all domains and IPs used for LATAM sends. Address any gaps before launching your next campaign.
- Focus on one or two high-priority countries, such as Brazil or Mexico. Tailor your next campaign by translating subject lines, adapting offers to local preferences, and testing these localized versions against your global template.
- Clean your LATAM segments by removing invalid email addresses and suppressing unengaged subscribers. This step immediately improves list quality and safeguards your sender reputation.
- Establish a recurring schedule for testing and analysis. Set reminders for monthly seed tests, quarterly performance reviews by country, and regular updates to your strategy playbook.
For additional support, explore the Email Service Business Directory to find LATAM deliverability specialists. Compare vendors that offer expertise with regional ISPs, localized workflows, and compliance with laws like Brazil’s LGPD to streamline your efforts.
Inbox placement in Latin America is an ongoing process. ISP filters evolve, markets shift, and subscriber behavior changes. However, with these steps and a commitment to regular monitoring, you’ll stay ahead of deliverability challenges and ensure your campaigns consistently reach inboxes across the region.
FAQs
What are the unique email deliverability challenges with regional ISPs in Latin America compared to global providers?
Regional internet service providers (ISPs) in Latin America tend to enforce stricter filtering rules and have distinct deliverability standards compared to global providers. These can involve localized spam detection, preferences for content in specific languages, and differing thresholds for IP reputation.
To boost your chances of landing in the inbox, it’s crucial to familiarize yourself with the guidelines set by these ISPs and adjust your email campaigns to meet their expectations. Prioritize building a solid sender reputation, incorporate content tailored to local audiences, and conduct regular testing to spot and fix any deliverability challenges.
What are the benefits of using seed lists to test email inbox placement in Latin America?
Using seed lists is a smart way to check how your emails perform across different inboxes in Latin America. By including test email addresses from various countries in the region, you can spot delivery issues and make sure your messages land in inboxes rather than getting flagged as spam.
Seed lists also let you evaluate key factors like email content, sender reputation, and technical settings (such as SPF, DKIM, and DMARC). This approach helps fine-tune your campaigns to connect better with diverse audiences in Latin America, boosting engagement and overall effectiveness.
Why is it important to customize email content and subject lines for Brazilian Portuguese and Latin American Spanish audiences?
Customizing email content and subject lines for Brazilian Portuguese and Latin American Spanish audiences is key to building a strong connection with your target market. These regions have unique languages, expressions, and preferences that shape how people interact with and respond to emails.
By adjusting your messaging to align with local idioms, tone, and expectations, you can create content that feels more relatable and engaging. For instance, incorporating region-specific phrases or acknowledging local holidays can make your emails feel timely and personal. This approach not only boosts open rates but also encourages trust and deeper engagement with your audience.
