Understanding 'gray mail' is essential for avoiding spam folder placement and maintaining deliverability.

In B2B filters, gray mail will be a filter setting that the providers can set up on their side. And what we ran into was... we were seeing quite a number of gray mail flags come back... we were seeing a much higher spam placement based on that gray mail flag that was popping up on the emails that we had sent.

Takeaway:• Jason Crichton explains that gray mail refers to emails sent over time where activity may be dropping off, though they're not technically spam.• Gray mail can increase spam folder placement, damaging deliverability.• To mitigate gray mail, review and update your email content and target engaged audiences.