Addressing Email Deliverability Is Simple

Author:

Derek Harding

Source:

It's 2010, and yet email deliverability continues to be a significant challenge for many companies. This could have been resolved years ago had marketers understood the importance of having their email delivered and worked with Internet service providers (ISPs) to ensure that the needs of customers, ISPs, and senders were met. Unfortunately, it didn't turn out that way.

Marketers of varying degrees of legitimacy have continued to promote and claim legitimacy for practices that ISPs and recipients neither condone nor permit. In theory, addressing email deliverability is simplicity itself. Follow best practices to the letter and ensure you send only relevant, timely communications to recipients who have agreed to receive them and you'll have little to no problems.

The challenge for most businesses, though, arises when those best practices rub up against business requirements. Even legitimate marketers are tempted to push the limits of what their subscribers will accept....