Why List Quality and IP Reputation Are Crucial in Email Delivery

Ron MacDonald

Effective delivery of emails for marketing, ecommerce or other business functions is essential for a company to build and sustain relationships online.

Of course, the undeniable ubiquity of email has created a myriad of difficulties when it comes to reaching recipients' inboxes. Even if messages are fully legitimate and CAN-SPAM compliant, they can still trigger spam filters used by major ISPs.

One of the primary factors in the success of any email marketing campaign is the quality of the address list. This is a strategic investment that must be protected from abuse and nurtured to achieve maximum value through high-percentage deliverability...

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