2012 Unpredictions: The Reckoning

Matt Blumberg

I made four unpredictions for last year – things I didn’t think would happen. I always feel compelled to look back and evaluate my foresight, which in some years has been pretty good. This was one of them:

1. ISPs will not block messages to all users based on lack of engagement, but engagement will matter more than ever.

The reckoning: I hedged this one a bit, but no question it came true. Engagement does matter more than ever in the deliverability equation, and its impact is only growing. Last year we diagnosed more engagement-based issues...

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