Secrets and Lies: Deliverability Gets Them Every Time

Author:
Karen J. Bannan
Source:

While email has been steadily shifting toward the mobile arena—one recent report from ReturnPath predicted that mobile readership will overtake webmail and desktop mail by the end of 2012—there are plenty of people reading their messages the old-fashioned way. Deliverability still matters to marketers, said Jeanne S. Jennings, an independent email marketing strategy consultant. Below, Jennings explains one secret and one outright lie related to deliverability.

Secret: Content filters aren't enough to ensure deliverability.

“People believe they can run their emails through SpamAssassin and, if their score comes back less than a three, they won't be blacklisted...

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