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The Truth About Email Marketing by Simms Jenkins

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Part VII: The Truth About Getting Into and Optimizing the Inbox

Truth 33. The basics of deliverability

Deliverability, the metric that measures your success at getting email delivered to the end recipient, has become a key component of email marketing and something that must be evaluated and adjusted on an ongoing basis. With the potential financial and legislative implications of spam, Internet service providers (ISPs) and businesses alike are constantly attempting to protect their users. Unfortunately, they also block and filter legitimate commercial email messages (called false positives) in the process.

If you don't think deliverability is something you should be concerned with, consider that permission-based emails are reaching consumer ...

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