Debunking Email Deliverability Myths
Myth No. 4: If I ignore a deliverability problem, it will go away. Maybe, maybe not. It depends on the depth and type of infraction. But more than likely, if you don’t address it, the blocking or bulking of messages is going to happen again. Better to address it head-on for resolution now than wait it out.
What makes email deliverability such a challenge is the shifting nature of the ISP rule set paired with the various approaches taken by different ISPs. How do you best ensure emails get to the inbox? Here’s where things haven’t changed from a best practice standpoint:
- set and adhere to the expectations provided at the point of subscription;
- keep your list clean through expedient and thorough hygiene practices; and
- provide timely, relevant content for your subscribers that engages them.
These are the foundation of any good email program and will help ensure inbox delivery on an ongoing basis.