When you discover that your email messages are going to your subscribers' spam folders, you're probably going to blame the ISPs first. After all, you never sign up subscribers without their permission. If you're already using opt-in, why are you having deliverability issues?
The answer is that deliverability is a complex network of factors in which senders, ISPs and subscribers play roles and is rooted in buyer trust.
Buyer trust begins with permission and getting to the inbox. Then, it broadens into the relationships you build with your subscribers.
This is a tall order – it's not something you can fix with an algorithm tweak here and there. And you must be able to collect and use your customer and subscriber data at a much higher level than just inserting a first name in the subject line.
But the reward is just as big: conversions and long-term engagement. After all, isn't that why you invest in email marketing?
You should be able to answer three...