Organizations invest a lot of time, money, and heartache to craft the perfect campaign, but spend little time optimizing email deliverability. This isn’t ideal. With only 85% of all emails making it to recipients’ inboxes (2018 Deliverability Benchmark, ReturnPath), all that effort could be wasted when over 1 in 10 emails aren’t even seen by your intended audience.
So what can you do to improve the chances of all your emails being delivered to the sweet, sweet inbox? When it comes to email deliverability, there are two things that ISPs want you to prove. These are:
- Are you who you say you are?
- Are you sending emails that people want?
Proving your credentials
Because everyone uses email, email is one of the most common avenues for scams. And one of the most common methods used by scammers to con the public is phishing, where the scammer pretends to be from a…