In a perfect world, you would just send out your email newsletters to everyone on your list, they would all be delivered to their inboxes, and everyone opens them up and enjoys your fine marketing efforts. It makes sense that this would happen, doesn't it?
And now the bad news: the world isn't perfect. Since we've already addressed what you have to do to make someone open your email once it's in their inbox (by that, we mean using a good email subject line
), what remains is an issue that you can't see because it largely isn't controlled by you: thousands of emails are sent each day that never get to the addressees' inboxes in the first place. Your email messages must navigate a myriad of gatekeepers on the way to their final destinations. Basically, they have to jump the hurdles that are set up to catch spam.
But Didn't We Talk About Spam Already?
Yes, in the email permissions section
. But some marketers who always play by the rules of permission can still find themselves having delivery issues because of something called…