Trends Report

The Secret To Email Delivery

Hint: There Is No Secret, Really — Delivery Hinges On Best Practices

July 7th, 2008
With contributors:
Shar VanBoskirk , Emily Bowen , Josh Bernoff

Summary

Ensuring that email messages make it to the inbox continues to be a critical challenge for email marketers, particularly as spam volumes increase and Internet service providers (ISPs) change their guidelines for which messages get delivered. Marketers who follow email marketing best practices have a better chance of getting their messages to the right place, especially if they also embrace basic deliverability tools, analyze the return on investment (ROI) of their delivery efforts, and take a hands-on approach to deliverability management. Forrester also expects that email delivery will become less troubling as reputation management improves.

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