The article emphasizes the importance of email deliverability in marketing, highlighting that subscriber engagement and relevant content matter more than the quantity of emails sent. It points out that misconceptions exist about spam definitions between marketers and subscribers, along with stressing that poor deliverability undermines marketing efforts. The piece mentions a decline in inbox placement rates, attributing it partly to changes in Apple Mail filtering. Additionally, tools like Litmus and Validity Everest are recommended to diagnose and resolve deliverability issues effectively.
Many marketers often incorrectly assume that both they and their subscribers perceive spam similarly. In truth, subscribers are more sensitive to frequency and relevance, which shapes their perception.
Engagement is crucial; a higher level of subscriber interaction greatly improves deliverability. Embracing unsubscribes is vital, as it's better to lose uninterested subscribers than to risk being marked as spam.
Diagnosing deliverability issues begins with assessing sender behavior and technical setup. Tools like Litmus and Validity Everest can assist in identifying and resolving these issues effectively.
With the recently reported decrease in inbox placement rates to 83.5%, largely due to changes in Apple Mail filtering, staying relevant in email marketing has never been more challenging.
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