"Deliverability is whether your emails land in the inbox or the spam folder. It's the most important thing an email platform does for you, and it's the one thing most small businesses don't think to ask about until something goes wrong."
"Coleen Otero learned this the hard way. After switching to a different platform, her open rates dropped from 30-40% to 5%. 'As a small business owner, that is detrimental to my ROI, detrimental to the sales,' she said in an AWeber webinar."
"Deliverability isn't just a technical setting. It's the foundation your entire email strategy sits on. A platform that lets bad actors send spam from shared infrastructure damages the sender reputation of every customer on that infrastructure."
"Most platforms charge by subscriber count. That means the price you see today isn't the price you'll pay in twelve months if your list grows."
Selecting the right email marketing platform is crucial for small businesses. Key factors include reliable deliverability, budget compatibility as subscriber lists grow, user-friendly automation, and accessible human support. Deliverability is paramount, as it determines whether emails reach inboxes or spam folders. Many businesses overlook this until they experience significant drops in open rates. Additionally, understanding pricing structures is essential, as costs can increase with subscriber growth. The guide emphasizes asking specific questions to ensure the chosen platform meets these critical needs.
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