one of the fastest, most far-reaching, interactive and least expensive forms of marketing media available. However, all of those advantages are thrown out the window if the email doesn’t get delivered.

We generally assume that when we click “send” on an email, it’s going to arrive at its destination inbox. However, delivery is not a sure thing. On average, more than 20% of opt-in emails never reach the inbox. That’s a lot of customers not getting the emails they signed up for.

Your sending practices are the key to ensuring that your message arrives at the inbox. Even the most well-intentioned and perfectly crafted email can end up in the junk mail folder. Examining the technical factors behind your emails and constantly monitoring your deliverability rates can help improve your chances of

Email is

reaching the inbox.

Recent studies show that 95% of all emails sent are spam. With that much unwanted email, Internet Service Providers (ISPs) have been forced to equip themselves with powerful filters to identify and block spam. Unfortunately, they can end up blocking legitimate emails as well. Since only 5% are actually good email, a filter that’s off by just 1% would be blocking 20% of legitimate emails.

Of emails that don’t make it to the inbox, 83% of them are blocked because of the sender’s reputation. Every email sent affects the reputation of the sender positively or negatively. If your reputation falls too far, ISPs will slap the spam label on you and block all your emails. If it looks like spam and it acts like spam, it will be treated like spam.

Spam filters used to be primarily based on content. With the evolution of spam, a typical ISP now has dozens of filters, most of which examine the sender’s reputation in addition to the content of the email.

Every email sender has a reputation, whether they know it or not. A good reputation can get you safe passage into the inbox, but a bad reputation can mean that you’re considered a spammer by the ISP.

ISPs care about your customers too; after all, they’re the same customers. If someone reports your email as spam, it can adversely affect your reputation with the ISP. Keep your customer complaint rates low to ensure your emails arrive in the inbox.

My emails are good. Why do ISPs think they’re bad?

Recent studies show that 95% of all emails sent are spam. With that much unwanted email, Internet Service Providers (ISPs) have been forced to equip themselves with powerful filters to identify and block spam. Unfortunately, they can end up blocking legitimate emails as well. Since only 5% are actually good email, a filter that’s off by just 1% would be blocking 20% of legitimate emails.

Of emails that don’t make it to the inbox, 83% of them are blocked because of the sender’s reputation. Every email sent affects the reputation of the sender positively or negatively. If your reputation falls too far, ISPs will slap the spam label on you and block all your emails. If it looks like spam and it acts like spam, it will be treated like spam.

Spam filters used to be primarily based on content. With the evolution of spam, a typical ISP now has dozens of filters, most of which examine the sender’s reputation in addition to the content of the email.

Every email sender has a reputation, whether they know it or not. A good reputation can get you safe passage into the inbox, but a bad reputation can mean that you’re considered a spammer by the ISP.

ISPs care about your customers too; after all, they’re the same customers. If someone reports your email as spam, it can adversely affect your reputation with the ISP. Keep your customer complaint rates low to ensure your emails arrive in the inbox.

My emails are good. Why do ISPs think they’re bad?

Is this spam?

Is this spam?

You know who you are, that's a given, but ISPs have no way of verifying that you are who you say you are. It's important to not only establish your identity with ISPs, but to make sure your identityisn't being co-opted by others.

Guilty by Association

If your email goes out from the same server as a spammer, an ISP might think you’re a spammer as well. Insist on an IP address dedicated to your email program and this won’t be an issue.

An Email of Disrepute

If you act enough like a spammer, you might find yourself on a blacklist: a list of IP addresses of spammers or suspected spammers that ISPs subscribe to. There are hundreds of blacklists out there and once an IP address is on a blacklist, ISPs will frequently reject any email you send, regardless of everything else and without notification.

Don’t Be a Stranger

Spammers can hijack your domain name to make it seem like their emails are originating from your company. Authentication is a means by which ISPs can identify you. It makes forging your domain more difficult and is also usually a requirement for inclusion on a whitelist, a list of trusted IP addresses and domains that are given preferential treatment in bypassing spam filters.

It’s the Inside That Counts

To make sure you are a reputable mailer, ISPs will check that you have a compliant sending infrastructure. Basically, this means following the best practices espoused in this book and responding quickly to any problems that crop up. A poor infrastructure will make you look like a spammer.

A Case of Mistaken Identity

You know who you are, that's a given, but ISPs have no way of verifying that you are who you say you are. It's important to not only establish your identity with ISPs, but to make sure your identityisn't being co-opted by others.

Guilty by Association

If your email goes out from the same server as a spammer, an ISP might think you’re a spammer as well. Insist on an IP address dedicated to your email program and this won’t be an issue.

An Email of Disrepute

If you act enough like a spammer, you might find yourself on a blacklist: a list of IP addresses of spammers or suspected spammers that ISPs subscribe to. There are hundreds of blacklists out there and once an IP address is on a blacklist, ISPs will frequently reject any email you send, regardless of everything else and without notification.

Don’t Be a Stranger

Spammers can hijack your domain name to make it seem like their emails are originating from your company. Authentication is a means by which ISPs can identify you. It makes forging your domain more difficult and is also usually a requirement for inclusion on a whitelist, a list of trusted IP addresses and domains that are given preferential treatment in bypassing spam filters.

It’s the Inside That Counts

To make sure you are a reputable mailer, ISPs will check that you have a compliant sending infrastructure. Basically, this means following the best practices espoused in this book and responding quickly to any problems that crop up. A poor infrastructure will make you look like a spammer.

A Case of Mistaken Identity

Building a good email program is a lot like building a good business: It starts and ends with

one of today’s most powerful and influential forms of communication. A good email program, properly planned and implemented, can grow your business, build your brand, increase response, boost customer satisfaction and loyalty, and increase your sales too.

Unfortunately, far too many legitimate companies don’t use email marketing to its full potential and some even damage their brand’s reputation with unsound email practices. According to a Return Path survey, 45% of email subscribers will ignore emails if the sender hasn’t provided relevance in the past.

Email is

your customers.

Building a good email program is a lot like building a good business: It starts and ends with

one of today’s most powerful and influential forms of communication. A good email program, properly planned and implemented, can grow your business, build your brand, increase response, boost customer satisfaction and loyalty, and increase your sales too.

Unfortunately, far too many legitimate companies don’t use email marketing to its full potential and some even damage their brand’s reputation with unsound email practices. According to a Return Path survey, 45% of email subscribers will ignore emails if the sender hasn’t provided relevance in the past.

Email is

your customers.

Meet Steve.Steve is one of your customers.

Building a good email program is a lot like building a good business: It starts and ends with

one of today’s most powerful and influential forms of communication. A good email program, properly planned and implemented, can grow your business, build your brand, increase response, boost customer satisfaction and loyalty, and increase your sales too.

Unfortunately, far too many legitimate companies don’t use email marketing to its full potential and some even damage their brand’s reputation with unsound email practices. According to a Return Path survey, 45% of email subscribers will ignore emails if the sender hasn’t provided relevance in the past.

Email is

your customers.

Meet Steve.Steve is one of your customers.

You know something personal about Steve... Steve has entrusted you with something very special: his email address. He doesn’t give his address to just anybody. He gave it to you because he wants to hear from you.

By accepting his email address, you entered into an unofficial pact to send him the emails he signed on for and nothing else. Here are some ways to live up to your end of the bargain with Steve:

He needs room to breatheSteve doesn’t want to receive emails every day if there is only new content every week. Decide how frequently to email based on the content and Steve’s wishes so he hears from you when he wants to hear from you.

He doesn’t open suspicious packagesIf Steve isn’t sure what the email is or who it’s from, he’s not going to open it. Be sure to have your brand name in the “from” line and a subject that relates to the actual email. It’s not only a good practice; it’s the law.

He thinks three is a crowdSteve doesn’t want to receive third-party offers unless he asks for them. Sending an uninvited third-party offer is the work of a spammer, and you don’t want Steve to think you’re a spammer, do you?